McCall Jones Teaches The Secret ‘Give a Mouse a Cookie’ Offer Framework | #Sales - Ep. 97

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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. What's up everybody? This is Russell. Welcome back to the show. Um, and I got to tell you a little secret. I'm going to let you in behind the scenes. So As you know, this podcast has taken many forms over the years. It started as the Marketing Your Car podcast, then became Marketing Secrets podcast, and then became The Russell Brunson Show. I haven't liked The Russell Brunson Show. I feel like it's kind of annoying to name the show after yourself, so I haven't loved that, and I was like, I wanna do something different. And I have it in my heart to start creating content around how we bootstrapped ClickFunnels from zero to a million dollars, and share some stories and stuff I've never shared before, teach things differently and go deeper besides not just, not just, I love marketing and sales more than anything, but also like how do we build this business and this brand and all the other cool things. And so I am working on a new version of this podcast and I'm gonna call it Bootstrap Stories. No, Bootstrap Secrets. No, Bootstrapped, I don't know yet. It's gonna be amazing though, but about bootstrapping and that's coming soon. But when that does happen, I'm probably not gonna be doing very many more interviews. I'm probably not gonna be doing very many anymore where I show you guys old episodes and things like that. And so I wanted through the rest of this year to just kinda give you guys some really cool access to presentations that you wouldn't have seen unless you'd given me a lot of money. So this is my gift back to you guys for being faithful podcast listeners. I hope you enjoy this stuff and hope it gets you fired up as we're moving closer and closer to the first episode of Bootstrap Secrets, or whatever I end up calling it. So this episode's gonna be fun. This is from McCall Jones, one of my favorite people in the world. She's spoken at Funnel Hacking Live a ton of times. But recently we did a, an event called Selling Online, and she came and she taught something, and it's called If You Give a Mouse a Cookie, and it was based on, if you've read the book If You Give a Mouse a Cookie, right? It's like, if you give a mouse a cookie, then he's gonna want to, you know, he's gonna want to drink milk. If you give him a drink of milk, then he's gonna wanna, you know, clean his nose with a napkin. If you give him a napkin, he's gonna notice that, you know, and it's this whole string of events that happens because of like, you gave a mouse a cookie. And she brought to my attention like, the way you create an offer, the best way to create an offer is by following the same like, If You Give a Mouse a Cookie structure. And it was really fascinating when she showed it to me and kind of pointed it out, and I was like, oh my gosh, that is the key, that is the secret. And so I had her teach on it at Funnel Hacking Live, at Selling Online, a couple different places. But I wanted you to hear her explain this concept, how to cookify your offer and make it so that more people will buy it. It makes more sense when you're actually presenting your offers, and a whole bunch of other cool things. So that said, I hope you guys enjoy this presentation from McCall Jones. This is The Russell Brunson Show.

Okay, my friends, hear me out. Russell Brunson is the Bob Ross of online selling. You watch him sell and he makes it look so easy. You think to yourself, oh my gosh, I could do that. All I have to do is sell like Russell. So you put together your webinar or your challenge, you're feeling determined, you're feeling confident, you invite all your potential clients, and your big day comes. You start your presentation with high hopes, you tell your origin story, you're building trust, you demonstrate your expertise, you're dropping secrets like they're hot. You have a captive audience, you're thinking, "I am gonna be so stinking rich," but then you start your transition from teaching to pitching, you start sweating. If you're being honest with yourself, it's a little clunky, you feel awkward, there's definitely a vibe change and your audience can feel it. You get to your offer, you feel needy and pushy and aggressive and unsure. The same people who were active in the chat before now have gone silent. You get to the pitch, there's no eye contact being made. Some people are even angry that you would have the audacity to pitch them on a webinar. Your presentation ends, you check Stripe, and what you thought was gonna be a flood of sales was only a trickle. You think to yourself, I followed all the steps, I know I should be selling more. If I was half as good at selling as I am at coaching, then I would be the Bob Ross of sales. You think this product could change their lives, so why aren't they buying? Say why. Say why. Guys, I have great news for you. If you can trust me for the next 27 minutes, I'm gonna show you how you can sell like Russell. You could be the next Bob Ross of sales, even if your personality is nothing like Russell's. Russell. And here's how I know. This is Kristen and Sylvia. They help Shopify business owners get traffic and turn it into sales. Now they wanted to sell their product to more people in less time, so they started doing live webinars once a week, every single Friday. Now every single week looked the same. Monday through Thursday, they spent all of their money on ads. They got tons of signups, signups, and then they would frantically prep for Friday. Friday would come, the audience would show up, and they would go crazy for the information. These people would thank them profusely, and then they wouldn't buy. Their weekend ritual became tweaking slides, stressing about ad spend, and thinking to themselves, "Is there something wrong with us?" One day they had enough, so they sent their webinar to me and asked me to hop on a call with them, and here's what happened after the call in their words. The first webinar we did after we made these small tweaks, we closed 20% of the room, which had never happened before, and people bought the upsells and they paid in full, which had also never happened before. Now we've evergreened this webinar and tonight we are collecting our 2 Comma Club Award. What changed? What took Kristen and Sylvia from this guy to this guy? The secret was they knew how to take the most boring part of a sales presentation and make it the most exciting. Because even the right information and frameworks and products, if presented the wrong way, will completely sabotage your pitch, and it will tank your sales. But if you can say the right things the right way in the right order, then you can sell like Russell if you know the secret. My friends, can I share you the secret? Say yes! Ha! Say yes again! Yes! Okay, today we are gonna focus on one part of the sales presentation. It's the part that should be the most exciting, but unfortunately every single entrepreneur makes it the most boring. Now, which part is this? This is where we move from from teaching to selling, and we start breaking down the details of your product. Now we're gonna fix it in 3 easy steps. How many? How many? Awesome. Step 1, we're going to cookie-ify. Say cookie-ify. Step 2, we're going to timeline-ify. Say timeline-ify. Step 3, we're going to charisma-ify. Say charisma-ify. Now cookie-ify is how to package, timeline-ify is what to say, And Charismify is how to say it. So we're gonna start with Cookieify. Say Cookieify. Cookieify. Amazing. Now the first thing that we have to understand is the difference between a product and an offer. A product is a single item available for purchase. Say single item. Single item. An offer is several items packaged together that get a customer a result. Say result. Result. Now, for example, a single item available for purchase A product would be like protein powder. For example, this is a 30-day slim down offer. It includes protein powder and daily workouts and recipes and community and mentor coaching. So let's say your goal was weight loss. Which one of these would make you more likely to succeed, the product or the offer? Say offer. Awesome. If your goal was weight loss, which one would you buy, product or offer? Say offer. Awesome. Now here's a warning. Just because you have an offer doesn't mean you have a good offer. In fact, if you take a bunch of stuff and you bundle it together, it may make you sell worse than if you had no offer at all. This is what we call the yard sale mistake. Say "yard sale." Yard sale. For example, imagine instead of protein powder and a recipe book and workout videos and a supportive community, you changed your offer to protein powder, vintage baseball cards, a logo redesign, and a Netflix subscription. It would sell terribly. Even if baseball cards are more valuable on paper than a recipe book, and even if a logo redesign is more valuable on paper than a community, people will buy less. Why? Say why. Say why. Because people will pay 10x more for results than they will for products. Every single product that you add that doesn't get your customer a dream result makes you look more like a random yard sale and not like the only path to their dreams. Now, I'm seeing some of y'all's faces. You're thinking, no duh. But the people who make this mistake more often than not are the smartest entrepreneurs with the most knowledge. For example, this is Bob. Bob teaches social media marketing to entrepreneurs, but Bob is very, very smart. Bob knows a lot about a lot of things. Bob knows a lot about investing. Now, every single time that Bob launches a new offer, Bob will be tempted to include his investing course for entrepreneurs. He thinks to himself, "Hey, it's just sitting there. I spent 100 hours creating this, and it's a super valuable course." Don't do it, Bob. It's a trap. You are not a yard sale, Bob. You are a dream maker. Now, there are 3 rules that Bob needs to remember and that Bob needs to follow. Rule number 1: just because it's valuable doesn't mean it belongs in your offer. Rule number 2: just because you spent a lot of time building it doesn't mean it belongs in your offer. And rule number 3: just because people have paid money for it elsewhere doesn't mean it belongs in your offer. Now, do we see how to do this wrong? Say yes. Say yes. Now, But how do we do this right? How do we know what we're supposed to include in our offer? I would like to introduce you to the original offer playbook, my favorite book when I was 5, "If You Give a Mouse a Cookie." Now, shall we flip through this highly complex business book together? Say, "Yes, we shall." Yes, we shall. Here's how this book goes. If you give a mouse a cookie, he's going to ask for a glass of milk. And when you give him the milk, he'll probably ask you for a straw. And when he's finished, he'll ask you for a napkin, and so on and so on. Now, do we see how every single problem that Mr. Mouse has is solved? Say yes. Do we see how one problem creates the next? Say yes. And do we see how Mr. Mouse feels completely completely taken care of, say yes. Now, imagine that Mr. Mouse wants to lose weight. This is how the book would go. If you give a mouse protein powder, he may know how to replace breakfast, but he's now going to need a recipe book. And now that he knows how to cook healthy meals, he's going to need a workout plan. And once he's finished with that, he's going to need a community to keep him motivated. Now, to create your mouse-a-cookie offer, put your sad mouse on one side, say, "Sad mouse." Awesome, this is the pain that your customer is in. You're gonna put your happy mouse on the other side, say, "Happy mouse." Amazing, this is the result that they want, the result that you are promising. Next, we are gonna fill in every single problem that your mouse will face from here to here. Now, once you have your path of problems, for every single problem, you're gonna add something to your offer that solves that specific problem. For example, sad mouse wants to lose weight. Say, "Sad mouse." Awesome. Happy mouse lost 50 pounds. Say, "Happy mouse." Next, we need to fill in every single problem that our mouse will face from here to here. So problem number 1: Help, I need to build muscle. Say, "Help." Awesome. Problem number 2: Help, I need healthy meals. Problem number 3, help, I need to burn calories. And problem number 4, help, I need to stay motivated. So now once you have your path of problems, for every problem, add something to your offer that solves that specific problem. So for problem number 1, we add protein powder. For problem number 2, we add healthy recipes. For problem number 3, we add workout videos. And for problem number 4, we add a supportive community. Now watch how Russell leads his mouse through his offer like a sales Pied Piper.

So you've got the funnel software, you got funnel training, you got Gary's secret map in the funnels. What else do you guys need to be successful? I want to make sure you have everything possible to be successful. Oh, I know one thing that's going to hold you up. It's something that most people get stuck on when they do launch their funnel. In fact, it's the reason why I wrote my second book, Expert Secrets. Is to teach people how to persuade, how to sell on the different pages inside the funnels, right? So last thing you need to be really successful is copy. Copy is the words on your pages.

Okay, so do we say how our product is now an offer? Say yes. Do we say how our customer is more likely to succeed with this than this alone? Say yes. Now when you build a mouse-o-cookie offer, every item builds on each other to help someone achieve a result. Say result. Now, the most important thing is that every single problem on the path to your solution must be solved in your offer. Say "must." Now, you may be thinking, "Ahh, I don't know how to solve all these problems," or, "Ahh, even if I know how to solve all these problems, that is way too much to build." But I have amazing news for you. Not everything in your offer needs to come from you. For example, this is one of our clients named Kelsey. Kelsey has an amazing business called Next Level Athlete where she helps high school athletes with their personalized nutrition gain 15 pounds of muscle so that they can get recruited. It's kind of cool, right? Now for problems on her problem path, like, help, I need to put on weight, or help, I need more energy during my games, or help, I need healthy meals. Kelsey solves these problems with her own products. But for problems on her path like, "Help, my electrolytes are whack," and, "Help, I need to jump higher," these are two problems on Kelsey's problem path that Kelsey doesn't know how to solve. Now, rather than spending years creating her own solution—bad—or completely ignoring the problems—worse—Kelsey partnered with Gatorade to solve this problem. And Kelsey partnered with a fitness trainer to solve this problem. Now, even the Bob Ross of sales beefs up his offers with partners. When Russell's mouse thinks, help, I need to be confident on camera, Russell adds our Find Your Voice Secrets course. When Russell's mouse thinks, help, I need to get people to my webinar, Russell adds Eric Thain's 60-Second Authority course. When Russell's mouse thinks, "Help, I need my funnel design to be sexy as heck," he adds Kathryn Jones' funnel design courses. Now, do we feel like we can cookie-ify our offer? Say yes. Amazing. Good news, bad news. The good news is you have an amazing offer. Say yay. Bad news, you can still blow it. Say, "Oh no." Not because people don't love your offer, but because if you present your offer in the wrong way, your audience is still going to drag their feet. So if you do this right, your customers will want to buy on the spot. This is what we call timeline-ify. Say timeline-ify. This is what to say when presenting your offer. And friends, it's a super easy fix. Instead of just dumping everything on them and making the audience feel overwhelmed, or instead of ordering our items very randomly and making the audience feel lost and confused, we present the items of our offer in the order that our customer faces the problems on their problem path. It sounds like this. Once you have solution number 1, you will need solution number 2. Once you have an offer, you will need a funnel. And once you have a funnel, you will need a funnel design course. And once you have a funnel design course, you will need copy. And once you have copy, you will need traffic. Now, when you timelineify your offer, your customer visualizes themselves in motion, succeeding at every single step with your help, solving one problem and then the next until they see themselves crossing the finish line. Now, we timelineify by saying, "Once you have one solution, you will need the second solution." Easy, right? Say yes. Awesome. Now this is a super easy way to hijack your customer's subconscious. Can we timeline-ify? Say yes. Amazing. Good news, bad news. The good news is you now have an amazing offer. Say yay. Awesome. You know what to say. Say yay. Bad news, you can still blow it. Say oh no. You can say all the right things the wrong way. And still fail. Now, who better to teach us this principle than Golden Globe-nominated actors Ryan Gosling and Steve Carell? In my very favorite romantic comedy, Crazy Stupid Love, Ryan is trying to teach Steve the right things to say to pick up women. Now, Steve says the right things, but it does not go as planned. And do I talk about myself?

Never. Never talk about yourself. Always about her. So what do you do, Kel?

I don't know. What do you do, Kate? Seriously, what do you do? Seriously, what do you do?

You're really not going to tell me what you do?

You know, I think my friends just got here. I'm sorry. I'm sorry. I'm sorry. I'm sorry. Now, the reason that Russell is the Bob Ross of sales and he makes it look so easy is that after 2 decades of selling and failing and adjusting and selling and failing and adjusting, he has perfected perfected the exact right way to talk about his offers in a way that's made him over $1 billion. He has also figured out how to control the emotions and the energy in the room. Now, lucky for you, you do not need to sell and fail and adjust for 20 years because I shall give you charisma hacking. Say yay! Amazing. Now, this is how we're going to charismify our offer. There are 2 charisma tactics. How many? There are 2 charisma tactics that you must use when presenting your mouse-a-cookie offer. The first one is the way that you talk about your customer's problems in a way that's taking your customer from feeling overlooked to feeling seen. The second charisma tactic is how you talk about your own success in a way that takes your customer from feeling anxious to feeling certain. Charisma tactic number 1 has how to talk about your customer's problems. Now, one of my very favorite authors, Ramit Sethi, said, "If you can describe the pain better than your target customer, they will assume you have the solution." Now, when writing sales copy, one of the very best things that you can do is dump all the customer pain language all over the page. Behaviors, emotions, and situations, and thoughts. The more pain, the merrier. But, On video and on stage, what we discovered is it is completely different. We found that there are 3 charisma trust styles that entrepreneurs use to get audiences to trust them. Now, each charisma trust style has different attributes. They do different things with their hands and their facial expressions and their voice and their language when they're trying to build trust. Now, the most important thing for this tactic is that each charisma trust style trust style talks about pain in different ways. Now, the 3 trust styles are Steady, say Steady. Awesome. Fix, say Fix. And Mirror, say Mirror. Now, one of these styles is going to come very naturally to you. The other 2 are gonna sabotage your pitch, and they will repel customers. So starting with Steady, say Steady. Steady are heart readers. They are soft, they are empathetic, and they completely focus on emotions. They say things like, "You may be feeling..." A steady looks like this: "You're depressed.

Life is not going right. It's a miserable state of being. Feel as victims of the world. You're happy, but you don't really have any plans for your life." Now, about 20% of entrepreneurs are steadies.

Next, we have Fix. Say Fix. Fix are action readers. They are very matter-of-fact when they talk about pain. They focus entirely on behaviors, and they say things like, "You may be doing blank." This is what a Fix looks like.

If you're someone who doesn't get enough replies or opt-ins, you never want to be the Fix. Or people don't trust you enough to buy. You hate being on camera or making content. Or your leads just plain old cost too much.

Or your web pages don't convert. Now about 40% of entrepreneurs are fixers. The final one is mirror. Say mirror. Now mirrors are mind readers. They are expressive and validating, and they focus entirely on thoughts when they talk about pain. They say, you may be thinking, and then expressively act it out. A mirror looks like this.

Freaking out like, oh my funnel's 1.0 and I want 2.0, but I can move them over and like, well, I'm like, oh, there's like 14 different funnels I have to master them all. Oh, I gotta figure out how to do monthly payments and all this stuff, I gotta make money 'cause I know next month I'm gonna get paid. Now some of you guys look at this and you're like, this is cool Russell, but I don't really wanna do all this stuff, I just want a funnel at the end of the day, right? The question is like, Russell, does this training work?

Now about 40% of entrepreneurs are mirrors. Now remember, one of these styles is gonna come very, very naturally to you, and the other two will sabotage your pitch and repel customers, so I know what you're thinking, how the heck do I know if I'm using the right one, right? Say yes. Yes. Now, the first thing that you're going to do is you are going to find real-life situations, they're non-business times when you're with your friends, where you needed someone to trust you. And then you're going to break it down like this. You're going to say, "Well, in this moment, was I soft and empathetic, like a steady? Was I very matter-of-fact, like a fix? Or was I expressive?" No. "Like a mirror?" The second thing that you're going to do is you can use this key to reverse engineer it. If you are a mirror and you try to use one of the other styles, you will look harsh or condescending. If you are a steady and you try to use the other styles, you will look harsh and like you're mocking their pain. If you are a fix and you try to use one of the other styles, you will look condescending and like you're mocking their pain. Now, I promise you, if you use the correct charisma trust style when talking about the problem, that you will be completely in control of the emotions of your customer. They are going to feel seen because you will feel natural and authentic and empathetic. They will feel like a friend is validating them in their deepest pain. They will see themselves succeeding with your offer and they'll be more likely to buy on the spot. Now, do we feel like we can talk about our customer's problems? Say yes. Amazing. Now we need to know how to talk about your own success. So charisma number 2, your charisma tactic number 2, is how to talk about your own success in a way that takes your customers from feeling anxious to feeling certain. Now, why is it that some people, when they talk about their own success, you can see them slowly shrinking into a ball of insecurity and you think to yourself, homie, I don't think I should work with you. You don't believe in your offer. So why should I believe in your offer? And there are other people who talk about their own success and you think, "You are so full of yourself that there's no room for anybody else, and I would rather die in my pain than have you arrogantly explain my pain to me for 12 weeks." Now the reason for this is just like there are different charisma trust styles, there are 3 different charisma authority styles. Authority style. Say authority. Now, this is the style that entrepreneurs use to get customers to see them as the authority. In other words, it's how they show people, I know what I'm talking about, and I am certain I will get you that result. Now, each charisma authority has different attributes. They do different things with their hands and their facial expressions and their voice and their language when they're trying to build authority. Authority. So most importantly for this tactic, each charisma authority style talks about their own success in different ways. The 3 authority styles are light, say light, lift, say lift, and lead, say lead. Now, one of these styles will come very naturally to you. The other 2, once again, will sabotage your pitch and will completely repel your customers. So we're going to start with light authority or light the path, say light the path. Awesome. They say trust the path. They say this path worked for them, so this path will work for you. Why deviate? A light authority is like a party promoter that just found the best party ever and they have to get people to it. A light authority looks like this.

Know that for you, you don't know what the path is. It's very foggy and dark and everything. You see the result, you don't know the path. I got good news for you. I know the path. We've helped 2,000 people win a 2-comma of course it works, it's a path that's been trailblazed over and over and over again, and so we're coming on this path, taking you to a certain result.

Now, about 10% of entrepreneurs are light authorities. The next one we have is lift, or lift the person, say lift. Awesome, a lift says trust yourself. They say there are people exactly like you who have succeeded, so why not you? They're an encouraging cheerleader, who shows people how close they are to success. This is what a Lift looks like. There's people who have been exactly what we've all been through, and they've succeeded on a whole amazing level because of that. There are people exactly like you who are fun and smart and charismatic, so why not you? Become unstoppable. Now, about 40% of entrepreneurs are Lifts. The final one we have is Lead. Say Lead. Lead. Say Trust. Me. They say, I know how to get this result and I am taking personal responsibility for your success, so why go alone? A lead is an assertive motivator. They say, I'll push you, but I won't leave you.

A lead looks like this. It took me half a decade to learn how to do this and another half a decade to perfect the system, and that was hard. The first option was to part ways with you and then just hope that you on your own would figure it out. My second option is I could take a more active role and responsibility for your success and create a win-win situation. I chose the second option.

Now, about 50% of entrepreneurs are a lead authority. Now remember, one of these styles is gonna come very, very naturally to you, and the other two are gonna sabotage your pitch and repel your customers. So you may be thinking to yourself, how the heck do I know which one to use, right? Say yes. Awesome. So first, you want to find real-life situations and that are non-business times with friends where you needed to convince somebody that you knew what to do. Then you wanna break down, in that moment, were you a party promoter, light? Were you an encouraging cheerleader, lift? Or were you an assertive motivator, lead? The second thing that you're gonna do is you're gonna use this key to reverse engineer it. Because if you are a light and you try to use a lead tactic, you will look aggressive. If you are a light and you try to use a lift tactic, you will look uncertain. If you're a lift and you use the other ones, you will look aggressive or like you're abandoning your people. And if you're a lead and you try to use one that's not your own, you will leave your people feeling abandoned and uncertain. Now, I promise you, if you use the correct charisma authority style when you talk about your own success, that you will be in complete control of the emotions of your customer. They will feel certain in your ability to get them their dream result because they will see your true expertise and not your nerves or your bravado. They will imagine you helping them succeed and they're more likely to buy on the spot. So, so far we have cookie-ified. Say cookie-ified. Awesome. We have learned how to mouse-a-cookie our offer. Remember that for every single problem that our mouse faces on the path to their desired result, you want to add something to your offer that solves that spot. Specific problem. Next is timelinefy. Say timelinefy. Now, when presenting our offer, instead of dumping everything on them at the same time, you say, once you have solution 1, you will need solution 2. And finally, charismafy. Say charismafy. Awesome. This is how you talk about your customer's problems using your charisma trust style and how to talk about your own success using your charisma authority style. Now, my first FHL 2020, Russell said something that changed the trajectory of my entire life. He said, "If you have something that's going to change someone's life, it's your moral responsibility to give it to them." He did not say, "If you have information you think someone would find interesting, you should start selling it because you can make money." Now, the reason why A Mouse A Cookie offers actually matters, is they are the only way to change someone's life. Now, I came home from FHL, and I was on fire. I was thinking, "I'm going to change the whole world with charisma!" But as reality set in, I got nervous. There are literally thousands of people teaching how to present or how to persuade, and even people who didn't officially teach charisma, anyone with a course on anything that was like social media or video or speaking, had at least a module on confidence on camera. There's literally an organization teaching presentation skills with 100,000 chapters, no exaggeration. If I got all of my competitors together, they would fit in about 20 of these rooms. So, I started to panic. I started to think, "Who am I to compete with them?" Say, "Who am I?" I said, "Well, nobody needs another charisma course. It's impossible to stand out. I'm starting too late. I'll never catch up." As a brand new business owner, I'm not kidding, of 5 days, I went to my sister-in-law, Catherine, who had a funnel design course, and I asked her, how do you survive? There are thousands of funnel design courses and tutorials. How do you stand out? And Catherine smiled and she showed me her course versus a competitor's course. Now in the competitor's course, module number 4, was the history of funnels. Module number 8 was adding custom fonts. Now, when customers completed this competitor's course, they got a certificate in the mail. Then we looked at Katherine's course. Module number 4 was get your first free funnel client, and module number 8 was sell your first funnel design. Now, Katherine's students were successfully changing their careers and all made their first dollar building funnels before they even finished the course. Now, which one is more likely to change your life, Catherine or competitor? Say Catherine. Catherine. Awesome. This is the difference between information and transformation. Information products are judged based on what a client knows by the end of the program or service. Transformation products are judged by what a client achieves by the end of the program or service. Only one changes lives. Say, "Only one." Only one takes people from pain, gives them tools, gives them skills to finally achieve their dreams. Only one makes you stand out. Say, "Only one." Only one will make you uncopyable. You became an entrepreneur to change lives. Now, it is your moral responsibility to get your mouse and cookie offer into as many hands as possible. It is your moral responsibility to learn how to sell it. There are people who need you, who are waiting to change their lives, and they are surrounded by information. They are waiting for your life-changing transformation. They are waiting for your mouse-a-cookie offer. So go build it, go sell it, and go change the world. Thank you so much.

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