I Spent $1,000 Testing Grant Cardone’s Funnel… And This Happened

Intelligent, strong, Jeff Miller.

Hi everybody. It's nice to be here. I'm Jeff. That's my face. This was before I had clients. Notice no gray hairs. Now I've got like a whole swath back here. It's like a whole story. But today we're talking about something pretty cool. Who knows about this guy? Riz, you don't even know about him, right? What's his name? Uncle G, right? Grant Cardone. I call him Uncle G. It's more fun that way, right? Who here knows about this thing? One person. You know about the millionaire booklet, How to Get Super Rich by Uncle G Grant Cardone, right? One or two people. That's it, right? Kind of interesting. Yeah. I'm sure the FTC knows about that. Oh, they definitely know about it. You're like, you're not allowed to do this, but that's all other conversations. How many people do you think gave money to Uncle G for that book? This one right here. I mean, we had two, maybe three. Do me a favor. Raise your hand when I say the number you have in your head. So imagine. Out of everybody in the universe that gave Uncle G money for this book, do you think it was 1,000 people? 10,000 people?

I'd say more.

25,000 people? 100,000 people?

10.

200,000 people?

I say zero.

Zero people? 2. 2 people. You said 10,000? What do you guys think? 100,000 people? Just say the number. 10,000? 10,000 people? 100,000 people?

A couple hundred.

As it turns out, 500,000 people. It's a big number, right? Yeah. And they all paid guess how much? Five bucks.

What? Five thousand? Sweet. Two point five. That's crazy, right?

Yeah.

But guess what, guys?

What?

That's a lie. This is not two point five million. I'm sorry.

It's more.

It's a lot more than five dollars. Y'all got y'all got Russell Brunson, right? I'll get that free book, and then it's like. $500, and you're like, how did that happen? Because it's a lot more than $5 that we all gave to Grant Cardone. You got your free book for $5, right? Free book shipping. And you got a Wealthy Webinar for $37.

Oh.

That's a fun upgrade. And then did you want to get the Playbook Package? What the fuck is that? I don't know. But let's do it, right? And then you get the 10X replays from last year for $67. That's exciting. So a total funnel opportunity of $206. $5, To $206, so that's $2.5 to $103 million. That caught your attention, right? That's exciting because of a book or booklet, whatever you want to call it. If there's ever a time called fuck you money, it's this right here, right? Like, holy crap, who wants that? Who wants fuck you money, right? It's all because of this book. Do you want a book that does that, right? Wouldn't that be fucking awesome? Raise your hand if a book like this can help you land more clients. Would it help you make more money? Would it keep your clients making more money? Wouldn't that be fucking fantastic? Isn't that something that you want? I want that too. I wanted that too. So I made one. Yay! Right? Isn't that fun? This is my experiment with fuck you money. I don't think it turned out the way I expected, but whatever. And what was cool is I sold these actual books or booklets, whatever you want to call them. I'll just call them a book. People bought them, which is cool. That's Brett Watts over here. That's Tucker. I don't know if this really counts as like purchases because they're in my circle, right? They kind of like buy stuff from me no matter what, but I appreciate their support anyway. And I'm going to show you how I did it so you guys can have it too, which is pretty darn fun. This is how to write your first book or booklet in 22 days without it being shitty, without losing money, and even if you don't know what to write. This is how to write your first booklet in 22 days Without being shitty, losing money, and even you don't know what to write. By the way, I'm not an expert in any of this. I'm just documenting my journey. I'm sure there's a better way. I'm sure you can find someone to do it faster, but my goal is to shortcut your success and get you and your book together faster. A lot of people helped me figure this out, by the way. Derek Savaria, the Bearded Dragon. Chris O'Brien, who I let them ask last the last mastermind. Chase Hassan or Hanson, I keep fucking it up. That was a referral from Tucker Jackson Yu, who I met at ClickFunnels official. Even more people. And remember, this book underwent a lot of revisions. It still has typos in it, but I have a book, right? And that's what matters. And I didn't make $2.5 to $103 million, but that would have been nice anyway. This is how to write your booklet. Step number 1, solve your blank slate disease with a Canva instead of a Word doc. This is a Tony Robbins book. When I wanted to write my book, this is what I set the expectations for myself. I was like, look at all this stuff. There's italics and quotes in bold. I was like, oh my God, there's a quote. I'm like, holy crap, this is by Tim Ferriss. There's bullet points and references.

What's that now?

This is War and Peace. This was the expectation I set for myself when it came to writing my book. So step number 1, I set a goal of writing at least 1 page a day, every day for 30 days. Anybody here tried this before? Like, I'm going to write a book and I'm going to do a page a day, every day for 30 days. Nobody has ever tried that? Okay, don't, because you will not actually get your book. I said if I did that, I would have my own mini book in less than a month. Page a day, every day for 30 days. Makes total sense. Of course that would work, right? Nope. This was my book on day 1. I was going to write my page on day 1, and then life happened, and this was my book on day 2, and this was my book on day 3. It says bullshit. Like, I did not get anywhere close to writing my book at all whatsoever. And after 3 days of writing, I was still literally at the starting line. No change, no different, did not get my intended result. No book, only blank pages. And you— I call it blank slate disease. Like, if the slate is blank— You will not get anything done. And I was stuck. I felt like I didn't know what to write, and as long as the page was blank, it wouldn't get done. Sure as shit, this is what happened. I was unmoved. I was unwritten. I was unprogressed. And there's a software update for the TV! Cool. Until this guy called me, Derek Savaria. Who knows this guy? I call him the Bearded Dragon, right? Around the same time, I guess he just got retargeted the same way I did with Grant Cardone, is he says, hey Jeff, you should do a book. Like, thanks buddy, I'm trying. I said, no shit, Derek. He says, I'm starting at a blank paper, I don't know what to do. He says, you should do a Canva. I said, no Derek, you mean you do a Canva and I'll pay you for it. He says, yep. Mm-hmm. I was like, cool. So he made up a Canva. It was just the COVID It's the same cover I used right here. Now I've got a cover. Then he made it back, same back right here. Cool. So I've got the front and the back, and I've got a fucking blank piece of paper in the middle. Doesn't really solve my problem, but progress is progress. Super cool. I call him back. I said, Derek, it's blank. What am I supposed to do with a blank piece of paper? He says, you're supposed to write stuff. I go, thank you, Derek. What the hell am I supposed to write? He says, I don't know, some bullshit. You fucking figure it out, you're the author. I was like, I don't know, man, just write some shit. It'll get movement. I was like, okay, great. So Here's my blank piece of paper in Canva. So I just put some bullshit like smaller headline, bunch of text, something else with a twist, magical words, like bullshit. I was like, it's all done. And then I turned this into this, which is progress, solves your latest slight disease. But it's not really a book, it's progress. Mm-hmm. He says, okay, cool, now put some real stuff in it. I go, Derek, what the fuck is real stuff? Like, you're not helping me out, like, come on. I'm stuck. Step number 2, start yelling at, I mean teaching clients, customers, students, whoever, whatever. Who's here been on a coaching call with me? Like you have to hit my calendar, fill out a form, all that stuff. Nobody, okay, let's just pretend like 10 people said yes. The way you do a coaching call, you get time with me, is you have to go to like jeffmiller.com/schedule. You go to my calendar, like you actually schedule, and I ask you 3 questions. We do a slide deck and I record the whole thing. That's how I do my coaching calls. I think like maybe 1 out of 100 have been like on the phone, on the road. I don't like those. They don't feel like progress. Answer 3 questions, we slide deck, answer them, I record the whole thing. These are the 3 questions. What are 3 things you want to learn? What's your number 1 goal when it comes to your business? What's the most important question from this meeting? If I answer these correctly, everybody loves the coaching session. 3 questions. 3 things you want to learn, number 1 goal, most important question. Easy. I got these from John Logar. He was my first real business coach. Paid him a lot of money. Absolutely fantastic. You guys should buy his stuff. This is what my coaching calls look like. This is Derek Rake. He just joined the Inner Circle. He's on his like 5th client opportunity, which is pretty darn cool. These are what my coaching calls look like. Notice the same butt shirt, right? Trying that branding experiment. But this is just Google Slides, Zoom call, no big deal. I've done a lot. This is what my Google Drive looks like. It's hundreds of coaching calls. Again, this is what it looks like. This is a Junior Tuscan, it was the peacock of hair. I was doing this when I was hanging out with Andrew in Las Vegas. Again, Jimmy, June 20th, and then I make the slide decks. This is with, his last name is Mondragon, which I think is like the best last name ever. He wants to generate bookings for a business, get more customers recurring, how much does it cost? Getting clients. This is Benji Rose, he's going to do a $10K. Next month. Make $4,000 ASAP to $1,600. How to make conversations with the right people. Here's George Gallegos, he's about to hit $10K. He just closed $2,500 a month recurring of deals last— yesterday actually. Closing negotiations, how to increase our closing rate, schedule more meetings, recommendations with a spa client. Here's the math. I do 2 to 3 coaching calls a week. That's 8 to 12 a month. That's 24 to 36 slide decks every 90 days. Guess what I used to write my book?

That's—

Bingo. This is not my Genius Notes. These are my slide deck notes. Again, this is the one with Darryl Gray. At the end of my day, every day, I walk to Starbucks. There's one nearby your house. And I wrote down and talked through my version of my slides. I create a narrative and a story. I did that for 22 days, then I had my 22-page book. I went from blank slate disease to some bullshittery to holy crap, this is the start. And I had all these to go through. By the way, don't start writing your book. Follow a structure. The biggest mistake you're going to make when you write your book is thinking you should start from top down. Do not start from top down. This is the answer to the number one question, right there. This is the second answer to the number one question. This is your headline. And write this last and make it easy to understand as a story from your coaching call notes. We all have this really innate ability to make a story after the fact. So, go to Starbucks after the fact and make a story that makes sense. You start with separate sentences and then story them. I had 3 separate sentences and then created something that made sense. I'll read this from the top. Secret number 4, have an offer. Give somebody a reason to give you money. Telling the world about your business sure makes you feel great, but it doesn't get you sales and definitely will not pay your bills. Rarely do people say, wow, this business is family-run for 50 years, I want to hand them a check for no reason at all. You can give people a reason to give you money just like Apple, Ford, and Costco. Instead of running ads telling the world how amazing you are and then wondering why you're not getting sales, put out an offer out there into the hands of people looking at your ad. You can do that easily and quickly by saying, and for a limited time, we're offering an amazing package that gets you XYZ, 1, 2, and 3 for only X dollars. Because you have to give somebody a reason to give you money or they won't ever actually give you money. That's in the book. 22 days, I had pages in my book. Go local, have an offer, that one's promised. Now we're getting somewhere, right? Pretty cool. But you— but Canva isn't a book. Mm-hmm. It's not the same. Step number 3, you launch, have a mini heart attack, and then do it correctly. This is how I launch, by the way. You launch first and then have a mini heart attack. That's the only way to get stuff done. It really removes all the— I call it the bullshittery of your brain, like, I have to do this first and then I can launch and then I have to do that. And then figure it out. Only in the past 15 years have human beings been able to do that. Beforehand, you had to prepare and then hope for the best. Now you launch and then fix on the fly. Sometimes it goes wrong, like my premium group. I fucked up Stripe, so people getting it for free. Don't do it that way, but, you know. Ideally, you want to launch, then have a mini heart attack, and then do it correctly. So now I've got a bunch of text in the Canva, not a book in a Canva, but I didn't have a book and I was stuck again until I met Chris Oberer. I'm mispronouncing his name, Chris Bryan?

O'Byrne.

O'Byrne, close enough, sorry buddy. This is him, I met him at Jared's last event, that was pretty cool. I said, hey Chris, you do these booklet things, right? He goes, yes. I go, great, here's money. Let's get this thing going. Turn my Canva into a book. So he did. He turned it into an actual book and uploaded it to a company called Vervante. Vervante is the company that fulfills all those digital marketing books. I haven't touched a single book. I actually had to order 50 from the company. I've never shipped any of them. They handle it automatically. Hmm. I go into ClickFunnels and I say, hey, I need somebody who does Russell Brunson illustrations for my book. Jackson Hughes says, I do Russell Brunson illustrations for books. I said, hey, Jackson, you do those booklet illustrations, right? He says, yes. I say, great, here's money. Put those illustrations in my book. Pay people to do stuff and they'll do it. How weird is that? This is what my booklet looks like now. That's cool. Strategy sessions. Illustration. Follow the template. Now you have a book that not only do people like, but you're proud of, and more importantly, solves problems. That's the only reason why people pay you money. Welcome text. McDonald's problems. Stop split testing. Paint a car after you build it, not before you test it. Stuff that makes total sense. These are all stories that I wrote after the fact. Ooh, now we're getting there. Hey Chase, you do book launches, right? I met Chase through Tucker. He said, yes. I said, great, here's money. Let's launch. That's Chase, you should probably send him a private message. This is what my— the first page of my funnel looks like. Jason Academy, he's helped me out. I was like, hey, I want to launch a book and I don't know how to funnel. What's your funnel? Like, I could build it but not as good as this. He says, send me one that you like. I said, here's Grant's. Sorry, Grant. And he said, great, I'll make it up. And he did. And these last 3 are provided by Chase. Chase, by the way, does the Nurse Superheroes group. It's a group of like 29,000 people that are taking the NCLEX exam. He knows what he's doing. Also, something that I learned is that with books and information products, you can't buy more bananas. Nobody wants to buy another book or another course. They want their next problem solved. So originally, I was saying, hey, do you wanna buy more books? Chase is like, that's fucking stupid, don't do that, Jeff. I was like, what should I do? He says, solve their next problem. Hey, now that you're starting your Facebook ads agency journey, would you like to know how to get clients wanting to hear what you have to sell? Great, now that you've got clients wanting to hear what you have to sell, do you wanna be able to pretest your campaigns before it goes live? Solving the next problem. Book is like $6, there's an upsell for $17, that's my Chamber of Commerce slides, that's how you get clients en masse. This is ninety-seven. This is ninety-seven. Add it all together; it's like two hundred and five bucks. And then this is the thank you page. I shot all these videos one day after another. Easier than you think. It's just a big box of frustration. This is my launch post. I launched all the stuff in my group. I've never successfully figured out cold traffic. Great, fine, perfect. That's just how life works. Twenty-two Facebook ad agency scaling secrets booklet. Sick and tired of feeling stuck and not getting results for agency. I got that from. Customer research. Can't figure out why other people are kicking butt but you aren't? Begin customer research. Wish you had the success secrets of a successful agency owner at your fingertips. Launching a booklet, stuff, there you go. This red box, I originally had, here's what you're supposed to do. Number 1, like this post. Number 2, comment. Number 3, I'll send you a PM link. But we ended up getting 721 comments, so I just changed it to go to the website and buy a book. Cool. People bought my stuff, which is still weird. Really weird. I don't get it, but they do. Yeah. Fuck you, money. That's what we're going for. How many people think I got it? Not even fucking close. Not even fucking close. I made $1,857 on my book. But here's what's cool. Free book, $7 shipping, 68 people bought it, and then 13 people bought the $17 upsell. Cool. Did you know it costs $6.95 to actually have Revante print and ship? Mm-hmm. So I wasn't losing money, right? But I still had to pay these other people, so we did upsells. As it turns out, more people bought the upsells and made more money with the upsells than the actual book, just like Russell Brunson. How fucking cool is that? Yes. I made $873 with the upsell and then $291 with the second upsell. You add that together, that's more than $700 people paid for the actual book. If you don't have upsells, you won't make money.

Okay, yeah.

That should be a t-shirt.

If you don't have upsells, you won't make money. So here's what I got in this whole journey. A real-life actual book, like a fucking book. Like I can give my book to people. Which is crazy, and it's got my face on it, which is weird, don't do that. It's also my face in the back. A funnel with upsells that are proven to work and turn $5 into $27. If all you had that, you guys would be jumping up and down. A product I can use to actually keep my clients. Like, no, no, I wrote the book. They're like, oh my God, you wrote the book? I was like, yeah, I wrote the book. My face is on it. Don't do that, but you know what I mean. And a process I can use to land a $5,000 sale. I'm now rolling this out for my clients. My bike shop will have a book written by him that says, here's 22 bike shop secrets. My car wash guy will have a car wash book saying, here's 22 car wash secrets. That's fucking cool. Why am I getting business that other digital marketers aren't? Because I have a book, and I do books as a service. Wow. More importantly, an end result that makes me stand out. You can do the same exact thing in 22 days or less, starting today, by the way. All you have to do is set up a Canva so you can write the darn thing quickly and easily. Do not use a Word doc. It'll be a blank slate disease. I'm not kidding. Have a cover, have a back, put some bullshittery. Once it's starting, once the ball's rolling, we'll keep moving. Have strategy sessions. Don't rely on your brain to write your book. You'll not get your intended result. Have strategy sessions, take notes, and turn those sessions into pages of your book. You are not smart enough to write your book, just understand that. I'm arguably the dumbest person there is, like, I just learned from smarter people. Have strategy sessions, take notes, and translate that into a book. Everybody here knows 5 to 15, maybe even 30 people that will beg, borrow, and steal to get on a calendar meeting with them. Yes. Use those to write your book. And then launch using a funnel that upsells correctly so you make money with your book and you aren't losing money. More importantly, prove to yourself and your universe that you can do this. This has been how to write your book in 22 days without being shitty. Strategy sessions. Without losing money, upsells. And even if you don't know what to write, again, strategy sessions. This has been Quit Working Your Butt Off Agency Scaling Secrets. Yay! Right? So, but as it turns out, It turns out we didn't choose a logo because of the but. We chose a logo because the A and the S and the S, that was our group by accident, but there's a but on there. If you want to join, go to the bit.ly/BUTGROUP. I think it's all caps. I don't know, I made this yesterday. I'm not quite sure how it works. And if you want to see how the funnel works, you don't have to buy it, but just to experience it, go to agencyscalingsecretsbook.com. I think that's the right URL. Any questions about this whole journey, this whole process, how you can write your own book in 22 days or less? Last call. I don't do that whole thing like I'm walking off and you get to ask a question.

What was the? Start walking off now. Yeah, I get it. What was the website you sent? It's for Vontae.

They have the worst website I've ever seen because I guess they don't want business. But like I sent them like it's hard to talk to them. You have to like schedule meeting two weeks out. I think they just don't want to talk to people, but they make a million fucking dollars a day, so they don't care. But it's Verbanthe, V-E-R-B-A-N-T-H-E. I probably skipped it, but you— I didn't actually set it up, somebody else did it for me. The end result is if you zap your funnel and your Stripe payments to their email with an order number, they will automatically fill it any time of the day. They have like a 1-day delay in case like fraud comes in, you can cancel the order.

So really, you want to start turning the template into a book.

No, Vervante will take the book you've uploaded, print it, and ship it. You need someone to turn your Canva into a Vervante-ready book, which is somebody who's done it before. I just use Chris O'Brien. Just send him a PM like, hey, Jeff said I should pay you money.

And he's pretty reasonable too.

Yeah, he's based out of somewhere in Minnesota, and everybody there's nice, so yeah. For real? For real. I know, right? Yeah, the website's bad.

They have top pixels.

Wait, Bravante's from Minnesota or Chris?

Chris is from Minnesota. Bravante's in Utah. Yeah. Chris Bryan, Chris O'Brien, something like that.

Chris O'Kernan.

Kernan. O'Brien. I'm gonna get it right. Sorry, Chris. You're gonna watch this and hate me.

He like has like a little hippie bus and travels full time.

Does he really? That's so funny.

He came to that event in his hippie bus.

Wow. All right, there you go. So he knows how to turn your Canva into a Bravante-appropriate format. And he's a copywriter, so he turned my 22 Secrets into 44 pages, which is cool. So now I've got some girth to it. What's really fun, that was probably the worst. Depth to it, there's some depth to it.

He'll also take like one of your speeches or your course and turn it into a book. Or if you just have a bunch of content, he'll take that and turn it into a book too.

So Mackenzie, we've done interviews in my group.

Yeah.

JR, we did an interview in your group, Andrew. So I hired a lady named Kat, To turn my interviews into articles that are appropriate for a book, kind of like what Tim Ferriss did. Tim Ferriss didn't write his book, he had conversations with people, wrote them into a book. So she's turning 1, 2, 3 interviews into about 20 pages that's going into version 3 of my book, and I've got 30 interviews to go through, so this will be 250 pages.

Wow.

That's a book, right? Which is pretty cool. But yeah, it all started here. So maybe next session, how to write your first 250-page book in 23 days. Yeah, so it's Revonte, and they will turn your uploaded printed material into— send it to somebody's house and they will do it for you. So that kind of idea. Yeah.

For your slide decks and your coaching calls, are you just answering the questions that they ask?

That is correct. So let's see if we can do this. Am I going the wrong direction? No. So my slide decks follow a specific format. Anybody in my inner circle can hit my calendar. Nobody abuses it yet, right? And I just say, great, fill this form. Like, don't send me PMs unless it's an emergency. I'm not going to talk to you unless it's an emergency. If you want to talk, hit my calendar. And then they have to answer these questions, otherwise I reject the— I delete it, right? And I've got how many? A lot. A lot. And this like goes all the way down. There's like hundreds, right? 100 strategy sessions I can transcribe. But yeah, so as you're talking, take notes the whole time. Like, serve as the scribe in your meeting. Not only will the person on the receiving end of your strategy session really enjoy it, but you will get your intended results very, very quickly without the bullshit of your conversation and badmouth talk. Like, this ended up being 15 slides and he's like, holy shit, I think I can do this. It gets like, I think it was like 11 Facebook ad client opportunities for carpet cleaners. Like two weeks. I was like, oh, that works right.

So they they they can see all the notes you're taking too, and they can keep that.

Yeah, like I upload it into a Google Drive, give them access, slide deck. They can't write notes, but they can like copy and paste them or whatever.

Like,

yeah, it's just Google Drive. It's just Google Slides, and I zoom, and then it does that thing where it takes too long, and then puts on your desktop, and I haven't figured out how to automatically put it into Google. Google Drive, but whatever. And then I make a folder for like Christopher Mondragon or Ben Jarosz. They've got literally like a folder that I share with them, and it's got all the presentations and all the slides and all the conversations we've had. So what's really cool, by the way, as a byproduct is they don't say like, hey, what did we talk about? It's in the fucking slide deck. So there you go. And what's cool, by the way, is like I will often go back to these like a week later and be like, I'm going to put that in my course. It's not that kind of idea. Going from the left to the right. Who was the dude that helped you launch the book? Chris Hassan, Hanson, let's find it. Chase, sorry, I fucked you. I'm really bad. He was going to send me a DM. I met this guy, I'm going to hide.

Chase Hassan.

Yeah, Chase. So I met him through Tucker. Like, I posted on ClickFunnels, like, who's good at books? And launching and stuff like that. Tucker saw it and was like, delete your post, you're getting a lot of spam, talk to Chase. I was like, okay. And Chase launched— helped launch my book, which made money, which is cool, Nurse Superhero, and like 4 or 5 others. And he gets the whole journey and the process of like how I'm dumb and I don't know what I should do, and he says, this is what you should do, which is what people like me need to be told what to do. Like, I'm not going to someone like this and saying, hey, go do this, launch my book. I'm going to someone like this and saying, what am I supposed to do to turn my— Idea into a book. Revante ready into like people buying my stuff.

Got it. So he built like all your funnels and whatnot and stuff.

And more importantly, he guided the narrative. Like, I wasn't just buying funnels, I was like guiding the guidance and the coaching strategy sessions experience. Like, he's like, don't run your ads like this, run like this, just take this. Like, we set up a— like, when someone fills out this form, doesn't buy, like a 6-step follow-up. But somebody does fill out the form and they buy, we set up a 6-step email follow-up to where like they go in the group and they post the books. Nobody's ever done it, but whatever. So he showed me like some backends of like, there's like this lady who sells moisturizer that does like $100 million a year. I'm like, what? What? And their best performing video is a walkthrough of her house. I was like, what? So he's like, what are you gonna do, Jeff? I was like, I'm gonna do a walkthrough of my office? He goes, yes. So like that type of like structuring the conversation is what somebody like me who's problem aware and not solution aware needs. Somebody say, do these things. So yeah, pay Chase money. Anything? Anything? Back row? Kenzie? Yes, no, maybe? I'm not coming back. Thank you, everybody. Have a great day.

More donuts.