Making Money with Lady Boss - Marketing Secrets

Ladyboss. You're probably wondering what in the world happened, right? You know, they had over 700,000 customers who bought Ladyboss Lean. They used to run huge events with thousands of women coming to lose weight, working out with Kalyn. We've also seen their community where literally there's hundreds of thousands of women who wear the Ladyboss swag, wave the flag. Why in the world did Kaleb Poland, who built Ladyboss from the ground to becoming the number one fastest consumer product brand in the world, sell her company to a dude? We're gonna find out. In today's episode, I'm gonna show everything. Why it happened and where we're going and why in the world I got so much of this protein everywhere. You're listening to Marketing Secrets with your host, Russell Brunson. Surprise. I bought Lady Boss. I know, I know. I'm not a lady or a boss, but there's a really good story behind it. So that's what we talk about in today's episode. Okay, So I wanna tell you guys the story behind the story. Cause there are so many rumors going about and I can't even, like address them all. Cause they're all over the place. But yes, I did buy Ladyboss last year, and we are moments away from a relaunch. And this episode's more to kind of tell you guys behind the scenes, but some of you guys may wanna be involved in Ladyboss. And so if you're interested, there is a virtual event coming up. It's called the Phoenix Rise up event because basically it's the rebirth of this company. We're relaunching it. And if you are someone who's like, I wanna be part of that, you'll know more about the model here in a little bit. But if you do, if you are interested, if you go to marketingsecrets do Ladyboss, it'll take you to the registration page. You can register be on the live event where we kind of do the big behind the scenes announcements. You guys are gonna get some of the hints before anybody else. And so keep it kind of on the down low, because during this virtual event is when we're gonna kind of announce what's actually happening to the Ladyboss community, which would be fun. But I want to give you guys a heads up because I've got so many questions coming in. I know it's feeling a little pink in here, but that's what's happening when we're wrapped in Ladyboss all the time. So let me go back in time to the very, very beginning. I think it was fhl. I think it was the second or the third fhl. I can't remember. But I was sitting at a roundtable surrounded by a thousand people asking a million different questions. It was really fun. And then somebody taps me on the shoulder, look back, and there's this guy with, like, tall, spiky hair. He's like, russell Brunson, you changed my life. I'm like, hey, thanks, man. He's like, gotta go. And he took off. And I was like, okay, that was random, but so much chaos that whatever. At that event, we obviously sold our coaching program. We also sold Inner Circle. And Brandon and his wife Kaylin both joined the Inner Circle. So a month or two later, they were in Boise at our first meeting. That's the first time I had a chance to kind of meet them in person. And it was funny because he's like, did you get the video I sent you, like, a year ago? And I'm like, what are you talking about? He's like, I sent you a video saying it was gonna be your biggest success story. Did you ever see that? I'm like, I don't. I don't know if I did.

Hey, Russell. Dude, for real. We're hungry, we're young, she's a pro athlete. And we don't have, you know, the $15,000 or whatever to invest, but we did spend a thousand, and like I said, in three months, we made 30,000 with your thing. And we want to make. We want to make a million a month, whatever it takes. You know, we want to be mentored and be students, and so anything that you can do, anything to help us, you've already done a lot, and we're.

Grateful, so thank you. And that was kind of the very beginning of it. So I remember I found that video, I watched it, and I was like, this is cool. And then fast forward the next three or four years. Every two or three months, they would fly to Boise, Idaho, for an Inner Circle meeting. We talk about things, and we'd work with them on their products and their services and their branding and what they're going to do and how they're going to launch and all the stuff we do inside the Inner Circle. Right? The first probably year, year and a half or so. The company wasn't called Ladyboss. Kaelyn's maiden name was Tuel T U E L L. And the business was called Tool Time Trainer. And so she had an app and things like that. And that's what she was doing. And so that was kind of the business. And I remember at one of the Inner Circle meetings, it was actually while I was writing the Expert Secrets book. And so during Inner Circle, I'd be sharing the ideas like this. I'm thinking about this, what I'm trying to do with clickfunnels. And I'm trying to build a community. I'm building, you know, calling people funnel hackers. And so we're doing it. And I was, like, going through the whole thing. I was talking about identity. And, like, we had these T shirts that say, funnel hacker. I'm like, it's interesting because the only way T shirts work is if they are self identified. Like, I am a funnel hacker. I build funnels. Like, something where someone's like, this is who I am. This is my identity. And I remember. I can't remember Brandon or Caitlin at the time where they're talking about that. And they're like, what do we call our people? We call them tools. Do we call them trainers? Like, like, what do we do? And. And I could tell they were kind of frustrated because, like, their business at the time didn't fit into the. The model. We were showing people how to create a movement, mass movement, right? Everything that's like Expert Secrets 101 now. But I was teaching that, you know, a year before the book ever. And they were trying to figure out how to weave these things in. And then what's crazy is that Brandon and Kaylin were flying home, and while Kaylyn was in the air, she was trying to think through these things. All of a sudden she's like, boom, lady boss weight loss. That's what it's called. Our women are called lady bosses. And she had this whole thing, and by the time she landed, they're voxing me and messaging me, like, lady boss weight loss. This is the future. This is what we're doing. They were so excited, and I was like, holy cow, you guys move so fast. And a week later, they had, like, the logos and the branding and all sorts of stuff, and it was pink, and it was all these things. They had their mission, and then they started following everything we talked about in Expert Secrets to the T. In fact, it was funny because a lot of the stories in Expert Secrets are from Kaylin. Like, I would do something, and then she would do the same thing. Like, and I would do something, she would do the same thing, and then she would make. Put her twists and her tweaks on it. It's crazy. Looking back in the Clickfunnels journey. Like, I think my favorite years were, like, during that time when it was like, Brandon and Caitlin and her Moses and a couple other people who were going through it. I felt like we were learning it in real time. I was testing it in my communities. They were testing it in their communities. We were reporting back and making tweaks and changes, and I felt like I was part of it. In fact, people asked me one time, like, why I did my masterminds and stuff. Like, you could just make more money doing these things. And I was like, well, I have add and you guys probably could see this because back in the day, pre clickfunnels, I had like a thousand different businesses and, like, I had horrible ads doing all of them. And then I shut them down and focused on clickfunnels and did just ClickFunnels for like eight years, which is why it grew so big. And then now my ADD is kind of coming back out and I'm buying companies and relaunching stuff, as you can kind of tell. But a big reason why I did Inner Circle for so long was because it gave me an outlet where I could be creative but not have to, like, launch a business, right? Like, all my Inner Circle members could come to Boise. They're like, be creative. Like, oh, this is my business. I would do this, I would do this, I would do this, I would do this. And they'd go and do it. And I could, like, go back to work on click funnels and not worry about it, right? It's like, I love that. It was, like, some of the most fun times going back and forth. And I feel like if you look at the ladyboss business and brand, it was probably the business that encapsulated all of our core training the best, right? If you look at dotcom secrets, expert secrets, traffic secrets, and how they took this business and grew it from being a literal zero, you know, startup, and to then it becoming number four on the Inc. 500 fastest growing companies, number one for the fastest growing consumer product company. And so for me, it was like I had a sense of pride. Like, I was so proud of them. They're, like, by star students, but also, like, they went out there and innovated so many things. I learned so much from them as well. And I was just super proud of what they did. And they are too, right? So proud of this whole business brand. But as you will find out if you go to the Phoenix Rise up event, you know, Kaylin had a baby, and then she had another baby. And she wanted to go back and wanted to be a mom. And I think they had tried to sell the company at one point. It didn't really work out. And, you know, about time is when all the algorithm changes with Facebook and iOS, all the things. And unbeknownst to me, Brandon and Kaylin had made a decision to just shut down Ladyboss. Look, pulled my phone, and there's an email from Kaelyn saying, we're shutting Ladyboss down. And I remember reading the email, I was like, what in the world? Like, I know how much effort went into this. I know what they did. I know what they created. And to shut it down first, I was nervous. I thought something might have happened. So I messaged him, like, he's okay. Like, can I help anything? And I know we're just. We're ready for the next chapter in our life. You know, Kaylin wanted to focus on being a mom. They'd saved a ton of money from the business. Brandon, he. Brandon's, like, one of the best operational minds of all time, right? He'd operationally built the infrastructure to build Ladyboss, and he wanted to go and coach people on how to do that, right? It's like, I don't want to keep running a female weight loss business. My wife's not involved. Like, I want to go do these other things. And so they decided that it would have been simpler just to shut it down and kind of close it down. And so over the next few months, weeks and then months, if you were on the list, you probably saw they were doing blowouts. I was like, selling out all the rest of Lady Boss Lean and this. Tried to, like, clear out the inventory, and tons of emails are going out, and I was just like, man, this is such, like. I don't know. Part of me is like, I feel like a parent or dad or whatever. Like, this is. My baby's. Like, they're coming up and, like, look what they created. And it's like, going away. I'm like, I don't want it to go away. And I had a bunch of friends who I was like, you like people in the female fitness space. I'm like, you should buy this company. Buy this. Kind of, like, try, like, somebody buy this company, make them an offer. Like, you. You guys are crazy not to do this. They have an email list, like, 1.4 million women, 700,000 customers had bought, like, Ladyboss Lean. I think they had 26,000 people at auto Ship. Like, you guys should buy this company. You are crazy. Not to. I kept saying to all these different influencers and people, like, somebody buy this company. Like, again, the Rembrandt in the attic. Like, it is. There it is sitting there, this Rembrandt in the attic. Like, how do you guys not see it? And nobody can see it. And. And I had this thought. I was like, I wonder if. Not that I. I don't think I even wanted to buy at that point yet, but I was more so, like, what would you actually be willing to sell for? Like, I should be able to find somebody that can buy this. And so I texted Brandon. I'm like, how much would you actually sell this for? And I'm not allowed to disclose numbers and stuff. But when he told me the number, I was like, holy crap, I might actually be interested in buying that. I think he thought was a joke. He's like. He's like, seriously, you're not a lady. Like, I know, I know. We all get it. I'm not a lady. I can't, you know, I don't wear pink. I never have. But I understand the opportunity, right? There's Rembrandt in the attic. There's something here that's powerful. I was like, this is too cool to not do. And so I don't want to spoil all the surprises. Again, I want you to go to the Lady Boss Phoenix Rise up event. And again, here's the link. Again, if you haven't gone there, it's a free virtual event. We're going to be telling the story. We actually filmed a 25 minute documentary of Brandon and Caitlin telling their side of the story, which is like, so fascinating. You get it just from a learning education point. You should go. Even if you don't want to be part of Ladyboss. But if you go to. Again, marketingsecrets.com ladyboss will take you to the registration page. But anyway, I decided to buy it. We made the offer and at the time I was like, I don't know what to do with this. I was like, maybe we build a certification program, right? Because I was like, they'd already built a whole coaching program, things like that. I was like, if we certify people to become lady boss trainers, then you know, those lady boss trainers are gonna need funnels and need traffic. Like, we can help them click funnels. I was like, maybe that's the idea. And so we kind of started going that direction for a little while. And then I had the idea and I was nervous, first off, nervous because I didn't want Brandon and Caitlin, to find out what my idea was. Number two, I was nervous, like, do I actually want to do this? Number three, I was also nervous, like, I think some of the ladyboss community may not be happy by this, but I also thought, like, this is the way for this business and this brand to explode, to have the impact I think is possible. If you rewind back and look at what Brandon and Kaylin were doing before all the iOS updates and all the stuff there, and they were spending almost a million dollars a month in ads to sell the products, right? And it was them doing all the traffic themselves. And again, they built an amazing company, but 100% of marketing was relying on them. Now I have two close friends. One of them goes to church with me. He started a company you may have heard of before, his little candle company, but they were wickless candles, right? There's no, there's wick in it. So he had these candles. And you may have heard the company's called Scentsy. And they're like an eight or nine hundred million dollar year company. And every time I talk to Orville, who's the owner of that, he's always like, oh, you should launch an mlm. Why are you doing clickfunnels in mlm? Why don't you do that? I'm like, no, I don't want to. I don't want to sell the business model I want to do for. For clickfunnels. My stuff, right? But every single time, like, I'd have a conversation with him, like, that's his default because I'm like, I'm spending, you know, three or four million dollars a month in ads now. He's like, why would you spend any money on ads? Like, turn in a network marketing program and give all the money to the people instead of to Mark Zuckerberg. I'm like, I know, but like, you know, whatever. I fill in the blank of why I didn't want to do it. My other friend is Brian, who owns Pruvit. We helped him kind of launch that way back in the day. And it's been around for as long as clickfunnels. And I don't know the exact numbers. They were close to like $400 million last year, never spending a penny on any ad. And I was like, man, right now the ad platform is the thing that's, that's kind of wonky and people are struggling with, especially for a female weight loss business. I was like, we have 1.3 million women on email list. We have 700,000 people who have purchased this product and love it, 26,000 who were on continuity. When they decided to shut it down, I was like, what if instead of us dumping a whole bunch of money to Zuckerberg, we decided to do that model to make this a network marketing program where, number one, if people just love the way things were, they could just buy it the way it was before. It doesn't change anything for our customers. But for the women who are evangelists who are already sharing this anyway, like, they're at the gym wearing their lady boss clothes and they're telling their friends about it and they're selling this stuff without getting paid for anyway, right? Like, my wife has a big old ladyboss sticker on the back of our truck so my kids know which car service kids. There's a big old lady boss sticker. People ask all the time, what is that? Oh, it's lady boss. You should go buy some lady boss Lean. My wife sold a whole bunch of lady boss lean because she tells people about it all the time and she gets nothing out of it. This whole lady boss community, a bunch of. Bunch of women who bring their friends in and they're bringing more friends in and they never got paid for it again. I've been so nervous about network marketing for so long, but I was like, this is the model that makes the most sense for this business. My biggest fear, though, is, like, I didn't want to tell Brandon and Kaitlyn. They both came from network marketing background. I knew that they had some, you know, some thoughts or beliefs about, and I was just nervous about telling them.

And, you know, I'm 21 and she's 25.

We use.

We have a network marketing background.

In fact, I didn't tell them all the way up until Funnel Hacking Live. Funnel Hacking Live. We were trying to work on this other project together we're doing. Caitlin's actually working on a course and a mastermind on how to become an attractive character, which is so cool. Weight loss is the product, but attractive character ness is my jam, right? They came backstage and we're kind of talking about working together on that project. Kaitlyn asked, like, so what do you do with lady Boss? I'm like, I don't really know yet. She's like, just tell me. Just tell me. I can take it. I was like, I don't want you to be mad about it. She's like, I would be mad. I'm like, okay. She's like, I'm going to turn it into a network marketing program. And she's Like, I knew it. I knew it. We knew that's what you were going to do. We didn't want to do it, but it's totally the best thing to do. She's like, all these women are rabid fans. They all share it anyway. She's like, we just didn't want to run that. But she's like, it's the perfect model for ladyboss. For most of these women, they can't go and spend a million dollars a month to build their own supplement company, right? She's like, I couldn't have done it initially, right? And to get to this point, there's so much risk and trial and error and struggle. All the things that went into actually building. She's like, with this, she's like, you give every single woman who is a ladyboss the opportunity to start their own business, to become a little mini Kaylin. They become an influencer. They can be social. They can, like, lose weight and then make money doing it. And, like, she's all so excited. I'm like, I'm so excited that she's excited. I thought for sure she was going to, like, yell at me and said, tell her I'm ruining the business. And so it got me excited just knowing, like, oh, okay, this is. Okay. This is like, this is going to be the thing. And so that's what's partially. I mean, obviously, we're doing a lot of things at the Ladyboss Phoenix Rise up event. We're talking about the relaunch, how this business, this brand is rising up from the ashes to be the new version of ladyboss. But also the message for the women who are there is that this is your opportunity for you to rise up and step into your career and step into this calling where you can actually be a ladyboss. You can do it, Caitlin did, without the risk and the headaches and the overhead and the cost and everything. You can get in there and start being doing this today, right? And working right now on a deal, hopefully. And again, this is Russell being horrible, keeping secrets. But we're trying to work on a deal to have Caitlin come back in and train all the lady bosses to do what she did. Like, how do you master Instagram and Facebook and all these platforms? You can build your following and make insane amounts of money talking about ladyboss. And so there's so many fun things we're gonna be doing with this, but it's on the foundation, the marketing, distribution channel of network marketing. So it gives us the opportunity. I don't give Zuckerberg a million dollars a month. Instead, I get to give the lady bosses $1 million a month, which I think is more exciting. And again, it's tough to know some people be turned off by that. Some people, I'm going to go away. But for other people, this will become their new career. This will become a change in the life forever. And so, okay, a couple cool things along the journey. So there's kind of background, the model, what we're doing, but this is like this. People always ask me like, what's the plan? Are you relaunching all the supplements? The answer is no. First thing we did is looked at, okay, here's everything that Lady Boss has sold in the last 10 years, right? Like we start looking at like, where's the, where's the 80, 20, where's the 95 5, right? Like where's most of money making? So my question, here's pop quiz for you guys and let me know in the comments down below if you're watching this on YouTube. Of all the products they have like their app, they got their swag, they got their supplements, they got pre workout, post workout protein bars, all the things they sell. Where do you think the majority like 90 some odd percent of all the profit comes from this business? Pop quiz, what do you think? Okay, five seconds. Five, four, three, two, one. Click. Subscribe. Just kidding. Okay, you guys know what it is? 90% of the money in this business comes from Ladyboss Lean. Okay? This is their protein shake. And I think it's like 70, 30, 70% comes from vanilla cake flavored and like 30% comes from the brownie battery. And then the other, like, I guess my percentages aren't correct because that's 100%. But almost all is these two flavors. Chocolate, vanilla. Isn't that crazy? Brownie batter and cake. And the cake was cool because you can make cookies and cookie dough and you can bake with it and there's a million different recipes and stuff you can get with this as well. So the relaunch of the company. We're launching all the products and all the SKUs. Eventually we'll bring back the ones that are best sellers. But it's nice because we have 10 years with the data of like what people actually buy. You know, one of the things that struggles when you launch new companies, you, you get excited about a product, you buy the inventory, you launch it and then the inventory sells or doesn't sell. Right. Like for example, Lady Boss, the bars, like these bars, as great as having Your own bar are. They just don't sell as well. And they also, the shelf life's really like this right here is like, oh, it's hard as a rock. Because the shelf life on a bar is not that good. Okay. Chances of me bringing back a bar are zero to none. Well, maybe someday I'm not going to, I'm not going to completely rule it out, but it's, it's way more expensive. It's harder than shelf life long. But, like, we know this works. So with it launching, we're launching them in these single serve packs. We have cake and lean. This will be the first thing that we roll out. Russell, what kind of funnel type are you using for this? Well, can you guess what funnel is going to be next? Pop quiz. Two pop quizzes in one video. Come on now. Is it a webinar funnel? Is it a challenge funnel? Is it a book funnel? Like, what kind of funnel is it? The answer is it's a challenge funnel. So we're going to be launching a challenge funnel. Weight loss is big for challenges. So we'll be doing a challenge funnel and where people go and they register for the challenge and it's weight loss challenge. It's the same challenge that Kailyn used to sell for, I think $97 back in the day. It'll become a free challenge. People register for the challenge, upsell them lady bossling, then they go to the challenge and start losing weight. And then I think on day eight, we will have a presentation to help have them invite their friends to the challenge and bring more people in and it'll kind of grow from there. And so initially, you know, probably year number one is going to be the two lady boss lean flavors, the challenge funnel. And that's where the majority of the focal point effort and all the traffic will be going to. Everyone will be referring people to the challenge eventually. Then we'll come back and we'll take Kaylin's book and we'll do a funnel, a book funnel. Eventually we'll probably do a webinar funnel. Eventually we'll do other funnels. What's going to be cool about is that us corporate will build these funnels and then people can go and they can drive traffic, they can send emails to their list, they can talk about socially and just get people to come join them at challenge. Someone joins the challenge and they go through the process and the funnels will help do the closing and the selling and all that kind of stuff for them, which would be really, really cool. I'm Excited because it's going to be the first legitimate case study of a network marketing company using funnels, which is crazy to me. I've been trying for a decade to get network marketing companies to understand, like the power of a funnel. I wrote a book about it. Dan Kennedy wrote a book about it, which I found. There's one copy on this plan. I found it's kind of cool. But that's the story for another day. These principles that we talk about. I've tried so hard and I cannot get any network marketing company to embrace funnels for whatever reason. So what's cool about Ladyboss is that it'll be funnel driven. So we'll be having all these funnels tested, perfected, tweaked, all sorts of things so that people will drive people to challenge funnel and the process will happen. They'll drive into a book funnel. The process happened. Like it'll be the first time that funnels network marketing have been done together at the corporate level, at scale. I think it will change the way network marketing is done forever. And this will be the case study to show, improve that the model actually works. And so how exciting is that you guys, like, if anyone's in network marketing, you know, because all of you guys are trying to build funnels on side and then you always get slapped on the head by corporate, like, oh, you can't do that. I've tried multiple times, multiple companies to build funnels, give them the corporate and the corporate never does anything with them. It's just like, it's insane. So what's cool about this is the fact we'll be able to blend these two worlds together and show people how we can make this all work. So it's exciting. And that's kind of the update. So you're getting this kind of, you know, first recap before it all launches. I'm sure we'll do more updates on the lady boss story, but the next steps are. Number one is we are doing the virtual event to kind of relaunch it. So again, if you depending when you're watching this, you should go and if it's still there, go register and go watch it. If you go to marketingsecrets.com ladyboss I'll take you to the, to the lady boss Phoenix Rise up event. We're gonna be talking about this company rising from the ashes. We're showing a documentary and you'll see probably the first ever stack in the closed pitch ever happening in network marketing history, which is also like another pretty cool thing. And then that's done like a week or two later is when we launch the first challenge funnel. And then you'll see that'll be the focal point is us optimizing that crazy. That challenge funnel, getting people to buy lady boss Lane and then bringing in more people to challenge funnel with them. And that'll be the game plan for probably next 12 months. And then from there we'll start adding in other. Other ideas, other things. But I'm excited. I'm excited to see what the. The marriage of these two really fascinating, really cool, really exciting worlds for the first time ever. And so I'm excited and maybe this is going to be a huge bomb and complete flop, which is totally possible. I have launched more than one thing that's completely flopped. This one will be really painful because there's a lot of money involved. Yeah, I'm hoping this one nails. I think it will. I'm really excited for it. So, in fact, when we finally made the formal presentation to Brandon, Kaitlyn, Brandon looked at me and said, you realize this is gonna be bigger than clickfunnels, right? I'm like, I want all my companies competing against each other, right? Because when banks compete, you win, my companies compete, I win. Right. So it's all good. I don't really care, but it's gonna be a fun one. So anyway, if you have any questions for me about ladyboss, any other things about the model, why we did it, how we did it, all that kind of stuff, if you wanna become a ladyboss, come join in the fun. It's gonna be amazing. It's blending network marketing, weight loss and. And funnels and selling and all these things into one super, super company. So I'm pumped. I appreciate you guys. Make sure to subscribe to the channel, ring the bell that we get notifications when new ones come up. We have a whole bunch of these coming out showing behind the scenes, all the fun companies rolling out this year. We have a lot of fun stuff happening. I don't want you to miss any of it. So with that said, thank you so much and I'll see you on the next episode of the Marketing Secret show.