The Future of Marketing in 2025 and Beyond (Big Shifts)

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What's up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope you guys are doing well today. Today, today's gonna be fun. I'm excited. I wanna make sure you guys know what is happening right now inside of our community. As you guys know, we've been doing Funnel Hacking Live now 9 years in a row. We've done 9 Funnel Hacking Lives. We have literally changed the planet through the events that happen every single year. And Funnel Hacking Live 10 is happening in March in Las Vegas. But between Funnel Hacking Live and Funnel Hacking 10, there was like this 18-month gap, and I decided, what if we did like a smaller Funnel Hacking Live, a virtual one? Funnel Hacking Live International, stream it to the entire world in between these two events. And so that event's coming, it's very, very soon, and what's cool about this is we just shifted the pricing structure on the tickets, which I'm really excited for. So if you wanna come to Funnel Hacking Live, this is the first time we've ever done this, ever. First off, we haven't gone virtual before. Second off, I created the offer in a way where you can actually come to Funnel Hacking Live, experience the entire 3 days, and then when the event's over, then you can decide if you wanna come or not come, right? Or if you wanna pay or not pay. Okay, so imagine it's like going to a movie and then watching the whole movie, when it's over you're like, that movie was awesome, I'm gonna pay for my ticket. Or going in like, that movie sucked, I'm not gonna pay for it. Like you can literally do the exact same thing here at Funnel Hacking Live International. Where you can come, you can attend for 3 days, when it's over let me know if it's worth it. If it is, cool, you're gonna pay, almost nothing, like under $200 to get a ticket to Funnel Hacking Live, and if you decide I don't like this, let me know and then we'll just not charge you anything, which is totally cool as well. You do have to put a credit card in, that's how we know that you are actually game to play this game with me, so we get to play, all you do is go to FunnelHackingLive.com, go sign up, again put your credit card in, we won't bill you anything, and then after the event let us know if you like it. If you do, boom, we'll bill your card, if not then we'll cancel the billing and you don't have to pay anything, okay? Imagine going to a restaurant if it was that way, You go to a restaurant, you look at the menu, you order the food, it comes out, you eat it, you're like, that food wasn't very good. And then you don't have to pay. That's what this is, okay? I wanna prove to you that I'm gonna change your life, and so that's what we're doing this year's Funnel Hacking Live. This is the model, I actually wrote about this type of funnel in the very first DotCom Secrets book. It's not in the updated version, 'cause nobody else really grasped it or really started using it, and so I didn't put it in version 2 of the DotCom Secrets book, but it's called an invisible funnel. And it's a really cool strategy, and so we're using it to get you guys to make sure you come to Funnel Hacking Live International. So if you don't have your tickets yet, go to funnelhackinglive.com, go put your credit card in, won't bill you anything, and come experience 3 days with us, and let me know afterwards if you loved it. I'm sure you will. And if not, that's cool too, don't have to pay, no harm, no foul, okay? Now with that said, I wanna do a couple of Funnel Hacking Live preview shows here on the podcast. If you follow me on social, I've been interviewing a lot of the speakers about what they're gonna talk about, but in the interviews, like, so much massive value's been coming from it, so many cool things that have just been really, really powerful, and so this episode I wanted to share some of these interviews with the speakers who are gonna be speaking at this year's Funnel Hacking Live. I kinda trimmed them out so you just get kind of the big core content piece from each of them that's really, really powerful. And so this first episode right now from the FHL previews is gonna be talking about kind of a theme of like what business is gonna look like in 2025 and beyond, okay? Which I'll give you a little bit of a hint, has a lot to do with focusing on your true fans and giving massive value. And so I got two of the speakers who are gonna come on and share some really cool gems with you guys during this episode of the podcast. The first is Rich Mendenne, And he's doing this really cool thing called Tiny Challenges that is one of the coolest concepts ever. He's gonna be speaking at Funnel Hacking Live, going deep into it. Wanna make sure you guys are there. And so I'm gonna give you guys a 15-minute preview from Richmond, Din. And then number 2 is Pace Morby. And Pace is someone who got started in this info business like 2 or 3 years ago, and they've already done over $100 million in sales in just a year. It's crazy. He did it by building a huge community. And so during this interview, I asked him how he did it. He went pretty deep, like more than I thought. I thought he was gonna like save some of this stuff for Funnel Hacking Live, but he went pretty deep into how he builds community and why. And how it works, and again, at FHOs and go deep into the psychology of building his community the way he has. To put this in perspective, when Dean Graziosi and Tony Robbins did their last big product launch, and I was competing against all the other affiliates, we all launched it, and the person who won that year's affiliate contest was Pace. And what's crazy is Pace only promoted for 1 hour. This is crazy. He messaged his community, he's like, hey guys, it was like a Sunday I think, he said, hey guys, I'm going to church, when I get back, I'm gonna go live for an hour,, and I need you guys, I need some help, I need you to do me a favor. And so, by saying that, he got like, I don't know, 5 or 6,000 people registered for this webinar with like 5 minutes notice. He went to the community, he was like, hey, my buddy, Dean and Tony are launching this course, and I want you to buy it. It's, I don't know, a couple thousand bucks, and I'm only gonna let X amount of people buy it and go. So he sent it out, or told everybody just on this live webinar. From that, he went and he blew past, like he outsold me, and then he outsold everybody else, and then he like doubled me, and then like when they hit a certain number, he said stop buying, he turned it off, and like took away the offer, people were gonna stop buying, and he sold more in one hour period of time with no emails sent, just going live to his community, than all the other affiliates combined. So, is it important for you to understand what Pace is gonna be teaching you guys? Heck yes, it's gonna be insane. So, again, you guys can get a cool preview right now during the podcast, but make sure you come to Funnel Hacking Live so you can hear Pace go deep onto how he's done it. I've spent the last year studying him, interviewing him, geeking out with him, trying to model what he's doing. I'm actually working on a partnership with him and his team right now to bring a lot of things into the ClickFunnels Funnel Hacking community as well. And it's really, really impressive. So if you wanna learn where I'm learning stuff from, it's from Pace and his team. So anyway, that said, you have a chance to dive into these two really cool interviews right now. First is Rich Menden talking about tiny challenges, and then Pace Morby about how he's built his community the way he has. So that said, I hope you guys enjoyed this episode. If you do love it, at the end of it, make sure you go to get your tickets at funnelhackinglive.com. Again, you get to go, put your credit card in, don't pay anything until the event is over. That's our special offer to you guys here on the podcast to make sure you guys go and jump all in and be there for Funnel Hacking Live International. Thanks so much, you guys, appreciate you. I hope you enjoy this episode. 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. The special guest that we have today, a lot of you guys have guessed who this person is in the comments, which is really exciting. What's really cool about him is he's going to show, like, I did this podcast interview with him and he was talking about, he's like, I have this new way to help beginners to have success. Anyone who's ever, I'm curious, how many of you guys have ever tried to do a challenge or a webinar and you're so excited and you put it out there and then you get like 1 person who registers or you get 5 people register or 10, you get 10 people register then nobody shows up and you're just like, this internet thing is a scam, this is never gonna work for me, right? When he messaged me, we started talking about this, I was like, oh my gosh, like what he's talking about is something I think that anybody could do right out of the gates and it's really simple and it's really powerful., and it's amazing. So, uh, without any further ado, I want to introduce our very first, uh, announcement for our speaker at Funnel Hacking Live. Someone who I've become really close friends with the last couple years, someone I have a ton of respect for, and someone I'm so excited to have speak to you guys at this year's Funnel Hacking Live. His name is Richmond Dinh. Everyone put their hands together for Richmond. What's up?

How's it going, man? Oh, Russell, what a great intro. Appreciate you. I'm so excited for this, to be launching the whole speaker lineup for the whole, uh, what I think is going to be the best FHL ever to date.

Oh, it's going to be so much fun. And you, by the way, your, your audience, your people are here. They're all voting for you in the comments. They're like, it's going to be Richmond, it's going to be Richmond. So congratulations. Your people love you and they're excited that you are here and to be part of this year's Funnel Hacking Live, which is, which is so exciting for me. So real quick, what time is it in the morning for you?

4:30 AM, which is the time I think everyone should get up.

Yeah, it makes way more sense to get up that time. So you're in— where you're in Australia, right?

Yeah, yeah, yeah, yeah, yeah. In Australia, all the way down under.

All the way down under, opposite side of me. So before we get started, can I talk about what you're going to talk about? Like, I'm curious because tell me about the very first Funnel Hacking Live you ever came to because you're on the other side of the world and a lot of people are like, I can't travel because it's too far. And what's cool about this one obviously is it's virtual. But for you, what was the very first Funnel Hacking Live you ever came to?

Yeah, it was actually during COVID And I remember you ran one and you ran a hybrid one. It was a live event, but then you streamed it as well because we couldn't travel out of our country to go. And so I had no choice but to go virtual. I actually wanted to go live. I had no choice. And so my thing was, ah, that's the time zone difference. But I thought like, this is the world's best marketing event. If I can't even get myself up for those 3 or 4 nights, plus I got 3 kids anyway. So, you know, you can do it as a parent, you can do it for your own business. And that was my first experience. And I remember watching it, I was like, wow, like this is, I was like, this is amazing. And it's kind of funny, it's kind of gone full circle a couple of years later when the world opened up and now here we are. And I remember watching that event thinking, wow, wouldn't it be cool to one day actually serve the room at that same event as well? And, and here we are, Russell.

And here you are. Now you got your shot and your opportunity, which I'm so excited for. And I'm going to ask you specifically about what you're going to be talking about. But before we even get to that, I'm just curious how you got your start online. What was the first thing for you that like kind of got you from being on the sidelines looking in and watching what people are doing to actually start like a business, to have started having some success?

How long was that? That was 7 years ago. I used to be an optometrist, so I was relatively in a respectable job and in a profession, you know, from a society standard. However, you know, like most people, they're in a job that they don't love. And I think that's where entrepreneurship is born because you want to chase your dream, you want to chase your passion. And that was me. But 10 years as an optometrist, letting that go, I knew my parents would think I was crazy. And but at the same time, it's also crazy to do what you don't love continually again and again and again. And I saw the reason why transitions, because I was a bit— I was like most people, you know, I didn't want to leave optometry after 9 years. I'll wait 10 years and then I'll leave. I don't want to change at 29. I'll wait till 30 or 39 or 40. "Wait till Monday to start." That was me.

Yeah, that's awesome. So, you've been in it for 7 years, which is really cool. And what's really— this is what I'm excited for because you messaged me before Funnel Hacking Live, or excuse me, before our last Inner Circle meeting. So, Richmond's my Inner Circle. So, he comes, he flies to Boise 2 or 3 times a year, it feels like, to come out and hang out with us. And before one of the trips, he messaged me and just said, "Hey, I have something really interesting I think would be useful for people." and he messaged me and then we started talking about it. And we came to Boise. I was like, "I want to interview you on this." We did a whole podcast interview, which I think is going to be airing either this week or maybe sometime next week, which would be cool. People can dig in a little deeper and see some of the concepts behind it. But it was doing something that first didn't make any sense to me. You're like, "I do these things, these challenges, but they're one-on-one challenges." And again, at first, it didn't make any sense to me. And after you explained, I was like, "This is the most brilliant thing in the world." I was like, "This is something that anybody could do right out of the gates." Anyone who's struggling, it's like, "I can't figure things out." like this is where you should start. Like, I wish I would know. I wish I hadn't crossed my mind. I wish I would have thought of this 10 years or 20 years when I was first getting started. I think it's the easiest, like the least stress, least fear-inducing way to get started. So I love you can talk about what in the world this is and a little bit about how it works.

Very cool. I think a backstory because running challenges, I love running challenges, but when I run almost 60 challenges now, but my first one, I was so scared. Of how do we market it, how do we fill it up, what if no one shows up, what if one person shows up, which is the worst. Exactly, because like you said, if no one shows up, no one knows, and that's all good. But you know, as you think about it more, I thought, well, what if one person? Maybe, maybe that could be a really good thing, because then like the idea came from, what if I just did it as a one-on-one? Then it would take the stress away from marketing, it would take the stress away from actually trying to fill up a room and even have the tech and all sorted. And I thought, wow, that I'm relatively a beginner when it comes to running challenges, and this became like the perfect idea from fear. And so that was the thing that was born. And I thought, wow, like if I was actually, if I had to start all over from scratch, that's exactly what I'd do, a one-on-one challenge. Because I started out doing pro bono coaching, which is basically one-on-one coaching, one call a week for 6 weeks, and thought, well, wouldn't a one-on-one challenge be even better? Because you do one call a day for 5 days, and it's exactly the same, but you compress 6 weeks into 5 days. But it's wrapped as a challenge, people want it more, they get better results, and it's a great transition to get the upsell in a very short amount of time. And it removes all the imposter syndrome, it removes all the stress away from like the marketing. Because most people, when we start, like we're not the world's best marketers and we're just learning. We don't even have clarity on our offer or the price or confidence. We don't even know what we're doing half the time. We're kind of just winging it. And it just became like the perfect model. And now, like, our students are just crushing it with this model too. And it just gives them this one step before we go to large-scale group challenges.

Yeah, such a cool way to start. I said at first I was like, this doesn't make any sense. And as you explained, I'm like, oh my gosh, this could be really, really cool. Now, I can't remember the exact numbers. On the podcast interview, share some of the numbers because people go through it. It's like a 5— typically a 5-day challenge, right? And you have a whole framework, what you teach and how you teach it, which is— I'm sure you can go deep on during the event, but at the end of the 5 days, then people make an offer for their next thing, right? Their higher end or whatever the consulting might be. And when you told me some of the percentages, like the numbers of people, the people are getting on that, like doing a free one-on-one challenge, how many, what percentage they close that, it kind of blew my mind. We shared about, I don't remember exact numbers. I remember something. I was just like, that's crazy.

Yeah. And so the average, the average 3 out of 10. So they do 10 one-on-one challenges and the one-on-one calls are not your traditional like 90-minute or 2-hour calls like a normal challenge. They could be just half an hour. So It's only 2.5 hours of your time. The average to upsell is 3 out of 10, 3 out of 10. And usually they have anywhere from a $2,000 to $3,000 program as an average. Some have a $5,000 program so that they could easily make the first $10,000 in the first month, very easy in the first couple of weeks. Like that's, that's the as an average.

It's crazy. And then who's, who's the— you have a record holder who's highest conversion rate?

Yeah, we do. We do. Her name is Tracy. She's just killing it. She actually scaled all the way to $100,000 doing this.

She's doing one-on-one challenges.

That's crazy. Yeah, it's crazy, which we recommend like at some point, you know, you got to max out. That's the downside because it's one-on-one, but she scaled all the way and she's just crushing it. And her close rate ended up being close to almost 7 out of 10. Selling a $5,000 program, which is like insane.

It's so cool. It's one of those things that like, I feel like when you're doing a one-on-one challenge, there's so much reciprocity at the end. There's like, man, you blew my mind. Of course I'm going to buy the next thing you have, which is anyway, it's, it's really, really cool, man. Like, I think it's, it's just such a unique, interesting thing. Zootopia 2 has come home to Disney+. Let's go. Get ready for a new case.

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Terms apply. Let me ask you a question. So if someone wanted to do this, and again, they got to come to Frank Live to learn the whole model and how it works because you're going to go deep there. But like how do they get their very first person? You know, I mean, like, because you don't have to drive traffic or, you know, you can run ads or anything. I'm assuming it's easier because you only got to get one, right? How does that typically work for someone that's first launching it?

Very cool. Well, that's, that's kind of related to the special bonus too. Oh, is it? Oh, okay. That was the last minute. Okay. I think this will be valuable for everyone attending FHL, but everyone, like the vast majority of people, have people in their sphere that are already wanting to work with them. Like, I mean, if you were to open up a brand new restaurant, like the first people you invite is your family and friends and your acquaintances. They're the first people that go through your restaurant. It's kind of like that when you're starting out as an entrepreneur. And so it's just really a matter about letting everyone you know what you're doing, the problem you solve, who you're solving, and then, and then putting that call to action out whether it's just through phone because you know them or your social media following, like that's the easiest way to get your first 3, 4, 5 one-on-one challenge registrations.

So cool. So cool. All right. Now, this is the other side of the story that I'm going to introduce this— actually, yeah, I'll tell my part first. So we had the interview, the podcast interview, and in the middle of the interview, like this light bulb went off my head. I was like, why don't I do a one-on-one challenge? I know a lot of your clients, they do the one-on-one challenge where it's free or really low ticket. I was like, what if I did a high-ticket one just to see? And I had no idea if it was gonna work or not. It was funny 'cause I had that idea and then I was like, ah, I don't know if I'm gonna do it or not. And then it was like 2 weeks later, my brother who does my podcast stuff, he's like, you forgot to get me a podcast for this week's show. Like, what are you gonna do?

I'm like, ah.

So I grabbed my phone and I was like, I didn't have an idea for a podcast. I was like, hey, I'm thinking about doing this thing. And I just like talked about it for like 20 minutes. Like, it's gonna be a challenge. It's like one-on-one. It's $100,000 to do 5 one-on-one calls. And like, I even said, I'm hoping nobody says yes, 'cause I don't really wanna do it, but if someone does, it'd be fun to just kind of, you know, whatever. And I was like, I'm willing to do it for 2 people and that's it. We'll see what happens. And so I post the podcast up, so I just kind of forgot about it. And I told people to text, I'd set up like a Google Voice number on my phone and people text it. And I ended up getting 38 people who texted me saying they wanted me to do a challenge. Like, it was like within an hour of my podcast dropping, my phone's blowing up. I was like, oh no, I don't know if I really wanna do this. So I started reaching out to the people. I ended up getting, I think about 8 people who were really qualified. And then I was like, okay, I'm like, there's no way they're going to like— anyway, in my head I'm like, is this real? Is it not real? So I sent out, okay, here's like, all right, send me $100,000. And from that one guy, he's awesome. He actually messaged me back and he was like, as a joke, he was like, cool, do you want me to bring to Boise in a briefcase? And I was like, actually, I'm going to be doing an event with Dan Kennedy next week in Dallas. What if you brought a briefcase of cash there? And he's like, done. So he went and like, he went and collected $100,000 in cash. Flew to Dallas and then brought it to me on stage at the event, which was crazy. And then one of the guys signed up too. So I got my 2 signups and I closed it down. And I have 2 one-on-one coaching clients that are like basically challenging me right now. And it is so much fun. Like I'm having, the calls are awesome, the people are awesome. And I never thought I would do one-on-one coaching at all, let alone like one-on-one challenge. But I'm doing 2 of them right now, super profitable. I told them both, I'm like, at the end, I'm gonna pitch you something really expensive. I hope you say no to it, but I might get 50% close. I don't even know, who knows what's gonna happen. Just following like your model, but it just like a high tier. So I think for anyone like if you're low tier, like if you're a beginner, this is awesome. But like again, someone like me, I was like, I can use the same strategy for what I'm doing. And it worked in a really cool way. Now you had one other thing with your recent one where you— we explained you then sold tickets, people could watch. How did—

walk me through how that worked. That came from your idea too, Russell, when we were having that back and forth and during the podcast because you were asking me like, this is like a free one-on-one challenge. Yeah, it's free. And then you were like, you know, kind of saying, well, could you, could you do paid? Like, that's kind of the angle. And I thought I'd never entertained the idea of doing a paid one-on-one challenge because I've done paid group challenges. And of course it makes sense, like free and paid. And, and so as we were talking, you said like, what if like you did it, did a one-on-one, but then allowed, say, 5 people to buy a ticket to watch you coach that person. One-on-one to grow their business and they don't get a chance to ask questions because you're not coaching them, but they actually get a seat to watch you do it. And the benefit of that is they can extract the value and apply it to the business. But when you do the presentation of the offer, you're making the presentation to more than just one person. And that's— and so I did that model pretty much right away and We had 6 people watching and 3 people bought the next upsell. And really, half of them bought?

Yeah.

How much did you sell the tickets for? Uh, $500. So I charged, uh, $5,000 for the one-on-one challenge.

Yeah.

Right. Um, and $500 for a seat. And so we had 6 seats and then the upsell was $25,000 and 3 people bought. And so it became almost like an $8,000 challenge.

That is insane.

All right.

That just changed the game again. All right. So this is just like Richmond's like one speaker at Funnel Hacking Live. He's going to show you guys like the model behind this. And what's cool is I've asked him if he'll share it because like for me, before I did my calls, I was like, is there structure? He's like, yes, I have a framework, I have a structure to send all that. So I knew exactly what to do on the calls and how to do it and all that kind of stuff. So like, don't go into it just blind, like randomly doing a call. Like there's a structure behind it. I think you're going to be sharing at Funnel Hacking Live. So we just talk about just kind of what you're planning on presenting for Funnel Hacking Live so everyone knows exactly what they're in store for.

Yeah, because it's not, it's not like a group challenge. It's not like you, you rock up and you're speaking to a large audience. It's very intimate. It's very personal. And I know some people were like, oh yeah, I can try to do it because, but they, but it's, they go to a challenge and, you know, a lot of people like, you know, funnel hackers, they, they'll hack a funnel or they'll go to a challenge and see how the challenge is done and kind of challenge hack, right? But you can't challenge hack a one-on-one challenge unless you actually in it yourself. Exactly, exactly. So you actually need a framework how to do it. It's very different because it's more personalized, more one-on-one. What you do on call 1 is different. What you do on call 5 is different. How you transition the offer is completely different. But it's just, I mean, it's just a really, really cool way to get started and get all the data in. Get the experience and confidence up.

Yeah, it's so cool. So for all you guys, again, Funnel Hacking Live this year, we're breaking down to like 0 to 6 figures, 6 to 7, 7 beyond. So we're going to be talking day number 1, talking about the strategy because it's something that if you've been sitting on sidelines, you've been trying, you maybe tried something and it failed, whatever. Like this is just a low barrier of entry to get in, have success. Like you said, the worst case scenario, like 3 out of 10 are buying the upsell, right? So if you just do 10 one-on-one challenges, you run that for a month, If you get 3 to buy your $3,000 or $5,000 thing on the next step, like that's, that's an amazing income, right? And you get from that, you learn how to speak better, you learn to present better, you start getting your frameworks, your systems down, right? And then eventually you start doing bigger ones, group ones, and it can grow from there. But like from a beginning standpoint, like how do I get this started? How do I finally get paid for my advice and my ideas? This is like the easiest, lowest barrier, least stressful, most simple thing I think I've ever seen. Like when you present to me, I was just like, this is so brilliant. Everyone needs to be doing this. Especially those who have been here for a long time. They just haven't got into the game because of whatever, fear, anxiety, it not working, can't afford ads, like insert any excuse. This place smashes all of them. It's like, here, just go do the thing, right? Which is what's so powerful. So if you guys don't have your tickets yet to Funnel Hacking Live, you better come get them at funnelhackinglive.com. Now, Richmond, I heard rumor is that you have a speaker bonus you wanted to offer so people get their tickets to Funnel Hacking Live.

Is this true? 100%, yes.

It's a crazy bonus. What is the bonus you can get people if they get their tickets right now today to Funnel Hacking Live?

It's going to allow them to get their first 10, 15, 20 one-on-one tiny challenge registrations in the bag. So it's a script, it's a DM script, and this is just to connect. It's not a cold messaging, it's not like outreach to someone you don't know, but it's a script to get someone from you know, liking your stuff on your content, and then within 3 minutes, under 3 minutes, they've registered for your one-on-one challenge. And so there's 4 phases to it on how to warm them up, how to get them curious, how to get them interested, how to get them committed to lock in the dates. And so that script there will be your ticket to actually getting a real registration to your one-on-one challenge. And then, and then 30 days, um, celebrate with your first $20,000, $30,000, $40,000 online, which really does a massive thing to your own identity as a coach, as an entrepreneur. Yeah.

And it gives you startup capital now to start buying ads, right? That's always a hard thing. I want to buy ads, but I can't afford it. Like, cool, go do 10 challenges, close 3. One of those people, take that money into ads and do the next one. And you start growing and scaling it over time, which is cool. That is a really cool bonus. And I'm excited to actually see that personally myself. So selfishly, I'm trying to figure out how I can use this now for my new $100,000 challenge offer that you also helped me to figure out, which is awesome, man. So anyway, dude, Richmond, I appreciate you. I'm pumped that you're speaking and pumped that you're the first person we're announcing as our first speaker at Funnel Hacking Live this year. We're going to throw your picture on the homepage now and then we'll start over the next couple of weeks. We'll keep introducing new speakers. And after all the speakers have been introduced, we'll be raising the price of tickets. So this is kind of your shot, you guys, buying it at the lowest possible time. Now is the time to do it if you want Richmond's bonus, which was insane. You gotta go and get your tickets right now at funnelhackinglive.com. Go lock in your tickets, and then me and Richman will see you guys live in like, what, 3 months? 3 months from now. I think it's 95 days. We'll be going live and sharing all of our best ideas with you guys. You can really take them and plug them into your business and help take you next level. So Richman, appreciate you, man. Thanks for getting up so early to hang out with all the funnel hackers today, and super grateful for you and proud of you, man. I love what you're doing, and I'm excited to share you with our whole audience, so. Thanks for all you do, dude. Appreciate you, Ross. What's up, everybody? I'm here in Arizona. Which part of Arizona are we at right now?

We're in Scottsdale, Arizona. We're Scottsdale. When you come to this resort, does it feel like Arizona?

It does. It's 110 degrees. The pilot when we were landing was like, it's 110 degrees outside.

I was like, holy cow. Yeah, like at nighttime it's, it's 110 degrees.

Yeah, I don't know how you survive it, but I'm excited to be here. I flew in and out, we're like less than 24 hours in and out., but I came, uh, cause I'm speaking at my friend Pace Morby's event. But what's more exciting for me is the fact that in like less than 3 months, uh, Pace is gonna be speaking at Funnel Hacking Live this year, uh, for our event.

So I'm pumped, man. I'm pumped. I'm super pumped. You, everything that you have done has changed our lives and it's allowed us to make a lot of money for a lot of other people. And I was thinking about you this morning. Somebody had this question they asked to, uh, John D. Rockefeller. They said, how do you become a billionaire? And he said, well, you, create 1,000 millionaires. And you've created way more than 1,000 millionaires, like way more than 1,000 millionaires. And you've done that for our company. And so being able to speak on your stage is an honor. And I'm so grateful when you text me, I was like, oh my gosh, I would love to talk about my experience. I'd love to talk about our business and everything that we've done. We did $100 million last year in revenue because of you.

And you're like year 3 in the business, right? Or 4?

What have you?

Year 3. Yeah. Year 3.

Yeah. Yeah. We hit $100 million in revenue in our, uh, third year. In the business, not knowing anything but using your tools and using what you teach.

It's crazy. So those who don't know you yet in our world, obviously the real estate world, everybody knows who you are, but my world, a lot may not know. Like, yeah, you tell them a little bit your backstory, how you shift from being a contractor, right, into, into Pace Morby.

Yeah, I grew up in a family, a big family, 12 kids up in Utah, and I was, I, I was a contractor's son, so I learned how to be a contractor. So when I went on a mission for my church, I came home and And the first thing I did was I'm gonna be a contractor. And so all the way through my 20s, I built a really great company. I worked for Opendoor, Offerpad, Zillow. Like Zillow, when they were buying houses, I was their biggest contractor. And so that's what I was doing for a long time. And then somebody came along to me and they said, dude, trading your time for work, or you're trading your time for money, and that's not what you should be doing. And seems obvious when somebody says it to you, but you're like, I was caught in the moment. So this is about 11 years ago. And I said, well, what should I do? And she says, you should get into real estate. And I go, I am in real estate. Like, look, look at all these houses I'm doing. I'm flipping all these houses. And she's like, no, no, you're not flipping houses. You are doing renovation for people who are flipping the house. You work for them, and you need to work for yourself, and you need to get into real estate. And, um, she showed me how to get into real estate right there in the back of my truck bed. She literally pulls out my phone. She says, we're going to send out mailers. This is just old-school marketing, which we don't use mailers anymore. But she said, here, we're going to buy $5,000 in mailers and you're going to get your phone ringing. I'm like, it can't be that easy. It cannot be that easy. She goes, it's that easy, dude. And, um, it's funny that I really— back then I thought that was the easiest thing in the world, but now I would never do it because there's way easier ways to do stuff now. But I got my first deal in real estate, uh, 2 weeks later. I made $50 grand that month. And for those of you guys thinking real estate as an agent, I am not an agent. I'm not licensed. And my niche and what I started focusing on was how to take over people's existing mortgages. And so I've become the creative finance guy where, like, right now everybody's really struggling to go to the bank and buy a house. I have half a billion dollars in real estate in my portfolio, and I've never used a bank and I've never used credit and I've never had to use any of my own money. And so that's my claim to fame and what I've taught 50,000 people in the country. That's what sub-2 means, right? Sub-2.

Yeah, like our logo. It's funny because like, I'm not a real estate guy, so like, literally, I was coming, I was like Googling what is sub2 because I'm trying to remember. So I feel intelligent today when I talk to your audience.

But yeah, I don't know. So sub2 means I'm taking over the existing mortgage. So let's say a seller has a house and they're in foreclosure, they're going through a divorce or they're going through some sort of situation. They have a good rate on their house. And so why would— why should they sell the house and get rid of the rate? There's a lot of people right now that don't have equity too. So we'll go to them and go, Hey, don't sell the house. Let me take over the payments and I'll give you $5,000 to walk away. And so we're basically buying like 2%, 3%, 4% rates while everybody else has to go to the bank. So subject to means I'm buying your house subject to the existing mortgage. So sub to. And the reason we have this as the logo is because of course you think it means sub to, but really what it means is bunnies. It's so weird, like bunny ears. A lot of people don't realize that our community knows. The first deal I ever did was a lady, her name is Janie Munson. I went to the appointment, I had no idea what I was doing. I came off one of those mailers off my, you know, first campaign. Janie calls me, I go, I don't know what to do. And my seller, Janie, is like coaching me along on how to buy her house. Like, that's how stupid I was. And very long story short, I went to her house. I needed to buy the house at $150 grand, but she already had an offer at $165. So there's no way I'm buying the house. And I, as I'm leaving, I'm like, is there anything you need help with? And she's like, no, you said you don't want to buy my house. I said, it's not that I don't want to buy your house, I can't buy your house, but can I help you? I have a construction company, I have guys, we can load your truck, we can do whatever you need. Like, I'll box stuff up for you, I'll clean your house, I'll even clean up your landscape and get it ready to sell if you need. She's like, you would do that? And I go, yeah, I would do that. And she says, "Are you a freaking Eagle Scout?" I go, "Yes, I am an Eagle Scout." I am an Eagle Scout. My parents wouldn't let me get my driver's license without my Eagle Scout. Yeah, mine too. Yeah, so like two good old Mormon boys, I couldn't drive without my Eagle Scout. And my mom would always tell me, she'd say, "Pace, when you grow up, somebody's gonna ask you, are you an Eagle Scout? And you're gonna be able to proudly say yes." I'm like, "Mom, that's never gonna happen." And then it happened. And then it happened. So anyway, she goes, "Okay, if you really wanna help me, I have this problem." I have this really big problem. And at this point, I'm already like convinced I'm not buying her house. She knows I'm not buying her house, but she takes me to her backyard and she shows me these bunnies. They're literally Flemish bunnies. They're this size. They're big. They're like the size of a mini donkey. Literally Flemish bunnies. You guys can look them up. And, um, she goes, I don't know what to do with these, and I can't sell the house until I get rid of these bunnies, but they're like a family pet and I don't want somebody just killing them. And so I call my mom and my mom drives up there, brings a truck, takes the bunnies, rehomes them to somebody in the church. And Janie is like, I can't believe you just did this and you still don't want to buy my house. I'm like, Janie, I can't. I can't get that low. And anyway, 2 weeks later, Janie calls me up and she goes, hey, I've met with 15 people before you and 15 people after you, and you were the only person that actually asked me if you could help. And you didn't even give me an offer on the house. And you did things without asking for anything in return. And I want you to come and buy my house. And I said, I can't pay you $165,000. I have to be at $150,000. She goes, no problem, bring the contract. And that was how I got my first deal. And when I tell people that story, they're like, oh, it's because you found her bunnies. You found her bunnies, her problem. You found her actual problem of what was going on and nobody ever asked her. So the logo is bunny ears.

That's crazy.

I had no idea. Yeah, no, nobody outside of our community knows it. They just think it's sub-2. Yeah, and I just let him have that because the story takes 7 minutes to tell.

So, um, you're welcome.

Now you have the story. But I made, you know, I made $25 grand on that first transaction, and it took me 3 hours worth of work, and it was all just helping somebody else in a situation. And so what we do in our business is we are not real estate agents, we are real estate investors, and we just look for people that have pain that can't solve that pain without us.

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Um, that part's pretty fascinating. Yeah, this is an interesting story, um, just a 2-minute story. But you start doing a lot of transactions, and if you're a helpful person, you, you know, you talk about on social media, and I would talk about like, hey, I just did this deal, I helped the seller out of foreclosure. Hey, here's this lady, I just stopped her foreclosure and saved her family. And people start asking you questions, right? And start following you and going, wow, this guy's doing something. And I would get so many questions that I go, you know what, hey guys, like, if you want me to just help you, meet me at Circle K. Literally meet me at Circle K, the gas station, Saturday morning, and I have 3 open spots in my Prius. And I would take people around for 12 hours. I'd take them on appointments, meet my attorney, go on my construction projects, and I would just show them the business raw unreal. And it got so big that one morning, um, at Circle K, like 60 people showed up. And I'm like, I can't freak it out. I'm like, there's a gang out there. That's what Circle K freaked out. Like, who are you guys? What are you doing? I'm like, oh, it's just a real estate meetup. He's like, bro, this is Circle K. It's 6 o'clock in the morning. Like, there's better places to do this. So I took— I started doing a meetup at my office every Friday, and it got big and big and big and big. And I knew it was a big deal when One day somebody was waiting in line. I didn't have a YouTube channel. I didn't have like any real big audience outside of my local state. Like everybody in Arizona knew who I was just because I was helping so many people. And I was like anti-guru. I was like, I'm not going to do that. I'm a blue-collar guy. We figure it out, blah, blah, blah, blah, blah, right? So this one day, this guy waits in line to take a picture with me. That was really foreign to me too, like people wanting to take a picture with me. I'm like, that's weird. Now it's normal, right? Like, you'll walk through the hallway today and everybody like, that's Russell Brunson. Even me, when I see you all the time, I was hanging out with you and Tony and Dean, you know, last summer. I'm like, that's Russell. So this guy waits in line for like 2 hours to take a photo with me, and I'm like, hey man, where are you from? He's like, oh, I'm from Portugal. I'm like, that's freaking cool, where do you live in the United States? He's like, no, no, no, I flew from Portugal to meet you today. I'm like, this is an Arizona meetup. What are you talking? I don't understand the language you're speaking. He's like, I have been watching what you've been doing the last 4 or 5 months and I need you to change my life. And I'm like, wow, this is like, people are talking about this. This is getting like worldwide. And so I created, I decided at that point it was getting so big that I'm like, I have to have a place to answer people's questions. And I created a free Facebook group and I created a free Facebook group and I would sit in my garage. My wife was pregnant at the time, so I didn't want her to hear me working. And I would crank away at 3 o'clock to 6 o'clock in the morning and just answer everybody's questions on the Facebook group. And I would make a video to every answer. And I did that for probably a year, and it just got so big that there was just a big demand, and people were like, please come out with a coaching product. I'm like, I will never do that. And then Josiah, my partner who you went to dinner with last night— Josiah says, no, Pace, you need to create something. And we created a product called Sub2U, or a community I said I never want to have a mentorship and I never want to have a product. I want to have a community. And I was the first, I was the pioneer of community. And everybody now calls their stuff a community. It's just basically, and I'm glad they have, they've stolen or emulated what we've created. And we did 400 sales our first week at $10,000. I think we did $4 million in a week, something like that. Like out of the gate, like right out of the gate, no ad spend, no cold traffic, nothing. I didn't even know what cold traffic was. Yeah, it was just pent-up demand from just helping people so much. And so we've taken that spirit and just compounded and compounded, and now we have a combined total of about 25,000 people and the strongest community in real estate. I would argue one of the only communities in real estate. And our people did $10 billion in transactions last year doing real estate, non-agent real estate, like buying and holding rentals and apartment complexes and buying businesses with creative finance and Buying airplanes and planes, trains, automobiles, like everything you can imagine we're buying with Creative Finance.

What's cool, like the first time at Pace, like you said, was Dean and Tony Singh, and we met with Tony, a big thing, and then that night or maybe the next day everyone was out doing something and you weren't there. I was like, where's Pace at? And I found out later that you basically messaged your community like, hey, we're in Florida, uh, we're gonna meet up, and there's like 600 or 700 people showed up just spur of the moment to hang out with you, and you did that all night, like hanging out with your audience. Yeah. And then I found it later, like you do that Is every week, every month, like you're all over the place?

That year, the year I met you, I did 110 of those. So around the country, over 2 a week. Yeah, all over the country, um, over like 100 cities, some cities a couple of times, you know, depending on. But yeah, that was, um, it was funny because, you know, Dean and I have been good friends for probably 4 years, and Dean goes, hey, we have a day off, and I'm just gonna let you know, like during this mastermind, we're gonna do 2 days and 2 days, and there's a day off in between. And everybody's gonna go out and have fun. I just wanna let you know that you're probably not gonna get invited from me 'cause I already know you're gonna say no. I go, what do you mean? He goes, 'cause I know you're probably gonna do a meetup. I go, oh yeah, it's already planned, we're already doing the thing. And people think of like a meetup as like I'm going to some nice hotel ballroom. I'm literally just going to a parking lot and ordering a taco truck. And I just hang out till 1 o'clock in the morning and we just eat tacos and get to know each other. Eric right here, my videographer and my good friend. Eric has traveled with me and we've met. Last year, I think I met 9,000 of my people in person. And so that was always a big goal of mine. I'm like, if you pay me, I want to make sure you've paid— you've met me in person. And the community now does their own meetups. We have 150 meetups a week without me being there all over the country. And I just kind of pick and choose which ones I'm going to go to depending on where I'm at.

I saw your website's like, where's Pace at?

Or Pace Yeah, whereispace.com.

Yeah, it's like, here in the world, where is Pace at?

Yeah, I was traveling.

I saw him there at Funnel Hacking Live in September.

I was like, there you are. Yeah, yeah. And what'll happen is I'll do, like, you have one of the coolest events. Your event is one of the coolest events of all time. And I'm really grateful because it's going to be in Vegas, at least where we're speaking. And I know that it's virtual and everything else too. But I'll do a big meetup the night before, the night after there for my Vegas community.

Yeah.

That's so cool. I love it. I mean, you, you, there's nothing like being able to, you know, create traffic, send them through something, people pay you. That's, it's magical. But then what's magical is the, I call it the helper's heroin that I get. And I know you get it too. I've never done drugs, but I can imagine what it feels like when you have somebody goes, I went from not making money to making a ton of money because of what you taught me. And they went through your funnel that was like optimized really, really well. Then you get to watch their life transform because of what you're delivering to them. It's so fun for me to see people in person.

It's the best. Yeah, yeah, I'm pumped. Uh, I think it's really cool because the fact we started this way— for those who just jumped on right now, but like, he started this 3.5, 4 years ago, did $100 million last year, which is insane. And it's based on this community you built. I think in our, in our world, like, no one's building good communities. And like, I'm excited to have you come and talk about that so people understand, like, here's how you actually serve, actually show up Here's how you take your service to a different level, and then by that, you know, the ripple effect. I mean, the number of people I know in this world doing over $100 million in info products, like, you can count them on two hands. The fact you did it that fast based on this community stuff is insane.

It's like you're secret sauce. And what's interesting is, like, you know, a lot of people come to me and go, what's the tactical, like, every little scientific way that it worked? I'm like, guys, you lead with your heart, you care about people. What happens is people talk about you. And the best thing that you could ever do is just forget about the money and really figure out how can I serve my audience as much as possible. What's also great is that some of the stuff I'll talk about at Funnel Hacking Live is I will tell you all my secret sauce of like how do I make— the $100 million is cool in terms of generating revenue, but I will tell you where I really make significant money. And you're like, how do you make more money than that? I make way more money on the back end. And I, I'm, I'm gonna talk about that. Like, why should you build a community is not just because it feels good and you love people, but there's other ways to make money after people come through the funnel that I'm gonna talk about as well. And why community is the future of everything. Because you look at AI, you look at everything that's changing, human beings are gonna gravitate to people that actually build community, right? And we remember what it was like when, um, COVID hit. And everybody after COVID went away, everybody wanted to get back out and get back into the world. People need community. We're built for community. So I'll tell you guys what community is, how to build it, and then more importantly, at the end, I'll talk about how I make way more money with my community than I do on the front end.

Way more like way, way, way more. Yeah. So exciting, man. Well, I don't want to ruin the surprise for everybody, but yeah, I'm pumped. And so Funnel Hacking Live this year is international. We're streaming this to like, I don't know, a dozen different countries. Have you ever been translated to a dozen countries at once?

I have not.

This will be a first for me. First time I did it was in, I was speaking at a Tony event in Amsterdam or Rotterdam or something, and they had a whole row of translators in the back, and I talk really fast, and on the monitor kept popping up like, please slow down, the translators can't keep up. I feel bad for the translators, but yeah, it's gonna be amazing, man. I appreciate you being part of it. For those of you guys who don't have your tickets yet, you gotta go to funnelhackinglive.com, get your tickets, to come hang out with me and Pace in— I don't know how many days, it's like 70-something days away, which is exciting.

I'm super excited, and I turned down 80% of my speaking gigs this year. Last year I spoke 110 times. This time, this year, I'll probably speak 20. And when I got the text, I was like, I will move heaven and earth to make sure I speak there. Guys, I'm so excited. Get a ticket, come hang out with us. I can't wait to share all the secrets.

Awesome. Thanks, man. I appreciate it.

And funnelhackinglive.com.

That's where you Go get tickets, you guys. Appreciate you all, and we'll see you in a couple months at the big event. So, thanks, man. Cool. Alright everyone, I hope you enjoyed the episode with Richman and with Pace. If you are on fire now and you know you wanna get your tickets to Funnel Hacking Live, all you gotta do is go to funnelhackinglive.com. Go and get your tickets, and don't forget we have a special offer right now where basically you go put your credit card in, I'm not gonna bill you anything, you have a chance to go through the entire 3.5-day event, and when the event's over, if it's worth it, then you pay it. If it's not worth it, you pay nothing. This is insane, we've never done this Funnel Hacking Live in the past, but we wanted to do something special, 'cause I wanna make sure you guys have a chance to experience international this year. I promise you it's gonna change your life, so go get your tickets at funnelhackinglive.com. Again, it will literally cost you $0. Go through the event, experience it, and afterwards let me know if it's worth it. If it is, let me know, you'll pay for the ticket. If not, that's cool, no harm, no foul. Thanks, guys, hope you enjoy it, and go get your tickets at funnelhackinglive.com.