Secrets From The $100k Meeting- Part 2 of 3

Welcome to Marketing Your Car, the podcast for funnel hackers everywhere. You're now part of a small group of underground entrepreneurs who are trying to change the world through the products and the services that we believe in. But because we don't rely on venture capitalists, we don't have financial safety nets, so we have to do things differently. We have to do things smarter. We do that through an art and a science we call funnel hacking. This podcast will give you a glimpse at the daily life of a funnel hacker, so let's get started. Hey everyone, this is Russell. Welcome back to episode 301 of Marketing in Your Car. We made it past the 300 mark. Hope you guys had a good time. Now with that said, I'm still locked in my office, book's still not done, I'm still not allowed to hang out with you guys, so my punishment is I get to go back into the office. But with that said, I'm gonna leave you guys with some more magic, some more gold. And so this is gonna be part 2 of my presentation at the 100K Group. Hope you guys enjoyed part 1, kinda eavesdropping in and listening in behind the scenes, and this is day 2, so check it out. And again, if you get some value, please let people know about the podcast. And give us a rating and review on iTunes. That'd be sweet. With that said, I will talk to you guys again tomorrow.

My next book I'm working on now is called Expert Secrets, and it's really about building a cult, to be completely honest. Well, we call it culture. And if you get from my inner circle, we have big things about, hey, we gotta build a cult. Sure. And so as I was preparing for this book, I started studying, like, I got super deep into cults. Like, I want to understand how they work and why they work. And so I was reading all the amazing books on cult dynamics and just totally geeked out on it. After looking at a whole bunch of things, I'm like, what's the pattern? And so the pattern I found for every single cult is this. 3 things. Number 1, every single cult has an attractive character, a charismatic leader, whatever you want to call it. Typically for most of you guys, that's you in the business. There's somebody who's like leading the march, right? And what's interesting is I'll go through these. This is true for negative cults and positive cults. It's the exact same for Hitler as it was for Christ. Like, it's the exact same for Hillary as Trump. Like, it's fascinating when you start looking at it. Every mass movement across time follows this exact same pattern. So number 1 is the attractive character. Number 2 is they're bringing their people into, like, a future cause mission. Like, this is where we're going. This is the plan. This is what's happening. That's number 2. But the thing I want to spend the most time on, because this is the key to to everything is they always offer people a new opportunity. When Christ came, what was the new opportunity he offered? He said, look, we've been doing the law of Moses and all these kind of things. That's gone away. No longer do you have to do animal sacrifices. Now we're switching over to you come to me with a broken heart and contrite spirit. It's different. Hitler came. This is like World War I. Germany had all this oppression, all these kind of things. He said, look, I'm not going to help you guys to solve this issue and pay our debts off. We're going to freaking take this thing over and we're going to give this a new opportunity. New Germany is a new opportunity. What most of us are doing is we create products. We call these in our— in my world, we call them ER products. Products that make you better, smarter, happier, faster. That's the worst possible thing you could do. We also call these improvement offers. Improvement. Same thing. Improvement offers or ER offers. If you are selling an improvement offer to somebody, I'm gonna help you to improve, what are the things that they have to admit before they give you money? That they suck at what they're doing. For me to give you money, I have to admit that I failed. That's it. Okay? Improvement offers are the worst possible things on earth. And if your product's like, yeah, my product makes you smarter, it makes you stronger, it makes you faster, it makes you better, it makes you happier, it makes you sadder, it makes you— If you can tie an ER to it, that's why your business sucks. Like, to be completely honest. This is the biggest problem most people have is that— how many guys right now are looking and you're like, crap, I have an improvement offer. I'm going to become better. Right? That's the biggest problem. People do not want to get better. Perry Belcher was telling me this. He said, 2% of the world has ambition. So, 2% of the world wants to become better. 98% of the world do not want to become better. So, as soon as you position what you're selling as an improvement offer, 98% of the world just left. Like, you lost 98% of your market instantly. Now you're selling to the 2% who actually want to become better. Way harder to do. OK? If you want to get a mass movement and you want to build a culture of people that give you money, it comes down to this. It's creating a new opportunity. That's what people want. Everyone wants a new opportunity.

OK?

So the question comes back, well, how do I create a new opportunity? And so I was looking at all the different opportunities we looked at. New opportunity. And they're basically— all new opportunities can be broken down into one of two things. Number one, they're called opportunity switch. And number two is an opportunity stack. And most of your offers, the good news is typically you don't have to change your whole product, you have to change the positioning of that product.

Okay?

If I come to people and say, look, this is the current opportunity that you are living your world under, I'm not gonna help you make that better because it sucks and it's painful. Like, the other thing about improvement offers is most people have been doing that their whole life and they've tried to get better, they've tried to get better, they've tried to get better. So in their mind, they associate pain with becoming better at that thing. As soon as I offer a new opportunity, they have no idea of what that means. There's no preconceived notions, there's no idea of pain. It's just like, wow, this is a new thing. OK, it's the reason why this did so well. I didn't say, hey, this is a way to lose more weight. I said, look, this is a whole new opportunity. No longer do you have to work out hard to get your body in the state to burn fat. You take this thing, it tastes like candy, you mix it in water, you stir it up, you drink it, and your body's in a fat-burning state instantly. This is a whole new opportunity. Boom, $100 million, right? It's all about that opportunity switching or opportunity stacking. So I always look at this as like, an opportunity switch is like, hey, you're driving a Volvo, I'm going to put you in a Ferrari. I'm switching your opportunity. Here's like, okay, you got a Volvo, you love it, but on the weekends you need a nice car, so I'm going to stack, it's an opportunity stack, I'm going to sell you a Ferrari, so now you've got both of those. And then the opposite of all these is obviously the improvement offer. This is, do you guys know Perry Belcher? So if you want to hear how Perry explains this— so Perry was explaining— the first time I heard him talk about this was like he was talking about from like a marriage standpoint, right? You're in a marriage, you're not happy, you got 3 options. Number 1, you can improve, you go to counseling. Yay, that'll be so much fun, right? So much pain, right? Number 2, you get a new wife. Number 3, you sleep with the secretary and you just have an opportunity, right? Like, that's like, these are easy things for people to go to. This is pain. This is hard. This is why people do not want this. And so if you're structuring it like this, you have to say, look, let me step back. How do I change what I'm selling to this? If I can figure out how am I taking it, like, what's the opportunity they're currently in that I'm trying to move them to? If you look at the good offers, if you look at, I was in weight loss, now I need probiotics. Like, this is a whole new opportunity. You didn't even understand this, but your gut's all jacked up. This is the new opportunity. Holy crap! Like, I don't have to run and lose weight. All these things I've tried in the past. I can try this new thing. Like, that's the key. So, how do you structure what you sell as a new opportunity? Like, that's the key. And like, to really understand that is really get clear. Like, what are they currently doing? Because people have this desire. That's why they came to you, right? And they had something they're currently doing and that to get that need met. So, you look at that like here's the need they're trying to get met through some vehicle. What's the vehicle they're currently using? I need to get them out of that vehicle into my vehicle that's going to help them meet that same desire. So I've got to become crystal clear, like, this is how they're trying to meet their desire. This is the vehicle or the option they're currently in. I'm getting them to switch out of that to this one. That's the way to rephrase, rethink through your brain of how to structure what you're doing. Does that make sense? And then it's either going to be an opportunity to switch, like you're getting out of this vehicle and moving to this one, or, hey, you're currently doing something that's good. I'm not going to make it better, but we're going to stack a different opportunity on top of it. So this might be, you've got a gym right now. So I've got a buddy that does, he comes into gyms and adds on a whole new marketing system. So you already have a gym, you're already doing yellow paint, you already do your stuff. I'm gonna come in, I'm gonna stack a whole new opportunity on top of it. Maybe it's a yoga studio inside your gym, it's gonna be a different marketing, but it's a stack as opposed to an improvement. Okay? So I'm curious for you guys as you're looking at this, within what you offer right now, how many of you guys think that what you're offering is probably gonna be an opportunity stack to your market? And how many is it going to be an opportunity switch? Yes, some of you guys are going to be both.

Yes.

Okay.

Stack it. Stack it. And how many was— So, this case, yes. Thank you for setting this up. So, if you think about this, typically when somebody is first coming into my university, the first time they meet me, my first job typically is an opportunity switch. How many guys when you came into 25K, it was an opportunity switch? Like I've been trying to get these things met in EO or YEO or through this or that or whatever. It's like, crap, none of this stuff works. I'm going to try this. How many of you guys was an opportunity switch when you came into that? OK, so now you switched to get in there, and then typically the back end stuff are more stacks. Now you're sold on this opportunity. Now how do we stack things? OK? Any questions about that?

I'm curious. You mentioned the improvement offer.

He's offering, well, basically like energy improvement, things like that. That's how you sell it. So, you do it that way. So, the way I got into Bulletproof, and I don't drink coffee, but I was like, he was like, hey man, I was hiking the Himalayan mountain and I met some dudes with yaks and they gave me some hot chocolate, some coffee with yak butter in it. I drank it and I felt amazing. And turns out I lost a whole bunch of weight and I had way more energy after drinking yak butter. You guys read that story? That's his initial opportunity switch. You're like, wait. So, I'm gonna put, butter in my coffee to lose weight? That's a switch, right? And then you feel better, healthier. You're going to get those things they want. But like, even I remember when Biggest Loser, the last Biggest Loser episode was on, I watched Dave post something that cracked me up. He was like making fun of this, right? Like, here's Biggest Loser. They're going to eat healthy. They're going to lose weight. They're going to do all these kind of things. He's like, I want to make my own version of Biggest Loser, but it'd be really boring. It'd be a bunch of guys sitting around drinking coffee, working on our computers, losing weight, doing nothing. That's an opportunity. That sounds way better than this, right? Like, I want to switch up. I need to switch opportunities. But he could have positioned it as like something different. But the positioning is how you get switched. That's why I say, most of the time you don't change your offer, you just change how you're positioning that offer. Do you have something, Dean?

Yeah, I was just going to— I was just telling him to turn my mic on for a second. It's funny. Dude, I hope everybody knows the value of how he's breaking this down. Because this is stuff— what you've done better than me is you You articulate what you do in a better way than I know how to. But what I had internally for years, and I would teach my team too, in the same opportunity switch or stack compared to improvement, is I'd watch people and the difference of when it's somebody new in my head, the way I was, I like this better, this analogy is better, but I used to look at opportunities like the switch was when you're going through a new prospect, you have to prove there's gold in those hills. You have to tell them that there's gold in California and you should get your ass on a frickin' horse or cart and get to California because there's gold in those hills. It's a switch. It's like, I'm working my ass off, I don't know what I'm doing, but there's gold where you can just dig and you find it. And then once they get there and you prove that there's gold in those hills, then you got to sell them sharper picks, shovels, and tools and better maps. That's the opportunity stack. And I see so many people flop it like they'll be on a front-end offer. Offering, you know, improvements. Here's a better pick, here's a better shovel, and they didn't— you didn't prove that there's gold in the hills yet. They're not digging yet. So when you think about, am I— I first have to prove that probiotics are the fucking answer, not a better probiotic or an improved probiotic. Anyway, this is so brilliant the way you explain this, dude.

I love it.

I'm really impressed. I mean, I always love what you do, but I love the science behind Your art, like the science behind your art.

I might toy geeking out on this right now, 'cause it's like, my new book's all on this stuff, like it's so fun. One cool thing, like, have you guys ever read the book Red Ocean, Blue Ocean? I never read it, but I saw the COVID I was like, oh, that's cool, like I got the gist, right? So I think, I haven't read the book, but I think the gist was this, is like, there's this red ocean over here of improvement offers where we're all fighting over trying to like, oh, mine's better, I have a little better mousetrap, mine's a little, no, you're fighting over features and benefits and all this crap, right? And everyone's over here, and there's all these sharks, and there's blood in the water. Like, if you have an improvement offer, you are in a red ocean, and you are fighting against every single other person out there. It sucks. When you become a blue ocean, make an opportunity switch, now you're the only ones there. Price goes out the door. Resistance goes out the door. All those things magically disappear because you're a new opportunity. What do you have to compare it to? Like, it's different. It's a whole different thing. And then eventually after you, like Bulletproof, right? Like Dave's done that, and now there's people coming into that ocean. But he created this blue ocean. Like that's why it's such a huge influx initially, is that it was such a different conversation. It was a whole different opportunity. Went crazy. Now everyone's jumping into that pool, and they'll get more and more bloody. I think for Dave to keep reinventing himself, it's going to be that. Like what's the new opportunity? What's the next opportunity switch I need to give them to? And that's what I'm always thinking in my business. Like what's the next thing, and where am I coming back at it? But if you look at any mass movements, that's the key. And so for me, it's like, I'm not trying to sell products. Selling products is transactional. It's one-off. I'm trying to build a cult. If you come to my event, you will see it's a cult. People are insane. We all wear the same t-shirts. If you go to any marketing event in the country right now, half the audience is wearing my t-shirts. We are a tribe. We are a cult. We are people who have a vision. My people know where we're going. We know what we're doing. People are bought into it. It's insane. And now, like, when I'm stacking opportunities, like, I don't have to even try, and they just buy the next thing and the next thing and the next thing because it's like they're bought into this mission. And so, like, if you start looking at your businesses and your companies less like, what's my transactional thing, and I'm going to get a lead, I'm going to sell them, and like all those kind of things, like, how do I build an experience where they come in and they get these things? Like, they're attached to a charismatic leader. OK, we've got something bigger that we're going towards collectively as a whole, and we offer a new opportunity to them. They can't get anywhere else. Like, that's how you build this thing that's so much bigger than what you could do. Right now, it's crazy. We get between 500 and 600 people a day that sign up for ClickFunnels. And everyone's like, where do those people come from? Like, I have no idea. No idea. No idea. My cult's talking about it everywhere. Okay? Where'd you go? He was telling me yesterday, he was in an airplane, some kid from South Africa sitting next to him, he's like, you gotta read this book, it's the greatest thing in the world. That's what we're doing. We're trying to get people who are like, you had your person at the thing, right? Like your hairdresser or what? Florist. Yeah, like that's what we're trying to do. And I think that if we're looking at things more like that, like that's the key. So, I want to get into that first before we get into kind of some funnel stuff because that's the key to it, right? Understand the strategy. Understanding like, look, if you're selling from here, nobody's buying your stuff. Like your warm audience is buying it. They'll give you money. But you cannot grow beyond that because because of your own language patterns. Like, language is the key, right? So, you gotta step back here and this is the key, is mastering this. Like, state control and epiphany bridges. Like, what is the story that brings people in to the new opportunity? Because for me, like, I'm thinking, like, the whole thing I'm thinking about is like, what's the story that got me into this opportunity? Like, if I was Dave Asprey, I'd be telling his yak butter story way more often than he does. I gotta find it on his blog. I was like, holy crap, like, if I was him, I'd be telling that story every single day 3 or 4 times. Over and over and over again, because that epiphany story is what got the people into the new opportunity. I've told my potato— how many of you have ever heard my potato gun story? I am so sick of that story, I've probably told it 1,000 or more times, but it's my story about how I understood funnels, like that was it, so I tell that story over and over and over and over again, and that's what gets people into the opportunity. So mastering the story, because I think for most businesses, most of us aren't going to have someone amazing like Craig who can write copy. It's going to be hard. It's expensive to outsource something. But you as the— Like you said earlier, like, I can sell the crap out of my own stuff, right? Like you don't need a good copywriter then. You need to get super good at telling your story from here. That's your VSL, that's your upsells. Everything is tied to that. Like, it's not going to be as efficient maybe as like what Craig or a really good copywriter can do. But it's faster, it's better. Like, we put out so much stuff so quickly because I don't have to sit down and pad a paper every single time. I get myself in front of a video, I click record, and I'm doing this. What's the story that I gotta tell people to give them the epiphany so they understand that this is the new opportunity? Or what's the story I gotta tell people to give them the epiphany so they wanna stack on this opportunity to what they're currently doing? And if I just get good at storytelling, that process, it gives you the ability to do things very, very quickly without having to guess and tweak and test, all those kind of things.

Thanks so much for listening. We hope you enjoyed the behind-the-scenes look at our funnel hacking project. You can also watch the Funnel Hacker online reality show and watch us build and launch funnels live at www.funnelhacker.tv. If you'd like to come hang out with your fellow funnel hackers, come join our Facebook group at www.projectclickfunnels.com. Oh yeah, and don't forget, you can get a free MP3 player with the first 257 episodes preloaded at marketinginyourcar.com. Join us next time, and remember, you're just one funnel away from your dreams.