Little Marketing Tweaks and Shifts That Could Unlock Big Wins | #Marketing - Ep. 63

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Shop VertuoUp exclusively at nespresso.com. What's up everybody, this is Russell. Welcome back to the podcast. Today we're gonna jump in and do another Q&A show. I know you guys enjoy these a lot, and so you have a chance to listen to behind the scenes as a whole bunch of funnel hackers ask me their questions. With that said, I hope you guys enjoy this episode. This is the Russell Brunson Show.

Bingo, and here we go. I see him right there, now I'm juiced up. Russell's here, good morning Russell.

What's up man, how you doing?

I'm living the dream, how are you?

That was fun watching you like, build funnels, like, by saying where to click. And like, that was— I was so excited. Anyway, that was fun.

It's easy to get fired up when we change the world every day.

That's so awesome.

Cool, man. Um, so we have kids starting school this week. Do you guys have that in Boise?

Not this week, but we're close. Uh, actually, a week from Monday, I'm driving my firstborn daughter to college, so I'm emotionally struggling with that. I'm going from having 5 kids at home to after next Monday we'll have 3 kids at home— or sorry, 2 kids at home. So wow, my whole life's being rocked. Like, everything's shifting. So you guys think I got a lot done prior, now I have no kids at home. Imagine we'll get done every day. Just kidding. Yeah, so we have another, another week or so. So you guys are starting though this, uh, this week though, huh? Yeah, this—

we started on Friday, August 1st. But yeah, it's just crazy getting everybody— watching everybody do that whole thing. But man, it's good to have you here. Let's change some experts' lives, and we're going to get started right into it. Nancy is first. Hey, Nancy.

Hi. Hey, Nancy, how's it going?

Hey, good.

How are you?

Doing so good.

Um, well, congratulations on your daughter. I'm sure that's really emotional.

Uh, it's like the saddest thing that's happening, but it's also like so fun to see her do the next thing.

So it's like, you know, Anyway, my oldest is 17, so I'm not quite there yet.

Oh, you're close though. Dang.

Yeah, we're getting close. Um, I have a question. I'm do— I'm running a 3-day boot camp. It's a free boot camp and with a paid upgrade, uh, for $49.

Yeah.

Um, and I'm pitching my course, which is probably going to be around $400 or $500, which I know that's like really low ticket in the marketing world, but it's, it's like one of the highest priced things in my niche, which is crafting. And so I know that the price tag is going to be a bit of a shock. So I'm trying to figure out when, because it's like a webinar over the course of 3 days, kind of. But I'm also teaching them some skills that are going to hopefully break down the barriers of the fear of being able to learn the software that I'm teaching them, which is Inkscape. So to make my question concise, I'm trying to figure out when in the 3 days do I start the pitch and when do I close cart?

Cool. And then are you teaching the craft like as a business or craft to be crafters or what's the end result that they're—

Most of them are just crafters. Some of them might be interested in business, but most of them just want, they just want to learn for their own hobby.

They want to do it. Gotcha. Have you ever sold anything for $500 to these guys yet?

I sold my course for the first time in February and it was a little bit lower. I think it was like, it was $397 or $297, I can't remember. And I had like 27 students, and most of them were like, oh, this is too expensive, you know. And there are other courses that are comparable that are dirt cheap, and so like $197. And so I know you say there's no advantage to being the— what is it, the second most—

second lowest price leader?

Yes.

Very cool. Okay, great question. So a couple, a couple thoughts for you. So the first one is like, so we do a lot of 3-day events, effectively our Selling Online events, a 3-day event. Is yours a challenge, like short form or long form, or how long each day you spending with, with every—

It's probably like 2 hours, like 1 to 2 hours, which is kind of long for—

Yeah, no, it's great for these audiences. So one thing that we do, because like a lot of times, especially when you're introducing a newer price point to a market, that they— there's like the sticker shock. The first thing I would look at is like, how can you do— I learned from Myron Golden, he calls it a price marinade, where you like, you drop a price as a big sticker shock early, where they're like, and then it marinates over time. And then eventually when you do sell something, they're like, oh, that's not a big deal. So for example, um, uh, we see Myron do it, his like If you look at the history of events, the very first day he'll talk about, oh, my mastermind, I charge $250,000, and he'll write it on the board like $250,000, and everyone's like, oh, sticker shock, and they're like, wow, I wish I could afford that, but then they can't, but then over the next like couple hours and the next day or so, they're like trying to figure out like, oh, how could I, what would it look like, you know, they're trying to rationalize it, and then you come back with a $1,000 offer or a $500 offer, then it's like, oh, that seems really inexpensive. If you look at my Selling Online event, day number 1, I pitch a million-dollar offer, Day number 2, I talk about a $100,000 offer, and then when I actually sell, I'm only selling a $10,000 offer. So $10,000 seems less expensive because they've been hearing about these other things, you know what I mean? So I would look at like, how do you introduce a price marinade early where it's like, hey, you know, it could be as simple as like, you know, excited to be working with you guys for the next 3 days. Like typically, you know, I do have an offer where people actually come out to my house and we do this together and it's a $10,000 weekend and it's really, really, you know, something like that where it's like, frames the value of it and it's a price marinade. Tony Robbins, by the way, does it. If you go to UPW, Tony Robbins will drop this probably 50 times before he sells something about, I've got a private client, his name's Paul Tudor Jones, he pays me $1 million a year for coaching. I do one call with him every single month. Like you hear them say that all, 'cause that's Tony's price marinade, that his time is worth $1 million an hour or whatever, right? 'Cause he's price marinading that and then he sells mastery for whatever, it seems really inexpensive. That'd be the first thing I'd be trying to do is like, is introducing a higher ticket price, even if you're never gonna sell it or whatever, just so that there's the contrast between that and then like the value where you're actually selling. Does that make sense?

Mm-hmm.

So that's the first thing.

And then I don't have anything that I offer that's that much. So do I create something real quick or like?

Yeah, have 'em come to your house.

This is, can I give an example, Russell?

Yeah, for sure.

I did this back in the day. I was teaching people how to fish and become competitive fishermen and have actual success. Best in the game. So I made a high-ticket offer that ended up— people ended up wanting to do, which was really scary. But anyway, what I did was I said, hey, if you pay me $10,000, I will fly out to your, uh, to your house for a weekend. I'll set up all the electronics on your boat. I will make you a custom setup with all the rods, reels, line, and tackle that you need for the lakes that you are going to target and compete against your people on. I will look at the maps and all the topographical maps of your lake, and I will find all the best spots for you at all the different types of seasons of the year. I will be your guy for $10,000. So you could do something very similar to that.

I wish you'd wire Dante some money and take that deal quick.

Yeah, I just do what Russell says.

And to like add to that, you like— I remember when I first got started in this game, uh, one of my very first mentors, a guy named Matt Fury, and I joined his, his— I think it was $10,000 mastermind. I was freaked out. It was all through teleseminars. I remember jumping on the first coaching call and he was, um, And the first guy got up there and explained his business, and the guy was like a weightlifting guy. He had books and he had a course and stuff like that. And Matt, I remember, told him, he's like, you know what you should do? You should charge people $5,000 and they come to your house, like, work out in your gym with you. And the guy was like, okay, I'll try it. And then he hung up. And then the next person got on. That person was like an artist, and they're asking how to grow the business. And Matt's like, you know what you should do? You should charge people like $5,000 and they come to your house and you paint with them. And the person's like, okay, I'll try that. And the third person came on and I can't remember the thing, but what market, but it was the exact same thing. I was like, you should charge $5,000 or something, people come to your house and do the thing with you. And then, and so I remember I got that. So that night I literally emailed my list. I'm like, hey, you know, I got it. I'm like, I'm gonna do a thing at my house for $5,000. You could come and I'm gonna show you how to like set up your whatever. And I got 2 people that bought from it, you know? And so it can be as simple as that of just like, hey, I'm working on a thing right now where people pay $5,000 to come to my house. We craft together for a weekend. It's really cool. And this is like a mini version. So I wanted to, so like, You're not even saying you've sold in the past. You're like, this is the thing that you're doing, you're working on, this is what the price looks like, but this is gonna be a mini version for you guys so you can get, you know, you can get started on the path. And any of you guys who may be interested, just let us know at the end, you can come. But for all you guys, this is a free thing, it's gonna be awesome. And you know, that could be the simplicity of the price marinade. So that's the first thing. Second question is like, you talked to, you asked me like, it was the structure, like where do you pitch and how is that, was that the second part of the question?

Like when do I, yeah, when do I pitch and when do I close? Basically.

Yeah. So traditional. And did you say it's free and you have a VIP?

Yeah.

So what's the price of the VIP?

$49.

Okay, cool. So the way we do it then, so obviously someone registers, VIP $49, and then yes, an event happens. So day number 1, we typically do day number 1 is like, um, is mostly content-based, right? Um, and then at the end of day number 1, we re-pitch VIP. Uh, usually about a third of our VIPers come at the end of day 1 when we're re-pitching them back into whatever, if you have, I don't know if your VIP's like a secondary call or something afterwards, but typically that's what we do.

I'm thinking about doing that.

Yeah, that's what we do ours. Like we'll do like the 90 minutes is the free thing and then I'm like, all right, for VIPs, we're getting started in 10 minutes. This is what we're gonna do now for VIPs. If you're not a VIP yet, go sign up right now. You got 10 minutes. And we get a huge flow of people to come in from the live thing, right? So that's the first part. A lot of times the VIP at that point, I'll be like, and you also get the replays 'cause then like they're halfway through day 1, they're like, ah, I wish I had the replays. A lot of times they become VIP just to get the replays.

Yeah, that's the main offering is the replays, but I'm considering adding like a Q&A.

Yeah, that's cool. That's what we usually do. So, okay, then day number 2 then is all about positioning to then do the sales. So day number 2, the sale happens and you push. And then day number 3, you do a re-pitch. So, are you familiar with what a re-pitch is?

I'm assuming pitching again?

Yes, but it's a different type of pitch. Typically on day number 2 is where, is more so like the perfect webinar. Day number 2 I'm doing like more of a full-blown perfect webinar, I'm going through all the things, there's a stack, there's a close, it's like that, right? The re-pitch is less like restacking all the stuff, right? Like the people that buy from like, oh here's all the cool stuff, the emotional buyers, like they buy right then. The next day is like where you're going for your logical buyers, and so usually then it's less of like me trying to stack value and emotionally get someone more, it's like a logical argument I'm having. Hey, you guys know you can do this on your own, but logically, if you, you know, and so it's like more of a logical close, or like for me, I'm trying to justify the price. Like some of you guys last night messaged, they want to give it $500, seems like a lot of money. So let me explain to you guys the alternatives, right? Like the alternatives are you can try different paths and how it ends up being more than $500. You know what I mean? Like you're trying to logically justify it. And then typically also in a repitch, there's like a heart close where it's just like, this is why I created it and this is, We're trying to connect with somebody as well there. And so, and so it's not going back through the stack and the close, it's just like speaking to logic, hard close, and then pushing 'em back to the order form. And that's kind of the extent of it. And so that's kind of how we, that's kind of how we structured the, the 3 days.

That's good.

Yeah.

Yeah. I'm, I'm, I have like a story in mind where I wanna tell them how I've like started learning guitar like 100 times and every single time that I have to start, I have to like relearn the same stuff over and over again. So just kind of trying encourage them on momentum.

Yeah, I love that. That'd be really cool for the logical. Are you playing guitar now?

No. You don't know.

This is awesome.

This is coming from a point of shame.

Yeah. Okay, imagine, oh, imagine this, like the emails to get people on day number 3. It's like, hey, I'm gonna be performing a private concert for you guys. Make sure you show up on time. And then come out with your guitar and talk about, and then start playing and just be horrible. And you guys, you guys, I can't play guitar. Let me tell you why. And then like, wouldn't that be such a cool thing? I hope to get somebody all like, she's doing a private concert for us. And then you have that story that kind of wraps in would be, oh my gosh, my sad sappy story.

It'll be like, I love it.

That'd be so fun.

That, that would make a great ad actually. You might see on my Facebook ads.

I have to just say that's marketing gold you just got. That is gold.

That's awesome.

Yes.

I love it.

Okay, I'm gonna, I'm gonna let somebody else ask a question. Thank you so much, Russell. I really appreciate it.

No worry. Good luck, Nancy.

Thank you.

That was, that was so cool. I loved that.

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Hey, let's hop over to Kimberly. How can we help, Kimberly?

Hey there. Good morning. Morning. It's nice to meet you, Russell.

You too.

Um, so I, I'm, I'm new to this whole thing, and I'm an expert in Kundalini yoga. My, my niche is, um, working with perimenopausal or menopausal women, as well as women who, who have challenges with fertility. And, um, you know, I did the stats on it, and it's like 1.1 billion women with those perimenopausal, menopausal symptoms that are now just kind of coming to light, which I kind of love Instagram for because no one really ever talked about that stuff. And then, um, I do the fertility challenge because I had my own challenges with that, and I think that that's a really challenging time for a couple's life. And Kundalini yoga has been scientifically proven to help reduce anxiety and, and reduce, you know, the, the internal systems that, that take place during these, these kind of tumultuous times in someone's life, right? Um, so I, you know, for, for fertility, the, the record is 6.1 million people, but I personally think there's like a whole bunch of people that are undocumented, right? Because a lot of people have a lot of feelings around that. So I think there's more out there that could be helped with it. And what I'm— what I just did, and I launched with Dante, who's amazing, is I just started with a 20-minute, like, intro class to say, hey, this is scientifically proven. This 20 minutes a day will help reset your body. And then I have these workshops that are 7-class modules that kind of go through the 7 layers of the bodies because there's lots of books that, that are written that, like, the body will keep score, right? So, so even if you overcome a challenge in your mind, your body may still be holding on to something which may be preventing you from, from, you know, feeling better or having that baby or whatever it is that you're trying to do. And I guess my question is, well, I'm literally just launching and I just attached Clarity like yesterday. You know, speaking, speaking to this community and trying to grow the community and, and just trying to raise awareness to help all of the people that are going through all of this. I'm trying to get— I have my 100 like you, like you talked about, but I'm just trying to figure out how to get carved into that niche, so to speak. So that's, that's why I wanted to speak with you this morning.

Gotcha. Are there other people in that, in the fertility market, that people doing like your niche? Is that a known thing or is it like a new thing? I've never heard of it, so I'm curious.

Oh, okay. Um, well, you know, I work with, uh, I work with doctors for an IVF, and so I'm literally just going to doctors because there's— that's like the women that I don't think are really documented. So I've just kind of, um, started communicating with them because that's like a whole— it's like a whole unearthly place, right? So that's, that's where I started. Okay.

But in the, in the, in the known market of people trying to, uh, deal with fertility issues, is anybody else talking about this concept?

You know, I don't, I don't think it's talked about enough, to be honest. There's a lot of, you know, there's a lot of hidden shame for women about having that struggle to get pregnant. Right. And then you have, you know, a husband who's trying to be really supportive and you both kind of, you know, just struggling with it. So I don't think it's talked about enough now.

Okay.

But I can research that.

Yeah. So what I usually do when I go into a market, like the first thing I'm looking for is like I want to understand the ecosystem, right? So like if I was going to be a real estate guru, I would go in there and I would figure out who are all the other real estate gurus who are currently in this market, right? Who are they? What are they doing? And then what's everyone's different angle? Like, okay, this person's teaching flipping, this person's teaching short sales, this person— and I, like, I'd figure out the whole ecosystem of what are all the things, all the different ways that people in this ecosystem are trying to solve the problem of teaching someone how to flip real estate. So if you have to do the same thing, like, um, it's like, okay, in the marketplace of fertility— and again, I, my wife and I went through this, uh, 20 years ago. Our twins are 20 now. So I— there was a time where we were into this and we were studying and we were reading things and we in the groups and we were trying to do stuff, you know. Um, and so I would be looking at that, like, who, like, who are the voices right now in that, in that market? Because I'm sure there's people that are just very much like— again, like, I have a friend who's an acupuncturist. Like, she teaches and she does acupuncture for fertility. There's other people that do, you know, traditional medicine. There's people that, you know, there's, there's— it's like, I would, I want to get to know that market really well and then be like, okay, inside that market, is there anyone that's like— that's you? Because are there other people teaching this concept or doing this? And are they, are they doing podcasts? Like, What's the landscape look like, right? Because when you start looking at that, you realize that, you know, there's this population of people that get the known population of this ecosystem. But there's, like you said, there's a huge halo effect where, you know, all the other people that struggle that aren't talking about or aren't showing up on reports and stuff. But it's like, where are they getting their information? Where are they plugging into? And then your role is to come in like, what's my unique thing? And again, I think what you do is unique. I've never heard of that before. There's maybe other people doing it, That'd be my first thing I'd be doing for my market research is really understanding that, right? 'Cause then if you know that, now it's like, okay, these are all the players in this market that are all trying to help things. And now it's like, it can become really easy if there are podcasts or YouTube channels or Instagram channels, like for you to come in and be like, I have a really unique different way that this works. Let me talk to your audience. Let me share this thing. Let me, you know, let's get your people on my webinar. We can try something, you know, like it's, that's, I mean, that's basically how it works. I see the people that have the most success in any business are the ones who go into whatever the ecosystem is and figure out their unique angle angle and then partner with all the other people, um, in that ecosystem to bring their unique flavor to this, to this conversation. You know what I mean?

Yeah. Like, I'm thinking as you're saying that, and, you know, the health and wellness events that now in the, in the hospital communities that are popped up kind of everywhere, that might be a good place to start as well as the podcast and the YouTube. I have a YouTube channel, but to like talk about it with on other people's YouTube channels. Okay.

And the next question is like, have you, have you had a chance to work with someone yet and who was having struggles with fertility and actually have babies afterwards going through the process with you?

I mean, I did it myself. Like, I did it myself, and I work with— I worked with someone who, who helped me in the process. But have I worked with someone yet? No, not yet.

Okay, well, cool. You got the personal case study, which is step number one. So the next thing I would do is, um, is I would go put it out there. Like, go find 5 or 6 people and take them through your process and, like, just see. Because, like, this is something that as soon as you get— you know, you have your own success story, as soon as you start getting other people's that's when this will go from like this to like start taking off. 'Cause then you start sharing like, all right, some people thought I was crazy, but I worked with these, you know, that was so-and-so. And let me show you the process, what happened. And like, oh, here's the baby. You know, like those kind of things will help just dramatically amplify everything you're trying to do. And so I'd be looking immediately like, how do I start building some case studies? Let me go find some people in this community. Like let's put some messages out there just like, you know, I mean, I was thinking like my wife and I, if we would've saw someone who posted like, Hey, you know, if you've tried this, this, and this and you're still struggling, there's this new thing that I've been, that worked for me and I'm working with a group of people to like help them. Like if you're interested, you know, come apply to be part of this thing and you could, you know what I mean? You could get some people really easily and then take them through that process.

Would you, I think that's, it's such a personal thing. You know, it might just be a personal one-on-one class that I would offer then for, you know, like, like 10 series, sell a 10 series pack basically because It's a personal— I feel like it should be offered one-on-one to begin with, and then you can open it up or, or, you know, film it or video it and then sell that. But I'm not sure.

Russell, why did, why did you, why did you immediately say group coaching? I'm sure there was a reason for that.

I didn't— so I didn't necessarily say group coaching. I said find 5 or 6 success stories, like go and find those people.

And okay, okay.

Uh, same thing, like when I— before I started coaching, if you read Dotcom Secrets, I found a bunch of people like Drew Canole, and I went to Neil Strauss Tony Robbins and Dave Asprey. Like we built funnels for them and with them. It wasn't a group coaching program. It was me, me proving that the things that I do actually work. And so, and then that gives you the street cred that you can then you can leverage. So yeah, I think it is 100% one-on-one. I think it's, you find, you find people in your community who work really close, but like go and like earn the success story. Like businesses are based off success stories, right? And getting people results. It's like go and earn that. That's like the most important thing you could do. Because then you've got the credibility that'll make everything else become a lot easier. And obviously, you know the process, you can teach it now, but when you can teach it and you've got absolute certainty, like, I, you know, I help 5 women and 2 of them got pregnant, like, that's a, you know, 3 got, but whatever that is, like, it's going to increase your confidence as well. And then, um, which helps in, in the ads, in the funnels, in the selling, like everything else along the way, you know?

Okay, when you do that in the beginning, should I offer that just as a, you know, let me work with you because I'm starting this case study, so it's like for free, or would you charge them?

You can do both. I work— I do mine for free, uh, that's why I did mine. But, um, either way, you know, it just kind of depends on your comfort level, if they're willing to pay. Um, the biggest thing is just like whatever it takes for you to get those is like, that's gonna be the most valuable thing in the world for you.

Okay, Russell, would you say that kind of comes down to the quality of the people that you're working for? Like, for instance, working for a Tony Robbins means you're going to get in front of a huge crowd of people, more than happy to do for free, that's a great investment. Does that kind of dictate for you?

Yeah, for sure. Um, yeah, I definitely was going out looking for case studies of people like it that, you know, but at the same time it's like, I mean, you can even go back to someone and say, you know, in the future this is going to be a $10,000 coaching program. I work one-on-one with somebody, but you know, I'm trying to get some case studies, so it's going to be $2,000 or $1,000 or $500, you know, whatever, whatever makes sense. I don't know the numbers are, but, uh, something. Um, but again, I, if it was me, I'd be, I'd be I'd be less stressed about making money today and more like, how do I get success and results for these people? Because that's going to make you a lot more money, you know, over, over time.

Okay. All right, great. Thank you.

Yeah, no worries. In fact, one idea that might— so I'm going to take— put you on a rabbit hole. If you go to YouTube channel and look for an interview I did with Richmond Dinn on tiny challenges, I feel like the tiny challenge model would be, uh, really effective for what you're trying to do. It's a one-on-one challenge with one person. And it's— anyway, he talks about the whole thing. He spoke at FHL 9.4, FHL International, about it. But YouTube video goes over it for free and it kind of walks you through it. In fact, I think— hold on, I might sell a book for Richmond. I think it's tinychallenge.com. I was on Amazon. So Tiny Challenge Richmond Inn on Amazon. If you read that book, it'll walk you through it. But it's basically doing a big challenge, but it's just one person. And so it's like a really good way to start. And start harnessing these case studies and stuff like that. It's pretty cool. It's a really cool process.

Thank you.

All right.

I have something I can't tell you publicly, but I have something cool about tiny challenges that's going to freak you out here in a minute. Anyway, so there's me teasing.

Box me. I'm ready. Hey, before we move on, Nancy had a really good follow-up question I'd love to hear. She said, so sorry, forgot to ask, when should I close the cart after the challenge? 3-day challenge, day 3 is a re-pitch. What do we do?

Cool. So typically for me, I like doing like— I love selling on Thursdays. I don't know if it's just superstition, but in my head I feel like Thursdays is my favorite day to sell. So what I usually— if I'm doing 3-day, I'm doing, uh, Wednesday, Thursday, Friday, and then I'm gonna let it run through the weekend. And I usually close like Sunday at midnight. So I run for another 48 hours or so after the, the challenge. That way people can go watch the replay, um, they can, you know, you can have some urgency and scarcity, but gives them a little time to for the logical buyers. Sometimes logical buyers need more time in their head to justify it. And then you also have the buyers who only buy based on fear, which is urgency and scarcity creates fear, which is like, you know, we're pulling this away, disappears midnight Sunday, you gotta buy. And like, ah, they freak out and then they buy as well. So yeah, I'm usually probably— if my day 3 is Friday, I got Saturday, Sunday, so 2 more days. So about 48 hours after my last event is when I, I close down.

Okay, awesome. Thank you so much.

And would you hit 3 emails on Sunday?

At least. You want to over-annoy those people. Frank Kern does like 9 emails the last day of his. But, um, yeah, you, you, the more the merrier. So like for us, we do a minimum of 3. So it's like 1 in the morning, like, hey, last day, watch replay. And then after that, it's like, you know, hey, 8 hours left, here's the link. And it's like, you got an hour left, go now, hurry, hurry. And what's crazy is like, it's— so this happens in launch, like your first third of your sales come like Immediately, next third of sales come over like that 5-day grind slowly, and then last third of sales come in like last hour. It's like the most annoying thing. You're like, why you guys just buy up front so we have to do all these like marketing things? But you know, they work, so we just keep doing them, right?

Because if we didn't do those marketing things, they wouldn't buy. Yeah, amazing. Okay, I love my job, man. Let's keep it going. John, you're next.

John and I got matching t-shirts on today. What's up?

OfferLab is doing a huge launch. I believe it's the 3rd of September. Is that right, Russell?

Yeah, 3rd of September. We're doing a big rollout.

So very excited for that.

It's really cool. All right, uh, so hey guys, I'm excited to be back on the call with you guys. Uh, so my question, um, is a one-to-many sales question. So, um, with one-to-many and when it comes to affiliate marketing, if I was going to promote an event or promote something like OfferLabs and do training events, things like that, would you be following the Perfect Webinar during those training events to sell or whatever offers you're promoting? And then how would that look as far as running through the one thing and the three secrets and overcoming some of the the false beliefs and the breaking those patterns when you're promoting somebody else's product? Yeah, great question. So, part of it depends on like the person I'm promoting. If they're really, really good at doing that, a lot of times my job as an affiliate is to like, is to create excitement and buzz to get them to go watch that presentation, right? Like if I know the person I'm promoting is really good at it, you may know the person doing this is kind of good at that. You wouldn't have to necessarily replicate it and do it. If you're selling something with a person, you know, a lot of times I promote something and the person's not good at selling, so I will have my own separate little mini event where I'm doing the whole thing and I'm selling. So both those work. What I prefer doing, I love it when the person's actually doing selling and instead what I'm doing is supporting. And so if that's the case, I try to figure out some kind of dramatic demonstration to get people into some extra or, you know, some kind of, thing where I can have time with them separately and I can talk about it, and then for me it's less of like going through the whole process and more like getting people excited and then how do I increase the value? What can I create to make this more irresistible? So like when I was a hardcore affiliate, 90% of my time was just creating really cool offers for the people who bought from me. That's how I won every affiliate launch for like a decade, was just like, you know, and I look at the best affiliates now, like so, What I would do is I would figure out what's my own, what's my version of this hook and angle. I'd bring them over and then I'd be like with them watching the thing. Like, here's the thing, go watch video 1, go watch video 2. Okay, webinar's coming out, let's all get together, right? And then in the process I'm like, okay, when you guys buy this, like, yes, they're gonna get his thing, which is amazing, but when you buy through my link, we're also gonna get this, I'm gonna give you this, we're gonna create that, and like, that becomes more of like how I would do it as an affiliate. Just being like with them in the crowd, watching this thing, getting them hyped up, getting fired up, and then giving them a reason to buy from you specifically. In fact, I wonder if it's still live. When Dean and Tony did their launches, I had a whole page I did, 'cause, I can't remember the domain name, dang it. Anyway, when they did their big launch for Mastermind, I was like, okay, how do I make this separate? So I went and I found Napoleon Hill stuff about a mastermind, and then I did a video about that, and I pushed people to my thing, and they registered, and we built our own little mastermind and we talked about it and then I was like in the course, I was like sharing stuff I learned from the course, I was sharing my ideas, and then when we got to launch day, I was part of the launch, I was like, I'm gonna be here guys, come watch it, and when you buy from me, I'm gonna give you this, this, and all these other bonuses, and yeah, I was their top affiliate, like 3 or 4, your top 3 affiliates 3 or 4 years in a row, just doing that, and I found one hook of the thing, which for me was masterminds, and then I went deep on that, nerded out on it, and then gave bonuses. So it's almost like just, like build up some anticipation for the big event, you know, create some noise and then just participate and like create a group and do it with them, like on a live Zoom or something like that when we're actually like watching the event, something like that.

Yeah.

Yeah. Like a, like a watch party or something. Yeah. Watch party. Watch party. Yeah. Yeah. Okay, cool. Yeah.

Awesome.

Because the job of a really good affiliate is just adding energy to the thing, right? Because like they're already excited, but it's getting them more excited and then it's like they already want to buy the thing, but then they really want to buy the thing. 'cause there's the next tier, you know what I mean? Cool. So.

Thank you, appreciate that. And as you probably know too, John, when new things hit the marketplace, you see all the Facebook comments, everybody says, who's got the best bonuses? Who's got the best? So make amazing bonuses, it's awesome.

Yeah. I had one time, we're probably not gonna do this, but I had a friend who made, his list was small, but he made a really, really good bonus. And then the offer creator emailed the entire launch list like, check out so-and-so's offer, look how good it is. And then he became the number one affiliate. And he like, anyway, it was really bad because he stole commissions from other people because everyone's like canceling and rebuying because they wanted his thing. But he had to become the number one affiliate in this launch. And he's like, I don't even know what happened, but the guy promoted my offer to the entire launch list. So you never know what's going to happen. Awesome.

Thanks for the question, John. That was fantastic.

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Let's roll over to Taylor. Hey, Taylor.

Hey, so It's gonna— my, my question is in here, but first off, I have to just say, Russell, you are incredibly great at creating raving fans. I use you and your business as an example for my clients. So my background, I've been a director and producer for TV ads, and back in 2014, uh, the Harmon Brothers, uh, it's like put you on my radar. And I was looking at your stuff and I was like, yeah, yeah, yeah, okay. But I was helping a client and it never— you never entered my orbit, right? But you were there and it wasn't— and you'd come up on my social media ads, you would come up and I'd be like, who's this guy? Who's this guy? And the minute you started talking about God and Napoleon Hill, like, I could hear my brain screech and hit the brakes in front of lobe smack. And I was like, okay, now I want to know who this guy is. Because he's talking about God, high priority in my life. He's talking about Napoleon Hill, which— love the man. I think it's a mandatory read for everybody. And I came into your orbit, right? But I was still on that outer circle, like, not all the way in yet. I'm not all the way in yet. And then I started seeing the people you were surrounding yourself with, and Eileen Wilder, like, grabbed my heart and swells it. So— and now I see the, the second layer of people that you keep close to you, that, like, Chris and Chris and Jordan and Dante like being in the Prime Movers and being in that circle and seeing who's in your orbit and how willing they are to teach and rise us all up. I know without a doubt you are going to change more lives and create more millionaires than anyone ever. And I do hope the day that you, you get to cross over to the other side, Napoleon Hill's right there to shake your hand and say, thank you for taking what was present on my heart to help and take it to the masses, because that's what you've done. And I'm so grateful that you, you got in my orbit. You've changed my life. I entered Prime Movers with one offer, and now I think I'm up to six and haven't launched any of them yet, but it's constantly evolving and moving. And I just have to thank you for, for everything you've done. And my, my question is, because I'm so curious, when you look at something and you can figure out the funnel What are the steps that are going on behind the scenes, like behind the whiteboard before you ever get to the whiteboard? What are those steps that you're going from A to Z, or do you just go from A to Z and then fill in the blanks in the middle? And then my second question is, I want to know what your daily routine is. I want to know how your day starts and how it ends. All right.

Well, first off, thank you for— I got chills. And yeah, so that was— thank you. That made my day. Okay, so what do I go through? So it's an interesting question because I don't know how conscious it is or not conscious, but I'm very much, I practice what I preach, you know, the concept of funnel hacking that I always talk about. I don't know if people think it's like just a catchy term or something or whatever, but like, that's what I do. Sometimes it's very subconscious now 'cause I've looked at so many funnels and so many ideas and so many offers, you know? But even with that, like before we create anything, like it's, I spend a lot more time doing research than most people ever put into their product as a whole, right? And not by research, I mean like I'm trying to figure out like who has sold something like this in the past? What did it look like? How did it work? How did they structure it? What did it, like who's in this market? Like what are they actually selling? Like what are the, you know, what are the things that this market are excited by? Were they frustrated? Where's the pain points, you know? I spend a lot of time doing that. 'Cause I hate, in fact, in our, the Prime Mover business, which is like our, the info side of our business, you know, like in our values, like one of our core values is funnel hack first. It's not like, okay, let's go figure out how to do this. Like the first, it's like, I always tell people, Mike, before you go and try to do anything, like funnel hack first. Like who's already done some versions in the past? Let's go find that. Let's look at what's already been created. It's why I think I'm so obsessed with like the old books and the old things. I'm like, there's people that thought about this stuff before. Let's go find these smart people and see what they figured out and we'll start from there versus us starting from ground zero again and working through, you know? So someone comes to me like, we're selling a green drink or we're selling a dog training program, we're selling whatever. I'm just like, okay, what do I like? Like what are the things I've seen in the past? Or if not, like how do I go find those things? And it gives me a really good foundation to build off of. And so I think before I was doing that, I had a lot of like, ups and downs that weren't successful. And then after I really started getting good at that and focusing on that, then most of the things we put out nowadays are successful 'cause it's not just a guess anymore. It's like, I'm gonna go figure this out, right? That's why I think earlier, I think, I can't remember if it was Nancy or Kimberly or who we were talking to, but I was like, the ecosystem, right? Like the ecosystems I play in, like I am very hyper-aware. I remember I had some guy came to me and he was like this big real estate guru, he said, and he was asking me for coaching. I was like, oh, and I started naming off. I'm like, oh, would you see how Pace did this? How Joe McCall did this, how so-and-so did this. And like, and I knew every single person in this space. And he's like, I don't— he's like, what's that guy's name again? And all of a sudden I'm like, you don't know any of the other people in your market? Like, how are you supposed to have success? Like, I know what everyone— and not even my own market, but I'm so into every— like, so many different markets because I'm coaching a lot of people. Like, I know the ecosystem in each of these markets. I know what people are saying. I know what the pain points are. I know what the price points are. I know, like— and so because of that, like, if I'm building something, if I'm coaching somebody, if I know, it's like, there's all this pre-data I have. And so now I'm not just guessing. Now it's like, cool, all right, so-and-so did this, this is how it worked, this is how what they did here, this person did this, let's make a version that we're going to take these 3 things and add this in and tweak this. And then now we got a structure and then we can run really fast. So that's kind of what goes on behind my head, is, is just looking backwards to see, um, what things have worked prior. Um, I don't think I'm very creative as much as I'm just a really good rememberer. Offer. Um, it's funny, like, uh, a couple years ago we launched 30days.com, which was a book about— it's like, if you lost everything and you were to start over from scratch and all you had left was a ClickFunnels account, in 30 days what would you do? Like, that's literally an offer that I saw in 2021 when I was in college. This guy named Joe Kumar launched, and then it disappeared and he disappeared and no one remembered for 18 years. And I was just like, we need a new offer. I'm like, oh, remember that one? Let's just do that offer. I could just make our version of it. And everyone's like, you're such a genius, you're so creative. Like, no, someone did it 18 years ago, but I've been looking back in history a lot longer than any of you guys have, 'cause I'm just looking at like what historically worked in the past that I can replicate and we can model and we can do again today. OfferLab, for example, this company we're about to launch, everyone's like, you're so smart, how'd you think about that? I'm like, oh, my friend tried to launch this 16 years ago and he failed 'cause the technology couldn't do it. So we just took that idea and built it. That's, you know what I mean? And so for me, it's just, it's, I focus on the history of this game. I understand the markets that we're playing in. And then from there, I'm just figuring out what's my version, how to make my thing unique. What's something no one's doing anymore that they used to do that was working, right? And that's kind of, yeah.

Yeah, that's insightful to hear that.

Yes.

Yeah. So that's the answer to question 2 or 1. Wait, yeah. Question 2, what's my routine? Man, okay, I should just someday do a whole video going deep into it, but, uh, I would love that, Russell.

I would love that. I'd watch 10 times a day.

I'm with you, Dante.

That would not fit in my routine because you're right, I'm tired. So I would say I could, I could give you the block by block. I'll talk about it a little bit, but the more— I think the more important part is like, is understanding presence in the moment. That's where most people make the mistake, right? Like I see people who are at the office but they're still at home or they're at home but they're still at the office. I see people who are on a call like this but they're also over here and like their brain's in different places. And so for me it's like, what, like I have so many things I'm doing. So when I'm doing something I try to be very, very present. It's the reason why like I'm not good at, I have some friends who are good at switchtasking where like they're this and like 20 different things. Like I don't do well with that. Like I like having, like my assistant, Taylee, knows like my, I want a lot of time to focus on a thing so I can get the thing done. 'Cause I wanna be very, very present. I don't wanna spend an hour and then have to shift over here and then shift over here. That's very difficult for me. It's like I want dedicated time and I can go deep on something and focus on it, but I wanna be very, very present, right? Like this call, today's a crazy day and I canceled all the other meetings except for this one 'cause I wanna be here for this call. I love this. And then I have 4 things. I'm the best man at Steve Larsen's wedding tonight. I have to write his best man speech, and I probably should be doing that instead of here, but I decided to be here. So like, I'm present here, but the second this is done, like, I see the tab on my computer right here. Like, as soon as it's over, it's done, and now I'm here, and nothing else matters except for me getting the speech written for tonight, right? And so like, I'm very much like present in the thing that I'm doing, 'cause if I'm done this and I'm also trying to type this, I'm not gonna be able to be present and it's not gonna, like, none of the work will be as good. So like, that's the most important thing is understanding that. And then in that, now it's like, okay, based on that, like, what are the, like, where are the segments of my time? Like, so in the morning when I wake up, it's like, that's my time where it's like, if I'm gonna exercise, I'm gonna read, like, it has to happen before everyone else. Like, those times, like, they're blocked out. And then when I'm reading, like, that's what I'm doing. I'm working out, so I'm very present in that, right? And then the next window is like, my wife and my kids are waking up, and they're like, I am dad. I'm helping with lunches, I'm driving to school. I'm like, Like I'm just very present there. And then when I go to the office, like, I am very present here. I'm doing the things, you know? When I get home, again, this is like my metaphor. Like I drive in the garage and I walk through the garage. Before I walk into the house and my door, like I stop for a second. It's like, okay, like it's been a hectic, crazy day. And I'm like, but like, as I'm walking through the door, like that all stays on this side of the door and I come in this side of the door, right? And I'm not perfect at this. But I try to like not be on my phone all night. I try not to, you know, like I try to like separate. And so like when I'm back home, I'm like, I'm dad again. And then when my kids go to bed, now I'm husband. Like I just try to be very present in the things. And so that'd be the, I mean, those things I think are more important than like what are the supplements you take? What time do you wake up? Like we can go into that kind of stuff, but more so it's just like understanding that. And I don't know if any of you guys have ever done a time test before. I remember Alex Sharff from back in the day used to be one of our 2 Comma Club coaches and he made everybody do that. And so it was really annoying, but basically like, you have this timesheet, every 5 minutes you have to write down what you're doing. And what's crazy is almost everyone in the coaching program and most of our employees, when they did it, like their big aha was like, wow, this is crazy, I'm only actually working like 2 hours a day during an 8-hour day, right? 'Cause of all the other, the conversations, the this and the this. And for me it was different. Like I realized that I work 8 hours and 8 hours a day. Like when I'm here, I'm doing the thing. I'm not doing other stuff that people, to waste their time on. So, I don't know. Those are some of the things. I hope that helps a little bit.

Yeah, no, very helpful. Thank you. Because I think we struggle with being present. You know, we're all over the place and hearing you say that, you know, gives me a little motivation to do the same. So, thank you.

Yeah.

It's hard at first because your brain's like, da da da, and it's just like nothing else matters. Like in this moment. In fact, I remember, oh, this was the coolest thing. Shawn Whalen. I don't know if you guys know Shawn. He has the Lions Not Sheep business and brand. He spoke at one of our events and he said something. I'm gonna mess it up. It was so profound. One of the people in my inner circle asked him the question. They said, what's your purpose? Like, why? Like, what's your purpose in life? Whatever. And he's like, my purpose is this moment right here. He's like, it's the only one I got. He's like, there's yesterday, there's tomorrow. But he's like, the only thing that actually matters is what happens right here, right now. Because this is the only thing I can affect is what's right now. "Um, and I was just like, at first, at first I was like, I was like, no, like you're working, you're building this whole company, you have like this, that's your, that's the most important thing." He's like, "No, this moment right here is the most important thing." And he said that, it was like so powerful to me because it's true. Like most important thing I could be doing right now is this, right? Because I'm here. Like there's nothing, like I'm not with my kids and it sucks because I'm here, but I'm here, right? And next week I'm driving my daughter to college. The most important thing is sitting in the car and just like like, you know, being with her and then that, you know, like, like wherever you're at, like that's the most important thing. So like focusing on that, 'cause it doesn't serve you. It doesn't serve any of you guys or me if I'm thinking about the next thing or whatever, right? And so it's, it's a hard muscle to kind of start flexing, but when you get better and better at that, that's when, yeah, your productivity, how much stuff you can get done just dramatically increases.

Thank you.

Love being in your orbit. Thank you so much.

Well, glad we got you in the orbit eventually. Yes, we did.

You did. I'm so grateful to be here.

Very cool.

That was, that was awesome. Anybody else gonna do a time audit next week?

It's a painful thing when you first do it and you start realizing like, wow, what have I done my whole life? There's so many things.

Yeah, I'm definitely doing it. Like, because I'm, I'm super blessed, I get more responsibilities at ClickFunnels every day, and I'm blessed for that. But then it starts to pile up, right? And then, and then you wonder, am I maximizing my time? Like, I, I took 8 hours to not do the things I other things, family, whatever. I'm doing it. Am I doing the best I can? That I haven't heard about that in a while. I'm definitely doing it. If anybody else is doing it next week, let me know in the chat. Cool. And do we have any final questions, gang? Uh, we do have a couple minutes. Russell does have to write a best man speech, so hey, maybe we give him 10 minutes back and he can do that. But he's not here because he wants to be, uh, he has to be. He's here because he wants to be. So if you have a final question, please feel free, let us know.

I actually just asked ChatGPT what, based on what it knows about me, like what's my biggest weakness. And it kind of, and it kind of said something about like how I spend my time and how I'm like, I'm way too into the like small details and stuff like that. So if anybody wants to try that, it, it's actually, it's a little scary, but like it's a very good thing to ask ChatGPT.

It's a good judge of character. Tells you everything about yourself. That's awesome.

Awesome.

Well, man, I think, I think we're rocking today, Russell.

Okay. Well, thanks you guys for hanging out. I appreciate it. I'm gonna go. It's funny because, so I'm Mormon. In the Mormon world, like, we do weddings way different. So like, I've never been a best man. I've never, I haven't been to many like traditional weddings. Like last night we had a rehearsal dinner. They told me the day before, like, you come to rehearsal dinner? I'm like, what's that? So we rehearse like us getting married. I'm like, oh, I didn't know that was a thing. So we did that then. Yeah. And then they're like, so you have a speech tomorrow. I'm like, what? Like how do, like, so this is like, I feel like a brand new beginner. Like last night I'm Googling how to give a best man speech. I'm watching best man speeches. Like, yeah. So I'm, I'm learning a lot. This is different, um, than I'm used to, but, uh, it's good to be.

Good thing you're not new to giving speeches.

I know. I was like, so this is okay. If you guys don't tell anybody this at the wedding, can you guys keep a secret? So if you know like Steve and Marley, they sold tickets to the wedding. So there's that and then they had upsell, they did a relationship day yesterday, they have a biohacking day tomorrow. So there's the upsells, upgrades and all the extra money they make above and beyond their cost, they're donating to charity. But because it's like most of the people in the room are like funnel hackers, like it's like a mini funnel hacking live reunion. And so my best man speech is gonna be a perfect webinar. So I got an origin story, I got 3 secrets, and I'm gonna do it again. Y'all swear, put your hands up if you're gonna keep this a secret till after tonight. Nobody says it. Okay, I'm gonna do a stack in the clothes, I'm gonna pitch where they can— everyone there can go, um, can go on the honeymoon with Steve and, uh, and Marley for $5,000 if they run to the back of the room. So there's Russell's version of the best man speech. And then, uh, yeah, we'll see what happens. So wish me luck.

Oh my gosh, I love that. I gotta get a recording, that's gonna be gold.

Please, I still think about the 3 secrets. That's what I'm working on. So anyway, so that is awesome. Thanks everybody, appreciate you all. And, uh, keep writing your presentations. One thing, 3 secrets, stacking the clothes. I'm doing tonight live at a wedding. You guys do it tonight on your Facebook Lives or your Zooms or wherever you're doing them at too, because the process works. Anyway, thanks Dante, Matt. I appreciate it.

Amazing. Thank you, Russell. Appreciate you so much.

Thank you.

Thank you so much.

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.