Pricing, Niches, and Strategies to Skyrocket Your Success: Q&A from Selling Online!

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What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets. No, the Selling Online. No, the Russell Brunson Show. I don't know, we're still in the middle of a rebrand, trying to figure exactly what to do, but glad to have you guys back and I hope you guys are all doing great and getting ready for the Christmas season, Christmas holiday. We're like a day or two away depending on when you're listening to this from Christmas. So hopefully you and your family are are together and enjoying the season. So to kind of end out this year, what I wanted to do is I wanted to focus on actually doing a couple more of the Q&A shows. Last 2 episodes, we let you guys listen in to the Slug Online Q&As, and I hope you enjoyed it. I hope you got a lot of value from it. I think, you know, the best thing to do is to be able to ask somebody directly your questions, but sometimes the second best is to listen in and actually hear other people's questions and ideas, and it's really powerful. This is part 3 of 4 of the Q&A show, and I hope you guys enjoy this. Hopefully it gets the wheels in your head spinning for your own business as you're preparing to get into the new year. A couple of things we talk about during this episode, talk about some more cool Dream 100 strategies. We're talking about live and prerecorded webinars, what's best, how to do it, right price points. I'm thinking about figuring out your niche. We're talking about different pricing strategies, and I share a bunch of real-world examples to help show you guys just different ways that you you can use marketing in your business. So I hope you guys enjoy this episode, and if you do, please take a screenshot, tag me in it on socials, and as always, please jump in and go leave a comment on the show. It always means the world to me. So that's it. Hope you guys enjoy your Christmas. Hope you enjoy this Q&A show. We've got, I think, one more Q&A show, and then we'll be into the new year, which we have some really cool things prepared for you guys in the new year. So hopefully you guys continue listening, and we'll see you guys again soon. Thanks, everybody. In the last decade, I went from being a startup entrepreneur to selling over $1 billion of my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. Welcome back, everybody. What's going on?

All right, next up, or welcome back, is Tish.

Tish, welcome back. Welcome back.

Thank you, thank you, and thank you so much for taking— we really do value your time, so Let me get right into it. I have 2 follow-up questions, so I'm gonna try to get them both in. The first in, Russell, you said make sure after I do the Dream 100, by the way, I've already started it doing it behind the scenes ever since you said that.

Yes.

Um, I got my whole plan written out here after I, after I, I was thinking I'm gonna send them a gift. I have something in mind. I'd like to, but you said after you do that, make sure that you're all over social media so they can find you everywhere. How do I get in front of them when I don't know where they spend their time on social media? So, so you said be everywhere they are, right? So how do I do that?

So, um, yeah, I'm assuming you have their email addresses. Do you have their— what do you have? Do you have their, uh, home addresses? What, what info do you— what data points do you have on them?

All we really have is where they are in social media, their social media accounts. That's what we have from them so far. Because these are, these are corporate leaders that do not provide that information unless you have the relationships with them.

Well, the good news is that we are in America, and America's got no privacy. So yes, that's true. Just, you all know this, how it works. So we do this all the time. So there's data appending services that you can hire. So I think Melissa Data is one. There's probably a couple other ones. Uh, but basically, like, if I have someone's email address, I can send it somewhere and they will give me all the rest of the data. Or if I have someone's home address, I can send someone, they'll give me all the rest of the day. So like, you can, if you have any data point of someone, you can get most of the rest of it with like 98% accuracy or something like that. So you do data pending service, so you get whatever you can, right? You can try to scrape content, scrape information. Anyway, this is like the gray hat Russell coming out, okay? It's like, if you need the data, you can get it. It's all there, right? So basically, but it's gonna take a little work, right? You can also, it could be as simple as like contacting through LinkedIn or different places and trying, you know, like, hey, we're trying to send you a gift, or who's the person at your company? In fact, there's a really good book Oh, so good. It's called Predictable Revenue. If you read Predictable Revenue, it's the guys who took Salesforce from $0 to $100 million originally, and they did it all through cold emailing, cold calling, and how they got— anyway, it's really, it's not 100% apples to apples what you're doing, but it'll show you like the scripts they use to get people's contact information. Like, they would, they would do is they would, they would find like the person lower up in a company, and they're like, hey, I'm trying to find who the buying agent is for that. And the person's like, oh, let me introduce you to it. And then like that person intro, and like it was really sneaky.

Yeah, like the gatekeepers oftentimes.

Yeah, how they position the emails to do stuff, but it's worth reading just to get ideas. That'd be like one, like how do we get these people's contact info, right? Then it's going in and like, what can I scrape from LinkedIn? What can I scrape from the business? Like sometimes if I get business addresses, things like that, then finding data pending services. You know, it's all these different things. InfoUSA, you can buy lists of people that have stuff, right? So it's getting any of those things you can possibly get and then doing a data pending, because if I get their email address, now I can take all the email addresses, go into Facebook and say These email addresses, follow them everywhere they go on Facebook, Instagram, Google, like, because like it'll, it'll let you track those things. And then now you can just blanket those person, those people and follow them everywhere, everywhere they're going.

Got it. Thank you. So I have time for my follow-up. So the other thing is, I was thinking inside the gift, I'm going to put a little card that this is a gift for you. What, what, something like that. I also think I would like to put a QR code in that when they scan it, there's some type of video. From us. And if you were gonna have a video that they scanned and saw, would it have an offer in it? I'm curious what you would do.

Cool. I do this often. And Kate, let me tell you the secret. This is a painful secret, so I'm gonna give you some pain and you're gonna love it. So every time I do a new launch, I get my camera out and I record 500 videos. Hey, this is Russell Brunson, or use it like this, like, hey, what's up Frank, how's it going man? I'm so excited to send you this package in the mail. I'm gonna show you blah blah blah, it's really, really cool. Let me show you a real quick clip, show you exactly what's in it. Video number 2, hey, what's up Mike? So first off, hope you're good. Last time I saw you at whatever event, that was so cool, and like the fact that you guys are doing that is so awesome. Hey, real quick, I made you a video explaining da da da da. Video 3, I do that for like 2 days, and I take that to my team, and then I make a second video that has all of the, like all the rest of the stuff, right? And then they just like, they glue those videos together, so it ends up being like a 10-minute video that each are getting, but they're getting a very custom, 90-second thing where I'm like trying to reference something personal that we would know together. Like, dude, that thing you did last week was so sick. Like, that was amazing. It made me think about that. By the way, check this out. So it's painful. Like, every time I do it, I tell my wife, I'm just like, well, I'm making 500 videos today. She's like, I'm so sorry. I'm like, I know, because you have to be like the same excited every time. Like, hi, how's it going? Hey, how's it going? You're just like 400 videos in, you're like, I want to die. Hi, how's it going? You know, anyway. So that's the reality of how I do it. And then, I don't know if I would pitch the thing as much as just like, 'cause initially I'm trying to build some kind of rapport or relationship or something, right? I'm trying to get them to call me back or do something. I had somebody one time send me a box like this and it showed up with a prepaid cell phone. And it had a prepaid cell phone in it with their phone number, like it was like speed dial 1 or something, and they had a video, it's like, hey Russell, da da da, whatever, pick up the phone, just dial 1, it'll call me directly, my private line, and we can talk. And I was just like, I have to, I hate phone calls, like phone is my number one fear in life, it's kind of weird, but I was like, I have to push 1 on this because the guy sent me a prepaid phone. I clicked on it and sure enough he had something, hey. Anyway, so there's a lot of different ways, but yeah, it's more trying to like, I'm probably not going to sell from it, but trying to like, how do I create enough of something that I can have a dialogue with them however I want it to be, right? If it's online, or if it's a webinar, or if it's something, you know, I mean that's what I'd be trying to push towards.

Thank you. You are totally fire. I'm in Myron's inner circle.

And we love Myron.

Wow. Wow. Thank you so much.

No worries. Thank you.

Way to go, Tish. Love it.

Now we're talking about the, the actual— here's like, you know, about— I even sometimes we think it's like it's all sunshine and rainbows. It's like, no, we're gonna go and spend 2 days doing 500 videos, and then we're gonna go scrape people's contact information, the people I need to get a hold of so I can figure out how to How to send them stuff. Another thing we've done a lot in the past is like actually going to the company, hitting the gatekeepers, like, hey, I'm trying to send Julie a gift, I don't want her to know about it, what's the best office address to send it to?

Ninja hack.

And they're like, oh yeah, here's the address or whatever, you know? And so there's always ways.

Yeah, B2B's always interesting too. I mean, you could hire a setter to go do all of this stuff too, but adding that personal touch to it makes all the difference. And some of these people you knew, like if it's a Dream 100 play and you knew them, But like for Tish, if she doesn't, maybe it's something that they said, like I've had people email us like ClickFunnels Radio, like I just listened to episode blah, blah, blah, blah. And it was awesome because of this. And you're like, oh, they actually are paying attention. So like if Tish goes out and says, I just saw on social media that article that you did about this changed my life. That's one of the reasons that I'm reaching out. Something like that, that does like a personal connection again.

100%. Yeah. We're always trying to look for that personal connection. Even like Dream 100, when we're going Dream 100 for affiliates, I can't remember who, I think it was Rachel Peterson, she said that what she would do for Dream 100 gifts is she would like find the person, find them, follow them socially and try to look at like what can I send them that would match their house, or she'll go to like their Amazon wishlist, and if they have an Amazon wishlist then she'll like send them stuff from that, 'cause like we know they already want this stuff. Anyway, it's a little more work, but man, you get one contract, one deal, one engagement, it can be worth it, so.

Can I tell you what not to do as well, just for a second? Like Russell doesn't drink, I don't drink. Okay, it's religious for us. And I had a guy send me this big huge like wine carafe. I made like a connection for him. They made a bunch of money off this event and he sent this wine carafe. I'm like, dude, we've been friends for like 3 years. I see you at events all the time and you sent me a wine carafe. Like, and when he watches this, he's gonna be like, oh, you know who you are. I used to love him, but come on, man.

I just said someone wanted to pitch me on a network marketing opportunity and I don't know how they got through all the gatekeepers. Somebody got me on a phone. I don't know. I was like, How does this person give me a call? Somehow I'm on a call with the guy and he pitched me, I remember, and again, I'm Mormon. Mormons don't drink alcohol, tobacco, coffee, or tea, right? So like, never touched in my life, never had a coffee, don't even know what it's like. Anyway, have no idea what it tastes like. And he gets in front of me, he's like, Russell, he's like, I got an opportunity, ground floor opportunity, it's gonna change your life, blah blah blah, all this stuff, right? And then he's like, what is one thing that everybody in the world drinks every single morning? I was like, water? He's like, no. He's like, coffee. There's not a human being on Earth that doesn't drink coffee. Pitched me this whole coffee MLM. I listened to the whole thing, I was like, dude, you did not do your homework. Somehow you got through all my gatekeepers, you showed up, and you picked, like, and the company had other products, but he pitched me on coffee. I was like, there's a segment of the market who I happen to be part of, does not drink coffee. Anyway, it's just, I'm like, do your homework before you show up to talk to somebody.

Yeah, Dream 100 is so powerful if it's done right. Yeah, it's awesome. That was a great question. All right, let's keep it going, Clayton. Who do we got?

All right, we have actually a new question here from Luis.

Luis, welcome to the party, Luis!

Hey, what's your question?

It's a pleasure being here with you, my friend. Just so you know, I call you Papa Russell, bro. I love you, I love you a lot. So the day, the day I get my 2 Comma Club Award, my wife said this, this, so I can, so I can let you know. One, she doesn't know if she's going to congratulate us Or is she going to do totally the opposite because you blew my mind and I blow her mind? So I drove her crazy, just so you know. Oh no, thank you. Thank you for everything, guys. It's been really, for me, it's an honor to be here right now. So let me tell you, I have a program called YouTube Fortune Maker Formula that I created, which pretty much I help Latinos and Hispanic people to grow their personal brands on YouTube, which I find it is like the most powerful platform in the world. So, I have gotten a lot of good results with the students, but before that, I was in the real estate industry. I was a top producer. I love real estate. So, the majority of the results that I've gotten is with realtors, but I don't know if it should be like a good strategy for me just to niche the realtors because I also have doctors, psychiatrists, and different people in my program, or just go in general with personal brands. The strategy that I'm using besides my organic traffic with my YouTube channel and all that kind of stuff is I'm running ads through a VSL, a prerecorded VSL, where they can just schedule an appointment on my calendar. But now that you talk about the perfect webinar, I don't know if it should be worth it. I think definitely it should work for me to try and go live. Run some ads and try like the perfect webinar live to see the reaction. What are your thoughts about that?

Yeah, well, what's the—

Should I go with one specific niche or maybe just personal brands in general or, and try live webinars?

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

I have two programs, one $997, which is just the program, and the other one is $2,500, which we have live classes once a week. Where I can see and check what they're doing, so they can do the tweaks and optimization.

So $987 to $2,500. Yeah, so both those price points work really well in the webinar. So I would do that because it takes you out of doing the selling and all that kind of stuff. So that'd be number one. I think 100%, I would— I wouldn't stop what you're doing now, it's working, but I would create this and see if we can get that to the spot where it can scale way faster, where you're not involved so heavily on the fulfillment or the selling side of it. And then number 2 is like, so it's always easier to pick a niche market. Now what you may want to do, especially if you've already done it for a couple, like you can go and like, let's do it for realtors. So it's like, I would make a very specific webinar and offer for realtors, get it working, running, and then if you, after you get it working really well as evergreen, then you can, it was on autopilot, then you can go and create one for doctors or whatever. But like the more niche-specific the actual presentation, the webinar, the landing page is, the higher conversion rates they'll have across the whole board. You know what I mean? So I'd pick one and just like focus on it, perfect it, get the ads working, get like just everything working and scaling it. And then if you wanted to, you could pick another market or you could just pick that same market and just keep going deep, right? I got to know Krista Mayshore in our group. She helps realtors, does that, and she does $1 million a month just helping realtors just doing their thing, right? And so like there's deep wells there. Sometimes we get so excited about all the opportunity, we're jumping from thing to thing to thing versus like, like you can just dig a really deep well in one spot as well. So, you know, just kind of—

No, beautiful. Actually, I started doing— I have a webinar for realtors, I have a webinar for personal brands, and it's working. But the thing is that I'm thinking that maybe if I do live webinars, maybe I can get like better results. I don't know, what do you think about that? If I can just run traffic, do I don't know if I can— I would like to go live once a day at least, but I don't know that the traffic is going to be enough to send more people for every day.

So we found like— so I showed this, I can't remember what day it was, the improv webinars. I showed like the one that I did on Facebook Live and the one that Caitlin did. So it was interesting, like, so Caitlin was doing webinars like registration, do a webinar, because if she did the Facebook Live version and It out-converted her other one, and then they turned off their core webinar and just drove ads directly to this one. Or sorry, that became an ad they were driving traffic to. And she swore by it. She's like, I would never do webinar registration page because like, you know, someone has to click on the link, then they register, then they gotta show up, and like, it, you know, it shrinks down the funnel. She's like, here's like, she's like, I just run ads to the actual webinar and it blew up. And they were getting like 10, 20, 30 million views on one Facebook Live she did, right? And so a lot of people started jumping, trying to do what she was doing because of that, and the problem is most of them bombed because they hadn't perfected the webinar. So Kaitlyn had done 100 webinars live prior to that, so when she came on, she nailed it, and it was just like, she knew the script, knew everything, and it crushed, right? So what we're finding is like, the best is to practice and master and learn it inside of the framework of you just doing it like in a traditional webinar, but if you already got one that's working, going live and doing it is really powerful. Usually it's gonna be shorter form, like it's harder to keep someone's attention 90 minutes on Facebook or whatever, Instagram, whatever. But like doing like a 30 to 45 minute version of something and then running that as an ad is a super smart strategy. So you don't do every single day, just do one. Maybe do every single day until you get one that just crushes, and then it's like, okay, now just turn ads on that thing and blow the whole thing up. You know what I mean?

I'm gonna do that. Yeah, right away.

Keep me looped on that, man. I'll see how you do with it. So thank you.

Great question, Luis.

Can't wait to be in your wife's student— to come and get your 2 O'Connell Club Award.

I don't know. I'm just, I'm just warning you.

I'll see you, I'll see you.

I'm like, oh no, thank you, thank you guys.

Thank you. Thanks, Luis.

Give him a hand. All right, let's keep the party going. Clayton, who we got?

All right, next up is we have Sebastian Jimenez back.

All right, welcome back, Sebastian. What do you got for us?

Studio.

Thank you. Can you hear me okay? Yeah. All right. Hey Russell, I listened to your podcast. I think it was the replay of the last VIP Q&A, and you pitched the guy his own business. So would you pitch me of why I should use a studio versus doing my event at home, for example? Like, how would you pitch somebody to use a studio versus doing it at home? Okay, cool. Um, using your studio versus, versus do their own way. So yeah, like, why get a studio to do the event? Yeah, um, you'd be interested to do— I'd be— so these are things I would do the research, try to figure out, like, looking at your clients, you've got studio versus home, and like looking at like what conversion rates are, because I'd be curious to figure that out. Like, because that, that'd be the story. AJ, you got to build some kind of story that's going to break down. I have that answer, but only one time it happened. They were doing it at home or at the office, they made $600,000 from the event. They came to the studio They made $1.2 million. They went back to the office, they made like $800,000. So they came back to the studio and they kept coming. That's all you need, one story. Perfect. Let me show you the— here's Russell pitching again. The number one secret to double the sales on your live event without changing any of your live event, or with only changing one thing in your live event that seems so insignificant, yet it's the key that helped one of our clients go from $800,000 to an event to over $1.2 million. Register for a webinar, find out what it is. Oh, what's the hook? What is the one thing? So they show up, it's like, hey, this is how many, like, you're here, you're an author, you're a speaker, you're a coach, you're a consultant, you are great at what you do, right? How many of you guys are trying to do webinars right now? How many of you guys do live events, right, and you're crushing it? Did you know that just the fact that like transitioning the environment you're doing your event can change everything for you? In fact, let me tell you the origin story. I had a client, da da da, tell the story of the client, there's your origin story. Origin story, he did the first one, he did $600,000, second one $1.2 million, went back, and now he will never leave. And the reason why is this, okay? Sorry, that was the thing, and from that we figured out a framework that increased conversions through virtual studio, or through, yeah, virtual studios. Alright, secret number 1, virtual studio. The first thing is the fact that virtual studios give increased credibility, 'cause it's not just some guy in his underwear in his house, it's like, this person must be legit because they're here, right? That's the reason why people try to get on the news and try to do these things, because you get the street cred, the credibility, you get footage of you in front of the stage, and it increases your credibility to the end market by being in the studio. Number 2, a lot of people are home on their webinar running the tech stuff themselves. How many of you guys have been running a webinar before and the tech dropped and you screwed up, or the internet went wobbly and you lost something? Or someone's commenting and you're trying to respond to the comment while you're speaking, you get all confused, and someone starts talking trash in the chat and you're all stressed out and pulling your hair out, right? Happens all the time. All the time. Well, Stais, when you come to our virtual studio, we do all that for you. All you gotta do is show up and perform and do your thing. We take care of the comments, the moderation, the lights, the video, the thing. And by the time it's all done, we give you an edited presentation or edited event that's awesome. And then, so that's secret number 1. Secret number 2, after you do your live event, you may think it's a one and done and you threw, you know, and you lost $100,000 renting a studio, but the reality is that $100,000 investment now will become an evergreen cash machine for you. Okay? 'Cause secret number 2, we're gonna show you How to take that live event you did and we're going to turn it evergreen. In fact, we're going to show you the exact funnel our clients use to take their live event to turn it into an evergreen event and da da da da da. It's amazing, right? Secret number 3, how do you fill these events 24 hours a day so that one event you did once will pay you for the rest of your life, even after you die and your kids die and blah blah blah. This is how you get traffic to it consistently. There's the 3 secrets. Now I come back and I go—

Framework.

Like, did you guys see what Russell just did? Like, he just did perfect webinar in like 90 seconds. Vehicle— origin story, vehicle, internal false belief, external false belief. And then he didn't get to the stack and close yet. But I mean, that's the framework.

It's awesome. That was amazing. Nobody else ask me that, please. What I'm going to do twice in a day. And real quick, so 3 years ago you told us to put content out there. Like if you say, I promise you, if you do it every day for a year, you'll be a different person at the end of the year. Well, it's been 3 years and I still can't figure out what to talk about at the studio. Like I don't know what people care. Like I don't want to talk about tech because people are not going to think about cameras and angles and lights. They don't care about that. Can you help me understand what I should talk about? Yeah. Stories of the clients behind the scenes. We did an event for so-and-so, check out what we did, look what they did different. Like, you're showing them, like, you've got this cool, like, you're showing behind the scenes, like you're the Wizard of Oz, like I am. Like, I'm showing behind the scenes of funnels and selling, right? You show behind the scenes of events. Like, so-and-so did this event and this is what they did different, look how they positioned this, and they— you start showing all those pieces, now it's like they start visualizing themselves in the event, right? Michael Hyatt used to have a membership site called He sold it to Pete Vargas. It was Platform University. And what he would do is every week they had different content. It would rotate through every 4 weeks. So I can't remember, but the 3rd week I think was behind the scenes. So the content was just Michael Hauge speaking at events. So you'd see him in the hotel room and like what kind of deodorant he put on. It was just like this weird behind the scenes, but it was like people love that. It's like, oh cool, that's how he does it. Like Funnel Hacking Live. I always do a video before Funnel Hacking Live. I use this thing called SweatBlock to make my— sweat before the event. And so like, it's the dumbest thing, but every year I'm like, hey, one of the secrets to speaking from stage is I put SweatBlock on so I don't pit out in the middle of the event. And I tell them that. I get more comments on that stupid thing than anything. Everyone's like, I bought some SweatBlock, this is the greatest secret of all time. And I'm like, but like, that's what they want, right? So it's like, you have the, like, you're the guy behind the scenes showing all the kind of stuff. Like, it's that, like, so when you have someone coming in, I would just ask them like, hey, I'm gonna try to find 4 or 5 cool things you did and share with my audience, you cool with that? And I'm sure most of them would be like, sure, no worries. And you're just showing like, here's how they did this, this is the cool thing I saw, like notice how they did this part, this is how they did the re-pitch, this is how they did the lighting, they had to do this differently because of this, and you know, just showing that, because it puts them in the ownership experience of like, oh, I'm experiencing this, how cool is that? Like that's, it's my goal for you, if I was you, I'd just always thinking like ownership experience, how do I create content that gives the end user the ownership experience, that they were experiencing this for themselves, like you're basically in proxy putting putting them in the theater by showing all that kind of stuff. Does that make sense? Perfect sense. And last thing, so two people have come through here and they've had your book while they're doing the event. They go backstage and they read the book. It's like, okay, they come back out. It's so funny to see them with your book. That's awesome. That's the coolest thing ever.

I love it.

I love it. That makes me so happy. Thank you.

One other thing too, Sebastian, if you want to model somebody who's doing this, you said, oh, the angles and the light, people don't care. Some people care. Like, whether you think so or not, uh, Tim Shields, who we showed earlier this week, he is crushing it with these reels. And his is like, what's wrong with this photo? And you think, oh, maybe some people don't care, but he is crushing with it. Go model some of that stuff that he's doing. He, he puts stuff out all the time, and he batches it too so he doesn't have to do it every day. But then it's out there. He's a great one to model on this.

Eric Davis— Eric Davis' business was all lighting before.

Yeah, there you go. Eric's crushing too.

Those are two you totally follow. It's all that. So anyway, yeah, if I go to the couch hanging out at my house, it's kind of nice.

I know, we need like some snacks. I do. You don't eat snacks. I eat snacks. All right, thanks Sebastian. Let's give him a hand. All right, who we bringing back, Clayton? Who we got?

Next up we have Rory Baden.

Oh, there's a new one, Rory. Oh, Rory, do you need to pull over? We don't want you wrecking.

I am pulling over.

I actually drive in this storm.

All right.

So I'm— I just got off the interstate. But Russell, I'm such a huge fan. I'm really good friends with Lewis Howes and Jamie Kern Lima and Ed Mylett and people like that. And I've got so much from your stuff. So I just want to let you know that I've been in and out a little bit this week. But my question for you specifically is with And I apologize if you did cover this, but with ultra high-end offers— so it's kind of a two-part question— is going, I know that you said specifically you can use the Perfect Webinar Formula to sell any offer like at any price point, but are there things that you change as the price goes up and you go like, okay, if I'm selling an ultra premium offer, let's say north of $20,000, Is there, is there anything you change, like little nuances? Does it need to be longer? Is the preface more— pre-frame more important? Do you re-pitch differently? Like, and then relatedly, as the price goes up, do you expect different conversions? Like, do you kind of give yourself grace and go, well, you know, I was pitching a million dollar offer, so I probably get a lower conversion? Like, just curious about, like, as you go up the scale and price point, how do you think about that stuff?

For sure, yeah, I'd say two things. So number one, yes, like higher price, like we made a $10,000 offer, right? So I'm typically not gonna do $10,000 offer on a 90-minute webinar, right? So 3-day event, 8 hours a day, 3 days, like that's, like the more time someone has with you, the higher, the more expensive you can spend, right? So if I'm gonna go north of $10,000, it's gonna be a 3-day event. Longer form, right, from $10,000 to $25,000 to $50,000. Like, that's gonna be the structure. It's still a perfect webinar, but it's built inside of a 3-day event schedule, right? That's number 1. Number 2 then is also like how you, how you, like, how you do the selling, right? So like Funnel Hacking Live, we're in an event situation. I can push the backroom, everyone's gonna go buy, and it's an easy sell. We got people there to help close people, stuff like that, right? When I'm on virtual, it's different because virtual, there's none of that, like peer or social proof, everyone in the room together, things like that that are different. And so it's like, so if you notice on this offer even that we made yesterday, we had two options. Like, people can go and they can just buy, but also there's the outlet of like, I got some questions, so someone can go and they can actually talk on the phone as well. And so there's two different versions of that, right? So we give people the ability. And so, because the conversions do drop for sure when you're virtual versus in person, right? 100%. And then yes, the conversions don't stick at, you know, again, at a $1,000 offer, I'm trying to get 10 to 15% to buy who are on the webinar. On a million-dollar offer, yeah, I'm trying to get a couple. So it definitely shifts. Same thing at a $10,000 offer, right? $10,000 offer, we're averaging like, I think it's 7 to 7.8% of registrants for the event are buying it traditionally. Not showing up, but from registrations to their webinar. I only know numbers from— I could reverse engineer that, but the numbers from— it's usually 10% of people who are on during the pitch is kind of where that is on like a $1,000 offer.

Can I maybe add something for everybody else too, Rory, real quick? Is keep in mind, I think when you jump up to like those $10,000 and $15,000, but you know, we're talking somebody said that $997 versus like $1,500. We've played around with this a lot too. Often when you're underneath $5,000, even if you up the price by 50%, you're not going to reduce your close rate by 50%. So keep that in mind. We've seen that time and time again. If you go from $997 to $1,500, that doesn't mean your close rate goes from 10% to 5%. So play with that. That's all testing. It all depends. But don't ever be scared to like go up a little bit higher because you think it's going to drop in half. It's not. It's It's not even math like that. That's just a side note. Probably not for you, Roy, but for everybody else.

No, that's, that's super helpful. One question about the in-person events. Do you always do like an order form, like a paper close? Like if you're in, uh, you're selling, it's like you must go to this. You don't do URLs ever. It's like, you know, get a paper form and fill it out.

Yeah, 100% of time. The fastest way to kill your sales at a live event is not In fact, that was also with Grant Cardone, like when we spoke at TEDx. We're in Mandalay Bay, and he's like, we got this app, and everyone like offers there, and they just click the button in the app. I was like, don't put my offer in the app. He's like, no, like everyone's offer. I'm like, Grant, do not put my offer in the app. He's like, no, it's gonna be so good. I'm like, I can tell you 500 things that could go wrong, but I know that if I give people paper and a pen, it's gonna work. And so he fought me back, begrudgingly took me out of the app, took my offer out of the app, and then I had order forms, and we had to go figure out, like we had The night before the event, we went and placed a bag with a sealed order form on every chair, 9,000 chairs in the stadium, with a pen in the bag. We did all this stuff, and everyone's like, "You're so dumb, Russell. We have an app that every attendee's got downloaded. It's open, they click a button, it'll ding their card on file." I was like, "I guarantee that I'm right and you're wrong." So, did the event, and not only did I set a world record using paper forms, I outsold all the other speakers combined. And the reason why, by the way, a lot of reasons why. Number 1, social proof. People jumping up, running to the back of the room. It's half of the— everyone's like, whoa, what's happening? Number 2 is internet does not work with 9,000 people on one thing. There's a million ways it goes wrong, and merchant accounts freak out. Like, there's so many things that can go wrong, right? I need people to stand up and run to the back, and then that caused the— your sales were 5, 6x by the social proof in the room. That's the worst thing about virtual is like the social proof is hard to replicate. Okay, right? Whereas in a room, it's like, it's live, it's tangible, people see it, they feel it, and like, yeah, so I will never not have paper. In fact, I'm flying to London tomorrow, and I'm bringing a stack of papers in my backpack that I will be handing out, 'cause there's no way I would ever leave it to digital.

At what point do you put them on the chairs, versus just all have them at the table?

It's way better to have them at the table, or do a seat drop. So, seat drop is like, when I first reveal the price. So like in Funnel Hacking Live, as soon as I do the stack and I get to the price point, then all my team knows, seat drop, and they all have forms, they're running down things, they're handing it out to people. The other one that works even better though, most of the time, is like having it in the back. So I'll show the order form, and I'll be like, I'm like, and I'll have my team in the back holding them up like, look back there, you guys, there's the order forms. What that does is everyone looks back and they see it and they get up and they run, they start writing, they want the order form, that starts the the first flow of the table rush. So seat drops we only do when it's like FHL, 5,000 people. If we had everyone run to the back, it creates so much congestion, and people would trample. It would be bad. So we do seat drops. But if I'm in a room with 1,000 people, forms are in the back, I'm pushing to the back, they're seeing the forms, like it's just, everything's pushing that direction, and that causes the table rush.

Yeah, one other tip with that too, is like, I've, I've seen us where we do— if you have to do a seat drop before, like if you couldn't get to everybody, it's usually something sealed. It's like top secret, don't open till Russell tells you. And then Russell goes from the stage like, all right, now go under your chair, pull this out and open that. But that's only if it's like massive, like 10,000 people.

Yeah, yeah, it's huge.

I love that. Thank you so much.

Yeah, great question. Thanks, Rory. Be safe out there, man.

Yeah, good luck.

All right.

Awesome.

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Clayton, who else we got? Let's keep going.

All right, next up we have Kieran back.

What's up, Kieran? How are you?

Can you hear me?

Is it Karen or Kieran? Karen.

Karen.

It's like the most hated name on the internet right now.

We love this Karen.

Don't be a Karen. Oh gosh, how can I overcome that? Yeah, that's rough. Okay. I love everything that you're saying. I think my original question stands, but I have a choose your own adventure for Russell just because I love to keep things fun and I'm immature as well. So my, my two questions, you get to choose which one to answer. How can I iterate, test the market to see if they want this problem solved, AKA like a Ryan Levesque ask campaign? Do I like do a webinar to a small price so they can do case studies. Or the other question you could answer is, what is your largest market for ClickFunnels affiliates to stick, and what are they offering them? AKA like Grace Lever or somebody, I don't know. But so there, get to choose your own, your own adventure with my question.

So the biggest market that affiliates inside ClickFunnels use is like they're helping people to start businesses, so they're pre-building funnels for for them, and they're giving funnels. They're helping them to, like for sure, I'd say most of our top affiliates, that's who they're targeting, are beginners, and they prebuilt funnels with offers in them, and then they're giving those. And it could be e-commerce offers, it could be info product offers. That's definitely the market that's the biggest. For your other question is, do you have a, so how do you publish right now? Do you have a podcast? Do you have anything you're publishing right now?

Nothing. I stopped talking. I actually went into a health crisis during COVID which is a whole nother story. So the last stage talk that I did where I sold on stage was with Bob Proctor, rest in peace. And I thought I failed miserably. I didn't even get to the offer stack, but I had a table rush for the first time, which was super exciting. But they just didn't know what I was offering. It was kind of like that teach from stage and then you didn't— I basically didn't make an offer, but I had a table rush, which was super cool. I thought I failed. And then the girl at the end was like, you are our top seller, and I was like, what? And then COVID hit and everything stopped, and I never adapted and got scared and hid. So no, I have nothing online right now.

I'm glad we had follow-up questions.

I know that's why I'm like—

so glad we did the follow-up questions. I know how to help you now. So this is the problem, is it's all in your head right now. And so what we have to start doing is you need to start publishing. Like, it needs to be a consistent thing, like a daily something. It could be Instagram, Facebook, YouTube, I don't care. But the reason why is because we have to start figuring out what people respond to. It's like, if you notice, I publish a billion different places. You may think it's like, Russell's really annoying, he just wants to be publishing everywhere. It's not. It's because I'm testing things. Everything putting out, we're just testing. This is like, I'm trying to get my pulse on the market right now, right? So I do a podcast episode about this, I do a YouTube video about this, I do a Facebook Live, I do Instagram, I go live. And I'm doing these things because I'm just trying to see like, what are the things people respond to? Sometimes I think something is the coolest idea in the world, I'll do a podcast on it, I'm like, "Oh, they're gonna love this!" I do the podcast, it drops, and I don't hear anything back. It's just crickets. I'm like, "Huh. Okay." And I'll do something else that's like dumb that my team's like, "Hey, why don't you do a podcast on this?" I was like, "No one would care about that thing." "No, do it." I'm like, "Alright, so talk about it." And I get like 40 people who DM me like, "Dude, that podcast was amazing!" I was like, "Really? Huh, okay." And so what we do is we're putting, we're just throwing stuff out there Hooks, angles, messages, this, that, this, I'm just putting things out there and figure out what are the things people resonate with. And then I find out the things people resonate with, then I double down on those. I find out the things people don't resonate with, and I stop doing those. And eventually over time, the message gets clearer and clearer, like, wow, these are the 4 or 5 things that people seem to light up about when I talk about, let me do more of that. And then these things that I'm excited by but no one else seems like, I have a lot of stuff I would love to talk about with you guys, I geek out on, but I've put out feelers, I've put out tests, I've put out stuff, and nobody responds. So I don't talk about them anymore. You guys want to know what those things are? Yeah, everyone's curious now, right? No, but anyway, it's true though. So it's like, you start with you talking about what you want to talk about, and it's shotgun approach, like, just try all these different things, like a whole bunch of stuff, right? And then over time, you start looking at what people are responding to, what's getting traction, what people ask questions, what, you know, and then from there, it's like you start iterating, iterating, and within a little while, you start figuring out these are the messages, and that's the core, and that will dictate all the rest of the stuff. And so that's what, that's what, like, why I tell people to start publishing consistently. Because it's scary, but it's like, you have to go through it. Like, that's the sifting and the sorting to figure out what is, what are the messages and the things that people resonate with for you specifically. And it helps dictate where you're going to go. So that's what I think the biggest thing I would do for you is just, before you write a webinar or a pitch or an offer or anything, it's just, it's just, it's just starting. And you spoke on Bob Proctor's stage. If you can do that, you can do Facebook Live. Come on.

I don't mind doing the lives. It's just spending the time on something that, that is gonna be worth it. So like if I was to start publishing content, is it like you've taught before, like frameworks? So put up all your frameworks. You've taught, you know, mini VSL now kind of like format in your content. Like what, what format would you suggest that I start trying to like put feelers out for? And do I make an offer? Do I leave the offer out?

Like no offer right now. You're just testing messaging. You're just practicing. So do you— where do you consume your content most right now? YouTube, podcasts? Where do you consume? Me?

ClickFunnels library and YouTube.

YouTube too. I say pick a platform you like. If someone's a podcaster, listen to podcasts, start a podcast, because you listen to that format, you know, right? If you like YouTube and that's your your platform, like pick that, but it's just finding something and just, don't stress about offers or hooks, we're just testing messages, right? So today, go live and do one about, tell a Bob Proctor story, just tell a story, put it out there. And then tomorrow, do one on one of the things you talked about Proctor said, and just like, this is the beginning of just you like, re-finding your voice, re-feeling comfortable, re-telling the stories and stuff like that, and that's the process right now. And then again, you quickly start finding out what things are resonating, and it's like, cool, this is the direction. And then in your content, like, hey, I'm thinking about creating an offer about teaching parenting or whatever, right? And like, put it out there and see what happens. They're like, wow, people resonate with that, right? If you watch my content all the time, I'm always like, hey, I'm thinking about doing this thing right now, and I'll like drop some hints, and if nobody responds, I'm like, well, I'm not gonna do that then. But I'm just testing it out, like, just, so it's just like practicing testing, and that's where you're gonna get all the feedback And it'll— the market, again, all we care about is what the market wants. Like, we don't care about what we want, we care about what the market wants. And so we give them— like, this event, we did this event a month ago the very first time, and it crushed. The market loved it, right? We should do this again, and we should do it again. I'm gonna keep doing it until the market tells me it don't want this anymore.

Yeah, like, I could teach, like, small businesses, I could teach parenting, I could teach speaking, I could teach, like, rapport, I can teach, like, how to find your passion.

Like, all these— yeah, go live on every one of those topics. And just see. Like, pick a format, stay safe. If it's gonna be YouTube, I'm gonna record 20-minute YouTube every day and pick one of those things and talk for 20 minutes on it and just be consistent. If it's gonna be once a week, twice a week, just pick it, keep the— especially on YouTube, if you're going YouTube, the format's important. So pick a format, it's 20 minutes, 30 minutes, whatever it is. Pick a schedule, I'm gonna do it twice a week, 3 times a week, whatever it is. Be consistent with it, 'cause that's how the algorithm wants. So let's say every Tuesday and every Friday you're going to go live, either go live or pre-record 20-minute video and just keep that cadence. And every— you just pick one of the topics, do 20 minutes, 20 minutes to keep going through and just start watching the metrics, watching, watching what people respond to.

Amazing. Thank you.

Yep. Great job. I'm excited for you.

Love it.

The world needs your voice. Let's get it out there.

I can't wait to hear the stories. All right.

Love it.

Clayton, who else we got?

All right, next up we have Belle.

Belle, welcome back.

Hey.

Thank you. Hello.

Can I also use this in podcast socials?

Here's my signature. I signed away my life. Go for it. Thank you.

I'm curious. So you mentioned you're a shiny object person and you've just gone through a little bit about you've got ideas, test them.

But what about ideas like your new facility and buying a $1.5 million book and things like that?

How do you know which ones are like to actually do or which ones to shelve or which ones to drop?

How do you choose? Cool. That's a good, that's a good question. So some things I do because like I want to do them, right? Like I woke up this morning and I wrestled. I'm an old man. I shouldn't be I don't know anything about wrestling, but I want to do it, so I'm just going to wrestle, right? I want to collect old books, so I'm going to do that because that's what I want to do, right? There's not necessarily a business side of it, you know, but I got excited and I started telling stories and people started like— again, I started telling Napoleon Hill stories and these things I was finding and people resonated. I was like, huh, I could create an offer out of this. And like, you know, like I'm planning on creating a museum and a library no matter what. Like that's kind of like— just for me to fulfill what I wanna do with my life. It's more of those things, right? So I have the capital to do that, and if it makes money, cool, if it doesn't, it doesn't really matter. So that's more of like, that's what those things are, and the fact that I'm figuring out how to kinda monetize it is awesome, but it's not like my biggest business, it's just kind of a thing that helps justify my addiction. That's probably the reality of it.

Find something that pays for your addiction.

Yeah, so there's that. But it comes back to like, again, it's tough We all have shiny object syndrome. So for me, it's like prior to ClickFunnels, most people only know me in the ClickFunnels world. It's the last decade is when most people know me, but prior to ClickFunnels, I was in business for a decade prior and we were launching a new offer every 90 days at least, sometimes faster if we could get the funnels done faster, but it was harder to build funnels back then, right? And it was like I was thing after thing after thing, and when we decided to do ClickFunnels and we launched it and it didn't work, it didn't work, and after like 4 or 5 times not working, I was shifting back. We gotta make money, so I'm like, I'm like, "Create a new offer." And Todd was like, "No, dude, you gotta keep focusing, we gotta figure this out." He's like, "I spent so much time, we have to make this work." And so, he literally said, he's like, "Spend a year just focusing on this. Promise me for a year you won't do any other offer besides this." And I was like, "Ah, but I, my, like, I'm the shiny object guy, I need to have a—" You know, so I promised him, and so we did, and then we figured it out, right, it was startin' working. And then Russell's like twitching, like, "Shiny object, I need to do something, I need to create something." And then what I created, this was the secret, okay? What I created did not detract from my main opportunity, which is ClickFunnels, right? Instead, I wrote a book called DotCom Secrets, and I built a funnel called DotCom Secrets, and then we launched the thing. But all it did was it was the front end that got people into ClickFunnels. And all of a sudden I was like, "Oh, I can be creative, I can do cool things, but I'm not like creating a whole new business, I'm creating front ends that bring people into my business." And so I had that idea, I was like, "Oh, this is great," and I start creating, and I wrote Expert Secrets, then Traffic Secrets, Secrets, then the Perfect Webinar Script, and I started creating all these, like I used my creativity, created front ends that drove people into my core business. And so if you look, it's still 99% of what I do is still just front ends that bring people to ClickFunnels, right? Even this event is gonna bring people to ClickFunnels. We have another challenge we run that brings people to ClickFunnels. Like everything's still like the same business, but I can exercise my shiny object and creativity in front ends that bring people back in. Even long term, like if you look at what I'm trying to do with the Napoleon Hill books and all that kind of stuff, I have not revealed this to the world yet, but I'm working on, a way to transition those people, and some of what we had, we did the Thinking Works Challenge, and we sold a course called Course Secrets, which teach people how to create a course. Now they have a course, they need ClickFunnels, right? So I'm still transitioning, so still in my mind, a front end into this world. Partially because if you look at like, sorry, this is like geeking out Russell logic, like the whole world's a funnel, right? And if I go down here, like here's my Atlas members, then my Inner Circle members, then Prime Movers, then ClickFunnels, like everything, you know. And then there's like, here's like the marketing world, and then one tier up the marketing world are network marketers, slash one tier up is like personal development. So you look at this, this is the evolution. I guarantee 90% of you guys listening, this was your evolution. So what happened is somewhere along the line, probably a little out of college, you started your first job, you're kind of like, this sucks, and then some friend came to you and had this thing. I got an opportunity, this is how it's gonna work. You sign up someone, I sign up someone, we're gonna be rich. And first you're a little skeptical, you're like, but what if? What if this is true, right? And so he signs me up, we don't tell anybody, but we're right in, we're plotting, we're scheming, we've drawn little triangles on the thing. We go and we try a thing, call some friends, call some family, and it's kind of like, it's not working that good. And then our upline's like, dude, you gotta listen to some motivation, you got some Jim Rohn, some Tony Robbins, you gotta get pumped. We start listening to stuff, we're like, this is awesome, we're listening to Tony and Jim and like all this stuff and are motivated, we're feeling good, like we love personal development, we are growing, we are having fun. Fun, but this sucks selling somebody else's product for 10% royalties down through 25 levels. Like, that's where you can meet me. You jump in, you're like, I'm on fire. And I'm like, hey, you can make money network marketing this, or you create your own product, you keep 100% of the money, right? That was Brandon and Kaylin Poland. They were in Visalus, 10%. They built a $10 million downline, but they only got 10% of that. They made $1 million, but they sold $10 million of the product. And they're like, wait a minute, you're saying we could make our own product and sell all of it? Boom, they're in, right? So for me, like, if I look at the funnel world, like, personal development is for me, it's like the gateway drug that gets people into my whole world. And so I'm building this personal development business specifically as the gateway drug to get you to want to start a business, 'cause after you have a business, then you gotta have a product, then you need a funnel, then you need traffic, then you need everything else. So like, it's, that's how I look at the world is through funnels. And how many of you guys did I just tell the story of your life up to this point? Raise your hand. Everybody in this room right here, for sure. So I know my customers very, very well. So I'm— because I am my customer. That was me 10 years ago. I remember it was Manatec for me. My friend told me about Manatec. I was like, wait a minute, so you're telling me that I can sell to people and I'll get money from them, and this time people will get money? I'm in, let's go. So I am the product of the product. I love it. I love network marketers. But eventually you're gonna become funnel builders because that's the progression of how we all go. I can't wait to see the podcast you put this on and people are like, Russell's so weird. Did that answer your question? What was even the question?

I don't remember now. We just had fun though.

Is that shiny objects? Oh yeah. That makes a lot of sense then. Oh my gosh. What was the question? That's amazing.

Well, Bell, thank you so much. Let's give Bell a round of applause here. That was awesome.

Thank you for that detour. That was awesome.

Actually, something you said that I don't think we talked about too much in this, I think would really resonate too, is like, I know my customers, you said, because that was me 10 years ago. And I think a lot of times that's what people skip. We hear like, I want to serve all these people because the market, there's a market there. But sometimes, you know, um, uh, JLD talks about this a lot, right? Where he talks about this dream customer. Yeah, and this avatar, and like his was him 5 years ago, and then he went and described it like, oh, I drive an hour to work, I drive back. Like, maybe you could talk a little bit about that. I'm sure people would love to hear it.

Yeah, I wish we had that clip of JLD. It was really cool. He's here on the stage and he was like, my new customer is Jimmy. Jimmy, uh, works 9 to 5, hates his job. His wife's wondering when he's gonna like get a raise, and he knows he's not going to get one. He drives an hour and a half to work every single day, listening to self-help and personal development podcasts, hoping and praying that something will change his life, uh, so he doesn't have to It was the whole rant he went on.

He has 10 with my kids, and that's it.

Yeah, and he's like, that's my cut, that's Jimmy, that's who I'm selling to, that's who I'm speaking to, that's my podcast. And he figured that out. And I think it's the same way, like, it's funny because for me it was 12-year-old Rusty. So my nickname growing up was Rusty. In fact, I didn't know my name was Russell until first day of kindergarten, and they're doing roll call, and they're like, Rusty, Rusty, and I'm sitting there. Or they said Russell, Russell, and then finally the teacher's like, what's your name? I'm like, Rusty Brunson. And they're like, We don't have a Rusty Brunson. And she's like, oh, your name's Russell. I'm like, no, it's Rusty. She's like, no, your name's Russell. I'm like, no, it's not. So I remember going home that day. I went home that night and I was like, Mom, the teacher said my name's Russell. She's like, oh, it is. I'm like, what? I've been lied to. My name's Russell? I had no idea, right? And so anyway, so there's— that was me. So when I was like a kid, you guys know the story, I was just collecting junk mail. I was reading. I sit in my room. I remember because every day I get a stack of junk mail this big. I sit in my room. And I'd open up the letters, I'd read the sales letters, and I remember 12-year-old Rusty, whether or not I got sold on it. I'd read one sales letter, I'm like, I gotta get my mom's credit card. And so I put that in this pile right here. I read another one, I'm like, what? And I put it down. What? That seems stupid, like, ooh, I need to get my mom's credit card. And so I literally sifted my mail like that. So when I create offers now, all I do is I put myself back in 12-year-old Rusty, and I'm just like, which pile would I put this offer in? Like, I was writing copy for selling online. I was like, "What would Trevor Noah Russ be like?" "Yeah, I'm in. I gotta come to that. 100%." So that's the lens how I write all my copy, my things for. So again, it's like, who were you 5 years ago, or 10 years ago, or like before you started this mission? Like, that's who you're called to serve. I remember at Funnel Hacking Live, I'm gonna blank out his name right now. He's like one of the most famous speakers of all time. This is embarrassing. Anyway, he said something really cool. It was awesome.

Back to you, Bill.

No, but what he says is basically like— I'm gonna say it— Ed Mylett. Ed, I love you. Anyway, so he said like—

Rory's gonna tell me he said that.

Yeah, no, but he said it was really cool. I don't know why I was thinking of another name in my head. Anyway, so what Ed said was really cool. He's like, if you were broke, then you can help broken people, right? If you were unhealthy, you can help healthy people. You went through the trial in your life to figure out the answer, right? Like, God gave you this gift, which we call a trial. Like, you went on the path to discover how to fix it. You came out the other end a better person, right? And then now we have this gift that we're supposed to give to other people. Like, it's really beautiful when you think about it that way, right? It's like we all get these problems, and we go through the process, like, and then you learn, and then your calling is to go help the people that are just like you. Anyway, I look at that from that circle. It's like, it's just like the really cool, beautiful thing. So anyway, you've all been called, and the trials that you call trials, they're actually the gifts that God's given you. They're qualified. That you've learned through. Yeah, they qualified you to protect. They've helped you. Now you know. Now you have a blueprint. Now you have a roadmap to go help somebody else. And who are you helping? It's like you 5 years ago. Like, what would you have done? Like, how much could you have shortcutted your time knowing what you know now? How many times have you done that? Like, man, if I knew what I know now, if I go back— Oh yeah. If I go back 20 years ago, I'd be a billionaire in like 15 minutes. 'cause I know all, you know? It's like, that's what you're doing. You're taking what you know now and going back to like you 5 years ago. Let me help you guys. Like, that's the game, and it's such a fun game.