CF Radio EP800: A New Chapter Begins! Meet Co-Host Dante Torelli & The One Comma Club Story

You just see opportunity everywhere, don't you? If we're gonna look at what is the best time to launch, it's now, today.

I think a lot of people, especially entrepreneurial-minded people, they go through life looking at these menus and they don't know what they want or the, or what they don't want. And all of a sudden they get hit with something. Somebody fed them something. They're like, that's it.

Russell said, do not live in limiting beliefs. So I'm not gonna live in limiting beliefs. You can tell the AI Funnel Builder your customer, the product that you're selling, it will tell you exactly what funnel you need to facilitate that sale and get the highest conversions. You click it, it builds the funnel. Now all we have to do is go in there and tweak.

This is like a dream customer question. And I think a lot of people run into this. How do they get started?

You just—

What's up everybody. Welcome back to another episode of ClickFunnels Radio. My name is Chris Cameron and you guys see, I'm loving these new digs. Like this is like a whole new Set up for us too. And we're going to get into that. I mean, we've just for the past 5 weeks covered the One Comma Club Challenge, and we're going to dive into that a little more. Um, but before I do, we're kind of, we've kind of made some changes, obviously visually we've made some changes, but personnel, we've made some changes. And before I kind of introduce what those are, I wanted to, uh, individually thank Tyler Wicks. This guy has been amazing. He is working so hard at so many partnerships. He's all over the place. And he is focusing on that. And we are actually bringing in another co-host since I've taken over from this, you know, as a kind of a legacy play from Dave Woodward. I mean, he did 670-something episodes and I've been doing this since about 670. So here we are on episode 800, which is absolutely wild for me to even like consider and think about. We've had Laura Demetrius on here. We've had Ben Harris as a co-host. We've had Tyler Wicks, and we are doing another changing of the guard, which I am actually crazy excited about. And I would bet, I would bet that most of you have probably seen this guy around. He has been on a lot of, uh, uh, you know, social media and content and so on for ClickFunnels. So without further ado, I wanna bring in, as we kick off episode 800 with our new digs, um, Mr. Dante Torelli, welcome out. To the program. We're going to interview Dante today. Dante, what's up, man?

Chris, great to see you, man. Thank you so much for having me on the pod. I'm unbelievably excited for this. I really am. This is, this is like a, I'm honored to be here more than just excited.

Oh, I love to hear it, man. Well, you're pretty awesome. I want to kind of back up so everybody knows Dante's my co-host going forward, but here's what we're going to do today. Today we're going to interview Dante. I want you guys to get to know him a little bit better, understand what his background is, what his experience is. And that's where I want to start, Dante. Like you were, you were telling a story. Okay. You were telling a story that you were just some dude in the middle of the night, clicking on an ad. Take us back there and how you got involved with ClickFunnels.

My story starts at 1:30 in the morning on a random Tuesday, 8 years ago, or whatever it's been at that point. You know, when I found ClickFunnels, when I found Russell, when I found Todd, when I found the whole world of entrepreneurialism, I was actually a college dropout. I'd recently left college, uh, not because of laziness and not because of ignorance. I just didn't know what I wanted to do.

This is a theme though, man. Like a lot of people that we deal with the same exact thing, right?

Yeah. 100%. Yes. Our people, 100%. Right. So college didn't quite go how I expected. So I left college, I became a realtor and man, I became a realtor not knowing anything about business, not knowing anything about marketing, not knowing even what a dream customer was. And as I'm a realtor, I'm literally, Chris, I'm literally just figuring out that as a realtor, I'm a lead generation business. I don't have my own products to sell. I just need to acquire clients and sell them homes. I need to generate leads. I literally was just learning about this. I was, I was so, I was just so fresh into this world. So it's 1 o'clock in the morning on a Tuesday and I get an ad from Russell Brunson talking about how you can fill your business up full of leads. Greatest thing I ever did was click on that ad. Greatest thing I ever did was say yes to Russell Brunson. Over the last 8 years, I've been able to do I mean, so Chris, over the last 8 years, I've been able to do things that I never thought I'd be able to do. I liked doing a lot of things, but at the core of everything, I really enjoyed people. I really enjoyed serving and I really enjoyed helping. And I've been able, I get to do that every single day. It's the most fulfilling thing I've ever done. And then all the extracurriculars, like you were saying, like I was, I've been able to speak on stage at Funnel Hacking Live. I just went to Japan with Todd Dickerson and Russell Brunson to go launch the software for the first time ever in a whole new country. And I'm just a dude that clicked an ad at 1:00 in the morning.

Right. Well, you know, okay, so I get this sometimes. You know, I coach a ton of people over on the Prime Mover team, right? Russell's coaching stuff. And I have people ask me all the time, like, Chris, dude, why are you doing Prime Mover? Why are you coaching people on this type of stuff when you have the knowledge, know-how, the skill set, right, to go and do a bunch of other things that you're teaching? And I'm going to ask you the same question. Like, I'm not going to tell you my answers right now, but you over the last 8 years have acquired, you know, it's like, what was that movie Taken? You know, Liam Neeson, he's like, I've acquired a special set of skills or whatever. Like, you have, dude, over the last 8 years acquired this skill set that could make you dangerous, you know, as a marketer. So why do you stay with ClickFunnels? Why, why, why do you attach your cart to this horse? Tell me a little bit more about that.

Yeah. So first thing, First reason, this has been my reason for years and it's always going to be my reason. When I first met Todd and Russell in real life, in person, their eyes were the same as when I saw them online. And that struck me so hard. Real. It struck me so hard. I got goosebumps.

Is that kind of what you mean? Like their eyes, like they're the real deal, like as people as they are as marketers?

Yes. When I saw them in person, it was the same person I saw in video. And up until that point, right, I'd met some people in real life that I had seen on video. And when I met them in real life, it was completely different. Their eyes were not the same. I was not getting the same feelings. But when I met Russell and Todd, their eyes were the same. And it just moved me. It was maybe just maybe great timing. I don't know. Maybe it was the first real people of success doing things that were true to who they were. And so maybe it was just great timing, but It literally moved me. I truly believe that what they're doing is good and right and true, and that they as people and humans are good and right and true. And I want to align with that. You know, you're asking why I don't do the thing. It's a great question. I did for quite a while. I did for quite a while. You know, my— to finish out the story, which I guess I didn't finish out early on, right? As a realtor, I find ClickFunnels. I joined one of Russell's events. He starts talking about marketing and lead generation and know thy customer. And I'm like, holy cow, this is amazing. Wait. So as a realtor, I have 3 main customers. I have buyers, I have sellers, I have renters. Are there any subcategories? Oh, relocations is another cool thing. Okay, great. So what is my buyer customer profile? What is my seller customer profile? Through, through learning from— I learned like, oh, when trying to speak to everyone, you typically speak to absolutely no one. And I, and I, and I started applying. That's the difference. I started applying and implementing the things that I had learned. And within a pretty short timeframe, When I launched my real estate funnel to acquire leads into my business, the first launch was an absolute flop. I had like 1,000 people go to the funnel and nobody opted in, right? But I kept tweaking. I kept looking at it. I kept saying, okay, well, this didn't work. So what do we have to do? Russell said, do not live in limiting beliefs. So I'm not going to live in limiting beliefs. And then pretty quickly after that, I started understanding and figuring it out, and I started having success as a realtor. You know, I was like, okay, I see how this game works. Now I understand, like, the guy that has the commercial in my local area, I actually understand exactly what he did. I understand exactly how he built that. But do I want to do that?

Oh, man, that's, that's huge. So you— this is like a dream customer question. And I think a lot of people run into this. And you had that, that moment, right, where you're like, dude, I don't want to be a real estate agent. And that's why you shifted?

Yep, absolutely. Absolutely. Along the way, I was also making other offers. Like, I had a really cool fishing offer where I was helping people set up their boats and just learn how to fish. I'd go fly out there. It was really cool. So I'd done a lot of other stuff, but I really saw it in real estate. I really saw the potential. And I was just faced with a decision, which is all life is, is just an accumulation of decisions that you make. But my decision was, okay, I see the future in real estate. I see how I can turn this thing into a real vehicle. Vehicle. I see how over a 5-year timeline I could definitely become a broker. I could have agents working under me. Like, I see it, I get it. I hated real estate. It was so boring. It was so uninteresting. I don't care about contracts. I just, I didn't care. Right. So at that time I had an opportunity to come work for ClickFunnels. And when I tell people this, they're like, oh yeah, of course. It must've been an easy decision for you to go work at ClickFunnels and become a head coach over at ClickFunnels. It must've been really easy for you to leave ClickFunnels and go to like something that is the most secure thing in the universe. Not what happened, Chris. I left my real estate career to become a tech support agent at ClickFunnels because I believed in it so much and I wanted to carve out a future here. To be honest with you, I saw Russell doing what he was doing and I said, that, that is what I want to learn.

I want to, I want to pause this story for a second because I think we can dive in deep on a couple things here. One of the very first things we do, okay, so when we do coaching, and you know this very, very well, we'll go in and one of the first things that we want people to do, and even if I'm coaching in a live session, you do this too, Dante. I've been on the calls. We literally come in and somebody says, hey, I got a question about X, Y, and Z. And if I don't know that person, I haven't seen them before. Two things that I ask them. I go, okay, tell me who your dream customer is, and then tell me the result that you're going to get them. And I feel like, as you've told this story, that those were two things. One, you're like, dude, I don't love real estate. Like, maybe I should. And I don't know that I want to serve those three categories that I just discussed, or four categories. But when I see Todd, when I see Russell, and I go, wait a minute, I love these people. Matter of fact, you and I were talking before we hit record, and one of the things you're saying in sound test is you're like, I love our customers. And then you see what Todd Dickerson and Russell Dickerson are doing, the results they're getting. Maybe talk about how that kind of impacted this decision for you to say, okay, listen, it can be very lucrative in real estate. I can go do a lot of things, but I'm willing to come be tech support. Like, that feels like, you know, not necessarily a lateral move, but you saw some potential here. Tell me more of that.

Oh, it was, it was a negative move, Chris. It was a negative move. I done good in real estate. Like, over 5 years, I saw clearly the path. I could be very successful here. I could be very lucrative. Been very profitable here. But yes, it's just not what I wanted to do. It didn't fulfill me. I wasn't excited to wake up every day and go do that thing. But what I saw Russell and Todd Dickerson doing, that fulfilled me. The change that I saw they were having on people's lives and the change that they had on my life in just such a short time, that was unbelievably fulfilling. And even though I was taking, like, a massive pay cut to go be a tech support agent, which, by the way, I'm not technically competent. I, like, even though I'm the head coach—

I would argue that now, actually. I would argue that now, dude, you got chops.

I got them now a little bit.

Yeah.

But like, when I first started, I was technically incompetent. I know I say that and it's like, haha, Dante, that's really funny. No, no, no, it was real. If I was so technically incompetent, Chris, if I downloaded somebody's lead magnet off the internet, I had to call my brother and say, Where's this file on my computer? Like, I was technologically incompetent. So for me to leave was really a difficult decision, but a decision that I had to make. Am I gonna take a pay cut and not only take a pay cut, I'm gonna go be tech support agents, uh, a tech support agent at a software company that I barely know how to do the thing for myself. It was challenging. It was so challenging. The first year working at ClickFunnels was by far the hardest thing I had ever done, but I knew I made the right choice because it was also the easiest thing I'd ever done.. I was excited to wake up. I was excited to serve. I was excited to talk to customers, and I became really excited to find hurdles and roadblocks. Like, I almost got addicted to smashing limiting beliefs. When I learned what a limiting belief was, I'd never heard of that before. A lot of people have great counsel. I guess I just didn't in that capacity, so I'd never heard of it. And I was rife with them. I lived in limiting beliefs. I was the billboard for limiting beliefs. So when I started thinking differently and prompting my brain differently and getting different outcomes from the actions I was taking. I really think I got addicted to that. So pair that with like, oh my gosh, I can come in here every day and smash my limiting beliefs. I can grow as a person. I can do the thing I'm fulfilled with and the people I'm doing it for. I truly trust and believe in that every single day what I'm doing is right and good and true. It was the most powerful thing I'd ever experienced.

It's so funny. I had the opportunity before Funnel Hacking Live 10 Russell and I went over to a restaurant and it's Sushi Samba in the Venetian. Have you ever been there? Anyways, it's awesome. Oh, I have. Yeah, it's killer. But the first time I went there wasn't with Russell, but what they did is they walked in and they're like, hey, here's the menu. You can pick what you want, or tell us kind of things that you like and you don't like and we'll feed you. I'm like, ooh, that's the option for me, right?. And so we went in there and Russell's like, oh, we like this, this, this, and this. And then boom, they just fed us, right? They're like, how much you guys want to spend? And I think a lot of people, especially entrepreneurial-minded people, they go through life looking at these menus and they don't know what they want or what they don't want. And all of a sudden they get hit with something. Somebody fed them something. They're like, that's it. I feel like that's what happened with you, Dante. And now you're saying, okay, I'm going to consume this more. I'm going to go after this more. And dude, here you are 8 years later doing the thing, coaching, co-host of ClickFunnels Radio. But what would you say to people who are kind of scanning the menu or don't know what they want to do and are listening to this?

How do they get started? Oh, you try, you try, you try tuna, you try whitetail, you try squid. You just try, right? And that is exactly what I did. I dabbled in many different things. I spun up many ClickFunnels in many different industries. Industries to try and figure out the thing that I really liked and enjoyed. So you just got to try. And I think it's scary, right? Scary to try. I remember the first time I had sushi. I was actually literally in Japan a couple of months ago, and I had squid sushi of some sort. And there's tentacles and there's suckers on the tentacles. I mean, the whole thing. And it was kind of scary to try, but I tried it. Guess what? I hated it, but I tried it. And now I'm not going to go do that thing. I check it off the list, and all of a sudden now You know, one of the cool things when you learn about funnels, when you learn about marketing and sales, you just see opportunity everywhere, don't you? Yeah, for sure. Go to your grocery store and you see opportunity. So I tried some of the opportunities and I figured out the ones I didn't like, and then my list became really small. Then it was so much easier for me to focus in.

Yeah, this— the try thing is huge. Bill Allen, we had a leadership meeting.

He's—

a lot of you guys know him. He's CEO of Prime Mover. He taught us in a leadership meeting. He's like, here's what we're going to do. We're going to try things. And here's kind of just a simple formula. It's probably a simplified, like, scientific method kind of formula, right? Like, his thing was hypothesize, test, pivot, hypothesize, test, pivot. So if we go out and we do an offer as ClickFunnels, as Prime Mover, we go out and we say, hey, we're going to go give this a shot. And that's our hypothesis, especially now with Russell. Todd, everybody, we have all this data. We know what works, what doesn't work for the most part. But occasionally we'll go out and we'll try something and it might work or it might not. So we test it, right? And then we come back to the drawing board and we say, all right, let's debrief this thing. Did it work? Did it not work? And to what level? And should we kill it or should we scale it? Right? And I think that's what everybody needs to do. Here's what I found, and you tell me if it's any different. I found a lot of people that are listening or even people that jump in at an early level, for example, maybe it's One Funnel Away Challenge, right? They jump into this. And bless their hearts, they get stuck in this learning and hypothesis loop and they don't get out of it. They don't get into the test and pivot. I'll tell you, the people who are winning the Two Comma Club Award, the One Comma Club Award, right, the Prime Mover Award, whatever it is, are the people who are getting out there scrappy and testing and pivoting and testing and pivoting until it hits. Right. Are you finding that too? What would you say to these people that are just kind of learning and going through this?

Would you give them more insight on that? 100%. I see that all the time. And something I've been able to observe in watching Todd and Russell and others like them, it's fire, ready, aim. Yeah, we need to be. I've met many of those people as well, Chris, and they're addicted to learning, they're addicted to consuming, and that's amazing, and I love that. To have that naturally in you, that inquisitive nature, not even ready firing.

It's just fire first.

Yeah. Yeah. Fire, ready, aim. Oh, did I say it backwards?

Fire, ready, aim. Still fine. Yeah, I got you though.

Yeah. 100%. Fire, ready, aim. It's great to learn. I love learning, but if you don't implement on what you're learning, we're not doing anything. We're just serial learners and not serial doers. Russell is a serial doer. Todd is a serial doer. All the, all the Two Comma Club Award winners, the 10X winners, all the amazing entrepreneurs I've been able to meet through my association with ClickFunnels. They're all addicted to doing, taking action and implementing.

Even if they're wrong.

Yeah. And aren't people so scared to be wrong, Chris?

Oh, it's this irrational fear of like, what's everybody going to think? Let me tell you a little something. And you know this, Donny. Anybody who's going to get on camera for the first time, you're going to suck. Garrett White has a great thing about this. That he talks about. He's like, yeah, you're going to suck, but guess what? Nobody's watching. And each time you do it, you're going to suck less. And then you will suck less, so little that you'll eventually be good. Right? I love that. I love that quote. But just getting out there and doing the thing. I'll tell you a quick story. So when I first came over to ClickFunnels, Russell had me running his speaking team, and we took everybody to Atlanta. And Russell has this thing dialed. This is not that long after his $3.2 million when he did the Grant Cardone thing, Set the World Free.

Oh, the 10X event.

Yeah. And we go out to Atlanta and it was kind of a mixed bag of entrepreneurs, but we didn't perform as well as we wanted to. And I love this too, because Dave Woodward comes into this, into this story. So we didn't sell as many as we wanted to and we had to take— we did paper order forms. So we had Dante, we had these fireproof safes. There's huge things so we could be compliant and everything else. Like the order form had to go in there, you had to lock it up and then you'd have to shred it anyways. But there's psychology in the paper order forms. So we go upstairs and we're like, oh, shoot, we're going to be processing orders all night. I've been at those events where we're all hunkered down, PCI compliant. We're entering these order forms, we're shredding the papers until midnight, right? And we got up there and they're like, we processed all the orders. I'm like, wait, the whole team's here and we didn't sell like we wanted to. And I remember Russell was smiling. Russell was smiling. And Dave Woodward gets in front of the entire team and he goes, hey, listen, guys, we tested this out. It wasn't the right audience. It was kind of a mismatch. We tried also a new presentation. But hey, you know what? It's totally cool. Tell you what, Chris, ship those— ship those— all those safes back, which are super expensive. They're like £90 apiece. We should have just like bought new ones anyways. So we ship these things home and then he says, everybody says, hey, go enjoy Atlanta and don't miss your flights tomorrow. We'll see you guys back in the office on Monday. And they're not afraid to fail. Like, you fail forward is very, very different than I'm too afraid to try. I'm just going to learn and eventually I'm going to get out there and try. No, get out there and try and fail forward.

100%. Like, have you ever met an entrepreneur, Chris, who was like, never failed? Have you ever met one?

No. Like, not if they're successful.

Not if they're successful.

So many stories about this. I remember this guy when I was growing up in our church group. I remember he kind of came around and he had this letter. He's actually a pretty successful photographer, had this letter, and he sent it out to everybody like, hey, I'm kind of upside down, blah, blah, blah, blah, blah. Can you help me save my house? And I remember my dad was like, I'm going to help this guy out. So he goes and helps him. And within 3 years, this guy was one of the top reps for Tahitian Noni. Tahitian Noni, which is like Zango kind of branched off, I think, from them. I don't know the whole story, but it's kind of a similar thing. He had this huge mansion on the hill and he paid my dad back and all these other people with interest. But he was the type of guy, he's that personality, resilient. Didn't matter. He's going to fail forward and he doesn't care about the embarrassment. If you're going to get on camera, you're going to be embarrassed anyways because you're going to have certain friends, you're going to have certain family members that are going to be like, Oh, what is Dante doing? Oh, Dante thinks he's cool. He's in front of the camera. He's out doing the social media stuff. He's doing all this stuff, and they're going to think whatever they want anyways. So just go and let them think that and then bank a bunch of money and make a bunch of impact.

How about that? 100%. 100%. It's the indecision prison. Too many people wait for the stars. It's the indecision prison. That's so true, man. We, we, we try and wait for the stars to align. And like right now, everybody's just sitting in ChatGPT or Claude or whatever AI that you're using to, to do market research and, and help you with your business plans. Like everybody's just sitting in ChatGPT saying, when is the right time for me to launch? When is the perfect, most opportune time for me to launch? It, it's never gonna happen. There's never a perfect opportune time. And if we're gonna look at what is the best time to launch, it's now today so that if the perfect time comes up 2 years down the road, you're ready. You've gone through the trials and tribulations. You've made the mistakes and learned, and now you're ready. So when that time hits, the best you is taking advantage of it. I like to look at, I like to look at everything like Robert Kiyosaki, Rich Dad Poor Dad. Yeah. When's the best time to invest? Well, 20 years ago, obviously.

Yeah. It's like, when's the best time to plant a tree? Yeah.

Right now. Today.

Yes.

Yes.

Yeah. So many people, though, even post-2008, I remember. Okay, I'm older than you, but I had a total PTSD thing. I was doing investments and we got wrecked in 2008 when things fell apart. Like, wrecked, wrecked. And I remember people, though, housing prices came down and everybody was so scared. And don't get me wrong, funding was hard, too. But everybody's so scared to jump back into the real estate market, into the stock market and everything like that. And guess what? Here we are, 2026, and everybody's like, I wish I would have taken every dang cent that I had and bought any land, any real estate, any stock that I could have at that moment. I remember the bottom on the S&P 500 was 666. And I remember, like, spiritually, I'm like, that's really weird. But then it's— I mean, Dow's at, what, 50,000 or something now? It's crazy, right? So what are you waiting for? Like, the years and the time is going to pass. And you're either going to do something or you're not going to do something.

Okay.

I want to shift gears a little bit. So one of the things that you do too is when we talk about these people, talk about the One Funnel Away Challenge, okay? They jump into this thing and they're getting into this. And then I want to get into the One Comma Club Challenge too, a little bit. But let's talk about One Funnel Away. You have for the last number of years, and you and I have crossed paths so many times and this has been super fun, been helping people within like the first 30 days have some type of success. Tell me kind of like what that process is.

Well, so different for everybody. I love what I get to do because I get to meet some days some people that have $100,000 million businesses and they're just looking to implement funnels on the front end. How do I have something sustainable, high converting I can run traffic to? What's a funnel? And then I show them how to take their existing offers, their assets, the things they've already created, bundle them, package them, turn them into an offer. That's where we run our traffic to. So those are really fun conversations. I love those. And they're great examples for a lot of the first timers. The, the, the, the ahas that come from those are just really incredible. But I get to work with a lot of first timers. This is like me, me 8, 10 years ago, whatever it's been like, I get to work with the mes coming in. Like, hey, I have this idea. Hey, I have this thing that I do and I think it would really help other people. I have no idea. How to monetize it. I have no idea how to sell it. I have no idea how to even tell the world about it. And then we get to start talking about true marketing. Well, who is the customer that we're serving? What are the problems they're experiencing right now? Like what you said, what is the transformation that you're going to promise them when they do the thing that you're asking them to do? And it's just incredible because like, I just resonate so much with them. I don't think I'm ever going to stop resonating with those people.. And, and it's like, it's just exciting. It's so exciting because you have somebody that comes in with a hope, a dream, a desire, maybe a small roadmap on how to get there, but so many questions and things they don't know how to do. And then you just have a talk with them for 20 minutes and you explain simple marketing concepts like value ladders and dream customer. And when you see that light bulb go off, I've said it forever, I'm going to do this until nobody's listening anymore. I don't care if I'm 90 years old. If somebody is listening, I'm going to continue to do this. Because when those light bulbs go off, for me, it's the most fulfilling thing in the world because I know what's down the line for them. I know what's down, down their success path. I know what comes on the other side of the pain, of the hard things they're going to experience. And the hard things aren't even that bad. So, like, for instance, I just had somebody come in. Lives across the world from me. And they came in with an existing business that was doing okay. They were selling courses and we looked at what they were doing. We looked at some of their past data because they were an existing business owner. So they had data we could go to and make a data-informed decision instead of just hypothesizing and trying to pull from the ether. So we ended up tripling their ad spend and tweaking the offer just a skosh. They made more money on that launch than they'd made in an entire year working for somebody as an employee. That's power.

This was how long into them jumping into ClickFunnels?

Oh, this was week 2. This was week 2 of them being—

14 flipping days.

They're not even out of their free trial. Yep. Now, to be fair and clear, it's not even a caveat. Just to be clear, they had an existing business, so they had existing offers and assets, and we just had to bundle them up the right way. It was a small tweak that actually, Chris, this person was having great success. All of their metrics and stats were pointing to scale it, scale it. They just didn't understand how to interpret it. And because they'd never been there before, they were scared to take a step by themselves. And that's power, man. More money than you made in an entire year working for somebody in 10 days. Yeah, that's nuts.

I'm addicted to it. I love it though, too. It's like, okay, a lot of people have their why are they jumping in? And I think for you and I too, it's not necessarily as much income, right? That's impact. I put those two I's together, right? It's always income and impact. You have to figure out— that's one of the things we do with dream customer. We say dream customer. Okay, what's the result? You're going to get them. But even more importantly that we talk about why. Because go talk to Russell. Does Russell really care about the next million dollars? And for me too, whether or not somebody buys the coaching program, Dante, does not make a difference on whether or not my kids get shoes, right? My kids get shoes, we're going to eat. It's cool. But the impact for you and I, when we go and we work these people, it makes all the difference. I want to talk a second, too. Like, there's also a lot of— you mentioned existing business owners. I find it so interesting. Okay, let's say that you're a chef. Let's say that you're a doctor. You have this incredible skill set. But that's what you're trained on. You go to college and you're trained on this skill set to go and become this, that, the other. Or you own your own electrical business, you know, you're an electrician, right? Blue collar, doesn't matter. But that's what you're trained on. I'm a doctor. I know how to help people get better or prescribe the right drugs or whatever, but I'm not a business owner. And guess what they didn't teach me in school was how to be a business owner or how to get more patients in the front end. Right. And so now you got somebody who's taken 10 years of school and they come out and they're like, okay, I'm a dentist, but how do I get more people in here to fill cavities and Invisalign or whatever? That's right. I'm a chiropractor. Yeah, that's a huge disconnect is like I now have to be a business owner and a marketer. Is that the type of stuff that you're teaching as well? 100%. Even existing business owners could be brick and mortar, could be info business. Maybe talk a little bit about that.

E-com. Yeah. So in the One Funnel Away Challenge, we have two tracks. We have an expert track for like digital businesses, like your doctors, your lawyers, your consultants. Info products are perfect on that track. And then we have an e-com track and that's with our great friend at ClickFunnels here, Trey Llewellyn.

And it's just all things e-com. He's hilarious. Flashlights. Who'd have thought making them tactical flashlights made all the difference?

It's crazy. Oh, you know that story? Yeah. Well, I'll probably save that for a later episode, but that's, that's marketing, right? That's, little tiny tweaks. And I won't spoil it, but Trey got that little nugget, that little nugget that took his product from like a $1 or $2 million product to a $100 million product that founded his brand that he has today. Just because he called, he called a customer, he called a customer, and that he called a customer, Chris. He was just a conscious business owner doing the little things that nobody wants to do because it's not fun or glamorous or in front of a camera or nobody likes it or hearts it or comments it. Just doing the common little things that we should have been doing forever in business. He called a customer, asked him something. That customer said a sentence. He put that sentence as his headline. Smashed. So that's what we teach people how to do every single day. Existing businesses, being created now businesses. If you have existing businesses, you quickly learn how to package what you already have into a sexy, irresistible offer. If you don't have an existing business, you learn how to source products, create your own info products or courses, whatever it may be, and launch those profitably to your industry and market. It's the coolest job in the world.

It's so cool. It's so cool. One of the things that we've done inside of— well, anyways, sorry, back up. Hypothesize, test, pivot. Like, think about this. You have a business that's going, things are working, but now sometimes it's that test. It's that one little tweak, right? We know what works, doesn't, and then we just pivot, pivot, pivot. Russell, for— I ask people this all the time. He has a training that he does here in one of our Prime Movers programs. And he tells people, he's like, you know, you have to have a level 10 opportunity. Oh, some of you have a level 10 skill set, right? But maybe you don't have the level 10 opportunity. And matching those two is where it really comes into play. And if I'm just going to say, okay, I'm going to sell toilet paper online, that may not sound like a level 10 opportunity. However, it depends on how you do it. It could be. But in that, it's these little tweaks. And then I always ask people, he tells me, he's like, Like ClickFunnels was a level 10 opportunity, but you know how many other opportunities I had to go through to get to that level 10? Do you know what that number is, Dante? Do you know how many funnels it was? Do you know? I don't. 150 plus, he says, and it's probably more than that. Like, it's absolutely crazy. Okay, so anyways, don't give up.

Like, be patient. And not only that, his level 10 opportunity, Chris, how many times did he try and build ClickFunnels and not get it across the finish line? Right. Right.

And he didn't. He had to find his Todd Dickerson. Right. And so sometimes it's people, right? Sometimes it's timing. So don't give up. I mean, just keep going. And what you're doing today may not be that level 10 opportunity later. I want to talk about making your first number of dollars online. You guys kind of heard some of the intros as we talked about the One Comma Club Challenge over the last 5 weeks. And by the way, both Dante and I have these right here. You guys can see this is so cool, this little acrylic thing. I was showing those off in the intros. Talk to me about kind of how that came to be, Dante, and why that's important to have this whole One Comma Club idea versus— everybody knows the Two Comma Club, right? These big, huge award-winning record type things that people make, $1 million plus. But why did we dive in and do this One Comma Club Challenge and this One Comma Club Award?

Talk to us kind of how that came to be? Yeah, fun question. Um, I was, I was loving watching One Comma Club this past couple of weeks and what it did and the impact it's already had on the people that have gone through it, the successes that they're already having. And I think it's just totally selfish on my behalf, right? But I felt really moved by it because the One Comma Club Award was something I'd been working on for a really a really long time. I was trying to get that pushed through for like 3, maybe 4 years.

We had kind of a soft version. I remember, like, in One Funnel Away Challenge, like, if you hit one comma club, we'd send you this, like, PDF certificate. But I love that we leveled this thing up.

Keep going. We leveled it up. It's no longer a certificate you have to print out and you can put on your wall. I love that. It was great. It was awesome. But your first comma online, I might argue is your most important comma ever, far more important than the to comma. And probably, dude, the hardest. I would agree. I would agree the hardest. And if you don't take my word for it, take Warren Buffett's word for it. What's the hardest to make? He says the first thousand is the hardest to make, right? It's the first dollars, the first time you do the thing. So difficult. And to get from zero to that first comma, you have to go through so much. And I felt like in my personal journey with ClickFunnels, for me to get from zero to that first thousand, which for me was the first sale of a home from a lead that I acquired in through a funnel. But that was hard. That took me, it took me 3 months and it took me staying up all night, every night, racking my brain, hitting hurdles, having to get over those hurdles. Right. I worked for that and I felt like I earned it. And I really felt like that was setting me up for the rest of my life. And that was the launch pad, and I felt like it should be celebrated. You know, I heard a long time ago, small hinges swing big doors. And I was like, man, this might be a small hinge, but it swung my door. It was huge. And it just felt like aside from myself, nobody cared. Like, I was watching all the videos back in the day and I was seeing everybody winning 2 Comic-Con awards and they'd make ads with them and they'd post them. And I was like, that's awesome. But I feel like I worked just as hard as you did. I feel like I deserve just as much credit as you have right now to get to my first comma. So that's where the One Comma Club really came in from. It's just the first stepping stone, the first measure of success, the first checkmark along your success path of entrepreneurialism. And now we made it physical. We made it something you could put on your desk every single day. Like, we've all had—

yep, right there. Yes. Come on.

I'm going to set it here.

It's a—

here. And it's powerful, right? Like, I've talked to so many people, too, that have the award and they truly feel empowered. They feel like if I didn't have this on my desk every day, I might even lose sight of my end goal. There's days that the One Comic Club Award, looking at it and seeing it right there, reminds them of the work that they did and reminds them of how important the work they did and how they earned it to be where they are today. And that has power in people's lives. And I just think it's incredible. And then so we finally get the award to go through. It took like 3 or 4 years. Uh, we worked with the team, we got it designed, we got a mock-up, we did the whole thing. And then finally the One Comic Club Award is like— everybody hears about it now, they're all, yeah! And even Russell's like, yeah, this is awesome, I love this. And then to see him take the One Comic Club Award itself, turn it into a challenge, and then what that challenge has done—

it was amazing. It's so cool. And one of the biggest things that I love about celebrating something like this— okay, One Comic Club Award, Two Comic Club Club Award. I remember first time I went to Funnel Hacking Live and I saw all these people go across and get this award, and it lit a fire under me. And I said, if these guys can do it, and it was every industry you could think of, right? Health and wellness, wealth, relationships, whatever it is, finance, it didn't matter. And I was like, oh my gosh, if these guys can do it, I can do it, right? And I think that that's what this instills in people is that seems like a huge jump to like, okay, two commas, you know, $1 million as a threshold seems pretty tough, but $1,000 looking at other people and saying, oh my gosh, these people are doing it. We've had 2,000-something-plus people win. I don't know what the number is now, but it's a ton of Two Comma Club awards. I can't wait to hear how many people get the One Comma Club. And then here's what I know. Is if you can make $1,000— like, I was just coaching somebody the other day and they had their data from their webinar, okay? And he was like, okay, hey, here's what I know. I only had like 3 people on this webinar. 3, which you might listen to and be like, okay, 3 people, well, that's not very good. But he sold 1. And guess what? The previous week he only had 3 and he sold 1. And I was like, whoa, dude, that's a small sample size. But guess what we know? You're closing 30% of the room. All right, so now you have 2 sales. What if we just add a zero to that? Maybe we up that ad spend. You've done this all the time too, Dante. You're always talking to people like, okay, maybe we just need to double the $15 a day. This guy's name's Patrick, that Patrick was spending. And here's the thing, I was like, dude, we know the data. You've got data here. And one thing that we know is we just got to pour more gas on that fire. To let this thing really, really go. So I love those different aspects of it is like the belief and the scalability. Like, we just add another 3 zeros to this. It's the same thing. It's just bringing more people in the front end. I want to know, in One Funnel Away Challenge, One Comma Club Challenge, whatever, what's one of the weirdest things that stands out to you? Like, okay, that was a really kind of weird business., but they started getting traction. Like, anything just wild that stands out to you?

The self-cure for foot fungus.

Are you serious? You had that, like, chambered, dude.

You had that thing ready to go. I'm never going to forget it because I learned a lot in my first year of coaching about just how unimportant I am and how important my customer is. And that's for every business and every person out there. Nobody cares about you. They care about themselves. Once we learn that and kind of change how we're looking at things that really changes the results we get. But this guy, Chris, I judged him. I got it chambered because I judged him. I try my hardest to not judge anybody when they have their ideas because I've seen some really crazy stuff work. Like Russell talks about the poop funnel. There's a guy that sells Bigfoot tours in like Washington or something like that. Yeah. That guy can get you to pay him to walk to the top.

Yeah.

If a guy can get you to pay him to walk to the top of a mountain and scream into the ether, like, okay, things are really possible. Right. So it was shifting my mind. But this guy had a self-care for foot fungus, and I was like 26 at this point.

And I didn't have—

no, you didn't. No, no, I had not yet had foot fungus. People wanted to know. Hopefully I don't need them for a couple more years at least. But I'm 26, and I'm like, that's weird. How many people are really experiencing foot fungus? And then the methods that he was sharing on how he does it, I was like, wow, that sounds really weird. I don't think that's I don't, I don't, I don't know if this is gonna work. I didn't say that, but silently I'm judging him on those things. And sure enough, we work together. Dream customer problems they're encountering, transformation you will help them receive, package those things into an offer. And he smashed, absolutely smashed. And, and that was when it really concreted inside of me. The riches are in the niches. He had a dream customer that was encountering a very specific problem, and he provided a very specific solution, a contrarian solution, which was not medicines and pills and doctors. It was just a couple different things you can do in your life today, right now, and you're going to remove the foot fungus. And he absolutely killed— when it was at that point, Go ahead, finish though, and then I got a question. Well, it was just, it was just at that point that I realized like anything can be sold. Anything can be sold out there. I am never again to be a judge of anybody or anybody's business because if there's somebody in count, all business is, is you providing a solution to a problem. So as long as there's a valid customer having that problem, a business can be born.

What, uh, what kind of funnel was our fungus funnel?

Funnel? It was a course funnel. So he was, he sold a course. And what we actually did was I, I had him give away mod 1 for free. So it was a lead generation and a sales funnel kind of wrapped up into one. His lead magnet was take module 1 and learn the things that if you're eating right now today, you need to remove. And then they would come in. That was the lead magnet. They opted in, they got to see that there was more of the course, and then they would go right in to buy the entire course and smash the foot fungus. Fungus. Just a simple lead magnet to a course funnel. Do you remember the price point? Oh yeah, I think it was like, um, so I think he had the course for like $47 and then he had an upsell of group coaching that was $97. And then we did a done-for-you service as an OTO2, and that was like him consulting people personally on their diets and their day and what things are around. And he would just personally consult them to get rid of their foot fungus. It was like the most basic. We do it every single day. The thing that Russell's been screaming from rooftops for years. Yeah.

Well, you said OTO. Talk to people a little bit about how you'd, how you'd like, how you'd structure that funnel. Right. Some people may not know OTO. A lot of people do. Right. Tell us about that. Like, why did you have those other things? Why wasn't it just a $47?

Talk about that. Well, because the fortunes are in the follow-up and the fortunes are in the backend.

Right.

If I can get the The first yes is the hardest yes to get. So that's my order form, right? That's where people buy my main product. But once we get them to say yes, it sets off a chain. And every yes after the first yes is incrementally easier, at least for like 2 or 3 pages. You know, please gang, don't go put 15 upsells in your funnel.

That doesn't work. 2 is probably a good rule, right? Is get in there too, but then know the data. Like if you know that more people are dropping off or whatever, like look at that and know where to stop. Right.

100%, 100%. And then, and then plug in different offers to try different things in your upsell sequencing, right? Hypothesize, test, pivot. Did I say that? It's, it's the same thing for everybody. Business is business is business is business. I hear a lot of people, they come to me and they say, oh, I have, my business is different. Or, Dante, here's a problem you've never heard before. And I have. And your business is not different. There is no new thing. It's just people. Yes, yes, yes. So my favorite, my favorite structure for like people like that, experts, if you will. I love upsell number 1, done with you services, whatever you're selling them on the order form. Upsell number 1, hey, I'll do it with you and do it in a group format so you can serve more people and retain more of your time. Yes. So upsell 1 is done with you. Upsell 2 is done for you. Hey, I'll do this thing for you in this capacity. Yeah, I can't do it for you. I can't done for you remove foot fungus, but I can work with you one-on-one to virtually ensure that your foot fungus will be removed. It's my favorite. It's worked forever.

It's always going to work. That's such a cool story. I love having just kind of the random weird ones. It's just fascinating. That would be always one of the things, too, that people would walk in. I did a lot of events for Russell, and people would always be like, well, my business is different. And we could smash it every single time. Like, well, how so? And then the conversation would usually come around to like, hold on, do you need more leads? Do you need more customers? And every one of them is like, yeah. Okay, then it's not different. It's just how are you going to position this as something that's attractive? Right. And then walk them through the funnel. And get them to pay more. And so many people, by the way, we talk about the OTO, the one-time offer. So many people are leaving so much money on the table by just saying, okay, I got the $47 product. You know, go look at this data. You might have 20% opt-in to that one-time offer, right?

Or order bumps could be something like you're teaching a lot of stuff like that. And far too often too, not having upsells, you're leaving your profit on the table many times. Yes. Like if we're— let's say you're running an ad, if you're running an ad to to an order form and just selling that one product, Facebook's really good, especially now. They know exactly how much they can charge you. So you're going to keep running ads and they're going to get the most. So most times the profit comes in the OTOs. We're breaking even on our front end.

Right. Yeah. That's such a good point. That's such a good point. Um, what, tell me this, and then I want to jump into like maybe some of the things in the one club. As you've done this with Dante, I know it's been thousands. It's probably been tens of thousands of people that you've walked through One Funnel Away, for example. Do you find some commonality? Is there, like, one thing that sticks out, like, one mistake that a lot of people when they first start make? Like, is there something just everybody's doing wrong for the most part?

What have you found? It's a fantastic question. I would say it's just not doing. Not doing the people that do, like the people that do the assignments and the people that actually build their funnel and get it to the finish line. But launching, it's just launching, Chris. It's what we talked about earlier. It's just fear. It's living in the indecision prison. They come each week and they have questions each week and they're intentional taking time to show up to the calls. But as I speak to them in week 1, I notice what's happening. I see their funnel, I see what they've done, and I talk to them in week 2. Nothing's changed. Their questions have changed, but their funnel has not changed. In week 3, their questions have changed, but nothing has changed about their work, their funnel, their actions. And then you get to the end of the challenge and then they didn't launch. Yeah. And the people that are winning are launching. Even if they fall on their face on their first launch, they unrelenting forgiveness is what we should all be practicing in this world. And so not taking action, not doing is the number one thing. I know it sounds silly. It's like, oh, really, Dante? Not taking action is why people don't have success.

But yes. Yeah. Imperfect action beats inaction every single time. Russell has— what I teach a ton on is this imperfect— or sorry, he calls it the perfect webinar.. And we always tease everybody. We're like, hey, how about you start with the imperfect webinar? Russell's is perfect because he's tried it 10,000 times. Yours is imperfect, but we have a huge shortcut for you. We have the framework, right? And that's same with One Funnel Away Challenge. And I think that even goes for like One Comma Club. There's a lot of people out here. One Comma Club Challenge. There's a lot of people who say, I've got this desire. I know I want to go do this. And maybe it's funnels and maybe it's marketing, but they don't have a product or a service. That's one of the main things I love about the One Comma Club Challenge. Maybe talk to us about what the opportunity is on the back end of that with the Funnel Builder certification. How did that all tie into the One Comma Club Challenge?

Oh, that is wild. I didn't know that that was going to be a thing. And I was like, jaw to the floor, because I went through certification years ago with Greg. That's where I really learned how the technicalities of it worked. And it took me a year because I was technologically incompetent. In. But that was quite an investment for me back then, especially after taking that pay cut. For me, it was quite an investment to do that thing. And now it's half the price. It was unbelievable to see that. It's all a part of it. So, so, so these people taking the One Comma Club Challenge that don't have a product, they don't have a service, they don't have an offer. This is just their first time doing a thing. Chris, they're just fast tracking They're just going in, they're learning the things they need to learn. They're learning the launch methods too, on how to acquire customers, and they're delivering services now.

Yeah. Okay. So they're delivering services. So somebody does this, they can come by the certification and then they can market themselves as like a funnel builder. They can kind of have an agency. So that way when the doctor, the dentist, the, the, you know, whoever it is, um, comes in and says, hey, I'm a dentist. Can you help me get customers? They can then come build the funnels and help them actually scale and get more customers and leads without having to—

Absolutely. From day one. From day one. It's not like 6 months of learning.

It's from day one. Dude, that's so crazy. That's so crazy. Think about that. I mean, it's not business in a box. Nobody think that, right? But at the same time, if you want to learn a skill set, it's something they teach you. One of the things too that I didn't realize until I saw that offer, pop off was the fact that it's like lifetime of ClickFunnels or something like that. Yes.

That's nuts. I've never seen that. I've, I've seen it like one other time with one other offer, but it's the rarest thing in the world. So they have a lifetime of ClickFunnels with the agency so they can spin up multiple workspaces and they get the certification, not only the training, but access to the coaches as well.

What? I know. Okay, so hold on. Talk about that agency model a little bit too. Like, what is different in that than, say, like our base account?

Oh, yeah. So basically in the agency, they're just going to get a bunch of different workspaces. If I'm not mistaken, it's 50, which is like—

there's your 2 comma code hacks award right there. 50, you know, funnels for 50 different businesses.

I mean, come on, that's rad.

You're flying. Most of which have templates anyways. Like, if you're going to go do this, a lot of times you can just grab templates that are tried and true. And tested and just plug in other people's headlines, pictures, et cetera.

Yes. Plug and play. It's so simple. Go do it for one business. And then once you get that one business, go to all the other businesses like it and just do the same thing over and over and over.

Rinse, repeat. Yeah. And they're starving for it. They're starving for it because they don't want to be the marketer, right? They don't want to be the button pusher. They don't want to do the design on the pages. Okay, one more thing too. We're getting a little close on time. One thing I want to know, though, I want to know where you think the puck is going. Here's what I mean. Okay. We have so many AI tools at our disposal. We're building funnels and we're teaching people how to do this. How does artificial intelligence play into this? And where do you think the puck's going?

Tell me more. It plays. It plays. And where is the puck going? It's hard to say where the puck is going.

Exactly. Let me break this down. So Funnel Builder, for example, if we know what works, like right now, I know in even a presentation, I can go in and in Google Slides there's Nano Banana, and I'm like, okay, help me beautify this slide. Are we getting to a point where I can get into AI and have a funnel built for me, or, you know, do I start from scratch? Maybe talk about some of that a little bit. Like, I think a lot of people are wondering, like, do I need ClickFunnels? What do I need to do? How is AI incorporated into all of that?

That's kind of, I think, what I mean. Sure. Yeah. So then the puck is going to AI and it's powerful. And I know a lot of people are against it right now, and I understand that. And I'm not going to sit here and try and tell you that you should embrace AI. You're a grown adult. Make whatever decisions that you want. But it's honestly like back in the day. Should I have a website? Right? We look back now and it's like, well, duh. Uh, you know, 20 years ago, 2008, after that crash, it's like, it's easy to look back and say, yeah, I wish I would've invested everything because we're playing Monday morning quarterback, but we're in the same exact scenario that we were back in the day. Everything is moving towards AI. Elon Musk is launching rockets to put data centers in space so he can cool them himself. We have an AI funnel builder right inside of ClickFunnels. You can literally come to ClickFunnels. You You can tell the AI Funnel Builder your, your, your customer, the product that you're selling. It will tell you exactly what funnel you need to facilitate that sale and get the highest conversions. You click it, it builds the funnel. Now all we have to do is go in there and tweak. I wish it was this way when I found it. Uh, my learning curve would've been so short. I would've been so much faster to success. I would've been so much faster to the revelations and the things that I was learning because I didn't have to go over all the minutia of, well, do I need a lead funnel or do I need a sales page first or an order form first? What comes after? Yeah, I don't need it. Like, it's doing so much so fast. It's writing good copy, good copy, like really good copy that converts.

Expensive usually, man.

Yeah. And it converts. I mean, what's—

what have you paid for sales letters before? Oh yeah, no, I paid $20K for sales letters. That's it. We used to use these examples like in, in one of the presentations we did, Russell's paying $15,000, $20,000, $25,000 per sales letter. Yeah.

Yeah. Per sales letter. That's, that's, so that's every time you want to spin up a funnel and do it the right way and test a market, that's the investment you have to make. Yeah, it sure does. Not anymore. It builds the funnel, it writes the copy, it does everything that you need. It's even making amazing images now. And you launch. Now you just get to be a CEO. No, you just get to be launching funnels, putting them in the marketplace, testing the different industries. Yes. Find the thing that you want to do quickly and just go all in and do it.

Dude, I love it. Dante, I cannot tell you how excited I am to have you as a co-host. Like, your wealth of knowledge and understanding the people from the perspective that you have of not only being that person, like, our dream customer is you, you know, 5, 6 years ago, maybe more, right? And to understand that perspective and how far you've come, like, listen, everybody listening, like, you're going to love Dante. I mean, he's a wealth of knowledge and put him on this side of the table with me, right? Interviewing some of our Two Comma Club Award winners or even people who are going to be in-house at ClickFunnels. I mean, there's so many things that we have planned for this going forward. I'm just super excited, you know, where this podcast has come from, Dave, to, you know, to us has been a wild ride. And to be here on episode 800 is surreal. It's absolutely surreal. So I'm looking forward to 1,000, to 2,000, 5,000, and more, uh, Dante.

So let's go get it, man. Any parting words? Me too, Chris. I'm just so thankful for the opportunity to be here with you. This has a special place in my heart as well. I learned a tremendous amount from Dave. Dave is probably my favorite CEO that I've ever had. I only had limited interactions with him, but what a human being he was. And I watched him be so intentional with this podcast. I know how busy his schedule was, and he always made it happen, and he always gave it his best. And I remember the first FHL I ever went to. I was walking around FHL listening to Myron Golden. I think it was— I'm listening to Myron Golden give an amazing speech in one ear, and in the other ear, I'm listening to Dave Woodward talk about how people love to spend money, smash your limiting beliefs, This, this podcast had a real impact on my life and to have an opportunity to be a part of it and to help grow it and to help others that are listening, all of you listeners, we love you guys. It is just, it is truly an honor to be here, Chris.

I'm really appreciative for the opportunity. Love it, Dante. Well, we'll get it. We'll see you guys next time on ClickFunnels Radio. That's it for us.