I Asked Russell Brunson to Share His Sales Secrets...He Actually Did!

I want to take a couple of questions. We've got a mic back there. All right, tell us your name and what you sell, what you do.

What's up? Russell and Jeremy. I sell Gen Z coaching remote sales. How to get in remote sales. You were trying to help those guys who are lost, fatherless. How would you frame their internal beliefs and set them up for the offer, for the pitch to connect with that specific Gen Z man, that's like lost.

Where most of people come, like, where are they when they're coming to your webinar, your presentation, whatever. Like, like where they at in their life at that point? Are they in college, they dropouts, Are they school?

Most of them are starting college. You know, they're told they need to go to college, get a good job, get a safe job, and they're afraid to make the jump. They're afraid of what other people think of them. They haven't found their identity yet. You know, they see all these hypey offers, you know, these drop shipping, crypto, all this stuff. So they've been let down a lot because they've bought these courses and haven't gotten the results yet.

How many of those offers did you go through as you were on your way?

A lot.

I mean, the rally is, is you're coming back to, you're finding where you're at, right? So it's not like there's a magic trick other than just the empathy of what they, they went through. And so for you, it's like. And I'd even show, like if you have receipts of the stuff, like, I spent 397 on this course over here, went through it, nothing. I tried this over here, tried this over here, tried this, you know, like. And you're showing the same path that they're on right now. And then what people were looking for is hope, right? So it's like I was, I was stuck, I was frustrated, things like that. Like, um. But then like, whatever your breakthrough was, like you're sharing that breakthrough. And then on the other side of that, like, this is, this was looking like, right? This is what life looks like now on this side of it. And then you got to paint a picture of that, right? So with you.

You'Re saying a lot of these guys, they, you say they don't have fathers or their fathers aren't present in their life or what was it?

Yeah, most of the time they don't have strong father figures that kind of can help guide them and lead them.

And you're talking about like on a webinar yeah. Okay, so let's say you have a thousand people on there. It's just how you, how you, you know, when they're on there. Like, okay, you know, you guys are all high level. I mean, you guys are smart. I mean, you know, you wouldn't be on here like, you know, and as a smart, you know, do you say Gen Z, is it just marketed as a Gen Z thing? I don't know.

I do, I do market Gen Z. Yeah.

Okay, so you could even type, you could even go then, I mean, you, if there's a bunch of other people and like millennials and stuff, you wouldn't want to say this, but if it's all Gen Z, like, hey, I mean, you guys are smart. I mean, you guys are Gen Z. You're, you're the, you're the, you're the generation that's smart. And, and you're the generation that knows, because you're smart, because you're high level, that the greatest way to go to have wealth is obviously, I mean, you know, not to go to college because look what happened with your parents that might have went to college. But the smartest way, the smartest way, as you know, as an entrepreneur is to learn XYZ and to be able to start your own business and to have time, freedom. I mean, you'd be surprised. You know, you guys are different. I mean, you're not like all the other average people out there that think that, you know, they're going to get rich by going to school, spending a couple hundred brand, you know, so I can start framing that as I go throughout the car. There's a lot more to there, but you can start framing them in. I always say, like, I hate when sales, like, it always drove me nuts when I was in sales and people like, oh, my leads aren't qualified. Or like my leads just, they're, they're. I'm trying to qualify my leads. I'm like, stop qualifying the damn leads. Build them into the person. Build them into the identity of the person who is qualified to buy. Unless you're selling a $10 million offer to a homeless person, they can probably find the funding. It's not like the money doesn't exist. It's just a priority of where they're currently spending that money. And until you learn that, it's going to remain a priority of where they're currently spending it, rather than getting them over here where they feel like whatever you're offering is more of a priority for that money. So it's just Building them into the identity of the person who becomes the buyer. That's all you have to do. Stop the qualify. I don't like the qualifying thing. I think anybody. Anybody that shows up is qualified. They can find the funding if you build them into that identity of the person who goes out and finds the funding.

And you think about their whole life, they've heard the opposite, right? And so they've heard that they're not good enough. They're not smart enough to drop out of school. It's like, that's the message they've heard. And they. They don't like it. They're rejecting it. So you're coming in as a separate voice. It's. Kennedy talked about this in Funnel Hacking Live two years ago. He said. He's like, in every. In every room, he's like. You look at it, there's a room of people, and they're following somebody, listening. He's like. He's like, in every room, there's, like, a third of the people that are cool with status quo. They love it. They believe it's correct. There's a third that's like, you know, they're. Okay. They're too lazy to do anything. He's like, there's a third of the room in any room that know that something's not right. They know this is not the way things are supposed to be. There's no other option. And he said they're literally waiting for the heretic to arrive. That's what Dan says. I love when he said that, because, like, that's. That's what we're waiting for. They're waiting for someone to step up and be like, no, you're not wrong. This is not your fault. This is something else. Right? And I think that's all the message or all the identities have talked about there, right? Like, you're coming in like, you're the smart generation. You're not the dumb ones. You're not, you know, like. Like.

Because you're not like everybody else that's not here. You know, it's like, this room is different. It's your. And look, a lot of people are like, well, this is manipulated. No, I'm doing this for them.

Yeah.

Because if I. And I learned this from. From Tony, I think he's one of the greatest. Like, if Tony, like, couldn't get them out of their limiting beliefs, they would never change. Like, everything would be the same for them. So you're doing it for them. These skill sets Russell's talking about, like, these are things you do for people to help them overcome these stories or limiting beliefs that have held them back. They've already done that. So if you buy into their story about why they can't buy, you're not offering them any value. You wasted their time. So it's like you're doing this for them. It's like a patient, like, you know, I went to school to become a psychologist, and you're taught, let's say if somebody wants to end their life. Well, if I don't learn techniques or how to emotionally connect with them, to take them out of those belief systems, they might actually follow through and do that. If I just tell them why they shouldn't, that goes in one ear, out the other. If I try to persuade them. So that's where I have to reverse engineer and get them out of that identity into the identity of the person that would never want to do that. So it's the same concept because if you don't sell to them, you're not solving their problems. You're not really helping them get where they want. Let's take one or two more questions. Who else we got here?

So I'm an owner of an event called Halloween Town. And so I've been operating for six years. I'm getting ready to launch a franchise. Okay. So that's what I'm into. And so the question I have for you, Russell, I had to write this down. Let me pull this up real quick.

Halloween Town. Like, is it like the Halloween time you go in and buy all the costumes and stuff? No.

So that's funny because everybody's been saying that I might have to change the name. That's spirit. Halloween spirit. So Halloween town is a pumpkin patch, and it's for kids 2 to 8 years old. So we do carnival pumpkins. Just fun stuff for kids, like a Disneyland. So the question is, because I'm kind of like, obviously I know the business, but now I'm launching something new. And so if I. If you had to start from zero tomorrow, no list, no audience, and let's say you had a thousand bucks, what exact steps would you take in the next 30 days?

Well, first off, congratulations, because selling a business opportunity is the easiest and the best thing to sell on the planet. Me and Dan Kenny have a book called Coming out really soon called Selling Opportunity, which is all about, like, how to take whatever you're selling and turning it into an opportunity. Because when you're selling a business, you're selling money at a discount. So it's like the easiest thing to sell it's the best thing to sell. So I, I, I would think that's easier to sell than trying to get people to, to kids to come to an actual, you know, pumpkin patch. Like, that seems easier. So, so that's exciting for me, for you. But I think, I mean, my, my playbook's pretty simple, you know what I mean? Like, step number one is like, how do we craft an offer? And I'm not sure. Are you, are you doing franchise for sure. You're gonna do licensing? Have you decided the path?

Yeah. So franchising for sure. I did look at licensing, but I've partnered with someone that's very, very good at franchising. So I'm just going to go that route because you can kind of get into some messy stuff down the road, I've heard.

So, I mean, and I know there's franchise law with stuff, so stuff you can and can't say. So putting it through the lens of like, I have no idea what franchise law actually is, I would still come back and like, how do you create a really, really good offer? Right. I'm assuming with the business you have right now, do you. How many locations you have? One location. A couple locations.

We have two in Phoenix and four in Las Vegas.

What's the average round revenue that someone would make if they were running one profit or gross profit?

Probably around 150 to 200k.

Does someone have to have an existing pumpkin patch or is this anybody you.

Can, anybody you can have an existing pumpkin patch. You could own a piece of land. You could never have done this ever in your life.

And this is all that's happening in the Halloween season. So.

Yeah, and that's the, I think that's the attraction. That's what pulls people in, is the ability to be able to do something that's seasonal and, and then just not have to do it.

So it's like, just remember you're not selling them a franchise. You're selling them the results of what the franchise does for them. Have more time, have your own business, make more money. You're selling the results of the franchise, not the franchise itself.

Yeah, and that'd be, I mean, I'd be, I'd be creating, creating an offer for me personally. I would write a presentation because that's the easiest thing. And then I would even spend a thousand bucks. I'd be other than the clickfunnels account so you can post the pages. But other than that, I, I, I would just, yeah.

Do some reels. Yeah.

I mean, there's organic traffic but also, you know, like, everyone's default when they start a business is like, go buy Facebook ads or things that. Which is, in theory, a great thing. But, like, we didn't buy our first ad for ClickFunnels for two years. Like, we were over $10 million in sales before we invest in our first ad. Like, there's just better ways to get traffic. There's easier ways. Like, I'm looking for partnerships. Like, who are other people that have. Not so much like a franchise, but they have, you know, like, the. The kind of person in my mind who would. Who do something like that. Like, there's. I can think of a hundred different industries. Like, Joe McCall teaches people how to buy land. Like, just buy dirt, pieces of dirt. Like, he'd be a great person to do a thing with. Like, you just got your guy to buy some dirt. Now throw some pumpkins on. Right? There could be another industry where it could be, you know, homesteaders who are doing their own homestead. Like, that's a whole market with a huge audience. There could be homeschooling families. Like, there's a whole huge.

Corporate executives work a lot of hours, maybe make six figures, but work a ton of hours. Maybe they want their own thing. That would be good. You know, find somebody has a big list of corporate executives, partner with them, like an affiliate deal.

Yeah, there's so many. There's so many of those. And I would just go out and, like, try to get on those podcasts, get on their email list, doing a webinar with them. Like, just. I would be. I'd be pounding the pavement and save your thousand bucks and just get those, because those you only pay after the sales were made, you know, and it's. It's unique content for the content creator because it's an interesting business. It's different. You know, most content creators are looking for content, and so if you come in like, hey, I'm helping people start businesses where they throw some pumpkins and make a yearly income in 30 days. Can I talk about your podcast? Like, that's unique and interesting. Yeah. And, like, I'll even pay you 20% of the. Of the franchise fees or whatever. Like, you can get deals like that all day long. And I would do that before I went and gave Zuckerberg money, because he's smart enough. He knows how to get all of our money in every campaign.

Who's.

Who's somebody in your industry that's already done the thing you're wanting to do that you feel like this is the.

Og, the master so specific to events, but just.

Yeah.

Like French, like, well, your type of franchise.

Yeah.

Or something similar.

I don't. There's really nothing. That's the problem. I mean, it's not a problem. But my concern is there's really not anyone doing this. And so if I kind of look.

Well, something that's seasonal, maybe they do Christmas lights. I mean, there's different things.

So. Yeah, there's definitely.

I mean, there's people that do. They franchise events. So you want me to give you.

A really shortcut to success. Sure. You need to go find that person and hire them so you don't. So you can learn from their mistakes. You don't make the same mistakes themselves. Unless you want to spend a decade going through trial and error. The quickest way to success. Smartest people in the world don't learn from their mistakes. They learn from other people's mistakes so they don't make the same mistakes themselves.

You're right.

Instead of going through a tenure learning, that's what I do. I'd go borrow funds. I'd hire the person who's mastered the thing you want to do and go hire that person and learn the ins and outs. Because what's the biggest reason why a business fails? Because they don't know what they're doing. Right. And they're kind of guessing. But if you know exactly what to do, it's kind of hard to fail.

So can I just. In addition to that last question real.

Quick, because we got. All right, you got five people behind you. They're, like, getting. They're, like, starting to look angry back there. So you.

You've built a massive following in a loyal community. What's the one thing you did that most people overlook when building, like, a tribe or a following?

I cared a lot. Most people are doing it because they want to build a tribe. Like, I legitimately love my people and, like, legitimately care legitimately. Like.

You know, I. I had an exit four years ago. I'd be independently rich for the rest of my life. And I said no because, like, I wanted to serve these people. Like, that's. That's the difference is people are doing it for. As a marketing tactic versus, like, people who are, like, I'm actually obsessed with my people, and I wanted to be successful.

People can tell it's a weird.

It's a weird hack, but it's. That's actually the truth.

Thank you.

Let's take. Let's take one, maybe two more.

All right, Russell, I'm curious to know what you think the impact of LLMs.

Will be on, click funnels or things.

Of that nature moving forward, like how do we prepare or adapt. Yeah, it's very interesting problem to solve. We're all playing. A lot of us are all playing with and figuring it out.

I think the thing that's most exciting for me is because funnels are like, right now, they are a thing. There's pages. But funnels is a philosophy. Right. Like you're taking somebody. I think what gets me most excited about the future and like, where things are going is I always talk about one to many is hard because you can't talk to each person individually. But with AI, we actually can. Right. Like right now we're doing some tests with. I have a personality profiling company. So we take personality profiles and we're testing now where someone will come in and they'll, they'll come into one of our pages and we can rewrite the page on the fly based on who they are. Like, hey, this person's an enneagram 3 whatever. They're a high D low. I like write the headline for something like that. Rewrite this thing. So, like, we start changing the pages based on who the people are when we know about them. And I think that that'll continue to go, but, you know, I don't think it'll be pages in two years from now. It's going to be. But it's still conversations. Right. So funnels, the psychology of funnels won't change. The mechanism they look like might be different. And I think the power behind them will be a lot better because we'll be able to. Literally. Yeah. It comes back to the principles like we talked about. Right?

Yeah.

And so for me, like, those are the questions we're asking a lot of companies, like, what does this look like? What's the front of it? How do we get, you know, how. So I don't know exactly what looks like, but those are the things I think they're powerful about. It's just no longer we talking to traffic. We get to talk to like the specific person based on who they are, what they believe. And it's, it's, it's fascinating. We're seeing right now just customer support, like our customer support. AI agents are beating humans half the time. They're saving more, sales increasing. It's like, it's crazy where things are getting to. And I think we start looking at like, funnels aren't just here's the pages in the funnel, but it's, it's, it could be chat bots could be. It could, you know, whatever it morphs into in the next little bit. But the strategies, the principles are the same, so it's. I think it's an exciting time.