Russell Brunson presents a three-step framework for "the art of money getting": (1) craft unique, high-value offers (offer stacks and bonuses) rather than competing on price; (2) use storytelling to boost perceived value so offers feel like bargains; (3) scale sales velocity by moving from one-on-one selling to one-to-many presentations (events, webinars). He illustrates these with audience pricing exercises (phone example), his personal collection of public-domain books, and a concrete case where he bought a rare Napoleon Hill set for $1.5M, turned it into a course/audiobook and made over $2M in launch week. The talk ties historical texts (Art of Money Getting, P.T. Barnum) to modern offer and funnel strategies.
Questions this video answers
September 4, 2024
About $500,000
$1.5 million
Over $2 million
1849
Chapters
For you to make a million dollars, the amount of people's lives you have to change in the pursuit of that goal is the key. That's what is exciting for me. For those who don't know me, I collect old books. I was reading through the Art of money getting from 1840s and then P.T. barnum's version from 1880s. And I was like, what's my version? What's the art of Money getting look like today? So I'm walking through my process in this century on the art of money getting. I want you to understand, when we talk about the art of money getting, I'm not talking about money like going to the bank and trying to get money from them. I'm a big fan of money. That's where you come in. Money is not a byproduct of anything else besides value. If you want to have money and have wealth and have all these kind of things, it all comes down to you producing more than you're consuming. It's like losing weight. I have to burn more calories than I consume. If I do that, then I lose weight, right? Same thing is true in business. If you want to make more money, you have to produce more value than you are consuming. And by doing that, that's how you become rich. That's how you become wealthy. Now, for me, when I'm looking at how do I create value for something, it's always tied back to something very specific and very tangible. It's what we call an offer. One of the biggest problems people have when they're trying to master the art of money getting is they're going out there and they are creating a product. And the problem with the product is that a lot of people can have the exact same product. Well, five people are selling the same thing. Then the person with the cheapest product is the one who actually wins. My mentor Dan Kennedy used to say, there's no strategic advantage of being the second lowest price leader in town. So instead of trying to decrease the price to increase the value, instead we add value. So we offer stack. If you ever see me do a presentation notice, when I make an offer, I'm always like, the first thing I'm going to sell. Here's the course or the mastermind or the seminar, and they start adding other bonuses. The goal of bonuses is to make the offer unique to me so that I'm not competing against anybody else. And number two is to increase the value. A good example of this on our speaking news event. I was trying to explain this concept to everybody. About how they can increase the value of anything that they're selling. And I pulled my phone out of my pocket. I said, okay, this phone right here, you can buy these at best buy, Walmart, online, anywhere for like 800 bucks a piece, right? Who here gave me $800 for it? And there's like two people's hands went up. I was like, what if I sold the shoe for $500? If I undercut everybody else and people's hands start going, I'll buy it for $500. I'm like, hey, see, that's the problem. This is where most people are trying to create values by decreasing the price. And it never works that way. I said, let me show you guys a magic trick. I so I'm gonna show you how I can increase the value of this phone right here. The value of this phone isn't just in the hardware. It's in all the stuff inside this phone. You can't get anywhere else. Over the last decade of my life, I have bought every single course on business, marketing, sales, and personal development on the planet. On the low end, I've spent about $500,000 on courses and programs. I've got a pretty extensive rollout. I actually have access to every connection I've ever built up over the last 20 years in my business. And then I started going through every single app saying all the things on this phone. I said, how many of you guys here would be willing to spend $10,000 on my phone right now? Like three fourths of the audience's hands went up. I'm like, cool, who do it for 20,000, 30,000, 40,000. A couple hands started dropping. 50,000, 60, 80. And by the time you get to about $500,000, there's still three people's hands up. And I asked one guy, why would you do that? And you grabbed the microphone and said, because based on all the value inside that phone, that actually seems really, really cheap. If you increase the value of the offer so much, you look at that and say, wow, that seems really, really cheap. That it's a no brainer. It becomes really, really easy to get somebody to buy the thing from you. So the first step in money getting is figuring out how to create an offer. Now if you look at me when I speak at seminars or on stages, and if I'm making an offer stack of all things, I don't just go like, first thing you get is this, and then you get this, and then you get this. Every time I introduce a new piece of the offer, I Tell the story about it. If I was trying to sell this book right now, like, hey, do you want to buy a book on the art of money getting? You'd be like, sure, how much? I'm like $3,500. You're $3,500? That seems insane, right? I'd never paid $3,500. Now, let's come back in time. I want to tell you a story, guys. I've been buying old books that are in what's called a publicly made, which means, and because the copyrights expired, I can republish them, I can sell them as my own. I make my own derivative works. I might teach a course from the information from the book, and I do that, and I can sell these things. In fact, recently I bought a book for $1.5 million, which seems like a lot of money. Rusty spent so much money on this old book set. But it was the original pre first edition copy of Napoleon Hill's Laws of Success. I turned it into an audiobook. I turned into a course. We launched that and during the launch week made over $2 million from the launch itself. So I spent $1.5 million, I made $2 million back. And now I have an asset I can sell over and over and over again. I keep 100% of money now. It's fascinating. I was trying to find, like, what's the first book ever written on how to make money online? The very first book I ever found is called the Art of Money Getting. It was written in 1849. I've not found any other copies. But if you went and attached a course to it, this is an easy 3 to $500 course. You could probably sell a thousand copies in the next year. So how many guys would be interested in buying the only copy of this? You'd be the only person in the world who could do an actual course on the art of money getting. If so, it's $3,500 for this book. You have to learn how to tell a story about each of the elements inside of your offer. And the reason why we do that is because a story will increase the perceived value of the thing that you're trying to sell. But if you really want to master the art of money getting, it's all about spending. How do you increase the speed of you making money? And the best way I know to increase the speed is transitioning from one on one sales to one to many sales. Even guys like P.T. barnum, who was America's second millionaire, did you know that in fact we gave him an honorary 2 comma club award at one of our recent funnel hacking lives. If you look at what he did, he wasn't just going out and doing one sales at a time. He was like, let me gather the many. Bring him to a circus or to an event and then from there he would sell to them. And for me, we do this typically through live events, through webinars, through teleseminars, through videos, where I'm not speaking one on one with people, but instead I'm speaking one to many in the presentation I'm going to craft in a way that tells the stories about the offers. It provides value to people up front and from there I can make the special offer to them. It's creating an offer, learning how to tell stories in a way to increase the perceived value of that offer, to make it feel cheap, make it feel inexpensive. And number three is making a presentation gathering the many so you can do a one to many presentation so that every time you make a sale, Instead of making one sell, you make 10, 20, 30 sales, which speeds up your ability to gather money faster. I hope this is helpful for you guys and gives you guys some of the frameworks of what we use to get money into our businesses, into our pockets. It's the same thing you should be doing as well. I hope you enjoyed this video. If you did, let me know in the comments down below. Let me know if you guys have any other old books that you're interested in I could look at and I could read again. I'm a collector. I've been collecting old books for now for the last couple years. I'm obsessed with them and the art of Money Getting by both P.T. barnum and Lehman Thomas Reid, two great books. They're even more applicable today than ever and I hope you guys enjoyed this video. With that said, thank you so much. We'll see you on the next video.
