Funnels Won’t Fulfill You Unless You Do This First! | #Marketing - Ep. 41

This episode is brought to you by Nespresso. Introducing VertuoUp, the latest in a long line of innovation from Nespresso. It's innovation you can touch, sense, and taste in every single cup. With a 3-second start, easy open lever, and dedicated brew-over-ice button, it's even easier to enjoy your coffee your way. Sip for yourself. Shop VertuoUp exclusively at nespresso.com. The Toyota Tundra and Tacoma are built to keep going, backed by Toyota's reputation for legendary reliability. Step into a Tundra with the available i-Force MAX hybrid engine, delivering impressive torque and serious towing power. Or take a look at Tacoma with an available power liftgate, so gear goes in fast and the adventure keeps moving. Toyota trucks are built to last, year after year, mile after mile. So drive one home today. Visit toyota.com to find out more. Toyota, let's go places. What's up everybody, it's Russell. Welcome back to the last episode from our ClickFunnels Connect events. I hope you enjoyed the last two. The last one, what McCall shared was amazing, what Bridger shared was so cool, so powerful. And at the end of the event, I got up and I spoke for, I don't even know, an hour or so on offers and shared some really cool, I think pretty powerful things. A lot of people loved it. So I hope that you enjoy this. This is the third and final episode from the ClickFunnels Connect event in Salt Lake City. But I hope it gets you excited about running, either running an event in your hometown or attending one in your hometown. Remember when this episode's done, go over to clickfunnelsconnect.com. There's a whole marketplace of all the different meetups that are happening around the world. We have them literally in tons of countries all happening and I'd say go and find one in your local area and if there's not one, then you should go throw one and make it a party and come hang out with other funnel hackers and these meetups could be 2 people, could be 10 people, could be 100. It might be at an IHOP, might be at your hotel, might be at your house, who knows? But these meetups are happening all around the world and we wanna make sure you guys participate in 'em 'cause it's, First off, just a cool part of the community you can tap into, and a lot of fun. So that said, thank you so much. Go to clickfunnelsconnect.com, and then after that, you have a chance to listen to my presentation about how to create your offers. Hope you enjoy it, thanks so much. This is The Russell Brunson Show. Does this feel like a little mini Funnel Hacking Live in the middle of the month, or what? Okay, this is the vision, you guys, where we wanna do these Connect events, is give you guys a little dose of this month after month, week after week, whatever, however often you just wanna throw parties, because 'Cause I don't know about you, but I love Funnel Hacking Live once a year, but then I miss it throughout the year, and I think this is gonna be a really cool way for people to connect more often, which is gonna be awesome. Thank you, McCall and Bridger, for coming and speaking and serving these guys. So grateful for both you guys for showing up and serving. And yeah, this has been fun. So I'm gonna talk, I don't know, another 30 minutes or so. I got a couple things to share, and I thought it'd be useful for everybody as a whole. I kept, such a weird thing, 'cause I'm like, I don't know what to talk about. And so I think this is probably the most, this will be probably the most beneficial for everybody. So this is kind of where I landed out after going back and forth, had a ton of different ideas. And then when we're done, we'll hang out for a little bit. I think the 10 or so VIPs that signed up for pictures, we're gonna go somewhere afterwards to go get pictures somewhere, so that'll happen after. And then, what else, what else? That's kind of the game plan. And then at the end of this, I'll show you guys one more time if you want to host a meeting kind of what to do. But I want to spend a little bit of time talking about what I thought would be most beneficial for most people, because there's a lot of pieces of this game, right? And I love this game. I'm obsessed with it. It's funny, somebody asked me the other day, like, first off, why I didn't sell my company 4 years ago when we had the opportunity, and second, like, when am I gonna sell? And I was like, I'm never gonna sell. Like, I love, I'm obsessed with this. And I remember Bill Von Fumetti in my Atlas Group, he was like, people keep thinking that, like, trying to figure out, like, what's Russell doing that makes things different? Why is he so excited all the time? And like, what people don't understand is it's not because he's got some motivational thing or something, some secret morning routine. The reason why he does this is 'cause he's obsessed with the game. And so I'm obsessed with this game. I love it. I think about it all day. I talk about it, like, I'm gonna I'm gonna keep doing this until I'm in a wheelchair someday crawling around and I'll be talking about offers and funnels and it'll be insane. And so I just love this and I think, as I think about this, like the thing that a lot of people are struggling with is, or the thing that they're not focusing enough on is the actual offer. So I wanna talk about offers today for the next 30 minutes or so because of all the things, it's probably the most important, right? As much as I love funnels, a funnel with a crappy offer is not gonna work. As much as I love stories, a story with a crappy offer is not gonna work. Webinars, like it all comes down to like this pinnacle, this thing which is, The offer, the one thing. I'm stretching, there you go, there's my high kick. Just kidding. And so that's what I wanna talk about. So, a couple things when we talk about offers. The number one thing I wanna share, and this might be helpful for some of you guys, 'cause so many people I know wait 'cause they wanna put together the perfect offer and they don't wanna mess it up, and so they start thinking about it and they're talking about it and they spend a week and then a month and then 3 months and then 6 months and a year, then 2 years, then 2 and a half years, and they're waiting about the offer 'cause they don't wanna mess up, they wanna make sure it's perfect, and they keep waiting and waiting and waiting. And they came to Funnel Hacking Live 1, 2, 3, 4, 5, 6, 7, 8, 9, 9.5, and they're like, I'm about to launch the offer, about to, it's like, just do it. So, first thing I want you guys to understand is the person in every marketplace that wins is the person who makes the most offers. Do you think there's anybody in the marketplace that makes more offers than me? Who's winning? Okay, this is the rule to understand. We're not trying to make, wait till the perfect offer and then we will release it to the world and it'll be amazing, right? The way you find the perfect offer is by putting out a lot of different offers. We keep thinking we're gonna figure out the perfect thing, but we have to understand is that the market is going to tell you what they want. The way you win this game is the market votes with their credit card. And for most of us, maybe not me 'cause I do so many, but for most people, they keep waiting to put out the perfect offer, so they keep waiting and waiting versus like, put out one and it's gonna fail, and put out another one, another one. As you're doing the process is when you're gonna start figuring out what people actually want, what they don't want. Last Funnel Hacking Live was really cool. We had the Well twins on stage, if you guys remember, before we did the pitch, and they were talking about their webinar, right? So they went through the whole, like, the Prime Mover coaching program, built out the webinar, they launched it, and they went and they did the first one, and nobody bought their offer. And they're like, oh, that Russell Brunson's full of crap. Just kidding. But they're like, it didn't work. And so what they did is they got on the phone, they started calling, they're like, why didn't you guys buy? What was the reason? People are like, oh well, we don't actually want this. If you had something like this, we would've wanted it. Like, oh, and so they tweaked their offer, tweaked their offer. Next one made more sales, and they called the other ones that didn't buy. Why did you not buy? And they kept going, until eventually they had an offer now that's crushing it. And it's growing and scaling. Trey Lewellen, if any of you guys are in the e-com track that we have, we have a One Funnel Away e-com track, and Trey does weekly trainings on that. Trey's like the king of this. When he launches a new e-com offer, he puts it out there, and then every single person who opts in doesn't buy, he literally gets on the phone and calls them. Now I'm an introvert, I would never do that. Trey's extroverted, loves it, he's calling people, why didn't you buy, what's the reason, like just tell me. If you've heard the story about the tactical flashlight, he launches this flashlight funnel on ClickFunnels, Funnel number 11 form or something. And he puts it out there and people aren't buying, can't figure it out, he starts calling all the people and one guy on the phone, he's like, why didn't you buy the flashlight? He's like, oh, I only buy things that are tactical. Trey's like, huh. So he opens up ClickFunnels, the headline was get your whatever flashlight and he just added the word tactical, save. Went back, started driving traffic and conversion went boomp. And that funnel, ah, I wish I could tell, the whole like you can't tell income claims, anyway, but, That was like, that funnel made more money in 6 weeks than most people will make in 100 lifetimes. It was insane. We watched, 'cause Stripe, it's a Stripe Connect account, so I can watch the stats, the numbers, and we had, I don't know how many, 5,000 or 6,000 people on ClickFunnels platform when Trey launched this, and the offers started going up, and I remember, 'cause me and Todd are freaking out, we're like, look how much money all of our customers are doing, and like there's actually, oh, it would've been Snapchats, Snapchats of me like showing like the click, like look at these guys are making like, you know, like you guys as a whole, you guys make like $400,000 or $500,000 a day, like we're freaking out, right, showing this thing. It turns out it was like, It was like all Trey's volume. He was the only one, but it was good for me 'cause I didn't know, and so I had so much belief, like, oh, this is amazing, but it was all coming through this one funnel that Trey did, and he did it because he was putting out these offers, offer after offer, and then talking to people, figuring out, and then just change one word to tactical, and then boom, took off. So you never know, right? And so we gotta keep putting things out there. We keep waiting. There was a guy that was in our community during the first 2 or 3 years, and he left for a couple years, he's back right now, it's been fun watching him, but when he first came in the market, I was following him on Facebook, and he would put out a new offer like almost every day, just his Facebook community, put out this offer, and he put out another offer, offer, and he did PR stuff, and so he's like, oh, let's type some PR thing in, this other thing, and after a while I messaged him, and I was like, every day you're like putting out some new offer. He's like, yeah, I'm trying to figure out what's the best offer. And he kept doing that after a week or two, and then finally he had this offer, and he's like, that was the one, it was just the way I framed it, positioned it a little bit different, and it blew up, everyone started coming to me. But he was just putting things out there and just testing the market, right, and waiting to see when the market votes with their credit card. And so I wanna give you guys, again, the freedom to put out a lot of offers. Putting them out there, right? The person in every market who makes the most offers is the one who wins. Okay, and so that's number one thing I wanna share. Number two, sometimes we're scared, like, I don't put offers out there, like, they're gonna be mad at me or annoyed with me, right? But you have to understand, an offer is the way that you change somebody's life. That's the key. If you start taking this mental shift, an offer's not just like you trying to make money off someone. An offer's the thing that changes somebody's life. I look at my life, and there were definitely a couple offers that I purchased that radically changed everything for me. The first one, my wife and I were married for a year. I was trying to make this whole internet marketing thing working. I was struggling, I had no money. She was making $9.50 an hour supporting us. I was wrestling. We were trying thing after thing. And I remember this guy named Mark Joyner created an offer. It was called the Farewell Package, and it was $1,000. Which $1,000 may not seem like a lot to you guys, but as a 21-year-old newlywed wrestler without a job whose wife was making $9.50 an hour, that was a lot of money. That was everything, right? And it's a $1,000 offer, I'm like, I can't afford this, like, and I would watch him do this promotion, the campaign, and like I would think about it, I would like just constantly going through like, I need to buy this offer, I know this thing's gonna change my life. All the way up to like, finally towards the end, urgency and scarcity, selling out, ah! And I was like, and so the night before selling out, they put out this audio, it was like 2 or 3 hour audio of this guy Mike Chen and Mark Joyner talking about it, so I'm listening to the audio all night, I can't sleep, I'm freaking out, like I have to have this. I still remember the feeling, I love that feeling. And I'm laying there, and so I'm like, I didn't sleep the whole night. The next morning, Colette wakes up and she's like, "Oh, what's going on?" I'm like looking at her, I'm like, "Hey, I need to buy this thing." She's like, "How much is it?" I'm like, "$1,000." She's like, "Whoa." Like, put in perspective, we didn't have a $1,000 credit limit on our credit card. Like, we couldn't even like, I couldn't if I wanted to. And she's like, "Okay, I trust you." I'm like, "What? Why would you trust me? I have no track record." Nothing's, anyway. So we had to call the bank, increase our credit limit, bought the thing, you know, gets shipped out to me, and it was the first time I'd actually invested in myself. And that offer changed my life. Like, it went from me having no business, that was the thing that shifted me. And I've told Mark Jordan this many times since then, I'm like, his willingness to put out an offer and to push it and to promote it and to talk about it is the thing that shifted my life. Forever. Like, I'll be forever indebted and grateful for him because he put out that offer. And for a lot of people, like, oh, he's spamming, he's scamming, he's trying to make money off everybody. Yeah, he made money off everybody and he changed a whole bunch of people's lives on the way. Like, when you shift in your mind where an offer's how you change someone's life, then it's like, I'm not scared to put these out there, I'm trying to change someone's life. So keep putting them out there, like, hope that gives you guys some freedom. So offers are the way you change somebody's life. Now this is why, I wanna put in perspective why offers are so important to understand and to learn and to master. There's a guy named Claude Hopkins, any old marketing nerds in the room who know who Claude Hopkins is? Okay, like 2 of you guys, alright. Well okay, we'll talk more Hopkins in the future, okay. Claude Hopkins was like one of the fathers of modern-day advertising, wrote Scientific Advertising, great book from way back in the day, but brilliant. So Claude Hopkins, His job title back then, they called them schemen. So that was their name. And the job of a schemen is to go and actually create the most important part of the advertising piece, which is the offer. So he got paid full-time just to create an offer for a company. Okay, and he got paid, in 1907, he was getting paid $52,000 a year, which is the equivalent of $1.4 million a year. So he was making $1.4 million a year, and his only job was to figure out how to structure the offer. That was it. Like, that's how valuable that piece of it is. Okay, sometimes we're focusing so much on all these other things, they're all great, they're all important part of the piece, but like, the offer is the key. If you get the offer right, if you have a really good offer and crappy marketing, you make less sales. You got really good marketing, crappy offer, it's way, way harder, right? So the offer is the key piece of it. So that's why it's so important for us to, I think, for all of us to talk about it, to think about it, to like, to brainstorm. Like, whenever we're creating a new offer, like, that's, half of the thing is us sitting in front of a whiteboard like, what if we did this, and this, and like, just mapping out different ideas. And so, I just wanna get that more and more in the forefront of all of our minds, just, if we spend as much time on the offers, we use some of these other pieces, it'll help amplify everything that you're doing. A couple other reasons why offers are important. Myron Golden has a really cool bit, if you've heard Myron talk about it, but he's like, you can use offers to buy anything. Like, instead of using cash to buy things, you use offers to buy things. So for example, a couple years ago, Myron's like, I never, it's from him flying from Miami to Boise like 5 times a year for events, he's like, I never wanna fly never fly commercial again ever. And then he called me one day after like one of the times coming to an event, he's like, Russell, I am never flying commercial again. I'm like, oh yeah, I've said that before. He's like, no, I never will fly commercial again. He's like, I'm gonna fly, I'm like, you buying a private plane? He's like, no, but he's like, from this point forward, I'll never fly commercial again. And he hasn't, alright? And I was like, how are you gonna do this? He's like, every time I wanna go somewhere, if I wanna come to one of your events, I do is I make an offer, people pay for my plane, and then we fly to the event. So, how many of you guys are, do we have any Inner Circle members here? If you guys are Inner Circle, and you come to Boise, Myron's always there, and you notice he always brings huge entourage of people, most of them are Inner Circle members at this point, and he's like, hey, I'm getting my private plane, if you wanna fly with me on the private plane, you each chip in $30,000, we'll get a private plane together, and we'll network and talk the whole time in the air, and the whole time back. Okay, and everybody gets excited. And so if you get on Myron's list, every time he's going to any event, he gets sent out an offer before every single thing. Hey, I'm going to so-and-so, hey, I'm going over here, I'm going to Mexico, who wants to go with me? And then he flies private, and he just like has everybody else pay for the flight, creates an offer, they pay for the flight, and then travels there, right? He's like, everything in my life I want, he's like, I create an offer to pay for it. Okay, another really good story about this, Paul McCartney and John Lennon, they, obviously the Beatles, writing songs and stuff like that, and one time they were sitting down and they were trying to figure out, like, they wanted to build a swimming pool in their backyard or whatever, right? And Paul McCartney turns to John Lennon and says, let's write ourselves a swimming pool. And they sat down and they wrote the words, love, love me do, Wrote the song, launched it, the money came and paid for the swimming pool, right? How do we write ourselves a swimming pool? That's what good offers are. You create a good offer and you put it out there and it pays for whatever you want, okay? First time I ever experienced this, I was newlywed. Clet and I were in our, we'd been married for a year and a half, 'cause we were, first year we were in a rental, and the second year we bought a house 'cause I read Rich Dad Poor Dad, so we bought a duplex. Anyway, we're in the duplex, I started my business, I had a couple thousand people on my little email list at the time, trying to sell stuff, and Christmas time was coming up, We had these, so my wife's 5 and a half years older than me, and so when we got married, I had nothing and she had stuff. She had couches and everything, so we moved in this house, and it's like all her stuff, and I'm like, this is great. I don't have to do a thing to this, right? But she's had these couches for like a decade, and she's like, doesn't want 'em, and so my business is making a little bit of money, and I'm like, okay, I wanna buy my wife new couches for Christmas, that'd be amazing. And so we went to R.C. Willey, and new couches were like $3,600, which, that was a lot, like $3,600 is a lot of money. And so I'm like, well, I can't afford it yet, what do I need to do? And then I was like, what if I put together an offer and put it out there and maybe I can get people to help me pay for this for my wife? And so I put together a set, I remember it was Christmas time, and I called it the Grinch Sale. I had a picture of the Grinch on it. The headline, it said something about the Grinch. And I created this really good offer. I was like, hey, for, I think it was $27, maybe $37, $37, it was $37, $37 you would get, it was like 8 different products. And most of them I bought resale rights from, or licensing rights, or things like that. But I put it all together, and they're all really, really good products, right? It was $37, you get all these things, and then in the copy, I wrote the reason why. Like this, and there's a book called, by the way, anyone, Justin, this is for you too, there's a book I'm trying to get called "The Reason Why Advertising." I'm looking for a first edition, it's one of, anyway, I cannot find it. If anyone can find, CJ should know, "The Reason Why Advertising." Anyway, the guy wrote a book about, the whole thing is like, when you're advertising, if you just give someone a reason why, like, they're basically, they're more likely to buy. So in this Grinch, so I'm like, here's the sale, blah blah blah, the reason why I'm doing this is, I wanna buy my wife a couch. We've been married now for 2 years. She brought the couches in the relationship. They're really old, and I can't afford them, but I would love to give her a couch. This would be everything for her. And if you guys will buy this offer from me, I'll take the money and I will give her a couch, and then I will put a card on it with all of your names on there as like part of the gift that you all gave to my wife. And so I put the sales letter down, I sent an email that night to my 2,000 or 3,000 person list. And I was smart, 'cause I'm a funnel nerd. When they signed up for the offer, on the next page they could become an affiliate to promote the offer. Sent the email out, go to bed, wake up the next morning, getting ready, decided to check on my stats, jump on the computer, check my stats, and we're like $8,000 in sales. I was like, what the crap? And then I go to school, come back from school, refresh my thing, we're like $18,000 in sales. I was like, what just happened? Like I have no idea what's happening. And it keeps going, keeps going, and over this little campaign we ended up selling over $30,000 in this little thing. And thank you. And what's crazy is like, Anyway, some people bought it, and then on the thank you page, like I remember one guy, Carl Galletti, at the time was like, had the biggest list, he bought it, he's like, this is a great offer, so he became an affiliate, he promoted it, that's when this big spike came. And then a bunch of people saw it and they promoted it, and all these people start promoting it, I'm like, what is happening, this offer's blowing up, right? And then I got all these letters from people who were like, I bought it twice 'cause I wanna make sure your wife gets the couch, and da da da, and all these kind of things. And so afterwards, I told my wife, anyway, I love my wife, she's very risk-averse, and so I'm like, honey, "These people on the internet sent us money, I'm buying you a couch." And she's like, "Is this legal?" I'm like, "I'm pretty sure it's legal, we'll find out." So we bought the couch, and after we got pictures of us on the couch, we sent it out to all the people, like, "Thank you so much for helping with Christmas." But that was the first time I was like, I used an offer to pay for something. I didn't pay for that out of my own pocket. Right? Some of you guys have heard Dan Kennedy's story, he told it at the first Funnel Hacking Live we had him at, where he always talks about when you have something, you send the bill to the herd. That's a Dan Kennedy phrase, right? Send the bill to the herd. And so when Dan was going through, I think his second divorce, one of his members messaged him and was like, hey Dan, we're just curious, like, when the offer's coming out? Dan's like, what are you talking about? Like, well, we figured this divorce is expensive, but we know you're not paying for it, so what do we gotta buy from you? And the guy's like, Dan's like, you're right, hold on, and he faxed him out an offer, and then everybody bought it and paid for their divorce, right? But like, that's the power of offers, like you get the skill set, when you learn it, you guys, like that's what's amazing. Like you wanna get something crazy, you can go and do it, right? Okay, so I wanna talk about, My gimp arms, I'm so sorry. Someone asked earlier what happened. So for those who don't know, so a month and a half ago, I went to a wrestling tournament. There's a wrestling tournament every year for old guys. And somehow, in the tournament, I got in one of my matches, I came off, and like my bicep wouldn't flex. I was like, "That's really weird. Oh well." And then they called my name again, so I went to another match. That match I shot, and the guy sprawled on my arm. I heard my bicep go pop, and I was like, "Oh crap, that's not good." And then luckily I flipped him over and I pinned him. I still won the match, even with no arms. The ref's lifting my hand, I can't get my arm up, he's lifting my hand, I'm like, "Ugh." I get off, I look down, and I was like, "Oh dear me, these do not look like arms." They were like the weird— there was like a 3-inch gap between here and here. And then I was like, "Well." My wife and kids were in Hawaii for spring break. I was like, "I'll figure it out later." So we jumped on a plane, I flew to Hawaii. I'm trying to lift up my backpack, I'm like, "I can't even lift this thing up." And then I'm in Hawaii, and my arms look like they had elephantitis. They were just swollen up, like yellow and purple, and like, the whole week I was just like, But I knew that my wife didn't want me to go wrestle. She wanted me to be on spring break with her. And so it was already this weird thing. And so as I'm flying to Hawaii, like, can't move my arms, I was like, if she knows I'm hurting even a little bit, I will never live this down. So I showed up, I was the most happy Russell in the history of the planet for a week straight. I'm like, ah! And we fly back home and then I was like, I probably should get these looked at. So we went and got MRIs on both of them. Like, oh yeah, the muscle detached from the bone on both of them. Like, oh crap. So they basically, this one they went in first, they cut it open, they go up and they grab the bicep. And this one had some fraying, so they had to cut it, and then they pull it down and then reattach it. They did that for 2 weeks. I had a thing, I had just one. I tried to get them to do both at the same time. And then the question that my wife and the doctor asked is like, "Well, if you have no arms, who's gonna wipe?" I was like, "Okay, you can do one at a time." So we did this one first. So for 2 weeks I had that one, then 2 weeks later, As soon as this one could move and I could do basic things, then they did this one, cut it open, went up there, grabbed it, re-sewed it. And this was on a Friday, the second one. And next Monday, I had Inner Circle Dallas. For 4 days, I was on stage in double casts, like, walking around. So right now, it's good. I have 2 big slashes. And I can almost extend my arms. But I'm in PT. And it's really weak. So like I said, this is the time to wrestle me if you want a shot. But I'm still— I don't need arm— I can arm wrestle. So good, so good, so good. 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Oh, I know, I know, I know. Okay, okay, start this. So there's 3 types of offers, okay? Um, the first type of offer was called repair. And if you look at, um, like advertising, marketing, business history throughout time, um, like back in the early 1900s, this was the only kind of offer people can make, right? Because most people like us couldn't go and build brands. There was like Sears and like the big companies who build refrigerators and car companies and stuff like, they were external from us entrepreneurs, right? They build these things. And so when entrepreneurs came into the scene, like the way entrepreneurs typically make money is that they could come, they could repair something. Oh, your fridge is broken? I'm starting a business, I will fix your thing, right? So it's repair. A lot of people are in repair businesses now, right? Repair, you think about it's like someone has a car, and something's broken, I'm just gonna fix it, right? You think about therapy as a repair business, right? Marriage is not doing well, we're gonna fix it, right? It's a fixing. So this is like one tier of offers. Repair is good. Traditionally though, there's not as much money in repair, but it's the way a lot of people live. To this day, that's still the way a lot of people make money. Okay, second type of offer is called improvement. Okay? So this is where the whole, like when I was in college and high school and stuff learning about business and entrepreneurship, they'd always talk about, okay, what your job to do as an entrepreneur is you find someone that's got something good, a mousetrap, and then you build a better mousetrap, right? That's improvement. This is where 90% of people's offers land is here. And this is good, it's better than repair, improvement's better. So repair is like your car's broken, I'm gonna fix the engine. Okay, improvement's like that car sucks, here's a better car. Right? You're changing somebody's vehicle, right? Repair and then improvement. You can usually tell that your offer is an improvement offer if the words, if the letters ER are somewhere in how you describe it. Like, it's kinda like this but better, it's kinda like this but faster, it's kinda like this but, like, ER, ER, you're using these improvement offers. Improvement offers are good. Again, most people, this is where they live at. Most people in my world, marketing educators, are teaching people literally this. Like, I go through their courses and they're just teaching people how to make improvement offers. I'm like, ah, that's good, but there's such a There's something better. And there's a time and a place in everyone's value ladder where improvement offers are what you do, okay? The positive thing about improvement offers, they're easier to make, because it's just like, oh, this, mine's better than this. It's just like this, but way better, right? The downside of improvement offers is for somebody to take an improvement offer, they usually have to admit that they failed at something, right? There's a lot of personal thing where it's like, ah, I failed at this, but this one's supposed to be better, so I'll try that instead. It's harder. Also, this is based off of, People have desires to change, but most people, like, I think about the people in my world that aren't in this world, this world, like, you guys are all weird, we're all freaks here, but in the normal humans, right, most people don't actually want to improve. They say that, but most people don't actually want to. If you look at my business, usually we're bringing people in on the third one, but my back end, my coaching programs, Inner Circle, Atlas, are people who want to improve. Like, those are improvement offers on the backside of my value ladder. But the front side of my value ladder, to make it more efficient, more effective, and get more people in, is the third type, which is new opportunities. Okay, and this is by far the best. So if this is your car's broken, I'm gonna fix the engine. This is your car sucks, I'm gonna give you a different engine. New opportunities, like, why would you drive somewhere? Let's fly, I got a plane. Right, it's a new opportunity, it's something completely different, it's not in the same genre or class, it's like this is different, this is better, this is a better, faster way to get the thing you want, right? And so that's the way, so any offer you create usually is gonna fit somewhere in one of these things. And you probably have offers that are going to be different ones, right? And again, like, like ClickFunnels, when we first launched ClickFunnels initially a decade ago, it was a new opportunity, okay? In today's market scape, it's no longer a new opportunity, so ClickFunnels, when we position now, is an improvement offer. 'Cause a lot of things we improve, this is how it's better in our site, right? There are also those repair, a lot of people who are agencies, right? Your funnel sucks, I'm going to fix your funnel. I'm gonna do repair, I'm gonna do conversion, I'm gonna do like, there are repair offers as well, right? So you think about this, like your offers will fall in different spots, but for me when I'm building an offer, I'm gonna know ahead of time like this is what I'm doing. Okay, if I'm creating a front-end offer and I wanna get to the masses, a new opportunity's a better way to get people, to get the masses in, right? And if you, I go deep in this in Expert Secrets, I'm not gonna go too deep right now, but it's a better way on the front-end to bring people in. But after someone comes into your world through a new opportunity, then usually every other step in the value ladder is like, cool, now you have this, let me show you a better way to do it, let me show you a faster way to do it, let me coach you so you can implement it quicker, you know, it's like, usually I'm moving through improvement offers, and a lot of times my high, really high expensive stuff would be more one-on-one, like people do my $100,000 consulting day or things like that, it's repair where it's like, alright, come in, show me your webinar, and then we'll just fix it, you know, and so it's kind of backwards, we're like, yeah, Usually the pricing goes this way unless you flip your value ladder, then it goes that way. Some of you guys understand that. If you don't, don't worry about it. You'll get it next time you watch the replay. I don't know how to explain it, but I think that's right. So that's the first thing I want to just kind of, is to bracket things into those 3 things. Now, the next thing I want you to understand is that every problem in your business now is going to be solved by an offer. Okay, so think about this. If you have a business right now and you just don't have enough customers to sell to, it means you need to create some type of lead generation offer to get more leads in so you can sell them something, right? So a lot of times when I'm diagnosing a business and they're like, yeah, we got this crazy thing over here, it's awesome, I'm like, how you getting leads? We have no way to get leads. Okay, well then you need to focus on an offer that's gonna get leads in so you can actually sell them something, right? If you have a business and you're struggling with cash flow, like we just can't keep cash flow, I can't pay the rent, I can't pay the bills, da da, It's like, okay, you need to create an offer to solve that problem. You need to create some type of continuity offer. Continuity offer will get somebody in, now you have recurring revenue, now it's like, okay, now that's taken care of my fixed costs, and that's, it's easier, right? If you're struggling at revenue, it's like, hey, I need more revenue in my business, cool, you need a high-ticket offer, right? So like, offers will fix whatever part of your business you're struggling with. So when I'm diagnosing somebody, they're hiring me for whatever, and it's like, something's not working, what is it? It's like, okay, what's broken? Like, what's the offer we create to fix that thing? It's even true outside of just marketing and sales, right? I need more staff, my employees suck, my, like, whatever those things are, I say, okay, you just need an offer to get the right employees into your team. Like, people always ask me, Russell, how'd you build such an amazing team, right? It's like, well, sometimes it's like we put a job application and someone sees it and they, that's the offer. But other times, like, we find someone and we recruit them, right? It's like, I gotta make a better offer to get that person than somebody else is making them, right? And so, if you're struggling with the staff or team, it's like, hey, make a better offer to get the right people into your room so you can actually work with them, right? So almost any problem in business, and honestly in marriage and life and family, it can be solved by figuring out the type of offer you need to make that thing work. That make sense? Okay, so that kind of hopefully comes back to all these things. Alright, now through those lenses, I just wanna go through some things. If you have an offer, or you're thinking about an offer, things that'll make your offers do better. I've got a list of a bunch of those, and that's what I'm gonna focus on for the next little bit. Okay, I wrote in my notes, I call these offer amplifiers, things that amplify your offer, right? How to increase the perceived value of the offer. So the first thing, the first thing I wanted to talk about is one of the mistakes people make is, and you hear this all the time when someone's making an offer, like, oh yeah, the salespeople are on the phone, I'm on the phone with people, and the people don't have money, like, they're broke, they don't have the money. And I want to reframe that for you, 'cause people not having money is almost never the real reason why someone's not buying. You think about this, like if I go downtown Salt Lake over here, and I find someone who's living on the side of the road, doesn't have a house, doesn't have anything, I go up to that person, I was like, hey, I got this course that can make you a bunch of money, it's $1,000, do you want it? What are they gonna say? I don't have $1,000, sorry, I'm broke. Now, if I go to that exact same person, I pull up in a Lambo, like a $500,000 Lambo, I'm like, hey man, I got a Lambo here, it's $10,000, you wanna buy it? Do you think he'll figure out how to get $10,000? Yeah, like every human on this planet will figure out a way to get the 10 grand, to buy the Lambo, 'cause the $500,000, 'cause it feels, it feels like such a good deal, it feels free, it feels better than free, right? So when I'm creating any offer, that's what I'm always thinking through, it's like, I have to create something so when they see it, they're like, oh yeah, I'm gonna sell a kidney, if that's what it takes, I need to do that to buy this thing, right? If that, you get them believing that, like that's the thing, that's how you have to figure out how to create an offer, so I'm always thinking about that as I'm creating an offer, how do I make it feel free, how do I make it feel like they'd be an idiot, like I want them to be willing to mortgage their house, their kids, whatever it is, to buy this thing because it's such a good thing, right? Like that's the lens you gotta look through, not just like, oh yeah, that's a good offer, people should buy this, it's really good. I get people all the time that come to me who are like, yeah, no one's buying my offer, I can't figure it out. It's like, you gotta amplify it to get somebody to literally be willing to do anything, right? So I was thinking about like, if you're driving down the street and you find a guy and you give him a Ferrari for $10,000, like they'll figure out how to do it. You need to make your offer feel like that when you're presenting it to them, okay? Okay, so different ways to make them feel that way. Number 1 is, what are the deliverables of your offer? Okay, if you look at traditionally when I'm doing an offer, I always have like an offer stack, right? Like you're gonna get this, you're gonna get this, so we have like the deliverables of what they're gonna get, right? And so this is the first way we get it to feel a certain way, right? You're gonna get this and this and this, so we kind of break down all the different things you're gonna get when they buy the thing from you, right? Which is pretty simple. And so the mistake a lot of people make, especially in like the info coaching world, is they're like, you're gonna get a course about this, and we're gonna give you a course on this and a course on this, and like you keep stacking like information for people, But the problem is that it gets more and more overwhelming, and that's not usually the thing. So for me, when I'm creating offers to make things irresistible, I'm looking, okay, usually I'm gonna have one component, and one component only, that is information. Right, so the first part might be, okay, this is information, and then the other parts of the offer, more information makes it feel heavier. Doesn't make it feel more free, right? And so I'm like, what are the other things? So I start looking for external components, like tools, or scripts, or things that are just unique, right? I remember, Back in the day we did an offer, this is pre-ClickFunnels, we did an offer called High Ticket Secrets. And so we had a training course teaching people how to sell high ticket, and then after that it's like, okay, what are all the other things that we can include in this offer that, they don't have to be big, but they're like, they're just like, there's intrinsic value, like, oh, that'd be so cool, right? So we started putting in like, here's the legal contracts, like the contracts we have people sign, here's the sales scripts we actually use, so it's like a 2-page thing, but it's like, You get these two pages on our sales script. Here's the, you know, things like the lead gen sources we get. So it's like external things, usually it's like some kind of tool, or it's a contract, or something that they would have to go figure out on their own, right? Not just more information. And that's one of the big things that a lot of people do, they just try to overwhelm people with too much information. Instead it's like, here's the info product, and here's all the other things that you're gonna have to figure out on your own, we're just gonna take care of it for you, okay? So that's kind of the next piece in here. Okay, after we have that then, The next thing to understand is that if I just make someone like, here's the offer, I go, I find the guy on the side of the street, you're gonna get this, this, this, this, and this. Some people might be like, oh yeah, that is worth $100,000, or is worth whatever. But most people aren't gonna just get it intrinsically. So the next thing, as you guys know, is we make an offer, it's important, it's essential that we are tying a story to each piece of the offer. And the story increases the perceived value of the thing. I think the first time I really did this was at Grant Cardone's event, the $3.2 million one we did. Because I was spending a lot more time, like trying to go deep on what the actual bonuses were like. A lot of time in the past I would just go fast, like, "Here, you can get this, and you can get that." And I was like, "I'm gonna slow down, I wanna spend more time." I remember consciously thinking, "Okay, before I introduce each piece of this bonus, I actually wanna spend time telling a story so that the perceived value of just this piece alone is so high that they just that one thing alone, they're gonna go buy, right? And so I remember doing the whole event, get them to stack in the funnel, talk about you get ClickFunnels for free and then you get the funnel building, funnel hack system, and then I had a couple other bonuses. The next one was Traffic Secrets. Now in the past when I had given people Traffic Secrets, I'm like, hey, how many of you guys need traffic to your website? Yeah, that's really cool, so I have a course called Traffic Secrets and you can get a bunch of traffic, right? And it did okay. But the Cardone event was the first time I was like, instead of me telling them what it is and trying to explain the value of it, let me step back and I'm gonna actually like, I'm gonna show them what it's, I want them to believe that this one piece alone is worth $1 million, okay? So what I did is I told the story. I said, John Reese created this course back in whenever called Traffic Secrets. It was the first offer that ever made $1 million in one day. 18 hours, $1 million, right? And I bought it for $1,000 back then, and what's crazy is that every single year he relaunched it. I bought this course every year for the next decade. Every year I'd buy it again and buy it again. So I spent, you know, whatever, $12,000, $13,000 buying this whole thing. Okay, now when I came here to this event, I knew that if you guys had this traffic course, it would change everything for you. Having a funnel is great, but you need traffic. And so I called John up, I was like, hey man, can I give everybody at the event Traffic Secrets for free? Who here would want it for free? And the whole audience is like, ah, going crazy, right? I was like, cool. Well, he told me no. Like, oh, bummed out, right? I was like, so, I messaged him again, I was like, well, can I buy the company from you, and then I could just give it to them for free? And John's like, sure. I was like, how much is it gonna cost? Went back and forth, and finally I was like, so I ended up buying it for a little over $1 million. In fact, check this out. And I showed the wires. I was like, do you know you can't wire $1 million in one wire? Took 6. And so here's wire 1, here's wire 2, 3, 4. And they saw the actual wires. And all of a sudden, like, so I spent $1.2 million, whatever it was, $1.2 million, so I could give this to you guys for free. So if you invest, you get it for free. What'd I do? That piece right now in their minds worth a million, like $1.2 million. And I just gave it to him, right? Before I was just like, you're gonna get traffic, you're gonna need it, the course is gonna be awesome, right? Instead I came back and like told the story. And I told the story about the next thing and the next thing, okay? So what we forget a lot of times is we tell our stories earlier in the webinar, but it's like, what's the story about why you created this thing? Okay, we're working on one of our 100K clients, we're working on her offer stack right now, and she's got like a billion things that she could include in it, right? And so she's like, this is all stuff, like what should I put in there? There's a lot of stuff, you don't want all that many things, and so I keep asking, what's the story behind this one? And I'm like, ah, story sucks, what about this one? Like I'm not looking for the deliverable as much as the story about the deliverable, that's way more valuable, right? 'Cause if I go through everything that's in her stack, it's insane, and no one cares 'cause it gets overwhelming. So I'm looking for 4 or 5 stories that are tied to pieces of the offer because that's what people are gonna buy into is the actual story. So we went component after component after component, we threw out all her stuff, she's like, you can't throw out some of my most important things, I need that. It'll be in the members area, but we're not selling that because there's no good story about it. I'm only including things in the offer to have a good story that I can tell because that's what increases the perceived value of it, so that when they see this, it's a $500,000 Ferrari for 10 grand, and they're gonna go figure out how to get the money. That's what I'm trying to do as I'm creating the offers. Does that make sense? So creating those stories increase the perceived value. And then the next thing is like when you are positioning this, the other thing to think about is, is what's the alternative if they don't buy this? Okay, and this is where a lot of people make the mistake, especially in non, like, how-to-make-money offers. A lot of times in how-to-make-money offers, it's a little bit easier, but I've seen it, I've seen it with like Annie Grayson, Overcome Alcohol Addiction, or Stacy and Paul Martino with their marriage and family relations stuff, like they always struggle, like how do I, like how do I get somebody to pay $17,000 for a marriage retreat for 2 days, right? That's the question. And she's like, well, you guys are, you're in the make money thing, so you can be like, oh, you know, you'll make a million dollars, so only pay me $100,000. Like, it's easy for you guys, it's harder for us. It's like, okay, this is where you have to focus on the offer. Like, what is the alternate if they don't buy this? Okay, so if they don't buy your marriage course, 2-day event, what is it gonna cost them instead? What's the alternate? Well, the alternate is that first off, their marriage isn't great, so they're miserable. Number 2 is there's divorce. When there's divorce, how much does that cost? Half, right, of everything. So if you have, make $100 grand, you got $100,000, that's $50,000 it costs them now to not take your course. So now $17,000 seems really cheap when the equivalent's paying $50,000, right? So it's like figuring out like if they're not buying your thing, what's the alternate, right? So when I come back through in Traffic Secrets, yes, I'm telling a story about the whole thing, but it's also like now if you don't have this, that's fine, you can go figure out traffic on your own, but for most people, you're gonna have to go and you hire an advertising manager, you're gonna have to do this, you're gonna have to do this, like all the other costs that they'd have to do to get the benefit of the thing they're getting for free here. Right? And so thinking through that with all your things, like if they don't get this thing, what's, how do they still get the result? Right, and the pain associated, and the cost associated, and you weave that back into it, and all of a sudden it makes this seem cheaper and cheaper and cheaper, right? The price seems more and more free. Now this $500,000 Ferrari or Porsche or whatever, Lambo, which car do we, I'm not a car guy, which should I start, Lambo? The Lambo, $500,000 Lambo, now seems, again, like it feels like $10,000. And they're gonna go sell their kidney and give you the money for the offer, okay? So those are the first set of things. So that was my first note, was like, these are the ways to make the offer feel free, or feel as free as possible, okay? Alright, number 2. Number 2 is creating what is called a MIFKI. Anybody else heard me talk about MIFKI before? Yeah, James is pumped. This is all for you, man. Okay, so MIFKI, so the story behind a MIFKI, so, Point number 1 is make the offer feel free. Point number 2 is make it free with the commitment. Okay? And so a MIFGE, I got this from Dan Kennedy after we bought his company. M-I-F-G-E-K. We bought his company and I brought the whole team in and I was like, you've been running this company for 20 years, like what's the number 1 way you got people to join Continuity? And they all said the MIFGE. And I thought it was the weirdest word in the world. I'm like, what's the MIFGE? And they said the MIFGE stands for the most incredible free gift ever, okay? And so if you look at Dan Kennedy's business, for the last 20 years, that's how I got into Dan Kennedy's business back in the day. It was a Valentine's Day, and he put together this thing, it was the, externally they didn't call it the Mifki, but internally that's what they called it, Mifki, but it was a Valentine's Day, Janek Silver promoted it 20-some-odd years ago, and it was like, Dan Kennedy loves you, he's my mentor, he's giving away a free gift for Valentine's Day, and I love you too, so I'm gonna give you this free gift, and when you sign up, you get $600 worth of money-making stuff for Dan for free, plus 2 months of the newsletter, And so that's how I got into Dan Cane's world. I bought that offer, get on the newsletter, and I was stuck forever, right? And so we bought Kennedy's company, they said Mifki's the best thing, so step number 1, we executed, we created a Mifki, we made a new one, we made a box with a bunch of really cool things in it, and they got it for free when they signed up for the newsletter. So again, first thing is make your offer feel free. Number 2 is actually making your offer free when they commit to something else, okay, through a Mifki, right? And so that's what we did, and if you know the story, I think we bought Kennedy's company, there's about, I think, a little under 1,000 active subscribers on the newsletter. Made a MIFKI, launched it to that list, and 7 days later, we had over 5,000 people on the continuity. So like, that's the— yes, thank you, you can clap for that. Um, right, like, it dramatically increases because people, like, they want, like, the free thing. We all have that dream trip we've been wishing we could go on, but too often life, or usually price, gets in the way. 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Now, there's a lot of mistakes people make with the MIFKI. Okay. So all MIFKIs is like, hey, when you buy— like, I want to get you to do this thing, right? So for the Dan Kennedy business, it's a newsletter. For you, it could be anything. I'll come back to this. But you have your first core thing and then And the most incredible free gift ever is all these amazing things, all these things for free when they buy this thing, right? This is the thing you actually want. And so we create this MIFKI. And so, now the mistakes people make, the first thing they hear me say, most incredible free gift ever, they're like, okay, I'm gonna make a MIFKI, I'm gonna put in my $1,000 course and my this and my this and my this, and they put a whole bunch of crap in the box and they ship it out and people get it and then they cancel and it's overwhelming, okay? 'Cause a MIFKI is not about giving them something that's complete. Okay? The thing you're selling, this is what gives them completion. If the MIFKI makes them complete, they will not stay on the thing you're trying to sell them. Okay? When you're creating a MIFKI, the goal of the MIFKI is to create something that's useful, but incomplete. Really, really awesome and sexy, but doesn't actually finish the path for them. Does that make sense? Okay, useful but incomplete. So the best MIFKIs are that way. We always figure out something like, you're putting in elements of this offer that are very, very useful. This is cool, I want to have this, I want to have this, I want to have this, but it's not complete. Okay, when you give them a complete system, a complete course, a complete anything, then they come in to get the MIFT key and then there's no purpose to continue because they've got completion there versus other things. So like the best MIFT keys for me are like, I'm gonna give you swipe files, I'm gonna give you this thing over here, I'm gonna give you this really cool thing from here, and they're all like really cool things. They're like, oh, I want that thing. It's like I've got a soundtrack to my life right now. I'm building up to the MIFT key. We're going, we're going, we're going. Useful but incomplete, okay? And then the other thing, so Useful but incomplete. UBI? The UB-MIFKI? These acronyms are getting way too big. Useful but incomplete, and then number 2 is it gotta be something they can't get anywhere else. So you can't have it, it's not like, the only way to get this thing is through this place. If they could also buy it at 3 or 4 other places, they're not gonna come in and do it, right? So when we built the Kennedy MIFKI, for example, we put in like something from Dan that you can only get inside the MIFKI, and I put in my 74 funnel swipe file that right now is only sold through here. So the only way to get that is to buy this. You can't buy it online, you can't buy it from me, you can't buy it anywhere except from this thing. So useful but incomplete, and then something you can only get here. And those are the keys to making a really good offer to get somebody to go take advantage of it. Okay, now in our community, we always, at least for me, I'm always talking about MIFKIs as a way to get people into continuity. So I wanna suspend that for a minute, I wanna take that out of your head, like, yes, attaching a MIFKI, to your continuity offer is a great way to build a continuity program. Okay? But for my third step here, it says attaching a MIFKI to everything you sell. Okay? So I remember the very first time we sold 2 Comma Club X. So it'd been FHL 2018. So the thing we were selling was 2 Comma Club X. I think back then it was $1,800 a month. That was the thing we were selling. And then the MIFKI, the most incredible free gift ever that they would get when they invested in our $25,000 coaching program, The most incredible free gift ever was coming on the 2Comma Club cruise with Russell, we're gonna sell this season, it's gonna be amazing, right? We had 3 or 4 other things, but the cruise was the MIFKI, right? So MIFKI's not just something you attach to free plus shipping things, yes it is, but it's also something you attach to every single offer you're doing. Okay, whenever I'm creating any offer, I'm like, what's the thing I'm selling? Okay, it comes back to Offer Stack, here's the thing I'm selling, everything else down here is the MIFKI. Now I'm putting it through that lens because is somebody is buying this and they get all this for free. They're buying this, they get this for free. This is a test we did, this is pre-ClickFunnels. This was an upsell test we did, it was so cool. So somebody would come in, they'd buy the first product, and the next page we're selling the course, right? Normally the course is $1,000, you get it for $197. And we did that, and it was converting okay, and we kept trying to tweak things and test things and tweak things. And one of my friends said, I think it was Onyx and Gaul actually, this is a long time, I think it was Onyx, Anyway, he's like, he's like, I want to, he's like, what if instead of like selling the course, what if we just took one DVD from the course and we sold that for the $97, and then we give them all the rest of them for free? He's like, if we do that, he said, we could say free on this, on the order form like 40 times. I was like, you're right, the more times I can say free, the better. And so the headline switched from buy my course for $197 to hey, when you buy this one disc, for $97, $197 right now, you can get these other 12 for free. And then it says, that means when you invest in this, you get this one for free, and then you get this one for free, and then you get this one, and like free, free, free, free, 'cause I'm selling one thing, and then the MIF key is all the things they get for free. So now my upsell page had the word free on it like 40 or 50 times, and people are coming in like, this is free, and they're like freaking out 'cause it's free, they're like overloading everything, and then they bought it, and our conversions skyrocketed. And so now if you ever notice my upsell pages, one of the number one things I tell, Heath, my copywriters, everyone on our team who's doing upsell pages, I'm like, they're like, what do you think? They always send it to me before we review it, I'm like, awesome, it says free once, we need 12 more frees, we need 30 more frees, like how many more frees can we get in there? And so it's just taking your existing offer and restructuring it where it's like, you're paying for this thing and you get everything else for free. If you look at when we launched ClickFunnels originally, right, I did my 70 or 80 webinars in a row live every single time, we're about a month in, and the way I was selling initially is that you buy ClickFunnels for 12 months, and then you get funnel hacks for free, and you get all the other things for free, right? And Todd had an idea, he was like, what if you flipped it? What if the thing we're selling on the webinar is the course, and then they get ClickFunnels for free? So if you notice when I do my webinar presentation, I'm like, how many of you guys would like to have ClickFunnels for free? And they're like, yeah, free! I'm like, awesome, I wanna give it to you for free as well. So, when you invest in my course, you will get ClickFunnels for free. And I can say free 500 times through the rest of the stack of the close, right? So how do you say the word free? And so I wanted to frame that through the MIFKI because in my mind, I'm like, in every single offer I'm selling, there's one thing they're paying for and everything else is a MIFKI that I'm attaching to it. That make sense? If it's high ticket, mid ticket, continuity, wherever it is, and you look at that lens, now when you're writing copy, when you're pitching it, you look at it differently. Not instead of like, here's my offer, you get this and you get this and you get this and you get this, it's like, no, no, no, here's my offer, when you buy that, you get all these things for free. Now how you position it instantly start shifting. Does that make sense? Okay, so that was number 3, attaching a MIFKI so you can say free as often as possible. Okay, so number 1 is make them feel free, number 2, MIFKI, make it free with commitment, number 3 was attaching a MIFKI so you can say free as often as possible. Number 4, I wanna talk for a minute just about upsell offers. So all of us are selling something on the front end, and then we have upsells. And it's crazy to me how often even my own team and I make this mistake, which means I'm assuming some of you guys are making it as well. If not, I'm preaching to the choir, which is great, but just as a reminder. So when somebody buys your first thing, we start transitioning now to the upsell, the next things they're gonna buy, right? This is all about positioning, and this whole principle, I'm working on VSO Anthony Morrison, working on a funnel with him right now. That he ran for a year that was just, or he ran it for like 5 years, it was crazy numbers. And so it's no longer live, but he found the old pages, we found it all, and I was watching his videos. And his upsell videos are fascinating because he's got 3 upsells, and every video's like, "Hey, this is Anthony, don't worry, I'm not selling you an upsell. I hate upsells, I don't believe in upsells. Because upsell is just more of the thing you just bought, and that's not what I'm doing. What I'm doing is I'm selling you the next thing." And he literally, so like the way he positioned it every single time is like, this is not an upsell. And then upsell number 2, he's like, this is not an upsell either, this is the next thing. And this is not, which is, but that funnel was like a, it's like a $50, $60 million funnel. And it was just fascinating the way he did it. So there's 2 paths of what you sell on the upsells, right? Number 1 is you are selling the next thing. Okay, and this is the key, especially in the info product business. Okay? Somebody just bought your course on how to get six-pack abs. If the next thing you sell is something else about abs, it's not going to convert well. Okay? You have to close like, "Congratulations, you bought the thing. You now have six-pack abs. Congratulations. Now here's the next thing." This is not— you don't have to position it the way he was. It was hilarious. I was like dying laughing because of the way he positioned it. But it was true, right? He's like, "I look at an upsell as, you know, someone has sold you this, now you have to have this to be successful." That's not true. Everything I announce can be successful. Okay, so separately, here's the next thing you're gonna need though. It's not an upsell, it's a— I don't have a position, anyway, it's kind of funny. Okay, but you're looking at the way you structure the offer, if you're doing info business, always the next thing. Okay, now if you're selling e-commerce physical products, it's not true. Okay, when you're selling physical products, what the next thing is, is more of the same at a discount. Okay, so if you go on any of Trey's, again, if you guys do OFA, by the way, you guys should all jump back into OFA, it is insane. I think we've rebuilt that course 5 or 6 times, the newest version is insane. And there's 2 paths, there's like the e-commerce path with Trey, or there's mine, it's awesome. But if you go to Trey's, he talks about that, so like, if someone goes and buys the flashlight, they buy the flashlight for $40, the upsell now is like 3 more flashlights, at $30 apiece, right? And so you're selling more of the same thing at a discount. So e-com funnels are traditionally that, whereas information funnels are traditionally what's the next thing. It's like just different ways to structure the offers as somebody's coming into your world and kind of going through it. Okay, alright, I've got one last thing to share, and this is tied to how you pitch an offer. This is probably the biggest test that converted we've ran in the last year. It gave us the ability on our high-ticket offer where we were selling on the phones where we could literally not sell on the phones and keep all the money and it like 5x'd, it was more than 5x'd. I'll tell you the story first. So this is the story. So how many of you guys have been through the Selling Online Challenge? Yeah, if you haven't you should all go through it. It's like the best thing. It starts again on Tuesday's the next one. So in the Selling Online Challenge what we would do is when we get to the pitch and we're making the offer, right? We make the offer and we push them to a page, and on that page, the offer is a, basically it's a $10,000 coaching program, and then it would split. It's like, if you're ready to sign up, click here, and we take an order form. If you're not ready to sign up, you have some questions, click here and we'll call, and the sales team will call you. So it's split, right? And so what's happening is like half the salespeople just buy, and half went through sales guy. Now I love sales guys, but the problem with sales guys is they take part of the money and they put it in their own pockets. Even when somebody like just clicked on the link and they're like, hey, I just need to put it on two cards, what should I do? And then because they're on the phone, they take the commission, right? So, we're like, how do we solve this problem? I wanna make more money without salespeople, and how do we do this whole thing? And so, we changed how we did the offer, and it's kinda funny, some of you guys may know Bill Von Fumetti, he spoke at FHL International. He's in our, he's in my Atlas group, and he was doing this on his virtual event, he's crushing it with it, and Eileen asked him about it, and Bill was like, oh, I actually just modeled this from Russell, Russell did it, so I just copied it. And I was like, what did I do? I'm like, I do not know what I did, because we weren't doing it over here. And then so she asked Bill, and Bill told her. I was like, oh my gosh, I totally forgot about it. So this is what the concept is. During your, when you are presenting your offer, usually it's the very beginning, what you're going to do, so you're going through your stack slide, and the very first thing you're going to do is you're going to introduce, introduce, constrain. And constrain? No, constrain. Okay, so for example, what I would do is in the Funnel Hacks webinar, I'm like, when you get signed up today, we're gonna give you a ClickFunnels Enterprise account. And our ClickFunnels members, they can build up to 20 funnels in their account, they can have, you know, 100,000 contacts and whatever. And so I did it, I just introduced a constraint, right? You have the account, but here's the limits on the account, right? So like, ah, cool, but like, ah, there's this constraint and there's like this weirdness, right? So I introduced the offer, and with the offer I introduced a constraint, okay? Then I go through the rest of the pitch, I'm doing the pitch, doing the pitch, doing the pitch, and at the very end of it, then I come back and I'm like, remember I told you guys earlier that you got 20 funnels and $100,000, whatever it is? I want to do something really cool because you guys are here today. I'm gonna give you guys a special bonus. What I'm gonna do is instead, because you guys are here right now, I'm gonna lift that constraint. We're gonna give you unlimited funnels, unlimited feeding. We lift the constraint if you sign up right now. And boom, that's how we would get table rushes. That's how we got people to go buy like crazy, right? So that's how we would do it. And then release, release constraint. Okay, so I'm presenting the offer, introduce constraint earlier, and then release the constraint. That doesn't say release. Anyway, you guys got it. I have an excuse, I have gimp arms, I can't stretch them. Okay, so come back to selling online. So we took selling online and we made some tweaks, 4 or 5 tweaks, throughout the presentation. So the first thing we did is the $10,000 coaching program, we reframed it, and so what it was was a $10,000 a year coaching program. Okay, which is normal for most of like our other programs are yearly, right? $10,000 a year coaching program. So we changed the whole event to change the offer to be $10,000, right? So we introduced a constraint. It's $10,000 a month, or sorry, $10,000 a year to be part of this coaching program. Then we go through the whole thing, and then we got down to me actually making the offer. We said this, okay, this is the deal. I like people to take action. I want you guys to take action quickly. So we have a special offer. What we're gonna do is normally, as you guys know, it's $10,000 a year for coaching program. For anybody who goes and puts down a $1,000 deposit right now, we will lock in, we'll lock you in where it won't be $10,000 a year, but you have $10,000 lifetime. But you gotta put a $1,000 deposit in right now. Ready, go. Right? And so they go to the page and they put in the, and again, it's a $10,000 offer. They go to the page, they put in the $997 deposit, and the next page is like, cool, now do you want to do the pay in full or do you want a payment plan? And they can pick whichever one they want. Okay, and so that was the, that was what tweaked and what changed. Okay, now the stats before we made this little change. Stats before on day 2 of Selling Online Challenge, traditionally we, because we ran it now 7 or 8 months in a row, before we made this change, what would happen on day number 1, we would get about 30 people to sign up for the coaching program. 15 people would go straight to order form, 15 people would get sold through the call center, okay? We launched this and anyway, This part was automated, and so we had pre-filmed this tweak and plugged it in there. And so me and our team, like, we're sitting in the room watching this to see, okay, how's it gonna work? Is it gonna convert? Is it not gonna convert? We had this little dashboard on our phone you could refresh to see how many sales are coming through. So we're like, hey, last time we got 30 sales day 1, let's see if we can get similar to that, right? Or maybe we can beat it a little bit. And what's nice about this is that there's no salespeople, right? They come here, they put in a deposit, they choose, and if they don't finish choosing, then our team can call them, but it's not a sales call, just a customer support call, find out what you're looking for. Where it's gonna land at, right? And so, so that happens, and we're watching sales come through, and it's crazy, 'cause on, yeah, it happens, we refresh, and there's like no sales. Refresh, there's no sales. I'm texting Morag, our project manager, I'm like, "There's no sales coming through, is the form broken?" She's like, "I don't think so, like try again." So I refresh, refresh, awesome, refresh, like 2 sales. I'm like, "Okay, it's not broken, good." Okay, we're sitting here, refresh again, it's like, alright, 6 sales. I'm like, "Okay, cool." Refresh again, 17 cells. We're like, oh, okay, cool. Refresh again, 68 cells. Morag, is the form broken? What is happening? It says we have 68 cells. Morag's our project manager, she's in the UK, and she's like messaging back, she's like, no, I'm counting them in Stripe, they're actually in there. I'm like, this is crazy. So we're sitting there, refresh again, it's like 92 cells. I'm like, what the crap is happening? And then I message McCall, I'm like, McCall, everything's falling apart, I don't know what's happening, we're freaking out. And refresh again, and hey, In that first day, again, normally we sell 30, half through call center, half through the order form. This time we ended up selling 120 day one, no call center, no sales commissions, no nothing, all on day one. Is that crazy? So when you are making your offers, think about it. How can you introduce a constraint in your offer when you are presenting it, then release the constraint later, right? And then pushing people to a deposit as opposed to buying right out of the gate. For somebody to make a $10,000 sale, it's like, I gotta think about it, move money around, versus like something simpler. You just put $1,000 in real quick, lock in your space, the next page you figure out payment plans, or if you get stuck, you can call our office, or whatever, you know, it changes the way that we structure the offer, and it completely radically transformed that entire funnel, that entire business, and it's amazing. So, is that helpful for you guys? Yeah. Good, yeah, okay. Alright, so there's some cool offer stuff. Again, we can go on for days on offers, but those are some things I want to share with you guys just to get the wheels in your head spinning, get us as a community thinking and talking I'm gonna start talking about offers more and more, 'cause I think it's the key, right? It's that thing in the middle where you can master the offers is better. And hopefully it gives you guys permission to put more offers out into the marketplace, even if nobody buys. The coolest thing about the internet, you can make an offer and put it out there, and if nobody buys, guess who knows? You, you're the only one, nobody knows. You guys see I do a lot of offers, right? A lot of them don't work. Do you guys know which ones didn't work? No, you have no idea. That's why it's so good. So stop being scared, just put your offers out there. Just try something, put it out there, and then put it out again, and put it out again, and keep trying, until eventually the market will tell you, this is what I want, this is what I don't want. When you figure out what the market wants, then you start putting on the gas and start growing and scaling, and it becomes really, really fun. Okay, but offers are the best part, like, and it should be fun. And the coolest thing about offers, you can put them out without even like creating something. Like, I wonder if this offer would be good. Post it on Facebook, hey, I'm thinking I wanna do this, who's interested? We're putting together a $25,000 event right now to show people how we're doing our 3-day events. So I wrote kind of a sales letter for it, and we're literally like, We have the offer, and like, here's the dates for the event we're gonna teach this. I'm like, I don't know what the dates are, so we just like left that blank, and so we're sending out to a segment of our list, and we're just gonna see who, like see if anyone responds. If no one responds, I don't have to do an event, but if they do respond, then I'll be like, okay, let's find a date for the event, right? But I'm just testing, I'm just putting it out there, and it could bomb, and none of you guys will even know. You'll be like, maybe Russell, that event was probably a huge success, everyone loved it, but if nobody signs up, I'm not gonna do it, right?. But if it does work, you'll see it over and over again, because we'll keep, you know, you double down on the winners and keep on going. So I want to give you guys permission to go put offers out there and just try and just see. Don't be scared, because if nobody, if it fails, nobody knows except for you. And then just do it again, and do it again, and do it again. Okay, so that's the core thing I want to teach on. The last thing we'll talk about today, and then we'll break and do whatever the next thing, I don't know. I just want to kind of start where we, or come back to where we started initially. I told you guys the reason why we did this Connect event and the reason why we're gonna start doing these again in the future is, again, Funnel Hacking Live was once a year and we wanted to be able to have little mini Funnel Hacking Lives happening all around the world where it's 3 people in an IHOP, it's 2 people in your hotel, it's 10 people in a room like this, it's 50 people in wherever. We just want to start organically growing this kind of grassroots little mini events all around the world because I would see it all the time. Funnel Hacking Live would come, everyone comes, they're on fire, they leave and they're pumped up and then Over time, it's like you lose the energy, you lose momentum, things start dying. And a lot of people plug in the coaching programs, which help, 'cause every couple months we do another event, another event to keep it going. But for the most part, it's hard to be, to keep your motivation and your momentum happening without the right people around you. And I think in every city around the world, we have funnel hackers, we have people who are doing this kind of stuff. And we can get people meeting together and connecting, and it's gonna give a lot of energy to everything that we're all doing, and just keep everybody moving forward. And so I want you guys to be running these events. I want to see pictures, I want you guys to post it. I said I'm planning on jumping in planes and randomly flying to different places to come jump in and like actually show up with Chris Harrison and me to some of you guys' events. It's going to be amazing. And so we're probably a week or two away from launching the actual site, which is again, it looks very similar to meetup.com where you can go and just see where meetups are happening. You can go click on one and go show up at someone's house or wherever they're running at. Or number 2, you guys can actually host an event. That's what we want you guys to do here. That's the only takeaway from this event is if you're interested in hosting an event, kinda like this, any size, small, wherever you're at, we'd love to have you guys be hosts of it. And so this is, again, this is what's coming up soon, so you scroll up, this is what it'll look like here in about 2 weeks, you'll be able to see a map, like here's where all the Funnel Hacker Meetups are happening all around the world, and you click on it, see what's happening, you'll see which ones are happening, who's hosting it, the dates and the times. You can set up, you know, like recurring ones, if you're like, I wanna do this once a month, I wanna do it once a week, or whatever, you can set those things up, and then you can gather with people in your local area and do these little meetups. Our plan, again, is to do it, where once a month we do a coordinated one where it's like, everyone, Friday the 17th at midnight, we're all going live, and we will bring guest speakers, similar to having McCall or Bridger, whoever, who would stream into your little local things. There's a whole bunch of fun ideas and stuff we have. But this is an organic thing we've never done before. Things could change. It could be a nightmare. We may just shut this whole thing down in a month from now. I don't know what's gonna happen. I'm excited to try and just see kind of where it goes. And so this is what it looks like if you guys want to host an event. It's not something we're charging for. We've gone back and forth, like, do we charge for this, do we not? But then, like, if you paid me for it and then you were horrible and I want to kick you out, it's weird. So I'm like, let's just find cool people, let them do whatever they want within some boundaries. And then, yeah, so it's not something we're selling or anything. It's just something that the right people want to do. So if you want to be a Connect event, yeah, basically come here, fill out this form., and then over the next week or two, Danny's gonna be doing some group webinars, kinda walking us through the process, what it looks like, and some of the structure, and then after that, he'll give you login to the account, and then you can go set up as many meetings as you want and start throwing parties. You can also do them if you're traveling. If you're like, hey, there's an, I'm at so-and-so's event in Chicago today, let's do a meetup, and you can set up ones local, different places, like, it gives you the ability to do really cool things. I was watching Pace Morby, if you're in Pace's community, he does this really well, every time he travels somewhere, the night before he does an event like this. That's kind of why, where this came from. I was like, I wanna come watch Garrett do a thing, like let's throw up a Connect event right ahead of time. And so for me, as I'm traveling to different places I'm at, we're gonna be throwing, I'll be throwing Connect events in different places, different locations. Like we were at, with Pace, I met Pace the very first time at a Tony event, a Tony mastermind in Florida. And we all had dinner and then he like took off early. It was like, I was like, that was kind of rude. He just took off and left. And I found out that he had a meetup like, I don't know, like a mile down the road. He had 800 of his people all show up to this meetup. He said he spent like 12 hours just hanging out with people, talking, networking, sharing cool ideas, and it was like this cool thing. I'm like, ah, that's what I want. I want to be able to do that kind of stuff. And so that's kind of the game plan, what we're doing. Like I said, we're playing it by ear, so I'm sure it'll be messy for a little bit, but it'll be fun. So all you gotta do to host, if you go to clickfunnelsconnect.com/host, and James, thank you for the domain name. He's the man. He had the domain and gave it as a gift over to us. So amazing. He ran his own first event like, when was that, a month ago? About a month ago. So he did the very first one as a pre-test pilot. Just went and did it, which was awesome. So yeah, so this is quickbookscenter.com/host. Fill out the application and it said you'll hear from Danny next week or so. Just kind of the process. And then after that, we all start running them. My plan is probably sometime in the next 30 or so days is to do one in Boise. That would be like the one that everyone's doing and we'll stream from it and it'll be a party, but I don't know all the details on that yet. So everyone who's at home, by the way, you guys are all welcome to this as well. Again, I want these things in every country around the world. We have Funnel Hackers literally everywhere, so we want these things happening in Spain and Argentina and Brazil and like wherever you guys are at, we want you guys running these things as well. It'll be fun. And I think you guys will find a lot of connection and community. When I first came into Dan Kennedy's world, they had an offer they sold. It was called their IBA program. Any Kennedy people in the room? He had an IBA program. He sold the— you could buy your area for like $50 grand or something and then they would run events. And so somebody had the Boise IBA and I used to go to that every single month. And it was cool because there was like 50 Boise guys who were into Dan Kennedy stuff. They'd all be in a room once a month. I'd come on like, "This is so crazy that here in Boise there's Dan Kennedy people." And so I think, yeah, the goal is very similar to just create something cool like that. So that said, you guys, that's kind of it for this Connect event. I hope you guys enjoyed it, hope we had fun here in the room and everyone at home. Thank you, thank you. 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 wanna 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.