Transforming Knowledge Into Profits - A Sneak Peek Inside Pace Morby’s Private Event

What's up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope that you are pumped and excited to be here. I definitely am. Back when I got started in this business, I used to speak at a lot of events. I traveled around the country, it was a lot of fun. And about that time, my wife and I started having kids, and then more kids, and now we've got 5 kids and they are amazing. But we just spent less time traveling, and I got to the point where I stopped speaking at other people's events pretty much altogether. Outside of Funnel Hacking Live and the things that I do, I almost speak at no events. But one of my close friends, Pace Morby, he's speaking at this year's Funnel Hacking Live International. You are gonna love Pace, by the way. He's built a brand that's done over $100 million year 2 or year 3 in business, which is insane, all by building one of the most amazing communities on the internet. The only community which may rival that is obviously the Funnel Hacker community, but between Pace's community and the Funnel Hacker community, I just sync with everything he does and he says, and I love this guy. And so he asked me if I'd speak at his event, and for Pace I said, sure, of course. So I flew out there and had a chance to speak to his group. Now, his group, you have to understand, these are all real estate investors. They don't know anything about, online marketing, about info products, anything, and Pace wanted me to come and basically open up a vision of how these guys could turn their ideas, their knowledge, information into an actual business, and so that was the game plan. So I gave this presentation for this group, and it was a lot of fun, going deep into how they could turn their information into products. I talked about Myron Golden's 4 levels of value, I talked about my 3 levels of selling, and a whole bunch of other really cool things that I thought were beneficial. So I got a copy of the recording, I wasn't able to include all of it, 'cause obviously this is for Pace's people, so I had to cut some things and trim some things out, but it turned into a really cool session that I thought would be I think it'll be really valuable for all you guys who are listening in. So that's what this next podcast episode is, is my presentation from Pace Morby's event teaching a group of real estate investors how to turn their talents and their hobbies into an actual business. And it was really fun. And then at the end I gotta do some Q&A with the audience that was really fun as well. I hope you get value from the entire thing. So that said, hope you enjoy this episode of the Marketing Secrets Podcast. 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's gonna show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. First off, thanks for having me. Pumped to be here with you guys. You know, there's some pace text, you know, like, hey, can you do a favor? You just do it for him, right? You guys all agree with that? There's very few people I've ever met in my life who serve as much as him, and multiple times now he served me without asking for anything in return, or everything. So I'm like, yes, I will make it and tell my wife. We're flying out tomorrow morning for Greece. I was like, I promise I'll make it home in time. So what if the flight doesn't make it? I'm like, I'll borrow his car, we'll drive back, we'll figure out a way to make it work. But I'm super grateful to be here with you guys for an hour, hour and a half or so, talking about some fun stuff. And I hope you guys get some ideas and some things. How many of you guys have never heard of me before in your entire life? Oh, this is so great. This is called opportunity, my friends. This is amazing. So this is crazy. I've been doing this for 20 years. I've spoken to literally tens of millions of people, and the fact that 90% of this room has never heard my name before is like, the most exciting thing in the world. So I'm pumped for that. This makes this even more fun. So I own— well, let me step back then. I'm going to go to the very beginning. So what Pace wanted me to talk about was helping you guys to create your own coaching programs, your own courses, your own informa— not courses. Pace doesn't love courses. But information. I believe that the greatest business in the world is selling information. I've written 3 books. One's called DotCom Secrets, Expert Secrets, Traffic Secrets. And all I do is I learn really cool things, secrets, and then I tell them to other people. And I built a huge company off of just doing that. Like, I love learning, love sharing. How many of you guys love sharing your ideas, your things you— yeah. It's the most fun thing in the world, right? When you have someone that you meet who's struggling and you tell them things you do, you help them and they have success, and it changes their life, and you get paid in the middle, it's like the most fascinating, most fun, most exciting things in the entire world. So I believe this is the greatest business in the world. Any of you guys currently in the information business, or you're selling some kind of coaching or info products? OK, we're like 10% are. OK, my goal in the next 90 minutes is to get 100% of you guys to do this because this is how you literally change the world. And so that's what I'm going to go deep into and hopefully have some fun. So this is me 20 years ago. I was a wrestler at Boise State University. I've got cauliflower ear. Do we have any wrestlers in the room? Any jiu-jitsu guys? I'm up for lining up. We can just roll instead of doing this if you want. I'd much rather do that. My first passion. Anyway, I was wrestling growing up. Wrestled at Boise State University. My wife and I got married, and we were broke. This is us cutting up our credit cards, and because we had no money, I had no skills other than wrestling, and I got on the internet. I went to Google. I typed in how to make money on the internet. Anyone ever done that before? And all these things started coming up, and I started like trying this and that, and like fell for this scam and that, all sorts of stuff. Nothing was working until a little while later, I bumped into some guys who were talking about creating information products. I was like, what's an information product? It's like you take the things you know And you package it in a way, and then you sell it. And I was like, but I don't really know anything other than wrestling. I have no other skills. And I remember I was learning it. I was like figuring out. I was like, someday I want to figure out something I can create. But I was just frustrated because I didn't feel like I had any superpowers, any talents, anything I could actually share with anybody else, right? And then one day it was spring break, and me and this guy here, his name is Nate Plone, me and him were the only two married guys on the wrestling team. So spring break hit. Our entire wrestling team goes to Wendover. They're gambling, having fun, and we're— at home because our wives were working supporting us, and they were like, you shouldn't, like, spend our money in gambling, you should stay here. So we were home all week while our wives were working, our friends were all gone, and we're like, what should we do? Nate's like, we should build a potato gun. I'm like, what's a potato gun? He's like, oh dude, they're really cool. Like, anyone here shot a potato gun before? Oh yeah, yeah. So he's like, we should build a potato gun. I was like, how do you build a potato gun? Like, I don't know. So we went to Google, how do you make a potato gun? And we like went and saw all how it works, we saw the plans and everything. So we went, we downloaded the plans, We went to Home Depot. We went and like cut the pipes, you know, got sprinkler pipes and we cut them. We got barbecue igniters. We went to the shop, started putting them all together, and we built the very first ever— my very first ever potato gun. Spent the whole week building 3 or 4 different potato guns. And that weekend, when our wives got off work, we took them out to the desert and we started shooting potatoes. And we had like the greatest time ever. So much fun. So then Monday, I go back to school. And I was not a great student. I was a great student athlete, not a great student. I was sitting in class. I was kind of bored. And I'm just thinking, "Man, how can I start my own business? Like, I have no talents, I have no hobbies." And all of a sudden I was like, "Wait a minute. I wonder if anybody besides me was searching for information about how to make potato guns? Huh." And I went online, and at the time there was a site— there's a lot of sites nowadays— but there was a site back then called Overture. I went there, I typed in "potato gun," and it showed you how many people each month were searching for different keywords on Google. And sure enough, there were about 18,000 people per month searching for the keyword "how to make potato guns.". And I was like, oh my gosh, I'm not the only one. There's 18,000 other people trying to figure out how to make potato guns. I have a skill set. I now know how to make a potato gun. So I called up Nate. I was like, hey man, we're gonna make a potato gun this weekend. We're gonna film it, make a DVD, we're gonna sell it. And he was like, nobody's gonna buy a DVD of us making potato guns. I was like, no dude, it's gonna be amazing. I was trying to explain it. He's like, whatever. So he had nothing else to do, so we sat down and we got a video camera. We borrowed it from a friend, went back to Home Depot, we started filming us behind the pipes. I was explaining, okay, Here's the pipe, and here's the correct barrel-to-chamber volume that you need to have. So you have to get this one to this one, and this is the right PSI, because if you get the wrong PSI, the pipe will explode in your face. And all the stuff we learned from all the different plans, right? And then here's the right igniters, the right barbecue igniters. Here's how you glue it. And then we went to— this is the shop my wife worked at at the time. She worked at a motor rewind company. So we snuck in the back there, and we filmed us cutting the pipes, gluing them together, in this little Handycam video. And then I snuck into Boise State University, because I'm training— This is my first time making a training course. And so we had all, like, the formulas for how you're supposed to, like, make a potato gun. And so we snuck into Boise State University, this college classroom, at, like, Saturday, like, you know, 4 in the afternoon. We snuck in, and there was this huge whiteboard across the wall. And so I remember we— on the whiteboard on this side, like, we wrote up all the formulas, like the barrel, the chamber volume, width, all the stuff, right? We had all the things here. And then we set up the camera so it would just focus on the whiteboard right here. And so we're standing there looking like we're scientists. I'm like, all right. Now, the duh duh, and I explained it, and I can see it right here as I'm rewriting the whole thing. And I filmed me, like, explaining how to make potato guns, and the whole thing was like the most fun, exciting experiment ever, right? We filmed the whole thing and then went and we burned a bunch of DVDs, because that's what we did back 20 years ago, and put some packaging on them, threw up a website, started buying some Google ads, and sure enough, I think my next slide I might actually have it. This is the DVD right here. There's me and Nate. This is like 21-year-old Russell. I want to go back to him and be like, I promise you, keep doing this. This may seem ridiculous now. You are super awkward and introverted and shy, but if you keep doing this, eventually it's going to pan out. So I made this DVD called "How to Make a Potato Gun," bought the domain name, set up a website, started selling it, and started making sales. It was crazy. Again, I was a college kid without a job. My wife was working making $9.50 an hour, and I was making like $50 a day selling potato gun DVDs. I was like, this is the greatest thing in the world. Thank you, thank you. I have a longer story I might be going to because I own a company called ClickFunnels, so I look at the world through funnels, and this is where my funnel story started. I was selling this potato gun DVD, and it was the first thing we were selling, and then eventually Google Ads cost got too expensive, so I couldn't— I was like losing money every single month. And so we built the first— we didn't call it funnel back then, but we made it where someone bought my DVD, on the next page we'd have an upsell. And I found this company in northern Idaho who actually made potato gun kits. And so someone buy the DVD, the next upsell would be like a potato gun kit. And that became my very first funnel ever. And that's— anyway, that's a different story, but that's kind of how I got started with this. After I did this, I realized that 18,000 people a month searching for something are great, but it's still like— it's actually a really, really small market. I didn't become a millionaire off of potato gun DVDs, unfortunately. But what I did learn was people will pay for information. I tell you what, the craziest, weirdest feeling in the world is the very first time you set up something, you set up a webpage or something, and then some stranger in the world, on the other side of the world, gives you money for something you made up. It's the weirdest, most crazy— like, I can't believe some human being gave me money for this thing that me and Nate made. Like, it made no sense. And he shipped it out, and they came back, "That was amazing." And he shipped another, and like, it just— it was the coolest thing for me. It gave me so much belief. I was like, "Okay, this is possible." I was like, "Now, what else can I do?" And for me at the time, I didn't have any other skills or talents, so I started finding people who did have talents. I met the world's fastest reader. I was like, "Dude, you're a genius. Can I record a— can I film you?" teaching this and we'll sell to people. She's like, sure. So I filmed that, we launched WReading.com. And I found someone who was a couponer. She would go— you guys ever seen that TV show Extreme Couponing? She'd go and like buy $200 worth of groceries and get paid 30 cents to buy them. Like, I was like, that's amazing. Can I record you doing this?

She's like, sure.

So I followed her with the camera, went to Walmart, everywhere, cutting coupons. And like, we made a course there called Living on a Coupon. And we did another one. Like, we started finding everybody who had— anyone I found who had any kind of talent, I'm like, oh, we can turn this into a product. We create it, record it, and start selling it. And it was just so much fun. And so over the next 10 years of my life, I didn't just launch one product or two. I launched a lot. In fact, a couple years ago, this is a guy named Andrew Warner. He did this podcast interview with me, where he's interviewing me about my whole story. And before the interview, he's like, "How many funnels have you actually put out there into the world?" I was like, "I don't know. Let me find out." So I went back through my archives and stuff, and this is how many funnels I put into the world before I ever launched my software company, ClickFunnels. Each one of these is its own product, own person, own— and we did a lot of them for 10 years, over and over and over. And I became obsessed with this, creating funnels, information products, selling them over and over and over, every market you can dream of, over and over. And it was like the most fun thing of my entire life. I did that for a decade, and in a decade I launched over 150 funnels. Thank you. I don't think there's another human There's nobody on this planet more obsessed with this topic of like creating funnels. Like, it's my passion. I love it, right? And so I did it for 10 years, and then a little while later, I was actually on a mission trip in Kenya, and we work with a company called Village Impact, and they build schools in Kenya, and we've been donating for a long time. And eventually, Stu and Amy, who own it, were like, Russell, you gotta come to Kenya with us. And I was like, I am never gonna go to Kenya with you. I will give you money, and you guys can do that thing. And one year they went, and they built this college classroom, this classroom for these kids, And they film the kids in this room. And the kids are like— they've trained them how to say— they're like, "Thank you, Russell. Thank you, Colette." And like this thing. And so they sent me the video of this. And my wife and I are watching. We're bawling our eyes out. We're like, "OK, we're going to Kenya next year." So we went to Kenya. And in Kenya, I had this really cool experience. In the background, there's this guy right here with the camera. You see him? His name's Bill Harrison. It's the only picture I could find of him. He's a guy. He's kind of like Josiah. He's like behind the scenes, the mastermind that runs everything. He's not like the pace who's in front of everybody. But he's a genius, one of the smartest marketers I've ever seen, Bill Harrison. And Bill and I, we were on a safari while we were out there. We sat in a Jeep for 4 hours. And we're just talking shop, talking business. So much so that after like 30 minutes, the Jeep stopped to go look at like a lion eating something. We're like watching it. And my wife got out of the Jeep and got into someone else's Jeep. Said, you guys are boring me with this business talk. And she went off on someone else. And me and Bill talked for 4 hours about stuff. And at the end of this 4-hour session, he said something that literally changed my mind forever. It changed my life forever, changed everything. And this is the piece that I want to share with you guys, because I think if you guys get this part, it's going to be huge. He told me, he's like, Russell, I've got a really nice business. We do $10+ million a year. He's like, I feel like I'm one of the greatest business owners, marketers in the world. He's like, I feel like I have a level 10 skill set. He's like, but I'm applying this level 10 skill set to a level 2 opportunity. And so I'm capped out. I can't get past this $10 million a year mark. He's like, I have friends who are not that smart. They have like a level 2 skill set. Right? They're not that smart, but he's like, but they step into a level 10 opportunity. He's like, two of my friends exited for a billion dollars. They're morons. They don't know anything. They had level 2 skill set, but they were in level 10 opportunity. And he looked at me, he's like, Russell, I feel like you are the best on the planet at building funnels. He's like, there's nobody better. He's like, you have a level 10 skill set right now. You're doing a bunch of level 2 opportunities. I was like, oh, 150 level 2 opportunities. And some of those were good. It's like someone made a million dollars, you're somebody— 5 million. Like, they were all good, but they were all like level 2 opportunities. He's like, what's your level 10 opportunity, Russell? I didn't know. I was like, huh. So I thought about that for the rest of the trip, thought about next week, next month, couple months. I found my business partner, told him like, what's our level 10 opportunity? I'm like, we're doing well, but like, is there something bigger? Like, we have a level 10 skill set. How do we apply this to something good? And we didn't know what it was gonna be. And for me, what I started realizing was like, me building funnels is amazing, right? Each one I can do $1 million, $2 million a year on. I was like, My level 10 opportunity is not me doing the work. Level 10 opportunity is me teaching people how to do the work. Me showing this. And so we start transitioning from me just doing the work, like what if we started coaching people on how we're building funnels, right? What if we built software to help people build funnels? And so we transitioned, and that transition went from Russell doing, you know, doing a whole bunch of funnels to 10 years ago we launched a software company called ClickFunnels, a training platform that now last month we passed a billion dollars in sales. Isn't that crazy? It's crazy. When you have a level 10 skill set applied to a level 10 opportunity. So that's what I want to talk to you guys about today. So, as I was learning through this, this is my original mentor. His name's Dan Kennedy. Anybody here know Dan Kennedy? Any Dan Kennedy fans in the world?

Okay.

This is my first mentor I started learning from. This is a course he had back then called Info Riches I bought. This is him, I think, during the Reagan era. He's awesome. I actually bought his company 3 years ago. Which is kind of a cool thing. But he speaks at events, he will not do slides. He has that thing over there called an Elmo, and so he'd bring a stack of papers to the event and he'd put it down, and he'd put the first people, and like his slides are pieces of paper, and that's how he— anyway, so this is him teaching Info Riches, and he talked about this concept. He called it, he's like, he said, if you want to be rich, there's a difference between being rich and being wealthy. He said, if you want to be wealthy, you have to learn how to be a shovel seller. And I was like, what does that mean? He's like, there's all these people out there who are trying to do things, and they're making money digging for gold, right? But he's like, the people who make the most money are the shovel sellers. And then he shared this story about a guy named Sam Brannan. Anybody hear the story of Sam Brannan before? Okay, this is like the most fascinating story. So Sam Brannan lived out in San Francisco during the Gold Rush, and Sam was out there, and he's an entrepreneur just like all of us, and he's trying to figure out how to make some money, and he sees like everyone out here is trying to dig for gold, pan for gold, like there's gold fever right now happening. So he went out there, he went to all of the shops in San Francisco, and he bought all the picks, the shovels, the little sifting things for the water. He bought them all, put them in his shop, and he was the only one that had that. And then he got some gold in his hand, and he walked around the streets yelling, there's gold in the American River, there's gold in the American River. And all these people start freaking out, like, there's gold, there's gold, we gotta go dig for it. And they started running, trying to find the picks and the axes and the things. No one could find it, so they all ran to Sam Brannan's shop. They bought all the tools from him. They went out to dig for gold, and Sam Brannan became the first millionaire in San Francisco's history. Now there's a lesson behind this I want you guys to understand, right? You want to become a shovel seller. That's the level 10 opportunity. My guess is most of you guys are probably level 2, maybe level 3 opportunity, and you're doing well. If you're able to be in this room, obviously it's not inexpensive to be here. I'm guessing you're all doing really well. But I'm also guessing most of you guys have a level 10 skill set, but you're probably applying it to a level 2, level 3 opportunity, right? Which is why, you know, anyway, I'm gonna go deep in there, I'm gonna show more case studies, but This was the big aha for me. It's like, I'm doing the thing, I'm building funnels, building funnels, building funnels, which is great. I can make a really good living from that. But my level 10 opportunity was stepping back saying, I'm the best in the world at this. There's nobody who geeks out more than this. What if I showed this to other people, help them all do it? And then boom, that changed my life overnight. That's key. Have you guys ever seen Alex Hormoza before? This dude's blowing up on social media. So Alex came into my world when he first joined my mastermind program. My first call, he's like, Michael, if I can make an extra $20,000 a month, it'll change my life. And I started laughing. I was like, dude, We're gonna blow your mind. So he came into our world, and this is like a 2-minute podcast clip that I found the other day that I want to share with you guys, because on this clip he talked about me telling him this Level 10 Opportunity concept, how it shifted everything for him. So here we go. Hopefully we get audio coming. It's at this Hangout or this mastermind or this meeting where you realize, I'm in the wrong business. I shouldn't be running gyms. I should be teaching other people how to run their gyms, right? How did you even end up at that thing? And it was like Russell's idea, right?

At least I saw the video. Yeah, so the long story compressed was 2 years before I went to that mastermind, I went to Traffic and Conversion Summit because I knew I needed to like learn more about marketing. And like, I'm a gym owner, I'm not an internet marketer. I was like, this is not my world, you know what I mean? I was like, I gotta learn more about marketing, so I'm gonna go to this marketing event. So I go there and one of the side rooms is Russell and he goes and pitches ClickFunnels. But he couldn't actually do the stack because there weren't a lot of sales. So he did his entire sales presentation and then literally just stopped before the buy button. And I was like, I want whatever, I was like screw the gyms, I want to learn how to do this stuff. And then, like most things, because I couldn't buy, there was nothing that I did and I went back to my life for 2 years and that was it. And then, when I was having some sort of existential crisis, because I was now 26 or 27 at the time, you know, all the gyms were, you know, they were making money and I remember like texting one of my managers and I was like, hey, do you need anything? I think we're good, I need some ink. And I like ordered on Amazon, sent him ink, and then I was done for the day.

I was like— Trying to be useful.

Right, I needed to be useful. So I Googled, I was like, you know what, that Russell thing was really cool. So out of the blue, I Google his name, and the first link that comes up is, are you one of my dream clients? Or something, which was directly to his mastermind. So I applied to the mastermind, I got sold on the mastermind, and transparently, I should never have been sold on this mastermind. It's for internet marketers, and I was the only one.

And it's like $30 grand, right?

And I was the only brick-and-mortar business owner there. They're like, oh yeah, tons of gym owners. And I've already told him, we laugh about it now. But like, anyways, I show up and I'm like, all right, all the guys show their funnels and all this stuff. And I was like, yeah, I own a bunch of gyms, I'm trying to get to 10, I've got 6. So that's kind of, I'm just here to learn, you know.

That's where I'm at.

Yeah.

And so I walked through my acquisition process because we were, we were getting 30 to 1 on the front end. So 31 LTV to cap ratio in the first 30 days. Right, not including my recurring on the backend. And I walked through— which basically means you're making 30x what you were spending.

You spend a dollar on ads, you get $30 out. On cash.

In the first month. Yeah, so when you first do these launches— which is like a good— for a lot of brands, like 1 to 3 over a year would be all right. It was insane. I mean, so it would cost us $3 to get a lead, and 1 out of 5 leads would give us $500. And the reason that it wasn't more than 31 is that that's me giving the average with the sales guys. But like when we ran it and I was selling and we were working leads, like we'd get 100. It was insane. So anyways, he saw these numbers and was like, what is going on? And so anyways, I walked through it and he said the sentence that changed my life, which was, Alex, you shouldn't be running gyms. You should be showing gym owners exactly what you showed me. And right now you're in a level 2 opportunity with a level 10 skill set. And that was— those were the exact words that he said to me. And it honestly hit me like a ton of bricks because I was like, this is my vision, United Fitness, we're gonna be America's next gym, we're gonna make America healthy, like, we've got this. And, um, but, you know, he made more money than me at the time, and so I was like, if I don't listen to someone's advice, then why am I paying for it?

All right. So you think about this, Alex came to my world, he had a gym, Level 2 opportunity, he'd love the 10 skill set, killing it, but he's capped out. I'm at 6, I'm going to 8, to 9, to 10. But no matter, like, he can keep working harder and harder and harder, but the opportunity's like only level 2. So how are you supposed to transition? You can't, right? So we transition from I'm gonna grow gyms, let me help gym owners, start coaching it, and boom, from there blew up, built Gym Launch. He was our, you know, he wanted, we have these awards, we have 2 Comma Club, which if you make $1 million in the following year, 2 Comma Club awards. $10 million to Comic Club X, $100 million to Comic Club C, and then the last year before he sold the company, that purple award right there is called the Too Hard Award, which means you gave away $1 million to a charity. Him and his wife were able to give away $1 million to charity, and then they ended up selling Gym Launch, which— give him a round of applause, that's amazing. They sold Gym Launch. That was the leverage opportunity, but over time, like, as big as it got, it was like This is now became a level 2 opportunity for them. He sold that, and now he's doing— he's doing now Acquisition.com, which is his new level 10 opportunity. So this is like— this happens in levels, right? We're always ascending and moving up from our level 2 to our level 10, and that's how you start growing and scaling. Okay, Pace is a good example. I was pulling Pace. So Pace, I had a quick little interview this morning, and with him I was like, hey, tell me the story. Like, how did everything start? He's like, well, I started and I was in construction. I was building— I was doing these houses. I was doing the work, right? Probably making pretty good money, probably pretty content. Right? But they transition from, "I'm doing the work," right? "I'm out digging for gold," to like, "What if I give picks and shovels and axes to everybody else?" And boom, he built this brand, which is now a 9-figure brand, right? Insane. So that's what I'm talking about, you guys, because I think everyone of you guys here has something inside of you. You have something. I always tell people, like, every single person in place on this planet has a calling. I think God gives everyone talents, skills. He gives you trials. He gives you problems. And the reason why he gives you those things is because you are supposed to use those things to figure it out in yourself. And then after you figure out for yourself, your job is to serve other people. And every single person who's here has been called to serve another group of people. So you're like, who's the people I'm called to serve? You've got to figure out who those people are. And then you're bringing back everything you learned, all the resources, all the things you figured out. And then you can change their lives. And that's how you change— it's the most fun, exciting thing in the world when you take The things that— again, sometimes it's like the cool things you figure out, but most times it's like the painful things you went through. And you can take somebody else who's in pain and get them out of pain. Like, how does that change their life? How does that make you feel? And it's like the coolest thing in the world. So I'm going to show you a couple of examples of friends I have that have taken information from the brainstem. I'm sure some of you guys are thinking like, well, what would I do? I don't even know what I would do, right? This is my friend Jacob Hiller. Any of you guys know how to jump, by the way? Most of you do? Oh, cool. Well, Jacob knows how to jump. He liked jumping a lot. He became obsessed with it. So he started learning, how do I jump higher? And he started doing calisthenics exercises and stuff. He got better and better at jumping. And eventually, everyone's like, man, you jump really high. He's like, yeah, that's cool. And they're like, how do you jump so high? And the very first time someone asks you that question, how do you— that's when the spark should happen in your head. You hear it once, you hear it twice. By the time you hear it the third time, you know there's a market for it. People kept asking him, how do you jump so high? How are you dunking? How are you doing this thing? And finally he's like, ah. So he created a course called The Jump Manual, launched it, and this manual has done millions and millions of dollars year in and year out for a decade. Yeah, your kids got it. Stacy and Paul Martino, these are my friends. They were in a marriage, they were struggling, on the brink of divorce. It was a mess. And they decided to change everything. Stacy ended up building a whole program— or not building a program, figuring out how to save her marriage and transform everything in their lives. And then people started asking, how did you do that? Like, you guys were like literally separated, divorced. Like, how did you come back? Now you have this passion, this excitement in your marriage. How did you do that? Right? And the next person asked, third person asked them. So they started telling their friends, started telling more people, sharing it. Their friends started having success and stuff like that. And all of a sudden, this thing, it's like, like they didn't know what it was, but it was like this calling. Like, you're called for more. One of my friends calls it a call to contribution. Like, I felt this call to contribution. Like, we need to do something. We need to do more. And so they decided, okay. And they didn't want to do it. She was an accountant, he was, I think, a lawyer, I don't know. Like, they were not like relationship gurus, but they had something different they'd figured out that was different than anything else on the market. And so they decided to eventually put together a course, a training, a seminar system. And right now, my wife and I actually had a chance, we went to their retreat in Jamaica last year with all their high-end groups, kind of like this group here. And their average— so the average divorce rate in America is like 60 or 70% right now, something crazy. The average divorce rate in their group is 1%. And they had something amazing, right? And they're called to serve. And now they're changing millions of people's lives all around the world, right? And every single one of you guys have something. Like, God gives you talents and gifts and problems and opportunities, all these things to develop you into somebody who's going to be able to change somebody else's life. That's my biggest belief. That's what I think this whole thing's about. This is Annie Grace. Anyone know Annie Grace? Annie Grace, someone who struggled with alcohol addiction her whole life. Not her whole life. After she got married and got into business, she started struggling to the point where she couldn't overcome it. She tried the traditional ways to stop. She couldn't do it, so she figured out a whole new way to do it using NLP and your mind and everything. And she overcame her alcohol addiction for herself. And then people are asking her, how did you do that? How did you do that? How did you do that? So she wrote a little book out there, posted the book online. It's a free ebook, no like opt-in or anything. Ebook had like 150,000 people download it. And we're freaking out like, and you got to teach us. She's like, I don't teach stuff. Like, Pace, I'm not going to do a course. I don't teach. It's not what I do. I'm in the corporate world. I just stopped drinking. Everyone kept asking and asking, so she's like, "Fine, I'll do this thing." And she began creating a course, event, all sorts of stuff. And now she's changed millions of people's lives, helped insane amounts of people overcome alcohol addiction, saved families, saved relationships, protected children. Like, what she's done with her calling is insane. And she's someone who's very introverted. Like, this is not something she wants to do, but she's called to do it. And I look at what she's done and how she's changing the lives of literally millions of people around the world because she was willing to step out of her level 2 opportunity and into her level 10 opportunity. And share her message with the world. I got— I can tell you tons. This is Anissa Holmes. She's a dentist making great money running multiple dental practices, and then she decided, what if I help other dentists to fill their practice? Like, she was using Facebook ads and funnels, like, to blow up her practice. Stepped out, start teaching other people, and now she's a whole community. She makes 100 times more money helping other dentists than she ever did being an actual dentist. Okay, the first time I really got this process, a guy named Matt Fury, when I— he was a wrestler. I was a wrestler growing up, and so like when I first got in this world, I saw Matt Fury and I signed up for one of his coaching programs. I remember he said the coolest thing. He said, when I got started in this world, he's like, I was a teacher and I was teaching wrestling and fitness and stuff. He's like, I got paid, I don't know, $100 a day to go to school and teach the class of 30 kids, right? Maybe $200, whatever the money was, right? And he said, he's like, I would go teach, make $100, come back, teach, make $100. But he's like, I had to go to class to get the $100 every single day. And so if I didn't show up one day, I got no money. He's like, everything, all my money was bound to how much time I was actually putting into it. He's like, then one weekend I sat down and I wrote a book called Combat Conditioning. And this book is like not a fancy book. If you open it, on one page there's a picture of him doing a push-up. And on the other side, there's a paragraph explaining how to do a push-up. And you flip it over, there's a page talking about how he did the Hindu squat, and then a paragraph explaining it. And he's got 50 exercises. He's like, I spent all weekend long, took 50 pictures, wrote 50 paragraphs, put it in a book, put a price tag of $50 on it, titled it Combat Conditioning. And this book has made him probably at this point tens of millions of dollars. Selling his book. He's like, the coolest thing is like, I did it once and I stepped away and it just keeps selling every single day, day in and day out, forever, right? I have courses and products and things that I've built, they're selling right now whether I'm here or not, when I'm in Greece next week, when I die, they will continue to sell, they'll sell for my kids, my kids' kids, my kids' kids. We structure it, set it up, and they just keep on running, right? That's the power, is you break out of your time when you get into these coaching and information businesses. Okay, all right, how many of you guys are a little more excited about like Maybe I could do this. Maybe I hear that call to contribution. Okay? Okay. So I'm gonna walk you guys through a couple key principles. If you understand these things, it'll unlock everything. So good, so good, so good.

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I learned this next one from my friend Myron Golden. Um, Myron calls this the 4 levels of value. And like when I, when he explained this to me the first time, like everything kind of connected. I was like, oh, this is why we make more money doing it this way. This is why these are level 10 opportunities versus level 2 opportunities. So the first level of value, here at the bottom, is called implementation, okay? If you are working in a business where you are in a level 1 of value, you are using your muscles to make money. You're implementing, right? So I think about this, Pace. When Pace got started, what was he? He was a contractor. He was out there, and he was out there every single day, like, working on houses. Like, I don't know exactly what he was doing, but he was putting together houses. I'm not a real estate guy. I know nothing about real estate. But he was doing that, right? He was building houses, putting stuff. Working with his muscles, which is great. And the hardest working people in this world are working with their muscles. The problem when you work with your muscles, though, is that you get capped out at a certain level. Like, you can't provide more value, right? This is where you're always trading time for money, time for money, right? And you think about this, as someone who's working in a business with their muscles, they're usually $80,000 to $100,000 a year is kind of the cap, and then you get stuck. You can't get past there, right? And so people think, like, well, I gotta work harder, I gotta work harder, I gotta work harder. And you don't make more money by working harder. OK? You can't do that. The only way to make more money— we lost my slides— the only way to make more money is to shift the level of value you're operating in. OK? Because I mean, eventually, 8 hours a day, if you work 10 hours a day, 12 hours a day, like, you cap out. You can't get anything physically past that, right? All right. OK, so first level of value, right here, level 1, is your muscles, right? Level 2 value is unification. This is management skills. This is where you come in. And you are taking a whole bunch of people's muscle, and you are unifying, you're managing, and now they're working, right? So you make more money because you're moving more things. You're getting more muscles to work, right? OK, so unification. So that's management skills, right? Now, management, you make more money than working your muscles, right? Because now you're helping like 8 to 10 to 12 people to work their muscles. So you're giving more value, so you make more money. So by shifting from working with your muscles to working with your We work in management skills, you make more, make sure you're operating at a different level of value, right? But then there's another problem with management skills, right? Problem management is you kind of cap out again. Like, good managers make $150,000, maybe $250,000 a year, but like, it kind of caps out once again, right? I don't know about you guys, how many of you guys like to be in an opportunity where you're capped out of your income? No, it's the worst, right? Like, if you're gonna work anyway, might as well, like, might as well make a lot of money. Now the problem is, again, people like, okay, we're gonna manage more people, and they say they tried like to keep continuing, but you can't make more money working harder in the level of value. The only way to make more money is to shift the type of value you're operating in. So number 3 level now is moving up to communication. Communication. Think about the people who make the most amount of money are communicators. These are people like actors, actresses, speakers, salespeople. They can speak and they can make money. Right? When you're able to speak and make money, you're not bound by time or anything else. Right? The people who make the most amount of money, you make more money when you move to level 3, which you learn how to speak with your mouth. Right? It may not seem fair. You don't work as hard speaking as you do with your muscles, but you make more money because there's more value in communication than there is in working with your muscles. Okay? And then the fourth level of value is imagination. This is where you're using your mind to make money. Okay? Now, level 3 and level 4 are my two favorites because both of these have no caps. Right? If we can use our mind to make money, we can use our mouth to make money, then we don't have any financial caps. We can make as much money as possible. Right? So that's what the 4 levels of value are. I'm curious if you guys are thinking about your businesses right now, like what level of value are you currently operating in? Okay, a lot of you guys are in 1, right? Yeah, it's usually the way it works when you first get started. You're the one, you're doing things, and then you start building a team and you level up. Now you're managing a team, right? But you're still capped at these things. So question like, how do I break free? Like, I don't want to have a ceiling. I cannot do it at level 1 or level 2. But most people are stuck at level 1 or level 2. So if you want to get unlimited wealth, you want to have no ceiling, if you want to grow, you have to move up to the next levels. All right, let's talk about level 4 first. So level 4 is imagination. I want to talk about this because this is the one that's harder for people to grasp. I think most people are easy to like, oh, I understand what sales are, I understand communications, but what is imagination? Okay, so let me explain to you guys how imagination works. So it starts down here with each of you. How many of you guys remember back when you were a normal person? OK? Before you came. It's a long time ago, right? So what happens for most people is they come in and they're a normal person. And they have something they want, something they desire, some kind of big result they're looking for, right? So here is— this says result. I have horrible handwriting, but you get it. OK? So there's a result. This is the thing that you want, right? And so it could be anything. It could be— let's say you're down here and you're like, I want to lose weight. The result, I want to lose 20 pounds. So you have the result you're looking for, right? And you start going on this journey. OK? So you're going on a journey trying to get the result. And you're like, what should I do? What should I do? And you start pursuing the result. And let's say, I'm going to start— I'm going to do the paleo diet because that one sounds really cool. I saw it on my news feed 5 times a day. So you start the paleo diet. You're like, oh, this is amazing. And all of a sudden, ooh, and you mess up, right?

Oh, crap.

So you come back to go, OK, I'm going to try again. I'm going to try— this time I'm going to do the keto diet. So you're like, I'm going to do the keto diet. You're going. It's like, this is amazing. And all of a sudden, wah, and you wreck again. You're like, ah, dang it. And so you try the next one and the next one. And what's crazy? I bought a female weight loss business 2 years ago called LadyBoss. When I bought it from Kaylin Pollan, who owned the company, she told me, she said, the average woman in America goes on 8 diets a year. 8. OK? And each one costs something. Yes. 8 diets a year. You think about this. So that's like, this is 8 times, and they're not ever getting to the result, right? Think about this in, if you want to start a business, like real estate. Before you met Pace, you tried something, it was like, ah, and you're like, duh, duh, duh, and like you tried multiple things before you got the result. How many guys, that happened to you, right? Okay, and it happens over and over again. But what happens eventually, if you stick at something long enough and you start working through it, working through it, eventually you get the most powerful thing where you go through it and you get to the end and boom, you get the result. Okay, and you're like, I got the result, I figured it out, I got the thing, right? And then what happens is that in that journey, you get the most valuable thing in the world. The thing that you get is now you have a map. You know how to get that result. You've done it. When I got started in this business, I was like trying to figure out how to make money on the internet. I was trying to sell stuff on eBay, on Craigslist. I was trying to do this, like all these different things, right? I was trying a thousand different ideas. And eventually I was like, I made a potato gun. I put it together. I did the whole thing. I launched it. And all of a sudden I got the thing. I made my very first sale. I was like, I have a result. I did it. Like, I was trying like 2 years, and I went through all these things. And finally, somebody bought something from me on the other side of the world. They bought something for me and they gave me money for something I created. I know how to do this now. Like, I have a map. I told you the telegomarket's not that big, but I have a map now. I know exactly, I know how to go from here to here. I can do it over and over and over and over again. And I did. I was like, hey, speed reading. I know the map. Boom. Made money with it. Hey, couponing. Boom. Hey, boom, boom. And I did it 150 times because I had a map. I knew exactly where to go. I kept using the map over and over and over again, okay? If you lose weight, you figure out the whole process. I lost weight and I finally, I had tried a million things, but this was the map that actually worked. I had this map. OK? The map is the secret. The map that you have, like, that is the value. And every one of you guys has a map. Every story I showed earlier, Jacob Hiller wanted to learn how to jump. He tried a million different things, figured it out, boom, he's got a map. He can work with any— it's like a recipe, right? If someone gives you a recipe to build a cake, to make a cake, is it hard to make a cake? No, you're like, oh, step 1 is this, step 2, step 3, and then you make a cake, right? Same thing here. Jacob's like, I want to teach people how to jump. I tried a million things, did things that work the best. He can work with any single person, give them the map, give them the recipe, and the person can increase their vertical. Right, Stacy and Paul Martino with their marriage thing, they tried a bunch of things. One thing worked, they got a result. They have a map. They find people who are struggling in their marriage, like, we have a map. Like, come here, I'm gonna show you the map. And they take them on this journey and they give them success.

Right?

Pace was talking to me earlier today, I was like, what's the first deal you did? How did it all work? He told me, he tried a whole bunch of different things, eventually got it, got a map, and started sharing with people. Was the Circle K, the parking lot, first time 3 people showed up, he's like, dude, I got 'em. And he was so excited. He wasn't trying to make money, he was just excited he figured something out. He's like, let me show you this thing. And next day, like, 20 people came, then 100 people came, until eventually there was a whole gang of people at 5 in the morning showed up at Circle K, right? Because he was so excited about his map. Okay? Every single one of us has a map to something, and it could be anything. It could be in real estate, it could be in fitness, it could be in, like, whatever it is that you got. The hardest thing for most people, the reason why they struggle with this idea of, like, imagination, is that typically the thing that you have that can change most people's lives for you is a superpower. And you don't even know it's valuable. That's the biggest problem. It's not that you don't have something valuable, it's that you don't know it's valuable. 'Cause it's second nature for you. Like, you show me a sales funnel, I can look at a sales funnel in 3 seconds, I know exactly what's wrong with it. It's like, yeah, change that headline, it's wrong, move this, that's the wrong order, change that, da da da. It's like second nature to me. All I've done for 20 years is look at sales funnels. I don't even think about it twice. People pay me $250,000 to come in a room with me for a day and be like, move those 3 things. Like, are you guys, how do you not see this? It's really simple. They're like, I don't know. They write me a check for $250,000, and I'm just like, move those 3 things. Okay, for me, it's my superpower. It's not even like— it's not even hard. But for them, it's insane. It's a superpower. And every single one of you guys is gifted and born with a superpower. You don't even know you have it. You think it's second nature. And that's why when you start sharing this stuff with people, and people are like, how'd you do that? How'd you do that? How'd you do that? Yeah, I had me the third time. It's like, oh my gosh, is this a superpower? I didn't even know this whole time. I didn't even know.

Right?

I know how to get a result for somebody. I have a map. And this map is the coaching, it's the book, it's whatever the thing is for you. Right? And what happens for most people, it's happened for me, I started building funnels, my potato gun funnel, people found out about it, they started inviting me to speak at events, I showed them my potato gun funnel, I showed another person, I kept doing it. I spent 8 years traveling to seminars teaching people like, this is how I made my potato gun, and people were all freaking out. They kept asking the same question over and over and over and over again to the point where I was just like, if I have to answer this question one more time, I'm gonna kill myself. I get that bad. I was talking about this before we came down here. He was saying these— like, I kept answering the same question day in and day out. It's like, the reason why I finally decided, like, fine, I'll make a community training, is because I kept answering, like, asking the same questions over. I want to create something I can give people so they can listen to that, and then we can have, like, intelligent conversations. Like, I feel the same way. My first book literally was written because I was so tired of having the same conversation a thousand times. I'm like, read this book first, and then we can have a good conversation. It was just taking my map and Putting it in a book or a course or a coaching program or something, but you're taking this thing and you're putting it out there for people to be able to use the map to get the result. But that's what we're talking about. That's level 4. This is imagination, how you imagine you're creating this thing out of thin air. That's your result, right? You know the steps. And all it is, when you're creating this map, I call it a framework. And basically all it is is a framework. You're taking people on steps, right? You know, okay, the first step you're gonna, like, To be successful and to get this result, the first step is this. Second step is this. Third step is this. Fourth step is this. Fifth step is this. And that's it. It's this framework. Here it is, step-by-step process, right? If you look at any book, you open a book and you flip to the beginning, there's a table of contents. All the book is is like, here's the step-by-step process to get the result at the end. Right? Look at coaching program, usually there's modules. You log in. I logged in to the Sub2 members area last week. I got an account. I logged in there, and there's like 4 or 5 different trainings in there. You log in, it's like, oh, here's step number 1. It's just like the steps to get the result, right? It really is that simple. Everyone tries to overcomplicate it, make it this big fancy thing, but it's not. It's just you got a result you figured out, you've got a map how to do it, and you're going to go and create a framework. That's imagination. You're imagining this thing that's not real. Nobody else ever had it. It's coming out of your head, right? That's how this game is played. If you start thinking about this, if you want to become a coach or a writer or an author or whatever, You need to become a framework creator. So I start thinking in frameworks. This is how the best coaches, the trainers, this is how they do it. How many of you guys have ever been to Tony Robbins UPW? Cool. If you haven't, it's worth it, especially if you can walk on fire. It's insane. So Tony changed my life. My wife and I have been married 7 years. We were struggling. I went to Tony Robbins. I walked on fire, blew my mind, sent my wife, changed our marriage, changed our relationship, changed everything. It was amazing. And then I went to UPW a couple years later. We did it again. Went to Date Destiny. Did the whole Tony Robbins circuit. Fiji, like did the whole thing, loved it. And then, um, took a couple years off from going to Tony events. And then, um, and then, uh, during COVID when COVID hit, my kids are home, they're all kind of struggling. I was like, hey, Tony's doing a virtual UPW, we should sign up all the kids. We signed all the kids up for UPW, and I sat— we sat down in this room at my office and we're all watching it together. And, um, and at the time I was teaching people about creating frameworks. And Tony got up there, he did his normal Tony stuff for a few minutes, and all of a sudden Tony stopped and he said, okay, first thing to talk about is this. And boom, he went in and And instantly he started a framework. It was like, I can't remember which one the first one was, like the 3 core things of leadership. And he's like, number 1 is this, number 2 is this, number— and I was like, huh. And I wrote down in my notepad, I wrote the 3 core leaders of leadership. And then he went to the next one, and he taught that for like an hour. And then the next thing, he's like, oh, this is the 5 skill sets of blah, blah, blah. I was like, huh. And I wrote down that. And wrote down again. And in the first day, if you look at the very first day of UPW, I challenge you guys all to do this. After UPW, watch the first day. The first day of UPW, UPW, all Tony did for the entire day is he had 26 frameworks he taught. And every single one of them was like, here's a story, and then like, here's a framework. It's the 3 steps, this is 7 steps, is the 5 ways to do this, the 2 ways to do this. Like, each one's just a framework to get a result. And so the UPW, day number 1, there's 26 results Tony's trying to get you, and that's all he does. I took away the magic. I was like, it's just frameworks. That's all it is. So what are your frameworks? You start thinking about this. Like, if you're good at something, like, what, like, what was the step-by-step process that got you the result? That's your framework. And that's how we start this game. Okay, so you know, what are the frameworks you have? This is where imagination comes from, is you're imagining these frameworks. Like, I got this, I got this, I got this. Right? I just taught you guys Myron Golden's 4 Levels of Value framework. He created that framework, I was like, that's amazing. I'm like, Myron, can I share that? He's like, sure, as long as you give me credit for it. I'm like, done. So I just taught Myron's 4 Levels of Value framework. Right? All my teachings. So I'm noticing all the greatest speakers in here, almost all of them are gonna have a framework. You start looking at it through that lens, like, oh my gosh, they're just teaching me a framework. They have a result, they know how to get the result. Like, who spoke, did Adley speak yesterday, I heard? Okay, she's got a billion views. How many of you want a billion views? So do I. Then she had a framework. She just taught this. It's crazy. I bought her course like 2 days ago, and then like, I didn't know I found out she's speaking. I was like, oh, I just bought her course because she had a result and I wanted the course. I wanted the result. I wanted her step-by-step framework, right? I'm assuming yesterday she gave us, here's the step-by-step process how to get a million views, right? You just learn the framework. Okay, so that's what you have to do. You have to become framework creators. Okay, I'm gonna pull you guys out of the matrix right now. You guys are consuming frameworks, which is great. But if you want to shift levels of value from level 1, level 2 up to like level 4, now it's your job to start thinking in frameworks. What's my framework for this? What's my framework for this? And you start thinking through those. And this is where everything shifts for you. OK? So that's the first step in really understanding how to start being a coach. And at first, you're not going to know. So first, you start helping people. You start taking them, start doing this, start doing this. Like people start asking you questions. You're like, oh, let me go find the answer to that. That's a great question. I don't even know. You research the question, come back like, that's how we do this. And you start learning and growing. And that's how you start developing. Your very own frameworks. Okay, so that's the, that's level 4 imagination. Now I want to step down one level to communication. Okay, because after you start creating these frameworks, there's a lot of ways we can package it, right? You could package it as a course, as a community. You could package it as a live event, as a book. If you look at— in fact, let me show you this real quick. This is, um, this is something— I don't have a slide for this, but this is a thing that, like, when I started understanding this, it changed my life forever. So this is the, this is the principle. The principle is this: people will spend more money for the exact same content packaged in a different way. Let me say one more time. I'm tweaking a little bit. People will spend more money for the same framework packaged in a different way. Okay, so somebody comes in my world traditionally, they see an ad online, they see me jumping around like, oh, it's Russell Brunson. I get them to buy my first book, which is called DotCom Secrets. They buy the DotCom Secrets book and teaches them all my frameworks about funnels. Now the book they can buy for free, they pay like $9.95 shipping and handling, so $10, they get it and they get all my frameworks, okay? And it's amazing, right? And they can look, it's like, look, if you just read the book and follow, like, you have everything. Like, everything I know is in there. Like, that's it. I got nothing else. I'm kind of out of ideas after that. Here's all my framework from one book. There you go. It's free, covers shipping and handling. So you think if I did that, that nobody would ever buy from me again, right? Because it's like, well, I have everything Russell has, it's done, right? But no, no, people will spend more money The same framework packaged in a different way. Okay? The first time I got this, when I first got into this world, I was just out of college and I remember going to my very first seminar. And one of the speakers talked about a book called Think and Grow Rich. How many of you guys ever heard of Think and Grow Rich? Okay. I'm the biggest Napoleon Hill fan on the planet. I'm a collector of his memorabilia, his stuff. Anyway, that's a story for another day. But anyway, so they told me to read Think and Grow Rich. So I remember going to the bookstore, going to Barnes Noble back in the day. Bought a copy of Think and Grow Rich for $9.95. And I put it on my bed stand next to my bed. I was like, I'm going to read that book because everyone said I should read it. And every day I'd look at the book. I never read it, never read it, never read it, never read it. And then 3 months later, I go to the next event. I get to the event, and the first person's like, who has ever read Think and Grow Rich? I was like, I wonder if I have. I'm like, I'm lying. I have it, but I haven't actually read it. So I get back home from the event. I'm like, OK, got to read it, got to read it. Look in the book. Let me read it. Going to read it, going to read it. Didn't read it, didn't read it. Went to another event, same thing. I was like, oh. So I remember the third event, I was like, "All right, I need to read this, but I don't have time to read it." So I went to eBay and I went and I typed in "Think and Grow Rich audio course." And this is before there was audiobooks or Audible. This is 20 years ago. And so I found a CD set of Think and Grow Rich for $100. So I bought it, it showed up at my house, and over the next like week, in my car, when I was driving around, I listened to the CDs and I listened to the book Think and Grow Rich. Okay, now think about this. Was there any difference between the book Think and Grow Rich and the audiobook? They're word for word the same. The book was $10, audiobook was $100. 10 times more money for the exact same framework packaged in a different way. Okay? So, someone comes to my world, right? First thing they buy is they buy the DotCom Secrets book, they learn about funnels and frameworks, all this kind of stuff, like, this is amazing! And they have everything I got. But then I'm like, oh, by the way, if you want to go deeper on this, I have a home study course. Right? The book is free, covers shipping and everything, home study course is $997. And a huge percentage go and they buy that. But why would they buy that? It's the same thing, it's me. Me teaching the book in a video format. Why would they pay that? It's a different consumption style, right? But then that's not enough. Then after that, it's like, we have a live event called Funnel Hacking Live, and people pay $997 for it. And they come to this, right? And this event, we have all these speakers, and all we do though is I have speakers teach different parts of my frameworks. Like, I have my students like, oh, you were really good at this part, teach this, teach this. And we get 5,000 people to come in the room, they pay $1,000 to be there. And I'm always in the back like, I'm just teaching the same things that are in the book, but they're here. They're paying tons of money because they want the different experience, right? And then from there it goes to the next level where we have our first coaching program, which we have a $25K coaching program, we have a $50K, we have $150K and $250K, all these different levels. And guess what happens at every single step of the, of this coaching program? I teach the exact same frameworks in a different way. One time I'm in a big room, one time in a small room, one time in a mastermind room, but it's literally the same thing. People spend more money for the same frameworks packaged a different way. They're paying for the experience. How many guys know Sub-2, like, again, I'm not a real estate guy. Pace told me today what sub-2 meant. And I learned about the bunnies. You guys know the bunny story? This is amazing. I want to go buy a huge bunny now. Anyway, my guess though is like on YouTube you could probably watch most of Pace's core frameworks on YouTube and get them, right? Then why are you guys here? Yeah, for me? Oh, thank you. They're here for me, Pace, apparently, so. No. Okay? So understand that like you create these frameworks, but people will pay you more depending on how you're packaging, right? So it's not like you have to create a million different things. It's like I'm just teaching the same thing I've been teaching for 20 years, right? But I'm doing it in different ways, different ideas, different things bringing in. And so that's the imagination is creating these different things. Creating your own programs, okay? Okay, so communication. I wanna talk now about how do you communicate? How do you actually sell? So guess what? I have a framework about that. You guys wanna see it? Okay. You guys know what I'm doing now. I just told you the secret. So, sorry about that. So this is what I call my 3 levels of selling. So, first level of selling. First level of selling is face-to-face. How many of you guys sell face-to-face right now? Okay, awesome. Face-to-face is awesome. Now the way to master face-to-face, there's 2 things. Number 1, you have to master having a really, really good offer. The better the offer, the more money you're gonna make. And number 2, you've gotta have skill set. You have to learn how to actually communicate, right? And so if you're selling face-to-face, that's great. It's a great way to do it. The biggest problem with face-to-face though is you are captive again. You can't get past that, right? How many sales calls can you do today? How many things do you like? You're capped out at a certain level. And so that's the first thing to understand, is like the bottom level is face-to-face selling. And it all comes down to having a good offer and good skill set. Okay, so when I saw— I started my company, we started this first with me calling people on the phone selling stuff, and eventually had a sales team selling people stuff. But it was all face-to-face, one-on-one. And like, again, first level value was me working with my muscles calling, and I got a team I was managing, but we kept getting stuck because it's just like so many people and overhead and stress, right? This is my friend Jamie Cross. She creates these soaps, and when she got started her business, she would go— first she went door-to-door selling her soaps, and eventually went to farmers markets selling soaps. But it's always this one level of selling, and she got really good creating an offer, her skill set to close people. She was amazing, but she could only go to so many farmers markets, she could only go to knock on so many doors. She kept getting capped at that level, right? Brad and Ryan, these are financial planners. Same thing. They were great, great salespeople, great offer, but they were going kitchen table, kitchen table, and they were capped out on the same thing. So the first level of selling is important. It's important to get good at it, creating good offers and having good skill set how to sell those. But then the next level of selling is way better. So level 2 selling is called one-to-many selling. This is where you take your offer and your skill set, but instead of selling one-on-one, you sell one-to-many into an audience. And for me, this is— I know I don't seem like it. I am extremely introverted. If I met you guys in the hallway today, I probably was like awkward, like, sorry about that. Um, I don't like one-on-one sales face-to-face, like stresses me out. So for me, as an introverted college kid who was too scared to pick up the phone and call, I had to figure out a different way. So I started studying and learning this one-to-one selling. How do you sell one-to-many? And back in the day, we were doing— do you guys remember teleseminars? You guys still do teleseminars? So back in the day, everything's teleseminar. So I would like, I would promote a teleseminar and I'd pick up the phone and I had no idea if the if there was anybody on the other line, 'cause I couldn't see it. I'd mute everybody and I'd start talking. I'd speak for 60 minutes and I'd sell something. And the only way I knew if people showed up is if somebody bought at the end. If they didn't buy, then I'm like, dang, I don't know if anyone's even on this thing. But like, I learned to do this one-to-many selling. And this is like, for me, my favorite thing. Like, here's a picture of me. I had a chance to speak at Grant Cardone's 10X event. This is me speaking in front of 9,000 people, which is crazy. But you wanna hear what's really, really cool?

Huh?

You guys are way better. So check this out, okay? So I speak in this event, one-to-many selling. So Grant gave me 90 minutes on stage. I was selling a $2,997 offer. There were 9,000 people in the room. I did the pitch, and from that pitch, 1,079 people bought in 90 minutes. Is that cool? Okay, now what's crazy about this was in the Mandalay Bay, and so if Well, if you've been there, it's a big stadium, and then for people to buy, it's like you have to run up the things and go meet me by the concession stand over there, and I'll have my order forms. So, and I was like, if anyone buys, I'll get a picture with you. I had no idea if people were going to buy or not. I thought they would, but— so we did this thing, and it was crazy. We had 1,079 people bought, which meant, if you look at Mandalay Bay, there was 3 rows of people lined up around the entire thing, standing in line, waiting to give me $3,000. Damon John was up next, and the audience was basically empty while he was on stage, because they were all buying from me. It was crazy. I have a 1-minute clip of the table rush. Do you guys want to see what it looks like?

Okay.

Hey, my name is Russell Brunson, and February 23rd of this year, something special happened. Grant Cardone put on an event called 10X Growth Con. It was about how to 10x your company in the next 12 months, and I was invited to speak about ClickFunnels and then make an offer to the audience selling ClickFunnels as well as a training package. And as I stepped on stage the very first time, looked out over 9,000 amazing people, and over the next 90 minutes I gave a presentation where every second was scripted and choreographed with one goal, which was to get people to stand up and to run to sign up for ClickFunnels. The goal was $3 million in sales, and we ended up doing over $3.2 million in that 90-minute window. Russell Carl Brunson spoke to 9,000 people. 1 out of 9 people purchased his product. The reason why I've come has been him right now. You know, he's the best in the world at what he does.

Actually, I had to act right away.

I drank the Kool-Aid, I'm swimming in it. If you don't get this program, you're crazy. Very evident. Look at the crowd. Anyway, so— So that's one-to-many selling. This skill set is one of the most powerful, profitable things you can learn. Because if you have a coaching program, you're selling one-on-one, it's good. You can make $1 million a year, but you're going to cap out, right? The way Pace builds his company is not him speaking one-on-one with all you guys. More so than anybody kind of does with all his meetups, but it's one-to-many, right? I think about this, like, especially for someone who, like, my goal is to have as much impact on the world as I possibly can while I'm here. If I was to go and try to sell and talk to people one-on-one, I did the math, there's 9,000 people in the room. I had a 90-minute presentation. If I like lined those people up in a row till I talked to them, it would take me 810 minutes to take, to have the same impact on all those amount of people. It would have been 6.49, 6 years, 6 and a half years basically for me to talk one-on-one to people to do what I was able to do in just 90 minutes. Right? That's the power of this. And so one-to-many selling is, it's the next level and it's the next skill set you guys have to master because as you want to start growing and scaling, get your message out to more people, like this is next level. This is a 1-minute clip from Myron Golden. How many of you guys, when you hear like get-rich-quick scheme, you're like, ah, you get this like nasty feeling? So I asked Myron about that and he gave me this 1-minute-long response, but I think it's really powerful and illustrates like why you have to start transitioning from one-to-one selling to one-to-many selling. Check this out. But we talk about the difference between getting rich quick and getting rich slow, right? So it starts with the question, if you make $1 million, are you rich? And the people who are watching on YouTube right now, you can just answer the question in the chat. Like in the comments, if you, if, if you make a million dollars, are you rich? That's a good question. And some people say yes, other people would say no. I would say it depends. How long did it take you to make it? Because if you make $25,000 a year and you work for 40 years, you've made a million dollars. Are you rich?

No.

What if you make the same million dollars in one year? Yes. But it's the same amount of money, so it's not the amount of money that makes you rich or poor. It's how fast or slow you make it. Wealth denotes speed. So my philosophy is this: either get rich quick or you'll stay broke for the rest of your life. Oh, Myron dropping the bombs. Okay, so I want to show you guys, because like, again, if I was to go do $3.2 million in sales one-on-one, it would take me 6.5 years working 40 hours a week. I was able to do it in 90 minutes. Because I worked one-to-many. Okay, that's the next level of understanding selling. And then the third level, and this is the one that's actually my favorite, is adding in automation. So it's face-to-face, then shifting to one-to-many, and then shifting to automation, which we call sales funnels. So what a sales funnel is, is— how many of you guys know what a sales funnel is? How many of you guys have been through a sales funnel before? If you're here, you've been through multiple sales funnels, I promise you that. I won't go deep into what it is, but it's basically a system It's a set of pages that take you through a process, right? It's called— yeah, you guys are at the back of the sales funnel right now. Yeah. So this is insane. Speaking for 9,000 people one-to-many is amazing, but it happened once, right? I don't get to do this every single day, every single week, or every single year. But what's cool is that exact same presentation that I delivered to 9,000 people and doing $3.2 million in sales, last month we had 42,983 people who registered for a webinar and watched me give that exact same pitch. And I wasn't there. I was not working. I was hanging out with my family, with my friends. And it just keeps happening over and over and over again. That's called automation. So after you master one-to-many selling, then you can automate that where that one-to-many selling is happening 24 hours a day, 7 days a week without you actually being there. And that's what sales funnels are all about. I was able to go with our company at the time when I was selling one-to-one, we had 60 full-time sales guys. I literally replaced 60 full-time sales guys with one auto webinar funnel. Talk about not having stress with 60 sales guys. Like, it was amazing.

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That's it. I remember when first time I met Tai Lopez, he was interviewing me on this thing. It was like, you guys know Tai Lopez? I got invited to the Tai mansion, which is this crazy place. So we show up and it's like 10:30 or 11 o'clock at night and his team's down. They have like these, these like painter poles, and on these poles they have all these different phones like hooked to them. And he's like, you want to go live? I'm like, sure. And so he loads and he hooks up like, I don't know, it's like 20 different accounts. He's pushing live on all these different phones. And so we're talking to like 30, 40, 50,000 people. It starts at like 11:30, 12 o'clock at night. We go till 4 in the morning. It was like the most weird, insane thing ever. One of the questions he asked me, he's like, Russell, you built ClickFunnels over $100 million a year. He's like, how big is the sales team that's running this thing? I was like, oh, there's only one of me. He's like, what? I'm like, yeah, it's just me. We just drive traffic and then I sell on a webinar and then they buy it and then we drive more traffic and then that's how we did it. He's like, doesn't make any sense. I'm like, yeah, but that's just, that's all I know. That's how it works. So that's shifting to the third level of selling. Like, after you figured out how to communicate one-to-one, one-to-many, and then automating it, that's the power. That's what frees you. I look at Jamie Cross. I told you guys earlier, she was selling soap at farmers markets. She came to our world. She's like, hey, I know, I know the pitch. I've done it face-to-face a million times. I know how to get someone at a farmers market, they're walking past, to get them to stop, come to me, how to close them. I I know door-to-door how to close them. I was like, cool, you know how to sell. Let's transition this online. So we created a very simple funnel with her where the very first page is her doing the same pitch she would do face-to-face, upsells her pitching the next thing, and then we made the videos, launched it, and 8 months from her launching this funnel, she won her very first Two Comma Club Award. It's gone on since then to win a whole bunch of other awards as well. That's the power. So those are the 3 levels of selling: face-to-face, one-to-many, and then transitioning into sales funnels. Okay? And that's why Again, I believe that selling information is the greatest business in the world. So my question for you guys, and then we're gonna open up for some Q&A here for a little bit, is for all you guys, like, what is the result that you already know how to get? You've already done it, you figured it out, it's your superpower, you don't think it's that big of a deal, you're like, ah, it's not that cool, it's not that hard. Like, what is that thing that you have that could literally change the lives of people who are 5 years behind you? 5 years behind you. A lot of times people ask me, they're like, Russell, like I'm new to this thing. Who am I supposed to serve? Who am I supposed to help? I don't even know. And the reality is the person that you are called to serve traditionally is you 5 years ago. That's it. 5 years ago, you started on this path. 3 years ago, 2 years ago, whenever it was for you, but you started on this path. You wanted this result. You tried this and you tried that. You tried 20, 30 different ways to get the process. You couldn't figure out. And somewhere along the journey, you figured out how to get it. And you got the result you're looking for. And you have this map. And that map is worth— millions, tens of millions, hundreds of millions of dollars. This is a level 10 opportunity. You can sell it, you can scale it, you can help insane amount of people around the world because you have this map. And the person you are serving is you 5 years ago. It's always some people ask me, Russell, how do you write copy so good? How do you know in the webinar what to say? I think back when I got started in this business, I was 13 years old. 13-year-old kid, I was sitting with my dad and we were watching the news. And usually my, like, when the news would start, my dad would send me to bed. For some reason that night he didn't. I was like, oh, He goes, my dad, watch the news. We watch the news, news ends, and then all of a sudden like M*A*S*H comes on. And usually he's like, M*A*S*H is on, he's kicking the bed. He didn't say anything. I was like, oh. So we're watching M*A*S*H, da na na na na na, and I'm like, so cool, I'm watching M*A*S*H with my dad. Then M*A*S*H ends, and all of a sudden this infomercial comes up. This little guy, Don Lapre, selling tiny little classified ads. You can make money selling tiny little classified ads. Any of you guys remember Don Lapre? Okay. I'm a 13-year-old kid, I'm watching this infomercial. He's like, I had the— and the guy's got a ton of energy. He's like, I had, um, uh, he's like, I placed an ad in a newspaper and I made $30 profit. All my friends, my family members made fun of me. He says, if I took that exact same ad and I put it in 1,000 newspapers and I made $30,000 profit. And my 13-year-old brain's like, oh my gosh. I'm like, Dad, are you paying attention to this? My dad's like half asleep. I'm like, what? I'm freaking out. Like, I could buy an ad in a newspaper?

I could buy—

I was like freaking out. I was like, Dad, Dad, I have to buy this. And my dad's like, you're not going to buy buy that. No, I need to buy that. It's like, no. And I kept begging. He's like, if you want to, if you want to buy that thing, you have to earn it. I remember the infomercial, like, if you call the next 3 minutes, we'll throw in these 2 bonuses. I'm like, Dad, we gotta buy next 3 minutes. He's like, no, you can't. I was like, ah. So I grabbed the pad of paper, I wrote down the phone number. I was like, okay, I'm gonna get— I can't get 2 bonuses. I was stressing out. And I'm like, Dad, I gotta make $40 to buy this kit.

He's like, okay, what do you want to do for him?

I don't know what I'm going to do.

He's like, hey, you got to tell me.

I said, okay, whatever you want. So he had me mowing lawns, he had me doing like all this chore for like a month. he's like, I had the. And the guy's got a ton of energy. He's like, he's like, I had. He's like, I placed an ad in newspaper and I made $30 profit. All my friends, my family members made fun of me. He says, I took that exact same ad and I put it in a thousand newspapers and I made $30,000 profit. And my 13 year old brain's like, oh my gosh. I'm like, dad, are you paying attention to this? My dad's like half asleep. Like, what? I'm freaking out. Like I could buy an ad, newspaper I could buy. And I was like freaking out. I was like, dad, dad, I have to buy this. You're not going to buy My dad gave me his credit card. I gave him my $40. I put in the number, get the thing. Week later, the info kit shows up in the house. I get it. I read that, rip it apart. I read the thing. It's like the most insane thing in the world. I'm so excited. Like, all I want to do is place classified ads. I'm gonna be rich. It's gonna change my life forever, right? I'm freaking out. Only problem is you have to pay money for classified ads. I didn't know that. So I was like, Dad, I need some money for classified ads. He's like, you got to go earn it. I'm like, dang it. So I'm like earning money, place my first classified ad, but I didn't have anything to sell. So I just made up something. I'm like, well, if someone sends me money, I'll go figure out how to make that thing. Put the ad out there. Nobody bought. I'm like, dang it. So I was out of money again. And then I'm like, OK. And at the time, again, I'm 13-year-old Russell. But back then, I didn't go by Russell. I went by Rusty. So I was thinking, this is Rusty. And so Rusty is like getting this stuff. And then I'd go with my mom to the grocery store. I remember we walked through the grocery store. And you know they have the magazine rack? In the magazine rack, there's this magazine called Small Business Opportunity Magazine. You guys ever seen it before? It's got these cartoon people on the front. I was like, oh, Mom, I need this. It's like 150 ways to start a business for under $100. I'm like, Mom, I need this thing. So she buys me the magazine. I go home, I start reading the magazine. And if you've ever read Small Biz magazine, it's the best one. It's 140 pages of ads and 4 pages of articles. So I, again, 13-year-old Rusty read every ad. I'm like, this is amazing, I can start a business painting stars on people's ceilings. This is amazing, I can start a business selling gold by the inch at the mall. This is amazing, I can start a business selling donuts, little donuts at the fair. Like every single one. And so every single one had an info kit. So I called them up like, hey, Send me an application. I want to draw stars on people's students and make millions of dollars. Thank you. Yeah. Yep. Okay. Thank you. Boom. Call next one. So I sat there calling 150 ads every single month, and what happens? I started getting mail. Junk mail. Well, it's called junk mail. It's the greatest stuff in the world. I started getting mail in the mail every single day. Letters after letters. And what happens in the biz op space is they all send you their package to make money, and then if you don't buy their thing, then they sell your name to somebody else, and they sell it again and again. So I went from little Rusty getting, you know, a dozen letters a day in that I'd come home from junior high and there'd be a dozen. They're like, my parents have their 2 letters and I have 12. I'm like, oh, I take these in the room, I sit down in my bed, I open, I'd read every sales letter like, oh, this is amazing, right? I tell my family, I'm gonna be a millionaire very soon, any day I'm gonna be rich. And they'll make fun of me and they laugh at me, all sorts of stuff, right? And then that'd be 12, next day there'd be 20 letters, and then those people sell it, and the next day be 40 letters. They got the point where like I come home from, I'd come home from, from junior high and and there'd be a box of mail, 60, 70 letters. And little Rusty would take that and read every single sales letter. And as I sat there reading sales letters, I would take in like the ones where I'm like, this is amazing, I put in one stack. Ones I'm like, that's dumb, I put in another stack, right? I started looking at that. And I knew what the ones were that got me excited, made me want to do this, right? The ones I read like, this is amazing, I want to do that. Like, that's what I want to do. And the ones like where I was bored by it. So nowadays, when I'm creating something to sell my audience, I just think about Rusty, 12-year-old Rusty. If I was sitting in my bed holding this letter, like, would I be like, eh? Or I'd be like, Mom, I need to borrow your credit card. Right, that's it. That's what I'm thinking about. Okay, so you guys gotta think about this, like the person you are serving is you 5 years ago. You've got the result already, you know the thing, you've got the map, right? If you have some way, it's gonna be a course or an event or a, it doesn't matter. Like we can go, like if we had another 5 days, we can go deep into all that kind of stuff. But for right now, I just want you to think about what is that thing, right? And then think back about you 5 years ago. Like what were you struggling with? What were you frustrated? Like what would it be like to go help you 5 years ago and change your life? Get you out of that pain, get you success faster. What would that be like? It's the greatest journey in the world when you start changing people's lives, right? I can tell you guys from being on this side now, I've been doing this for 20 years, like the best feeling you will ever, ever feel is not you having success. Like you getting the result is like amazing. It's like, ah, I got the result, that's awesome. You getting the result for other people, infinity times better. Every single time someone comes to me, like we, Pace talked about, You know, we have the 2 Comma Club Award where someone wins, they make a million dollars, they come on stage and get a picture with us. Like thousands and thousands and thousands of people. And every single one of our events, they come up and we sit there for 3 hours handing out these awards. And it's like people, tears streaming down their face, like, dude, you changed my life, you changed my life. I'm like, that was way better than when I won my 2 Comma Club Award. Helping them, so much better. And so your life will become richer as you start stepping into your level 10 opportunity, you start helping other people with the things you already know, the talents you have, and you will make more money doing that than you ever could anything else. It's like Zig Ziglar said, you'll get— you can have everything you want in life if you help enough other people get what they want. I look at Pace as the perfect example of this. I've never seen some human being on this planet serve more than him. I feel like— yeah, he's giving out hugs. And I'm not just saying that. Like, I, in my mind, I thought I was serving at a high level with my audience, and I do. And like, I put a lot of effort. And I met Pace the very first time, I was like, holy cow, there's another level to this game. And you see it. And you see it while you guys are here. Like, the value he provides you guys is insane. And I'm just grateful. That's why when he messages like, hey, can you be here? I'm like, whatever you want, dude.

I'm here.

I've seen the way you serve other people. You've served me. I'll drop everything to be here because of him. And that's how you win this game. Okay, I think I have about 15 minutes left. Is that still cool to do some Q&A? I heard that was the plan. Was that still the plan? Okay. Josiah did thumbs up, so we're up. How does it work?

Okay, she's got a mic back here. All right. Hi, thank you. I'm Ingrid Hernandez here from Ayers. No, we did not go to my house last night. So one of the things that this group is thinking about, and obviously all we need to do is buy your book, so the only reason I'm up here is because I want to ask you kind of a different question. What we have to do is come up with our Mount Everest, so like the thing that is purpose-driven in our lives that can change the industry. So I'm curious, now that you've had so much success and you're kicking ass and taking names even though you're an introvert, which is great, what is your Mount Everest? Like what is, what is Russell, not Rusty, in 5 years, like, what kind of impact are you looking to make in the world?

Ooh, that's a great question. Yeah, man, you guys are banging hard questions. It's a good question. So I spent the last 20 years working really hard on developing entrepreneurs. That's what I love, that's what I do. And now my next phase of my mission is creating entrepreneurs. I look at— I look at the world as a funnel, right? So Yeah, I've been serving entrepreneurs here. I'm gonna try and go a step above that and find the people who aren't yet. And so for me, it's personal development. Like, if you guys don't know who I am, so I'm mildly obsessed with old books. I've spent— Mildly obsessed? Yeah. I think I've spent $18 million in the last 24 months buying old first edition books and manuscripts. $18 million? No, physical, but yeah, no, audio. I could buy all of Audible for that. So I collect old religion books, but also old personal development books, things like that. And so I am building a collection, 18,000+ books. I'm building a museum and a library, stuff like that. I've got 2 books I spent $1.5 million for each of those 2. Yeah, they're amazing. They're the coolest things in the world. Yeah. Yeah, it's my— it's actually my manuscript. I bought it for myself. Yeah. Um, one— yeah, we can get— the reason I was telling that is because, um, I'm— I feel like a lot of the world right now is like a whole bunch of people online quoting people who are quoting. It's like they're quoting things they read on TikTok like 25 levels deep and there's no substance. And so I want to figure out where does all this stuff come from initially. And so, uh, in the personal development and business, like I said, I've found like every I have a whole genealogy chart of like every— they weren't called influencers back then, but influencers at the very beginning, from the early 1800s down through who they are. I bought every copy, every manuscript, all their books I can find, and we're republishing those things. And I'm going out to the world as a whole to try to get people to want to be— personal development, because that brings people into this world, and that's all about growth. And there's two— if you study Tony Robbins, there's two phases. There's like the growth phase, and then you shift from growth to contribution. And so right now, I've— not that I've tapped out, but like for the most part, like We are targeting people who are in the contribution phase who want to start businesses. Like, we have those people. We have millions of them coming to our world every single year. I want to go up and like help people grow, because that's when you grow and you get out of your own pain, you're having success, then you want to contribute, and then they do want to become entrepreneurs and business owners. So for me, it's, it's not just working with entrepreneurs and developing them, it's stepping one step higher in the funnel and, and creating entrepreneurs through personal development and stuff like that. Not through my own personal development, from like the works of the people that came before us that are just the most amazing things in the world. So that's me.

Hey Russell.

Hey.

Hey Russell, um, thank you, Pace, so much for bringing him here, and thank you for being here for us. Uh, I'm Michael Manatskanian, and 5 years ago— so I'm really trying to think about this is my next step right now, is help at least 1,000 people achieve financial freedom. So 5 years ago, for me, I was, uh, in the US Army. I The goal was financial freedom just so I can have time freedom. I basically had nothing, no assets, no real estate or anything. And the goal was to save my way to retirement. And then I learned you can invest into index funds to accelerate that journey. 2022, bought my— or 2020, bought my first 2-unit, which was a duplex using my VA loan. I was house hacking, so I lived in one unit, rented out the other. Did that again the next year with a 4-unit and then started learning about creative financing, wholesaling, all that stuff. My question is, 5 years ago I had nothing. I was just trying to start the basics of my journey to financial freedom. For me right now, it's what do I focus on to help others? Because when I think about that entire journey and, you know, now I own like almost $15 million of real estate. So it's like where I'm at now to where I was 5 years ago is kind of insane. So I don't know what to focus on, which is kind of overwhelming.

I don't know. Yeah. I got a product for that.

Like, let's just focus on the very first stages of how to get into your first 2-unit by house hacking.

For sure, for sure. What is financial freedom? Michael, are you asking the question of what do you focus on for an info product? You gotta be specific, brother, come on. Yes, for an info product specifically. Yeah, so whenever I do— Russell's thinking you're asking him real estate advice right now. No, no, no, I'm not. I'm like, I don't know what an index fund is, but sounds horrible.

No, no, screw real estate. For this instance, yeah, what should I focus my info, my content, or market?

So this is the reality. If I came to you guys and I was like, I built a billion-dollar company, let me show you how to build a billion-dollar company, you'd all be like, I don't want a billion-dollar company, or like, that seems so far. But you notice in the beginning of my presentation, I dropped that to give myself street credit, and then came back down to the beginning level, right? Same thing. You can be like, hey, in the last 5 years, I've done $15 million in da-da-da-da. But that's not what you're teaching. Then you come back, you're just giving a touch just to give yourself credibility, and then you bounce back. Most people, they spend so much time trying to brag about their credibility that it gets obnoxious and annoying, and you lose most of the people. I try to just seed it for a second so that they know it's there, and I come back down. Like, people are coming to you because they want to talk to the guru on the mountain, right? So they want to see that, like, oh, this person actually is the guru on the mountain. And so I'm like, hey, I'm on the mountain, and I come back down over here. Oh, okay, I'm going to show you how to get here. Here's the map. And then you come back down. So for you, I would reference it, but you're coming back to the beginning. Like, people are like, 5 years ago, and I would even niche it down. She said you were in military, like, I would— because this is the other part, like, if all you guys create a course on how to do real estate investing, like, that's okay, but like, the key is not like just to make another course or another product or another thing, right? It's like figuring out your people. In the New Testament, Christ said something so powerful. He said, he said, my sheep will hear my voice and they will become one fold and one shepherd. Like, Christ's message was out there, right? But not everyone followed him. Most of them didn't. In fact, they crucified him, right? But his people heard his voice. And so for you, it's the same thing. This is an eternal true principle. Like, there are people who are gonna hear your voice and follow you specifically, right? There's people that— like, if you go to Google and go 5 pages deep, there's a whole bunch of people who hate Russell Brunson, right? They don't like me. But my people hear my voice, and I put it out there. I'm not apologetic. I'm me 100% as much as I go. And there are people over here that I'm supposed to connect with, like my audience, the people I'm called to serve. They will find me. They'll come to me. So for you, it's like, if you're military, like, I wouldn't try to be like, I'm doing real estate for everyone. It's like, I was in the military. I'm talking about real estate or military people who like— like, that audience is your people. That's who I'd be going after and talking about, making like real estate for people who are just coming out of the military, whatever that thing. That'd be the market I'd be going for, because the more niched down you are, the easier is the target, easier to find the people, more easier to differentiate yourself, and then your people will hear you, right? If somebody's just came out of military, here's those 5 people selling real estate course, like, oh, but one dude's like, real estate course for for people who's leaving the Army, he's going there, he'll pay twice as much for that because it's specific to who they are. So don't try to be so big and so, so broad like that. There was a time when being broad was the game. That time is not now. Now it's being niche-specific is the game, and then leaning into you and your personality. And yeah, talking about like, here's what I've done, but then going back to you 5 years ago and like, and just remembering that. Like, I just all the time I think about like, what was I thinking? What was I feeling? Like, where was I at? Like, people ask me, how do you get traffic to your funnel? Like, well, where were you at 5 years ago? Where were you spending your time? Like, you should know. Like, you're trying to find you. So like, what were the blogs you were reading? What were the podcasts you were listening to? What YouTube channels? Like, what books were you— like, that's you. Like, you gotta find out where you were at 5 years ago. You should know better than anybody. The traffic's easy when you start realizing it's just like, where was I hanging out? Like, I got to go there because that's where my people are at.

And I love that because I would love nothing more than to show service members how to buy their first investment. Yeah, right. Not— there's a portfolio—

your first investment.

Just take that jump.

I would love to do that, so thank you. That's it, man. Double down on that.

I love it.

Hi, right here. I hear a voice.

Hey, how's it going? My name is Lizeth Galvan and I'm a notary public loan signing agent in Nevada. I was able to create my notary business and make it into a 6-figure notary public loan signing business in the first year. So where I was a few years ago was buying a million courses and never seeing it through completion, so I was going going off on all the little lines that you were doing. So Becoming a Notary was my first one that I saw through completion. So because I had success, I'm actually the ambassador of Nevada for the course that I took to do that. So I have affiliate links. So I'm thinking for my free course, I want to show someone the basic steps on how to get the commission, how to get started, because that's the questions that I get asked in my group a lot. But I want to know if I could add those ClickFunnels to add my affiliate links, because I do want to push them to to take the same course that I was able to find success in.

Very cool. You have your own course as well, or?

No, because I, I only have 3 years experience of being a notary, so I can take them up to my level. But the course that I took, that guy has 15 years of experience and he has all the CRMs and all the trainings and ongoing. So he's already invested all the money to create that. So because I'm the ambassador, I have an affiliate link. So when people sign up for those courses, I get money off of that. So I want to create a free course on how to do the basic part of it to get your commission, how to get started. And if you don't want to invest in a course, then how to get business. You're not going to get to the level that everyone else is, but you could make money doing it. And then push them if they want more, then push them to the course.

Okay. How much— what percentage you paid on this course? 30%. So I'm gonna give you something that you're gonna hate, but I think in like a year from now, you still CM, right? You create your own course because this is what I tell you. 30% is great. It's actually low commission for a course. Typically courses are 40, 50, or beyond, so it's low anyway. But the reality is like you're thinking this guy's 15 years ahead, therefore he knows more than me, so I can't help. The reality is you're 3 years ahead of everybody else. You're not serving the person who's 5 years ahead, you're serving the person who's beginning, right? The fact you did a 6-figure notary business in a year, like that's insane. Like that's the message. They don't want to hear from that guy. They want to hear from you. Like, you're the actual person. And, um, have you guys ever seen the movie Catch Me If I Can? Okay, this is one of my favorite stories. So not in the movie, but in the book Catch Me If You Can, it's the story about Frank Abagnale, or whatever, who's the con artist and everything. And so in the book, it tells the story. He went to Brigham Young University. He sat down in an advanced sociology class as a student, and no teacher showed up. He's like, I'm gonna teach the class. So he gets in front of the class. And he starts teaching. He teaches an entire semester of advanced sociology at a Brigham Young University campus, right? And anyway, eventually the FBI catches him, they arrest him, and they're going through all the stuff. They're like, how in the world did you teach an advanced sociology class? He's like, oh, I just got the teacher— I got a textbook and I read one chapter ahead. So this is the thing you have to understand. You have to understand you're already 3 years ahead. You're 40 chapters ahead of the a beginner. Yeah, maybe you're not over here, but if you wait until you're 15 years— in 15 years, I gotta be 30. He's 30 years out, I'm only 15 years out. Like, you can start now. Like, you're ready now, right? If I would have waited to tell people about how to build a business, how I built a billion-dollar business, I wouldn't— yeah, I would never— yeah, you're right. I made a potato gun and I made like $50 off it, and I was like freaking out, and I was like telling everybody, they're like, one step ahead, like, I sold information on the internet. How'd you? I'm like, And I showed them, and I was like, but I didn't know anything. I didn't know any of the other stuff, but I was the one step ahead of all these other— I was one chapter ahead of everyone else, so I showed them. By the time they got here, I was already here. I'm like, come, keep coming, keep coming. And like, I was always a step ahead, step ahead, step ahead. And now doing this 20 years later, now I'm here and I have this whole body of work, but you don't need that to get started. You're already 3 years ahead of everybody else, and you get 100%, and you could charge more for the course, and you could be like— anyway, I think you've been called to serve a lot of people if you're willing to step into it. Thank you.

Russell Backcorner.

Russell Backcorner.

Corner.

We've got one last one right back here, Russell, all the way back here.

Thank you. Hi guys, my name is Ashley Perez.

Thank you, Russell.

Thank you, Pace. Thank you, Jamil, for this opportunity. So after the free, the free course, what is the sweet spot for the, the purchase price? And what are the increments from there for someone who doesn't have a significant amount of proof of concept?

Yeah, good question. What market do you want to be in?

Because it's different for every market. So I have a few videos on helping people find, buy, and innovate RV parks. So I've got that link, I've got the masterclass, but now it's like I'm a little nervous to take the next step in charging at least something to make it feel worth it.

So someone goes through your course, they get the result you're promising them, how much money would they make in the first 12 months?

I mean, that'll be dependent on the ad, like, the property.

How much do you make in a year doing that?

At this point?

And that, like, showing people how to do that? No, actually doing, actually digging for gold. So actually doing the thing, how much do you make in that?

I mean, I cash flow $5,000 a month.

Okay, awesome. So you're teaching them how to cash flow $5,000 a month, so $65,000 a year, right? So my question is like, What would somebody pay you to learn how to cash flow? Because you're thinking right now they're gonna buy a course from you. What's the course worth, $100? Like, that's the wrong question. The question is like, you're giving them results. The result is cash flowing $5,000 a month. How many guys would pay $1,000 to learn how to cash flow $5,000 a month? You're selling money at a discount, right? How much would you pay $5,000 to learn how to cash flow $5,000 a month? Yeah, you're selling money at a discount. So the question isn't so much like, what's the course worth or selling for? It's like, what's the result you're giving them? Like, what's that worth? I had the same thing with Stacy and Paul Martino in the marriage industry. They were struggling selling expensive stuff because they're like, no one's going to pay me $30,000 to help them save their marriage. That's a lot of money. I was like, is it? I'm like, how much does a divorce cost? And they're like, well— and they started looking at it. And suddenly, $30,000 seems so inexpensive. And they fill up— again, I was in Jamaica at their event. They fill up a room of 100 people paying $30,000 to learn how to not lose their relationship. Think less about like, this is the tangible deliverable of a course, and think more like, oh my gosh, this is, this is the result I'm offering them. And then that's the questions. Like, if I can, if I know I can get you to $5,000 a month cash flow, what's that worth, right? And then it becomes easier to sell it because you're not like, are they gonna buy my course? They're like, no, like, I'm giving you this result, and if I don't get the result, I'll give you money back. So let's just try it out. And then that's how, that's how you start pricing things, okay? And there's no, there's no hard lines. Every market is different things. People test different price points. It's more so just like what do you feel the value is and then selling with that with your heart. If you believe it, other people believe it as well. And then work hard to give them the result. And the more people you get results, then it gets easier and easier. You can charge more. But out the gate, it's just get people results and then everything else will build off of that. Cool. Thank you. Yeah. Amazing. Russell Brunson, everybody. Hold on. Hold on. Hold on. Let's give it up for Russell Brunson. Hold on. Hold on. Hold on. Russell Brunson. Hold on, hold on, hold on, hold on, hold on. I have a question. Marcus Lemonis. Marcus Lemonis from The Prophet.

I have a question. So Russell, I think we've known each other almost a decade now.

Yeah, you spoke at our second Funnel Hacking Live, which was 8 and a half years ago, 9, almost 9 years ago.

I just want you to talk slow.

I'm too excited, I can't.

It's the one thing, it's funny because I've had a chance, for those of you that have not, if this is your first time meeting Russell, I think you'll find that what you see is what you get. And when I first met him, his enthusiasm was so exuberant that I thought he was full of shit. I really did. I did. But over time, it's his consistency remained and his authenticity remained. And the one thing that he is going to work on from today forward is we're just going to slow it down. Just—

do you agree? Okay. You gotta give me more time on the clock then.

Pace is good. Pace is good. But here's what happens. And this is actually really good feedback for everybody. When you are teaching people stuff, you have to make the assumption that they speak a different language. Literally speak a different language. And the intellect and the experience and the proof of success that Russell has is phenomenal. So I would encourage you guys, and again, I rarely, like, I really don't pass out compliments ever. So for those of you that felt like you got something out of what you heard, I would encourage you to continue to dive deeper. Part of being an owner in this organization is getting access to people like Russell. But your responsibility as an owner, like in any business, is what you do when you leave here. Today is good, it whets your appetite. You leave here fired up, you get in the car, you put on Journey, and you're driving home and everybody's excited. Then you get home and then there's shit to do and there's garbage everywhere and the dog shit in the yard. It's a problem. So the key is to really make good notes and to follow through. A lot of things are going to resonate, but you spent a lot of money to be in a very exclusive group, and that investment can only materialize if you actually do something with it and tomorrow. So I have been a fan of Russell's, but I've also been a student. And when we first met, I knew nothing about digital marketing, and I still don't. I still don't to the degree that I should. And so anytime you can sponge off of other people, and not just him, I want everybody to, you know, when you go to church and you have to like say, I love you too, turn around and look around. Just look around the room. Everybody in this room is a wealth—

you don't have to hug.

We're not there yet. Is a wealth of information. Is a wealth of information. So Russell, I am super proud of you, but slower.

Thank you, guys. Marcus Lemonis. Wow. All right, guys, give it up for Russell Brunson.