Secret #58: End Of The Year Planning Meetings And Simplifying Your Value Ladder

What's up, everybody? This is Russell Brunson. Welcome to the Marketing Secrets podcast. So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital, were spending money from our own pockets? How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question. In this podcast, we'll give you the answer. My name is Russell Brunson, and welcome to Marketing Secrets. Hey, everyone. So I'm out walking. I just took the garbage out. If you look out here is getting close to Christmas time. Thanksgiving's over. Those who are watching the video, these are the lights that we have wrapped around our house, lighting up for the Christmas holiday, which is kind of fun. So I'm just gonna walk around here so you guys can see my face, get enough light to connect on camera. But those who are listening in, hope you guys had an amazing holiday. Thanksgiving, getting ready for the end of the year. End of year is always fun time for us marketers and entrepreneurs because it's the focusing and planning for the beginning of next year, which is coming soon. Right? So it's kind of fun. We got not this week, but next week, Todd and Ryan and everyone's flying here to Boise, and we're gonna be doing a big partner meeting and planning out the rest of this year and world domination for next year. Set our big hags, our big hairy, audacious goals, and figure out what we're gonna do and then how to reverse engineer that to make it possible. It was kind of fun. I was watching last year, a podcast last year that basically said these were our goals. And so here's the five Hail Mary passes we're gonna do to try to hit these goals. Okay. If you haven't listened that podcast, rewind about a year ago and listen to it. And that's what's gonna be the goal of this meeting, is we're set our big goal we're trying to do. And then I'm not gonna have like one execution plan, but here's four or five things we're trying to do with that goal. And if one or two of them hit, then we'll hit these crazy big goals. And so that's what we're gonna be doing. Not this week, but next week. So I'm sure I will be doing podcasts from there talking about it, but I'm excited for that. If you haven't done that yet, make sure this year before the Year, you spend some time and block it out with your team and do that and figure out again what's the big goal and then reverse engineer what do you got to do to make that happen. And then from there you'll figure out three or four different big Hail Mary passes that you got to throw to get your big goal. So that's kind of what we're going to be doing. I'm excited for it and be fun. So what I want to share with you guys tonight real quick before I head back in, because it's a really beautiful night, it's not too cold, and it's just kind of nice for a little walk around the yard. So what I have been working on on my side, and I talked about this a little bit after inner circle meetings, is one of the big, my big aha's. It's kind of funny how you go through cycles, right? Like we know things, we forget them, and you really realize them. But the Dotcom Secrets book, we talk a lot about value ladder, right? And it's funny because ever since we launched, Expert Secrets haven't talked much as much about that because Expert Secrets are all about figuring out, like the first part, like the who and the what, like the what in the house, what are you selling and how are you selling it. So it's like figuring out how to create your offer and how to position yourself and create your mass movement and figure out what you believe in, what you don't believe in, and what's your future based cause and who are your people and like all those kind of things, right? And then you create a message, a presentation to get people to follow you to sell your products. And that process takes a little while, right? You got to redo your presentation four or five or six times so you get it perfect. And then you're driving traffic and then you keep doing that. And eventually, if you do it enough times, if you follow the process, you do webinar live every single week for a while. And you keep tweaking and changing based on what we talk about in the, in the book. Eventually you hit it. And you know you hit it because you go from zero to million dollars fast, right? That's when you figure out the what and the how. What is this you're actually selling and. And how do you sell it, right? So after you have that figured out, now the next phase is really shifting back to dot com secret stuff, right? So now you've got customers coming in and this is where entrepreneurs start freaking out, right? Because then they start Talking about value ladder, I need upsells and downsells and back ends and front ends, and they start going crazy. And what I wanted to talk about is just kind of the big aha I had from inner circle meetings. I'm watching the people that are crushing it, and the ones who are struggling and the consistency amongst the people in inner circle are killing it, is that most of them came in, they had one thing figured out and they got that working. That's about time to join the inner circle, right? And because people need to be making about a million bucks a year to be in there. So it's kind of like the fit, right? So they came in their group then, and then they're trying to figure out, okay, what's the next, how's it all work? And really what's interesting is that the people that are growing the fastest, what they're doing is they're very systematically building out the back end of the value ladder. Okay. And most about value ladders are simple. It's like there's. In fact, traditionally most people are making money that they focus on the middle first, right? Like a webinar or something like that in the middle. And they build out. So they build the back end. So like the back end, whatever that thing is, and then that's the middle and the back end, like it stops. You don't keep creating any more back end stuff. Like that's, that's the end of it. And then what your business is moving forward is creating new front end offers that bring people into the middle of Value Ladder, which then send people the back end. And I started looking. It was interesting. I lost my way. I'd forgotten these lessons that I find. It's funny, I kind of like created in the Talk of Seekers book and I forgot some of them because it's been a while since I kind of revisited those thoughts. And what I realized is that my value ladder was like, it came up and it kind of split off and then it kind of broke off. And there's like all these different things people could do and it was. We were monetizing a bunch of them. But. But there's confusion, right? And so it's interesting, there's actually two programs that we have both that do well over a million bucks a year that I am turning off Bloom Bloom. Not because they're not awesome, they are not because they're not making money. They are. It's because they don't. Their. Their deviants, they deviate off of the value ladder, right? But my value ladder is very, very simple moving forward. And so the rest of this year I'm trying to get these things in places to kind of execute on that. But it's very simple. What it is is we have a webinar where I sell click funnels, Funnel Building secrets which is the new funnel hacks, Funnel scripts and Traffic Seekers. Those full products bundled together along with six months of click funnels for $2,000. Okay, that's what I sell. That's the thing. I did that webinar a couple weeks ago. Did really well. That's what I sell. That's my middle of my value at 2000 dol. On the back end of that we have our 2 comma club coaching which we'll be releasing here probably at the live event. And that'll be where we're taking everyone to. And that's the value ladder. That's the back end. Inner circle is full. So not trying to get more people in there. So we're going $2,000 for ClickFunnels and then whatever the pricing is on the 2 comma club coaching that's coming up and that's it. And that won't deviate, that won't change. That'll be the same for forever. And then all I will be doing this point forward for hopefully the rest of my life and the rest of my business career is just creating cool front end. So I have the dot com secrets book which is a front end. Then we have the expert secret book which is front end eventual of traffic secrets, the marketing secrets and other ones. Right. Perfect webinar. All these other things. I'll just be having fun creating front ends. But the only goal, the front end is to get people then to ascend up to the 2000 and the 2000 to comical coaching. And that's it. That's my business. And I figure out cool new ways to sell front ends and that all I'm doing is selling front ends. Right? That's it. And so it's very simple. So all your creative juices and entrepreneurs shouldn't be on like figuring out the next event, the next backend and all kind of stuff. It should be simple. It should be just like what's the cool front end we can, we can drive more people into and that's kind of the game. So I'm excited. You'll see this. Some of the tweaks I'm making now with this severe hyper focus on value ladder is okay, somebody buys the extra secrets book. Okay, if I know that this is my severe hyper focus thing like, what's the process? I take them, they buy the book and they go to the Upside Down. So process and thank you, page. I have a live presentation right there of me pitching the $2,000 thing right, right there. And now if they finish that, then it's like, hey, you want to apply for coaching? Come here. And it's just, that's, that's the process. Very simple, very easy and we'll just replicate it over and over and over again. So anyway, I'm simplifying my business, simply my life. And hopefully those of you listening this will simplify earlier, not later because sometimes we get all excited and the next thing we know there's like a billion things happening and yeah, so simplify now. Anyway, that's all I got. I'm go ahead in right now, get to bed because we got a crazy week starting tomorrow, which I'm excited for. Hopefully. This gives you guys a couple things. Number one, hopefully gives you guys some thoughts on doing your team core planning meeting with you and your partners or if it's just you and your employees or whatever it is, just you, your spouse, or just you, like sit down and plan next year's goals, figure out, reverse engineer what you need to do to actually execute on that, hit them and then figure out what the three or four big Hail Mary passes are you going to need to throw to get the big goals. And then number two is really map out your value ladder and try to simplify it much as you can. And that's what I'm doing. So you guys will see it coming. January 1st, a bunch of new, fun, clean, simplified things will be coming out of team clickfunnels here. So I'm excited for it. That's all I got. If you haven't got your ticks funnel hiking live yet, they're getting close to being sold out. We sold a ton of them over this last weekend. So if you don't have tickets yet, now is the time. Go to funnelhackinglive.com and that's about it. So that said, you guys, appreciate you all, thanks for listening, thanks for subscribing and we'll talk to you all again soon. Bye. Everybody want more marketing secrets? If so, then go get your copies of my two best selling books. Book number one is called Expert Secrets and you can get a free copy@expertsecrets.com and book number two is called Dotcom Secrets and you can get your free copy@dotcomsecrets.com Inside these two books you'll find my top 35 secrets that we've used to become the fastest growing non VC backed SaaS startup company in the world.