Elevate Your Offer: Q&A from the One Funnel Away Challenge

Summary

Podcast Summary: Marketing Secrets with Russell Brunson
Episode: Elevate Your Offer: Q&A from the One Funnel Away Challenge
Release Date: November 4, 2024
Host: Russell Brunson | YAP Media

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Introduction

In this episode of Marketing Secrets with Russell Brunson, host Russell Brunson engages in a dynamic Q&A session centered around the One Funnel Away Challenge. This episode delves deep into effective marketing strategies, sales scripting, and offer optimization, providing invaluable insights for entrepreneurs and business owners aiming to enhance their marketing prowess and profitability.

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Overview of the Episode

Russell Brunson kicks off the session by discussing recent developments in the One Funnel Away Challenge, highlighting the introduction of two separate tracks: one tailored for industry experts and another for e-commerce enthusiasts. He emphasizes the importance of effective sales scripts and the utilization of the epiphany bridge to enrich storytelling within video sales letters (VSLs).

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Key Topics Discussed

1. Sales Scripts: Who, What, Why, How

Russell introduces the foundational sales script framework: Who, What, Why, How. This method, inspired by legendary copywriter John Carlton, serves as a cornerstone for crafting compelling sales presentations.

• Who: Introduce yourself and establish credibility.
• What: Present the product or service you are offering.
• Why: Explain the necessity and benefits of your offering.
• How: Provide a clear call-to-action for acquisition.

Notable Quote:
Russell emphasizes, "Who, what, why, how? If you can answer those four questions in a sales presentation, somebody will buy from you." (02:27)

2. Epiphany Bridge Storytelling

Expanding on the basic script, Russell discusses integrating the epiphany bridge into the "Who" segment, allowing for a more profound connection with the audience through personal storytelling. This technique transforms the introduction from a mere self-presentation to an engaging narrative that resonates with potential customers.

Notable Quote:
"I'm going to spend more time on the who. I'm going to tell my backstory, tell the Epiphany Bridge story... to build connection and rapport." (03:49)

3. Offer Stacking and the Mouse and Cookie Analogy

Russell introduces the "If You Give a Mouse a Cookie" analogy to illustrate the concept of offer stacking. This approach ensures that each component of an offer solves a problem while anticipating and addressing subsequent needs, creating a comprehensive and irresistible package for the customer.

Notable Quote:
"The core thing you are offering somebody is the cookie, right? And it's complete. They're going to eat the cookie... but it always creates a new problem." (29:52)

4. Strategies for Optimizing Offers for Higher Conversion

Russell provides actionable advice on enhancing offer attractiveness and conversion rates. He underscores the importance of contextualizing pricing within the value proposition and leveraging the power of compelling storytelling to position offers as indispensable investments.

Notable Quote:
"Like, if $97 seems expensive when you position against the earning potential when they pass the test, it seems really cheap." (21:00)

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Guest Contributions

The episode features insightful questions from participants of the One Funnel Away Challenge, allowing Russell to offer tailored advice.

1. Justin's Inquiry on Selling Insurance Exam Courses

Justin seeks guidance on optimizing his sales funnel for a $97 course aimed at helping individuals pass their life insurance exams. Despite having a substantial number of opt-ins, his conversion rate remains low.

Russell's Advice:

• Evaluate Conversion Rates: Justin's current rate of 0.3% indicates the need for improvement.
• Enhance the Hook: Emphasize the long-term benefits (e.g., potential earnings) to justify the investment.
• Refine the Call-to-Action: Transform the free study guide into a video lead magnet that provides immediate value and segues into the paid offer.

Notable Quote:
"It's either the hook, the story, or the offer. It's one of those three things." (17:42)

2. Alex La Rochelle on Coaching Offer Stacking

Alex discusses his six-month coaching program aimed at developing men into unbreakable leaders, structured around five pillars: God, family, business, health, and lifestyle. He seeks advice on effectively stacking offers to add value.

Russell's Guidance:

• Break Down the Offer: Treat each pillar as a separate component within the offer stack.
• Sequential Problem-Solving: Each component should address a specific need, creating a seamless progression for the participant.

Notable Quote:
"Think of it as five components of an offer, right? So the first thing we're gonna give you guys is the training that's gonna help you with the family." (33:24)

3. Sabrina's Challenges with Positioning as a Sales Coach

Sabrina seeks help with positioning herself in a crowded sales coaching market, emphasizing her high conversion rates due to personalized outreach methods.

Russell's Recommendations:

• Highlight Unique Mechanism: Focus on what sets her apart, such as her ability to secure high show-up rates for sales calls.
• Position as an Expert: Establish herself as the go-to authority for acquiring clients without significant ad spend.

Notable Quote:
"What's your unique mechanism? How do you do it different than everybody else?" (50:11)

4. Annie's First Funnel Construction

Annie shares her experience building her first sales funnel and grapples with structuring her VSL to align with her 12-step program.

Russell's Strategy:

• Focus on VSL Fundamentals: Ensure the VSL covers Who, What, Why, and How, separate from the program content.
• Iterative Development: Launch with initial modules and gradually add more content, allowing for lead generation while developing the full program.

Notable Quote:
"The VSL is to sell the training. You tell the backstory about how you discovered it, talk about what it is, why they need it, and how it's going to change your life forever when you decide to take action." (58:41)

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Conclusions

The episode concludes with Russell Brunson reaffirming the importance of precise offer structuring, effective storytelling, and strategic positioning. He encourages listeners to continuously refine their sales approaches, leveraging frameworks like Who, What, Why, How and offer stacking to enhance conversion rates and business growth.

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Notable Quotes with Timestamps

1. 02:27 - "In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online." – Russell Brunson
2. 03:49 - "I'm going to spend more time on the who. I'm going to tell my backstory, tell the Epiphany Bridge story... to build connection and rapport." – Russell Brunson
3. 21:00 - "Like, if $97 seems expensive when you position against the earning potential when they pass the test, it seems really cheap." – Russell Brunson
4. 29:52 - "The core thing you are offering somebody is the cookie, right? And it's complete. They're going to eat the cookie... but it always creates a new problem." – Russell Brunson
5. 50:11 - "What's your unique mechanism? How do you do it different than everybody else?" – Russell Brunson
6. 58:41 - "The VSL is to sell the training. You tell the backstory about how you discovered it, talk about what it is, why they need it, and how it's going to change your life forever when you decide to take action." – Russell Brunson

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Final Thoughts

This episode offers a treasure trove of strategies and actionable insights for marketers striving to elevate their offers and optimize their funnels. By dissecting real-world challenges and providing tailored solutions, Russell Brunson empowers listeners to refine their marketing tactics, ultimately driving greater success in their entrepreneurial endeavors.

Transcript

[Dante]

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[Russell Brunson]

Want to shop Walmart? Black Friday deals first. Walmart plus members get early access to our hottest deals. Join now and get 50% off a one year ann tip. Shop Black Friday deals first with Walmart plus see [e-mail] what's up, everybody? This is Russell. Welcome back to the podcast. Hope you guys are doing amazing today. I just got off a One Funnel Away challenge, a Q and A call, and it was so much fun. A lot of you guys know we've been running the One Funnel Away challenge now for like five or six years, but this year we changed it and broke into two different tracks. One for those who want to become experts in their industry and one for those who want to do E commerce. And it's been really fun. And so Trey Llewellyn runs the E. Com track. I run the expert track. And there's a challenge and it's amazing. Anyway, every single week I have a chance to do Q and A calls. And I've been gone for the last 10 weeks doing events and so it's the first time coming back. So I just did an hour long Q and A call. It was so much fun. And what's cool about it is everyone who's in the challenge gets jump on there and ask questions. And so we answer a lot of really cool questions. At the very beginning of it, people were stuck trying to figure out their message and how to do like just how to do the VSL funnel, stuff like that. So I spent 15, 20 minutes at the very beginning talking about sales scripts, how to create a VSL funnel. And then from there we did Q and A and it was so much fun. So insane. So awesome. So I want to share with you guys today. And so this is the Q and A from this time. This, this week's One Funnel, my challenge. If you are not in the One Funnel, my challenge, why do you hate money? That's the only logical reason. You get a live Q and A call with Trey Luel and ecom stuff every week. Live with me every single week, plus all the training and a bunch of other stuff. And right now we have the best offer we ever had. If you go to onefunnelway.com you join the challenge for 100 bucks and you get three months of clickfunnels for free. So it's an insane offer. It's the best we've ever, but you should go check it out. But as you do that, make sure you're listening to the Q and A because this can give you kind of a glimpse inside what the program looks like. But my guess is for a lot of you guys, your question will be answered during today's call, which will be a lot of fun. So I appreciate you all. I hope you enjoy this Q and A call and then when you are done, go over to onefunnelway.com and get started. Thanks everybody. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow and scale scale of business online. My name is Russell Brunson and welcome to the Marketing Secrets podcast.

[Dante]

So great to see you guys again. As you know, Dante here. Always a pleasure to be with you. We have the man himself, Mr. Russell Brunson. How we doing today, Russell?

[Russell Brunson]

What's up everybody? Dante, I'm doing so good. As you know, I've been, I've had an event every week for the last 10 weeks in a row. This is my first non event week, which means the first time I had a chance to come hang out with you guys for a while. So I apologize. It's been, I've been offered a little bit, but I'm hopefully gonna be around most of the next, you know, for the foreseeable future. Other than I'm not gonna lie, I'm taking my kids to the Jake Paul Mike Tyson fight. So I may miss that Friday unless I can do from the hotel room. But other than that, I'm here to hang out with you guys every Friday for as long as I can. So anyway, I'm pumped, man and excited to be hanging out with you, Dante and all the everyone going through one funnel way right now. Congratulations. Hope you're loving it. Having so much fun. I love this game and I love being able to share it with you guys. Anyway, so sorry. I'm having fun.

[Dante]

Me too, man. It's time of the best time of the week. So without wasting too much of this value time, Russell, we've had a lot of questions recently, a lot of great successes and something that I've just noticed people are kind of getting hung up on. I don't think hung up on is the right word, but could use a little bit more clarity. Is day six in the challenge, the epiphany bridge script and how that leads into the what, why, how so could you talk about this a little bit for us?

[Russell Brunson]

For sure. Yeah. This is again, we have a lot of people who keep messaging and getting stuck on this part. So. So I want to kind of step back in time a little bit and then because you know Russell, you got story time with Russell for a few minutes. So you don't mind if you can allow me to tell some stories from it. That'd be fun. So as you guys are getting into this game, in fact I'm curious how many guys are like you're brand new to this whole online marketing game. Like this is like the beginning of your journey. If that's you either wave your hands or type in number one in the comments. I want to see more of my beginners. Okay. Number two, how many has been doing this for more than six months? That's you type into two. If you're like more than six month type person right now. Put type into two. If you're more than a year, type in a three. I'm just going to see. So we've got ones and twos. A couple threes. Okay. So what you're going to learn, there's an evolution that happens inside of selling, right? Learning how to sell and how it all begins and where you're going to go from. And in a perfect world I would come and I would just drop on you guys like here's every like the greatest things in the world but like it can get really, really overwhelming. In fact, some of you guys know I do a three day event called selling online. I go really deep into selling and persuasion and how it all works and eventually I should all go through that. But like when you want to learn anything, there's like baby steps. There's, there's levels to everything, right? And so for me, when I got and started this game, like I started learning a framework and then from there I learned other frameworks and frameworks kind of built upon each other and they started growing from there, right? And so that's kind of what we're doing inside the one funnel away challenge. And so I'm selling anything. The most, the most simple, most basic frameworks. One of the easiest ones to learn and to understand and to master. It's ones that I still use today. Especially if I got compressed time. Like If I've got 60 seconds on a, on a reel, on instagram or short on YouTube. I'm going to use this script. If I got two minutes to sell something, I'm going to use this script, right? And it's the most basic one. I learned it originally from John Carlton, who's a great. One of the greatest copywriters of all time. And he used to say, he's like, if you can just learn the script, you're going to become really, really good at selling anything. So I remember I heard him say that my ears perked up, got my pad of paper out, and he called it the who, what, why, how script. Who, what, why, how? He's like, if you can answer those four questions in a sales presentation, somebody will buy from you. Okay? And so, for example, I'm going to sell something for you guys right now. Okay, I'll show you guys the who, what, why, how script. Okay? So number one is who? So who am I? Hey, my name is Russell Brunson and I'm here today because. Sorry, I got. I. That's the who. Hey, I'm Russell Brunson. There's who. Okay, then number one is what? Okay, what do you have for them today? I've got something really cool for you. This is a brand new supplement called Parathax. Parathaxine. And this. Okay, so who. What? Parathaxine, which is a supplement, is basically, they found the part of caffeine that gives you the energy and they isolate that part of caffeine. They pulled it out and then. And they took it and they put it into a peel. And so you get the energy from caffeine without the jitters and the craziness of caffeine. That's what I have. So who. My name is Russell Brunson. What do I have? I got this really cool new supplement called para. I can't say it right. Parathaxanthinine. Parathaxidine. Who. What? Then why. Why do you need this? The reason why you need this is if you are sick and tired of drinking Red Bulls and rock stars, where you get the. You get the energy and you get all shaky because you're like, I'm 5,000 grams of caffeine. And then you have this nasty crash afterwards and you know it's destroying your liver and your kidneys and your whole body's falling apart, but you need it to stay awake. If you're sick of that, but you still want energy to still awake, you need the parathaxer, blah, blah, blah, blah, blah, whatever it's called. Because this will to have energy, but not get the caffeine high and crash and all the bad things for your body. Okay, so who, what, why? Right? So who. Who am I? Russell Brunson. What do I have this right here. Why do you need it? Because it's going to give you energy. How do you get it? If you want to. If you want some of this, click link down below right now. That's it. Who, what, why, how? Right? Who are you? What do you have? Why do they need it? How can they get. So that's like the most basic, most simple sales script of all time, right? Who, what, why, how? And so again, If I've got 90 seconds on a Facebook ad and I've got to sell something, I'm like, hey, maybe I'll grab another product real quick. Hey, my name is Russell Brunson, and I've got a really cool new product that helps with the immune support. It's called Bees Keepers Naturals. You spray it in your mouth to help increase your immune system. Helps your voice get better. It's awesome. If you want one of these right here, click the link down below or go to immune beekeepersupport.com right? That's how I would sell this in, like 90 seconds. Who, what, why, how? So who are you? What do you have? Why do you need it? How can you get it? Right? So that's like the most basic. A lot of my ads are that way. If you start watching some of my ads, you're watching my reels, you start seeing stuff, you'll notice that pattern over and over again, right? So that's like the base script we use for selling, okay? So for some of you guys, you can do that, right? But typically when we're using a vsl, usually something's a little higher price point, right? If I'm doing a vsl, a lot of times my price point is going to be 27, 37, 47, 90. So somewhere in that. In that window. And so typically, I'm going to spend a little more time trying to sell it, okay? And so what we kind of took is we took that. That Core foundation script. Who, what, why, how, right? And all we did is we took the who and we. We kind of replaced the who with the Epiphany Bridge script, right? So that means I'm going to spend more time on the who. I'm going to tell my backstory, tell the Epiphany Bridge story, right? For my who, and then I'm going to transition to what do I have? Why do you need it? And how can you get it? Okay. So for example, that could be something like, hey, my name is Russell Brunson. I'm a crazy entrepreneur. I love, you know, trying to take over the world and create business and all sorts of stuff. But the problem is that a lot of times I'm working late hours, early mornings, I get tired. And so for me, like, I in past, I always had to take some kind of caffeine or something to keep me awake, keep my eyes open. But the problem is I would take it and for a few minutes, I like it, spiked my energy. I'm going all crazy. It's awesome, right? Oh, it was awesome. But then at times I would crash and actually got less work done because by 2 o'clock in the afternoon, I'm like, wrecked. My adrenals are shot, I'm tired, I have no energy, and it's really painful. And so what's crazy is I remember one of my friends told me about this new drink. The drink is called Update. I have like 800 supplements on my desk here. So sorry. These are all supplement jokes or stories. It's clean, called Update. He said, drink. This is like a rock star. But no caffeine. I'm like, what? There's no way this works. I started drinking it. I remember it was weird because I drank it and it wasn't that I had tons of energy, but I just wasn't tired. It was this really weird feeling. And I was like, wait, what is this? And he told me, he's like, this is this new drink. And inside this drink, there's this really cool thing. It's called paraxithine. And the paraxithine is the element inside of caffeine that they pull out and then they. And it gives you energy, but doesn't make you crash or give you the jitters or anything. Just makes you have. This just makes you not tired. It's pretty cool, actually. So I started drinking this and it changed my life. It was crazy. I was able to get off caffeine, focus on my entrepreneurship. I had eight hours a day that I could actually work and get stuff done. I felt more productive. I never had the crash, never felt tired. It was amazing. It was just awesome. Okay, so that's who I am. What do I have now for you guys to. I've got this really cool supplement that is the supplement form of Braxa, blah, blah, blah, blah, whatever it's called. Right? Um, why would you need it? If you're like me and you're a crazy entrepreneur, this is why you need it. And how, who, what, why, how? How do you get it clicking down? Click the link down below, I fill out the order form down below, and you can get access to it. Right? Does that make sense? So I'm doing, taking the who, what, why, how script, and I'm adding the epiphany bridge to. To elongate the story of who I am to build connection and rapport. Cause I'm gonna have longer to do it. Now, traditional VSL is usually somewhere between 12 and, like, 20 minutes. That's kind of the window of what I use for a vsl. Okay, so for a lot of you guys, I want to follow my challenge. That's kind of what we're showing you guys how to do is a vsl. That's about that point. Now, one thing for you guys to think about is, what if the things I'm selling is more expensive? What if it's $1,000? What if it's 5,000, right? What if I need more time to sell it? Okay, so the next level, if you look at, like, how we're layering on sales scripts, who, what, why, how's number one? Okay, who, why, how? Replacing the who with your epiphany bridge story is the next level. The next level up from that is what I call the perfect webinar. The perfect webinar is weaving in a lot of these different things, right? I've got my epiphany bridge story. I've got multiple stories. I'm telling multiple hooks. I have a more complex way that I create. I do the offer stack, right? So I have a bigger way that I'm doing the offer stack. So I'm selling something that's more expensive. I transition to the next sales script, which is, like the perfect webinar script. Okay, so again, I could go and give you guys every script right now. But as we're doing this through the one for the challenge, the goal is, like, building blocks. Like, building blocks thing upon the next, upon the next, upon the next. So for the video sales letter, that's what we recommend doing, is coming back to that core, like, who, what, why, how script, right? And then taking the who and embedding your epiphany bridge story first. Right? So telling your story and then transitioning to what do you have, why do they need it, and how can they get it? Okay? And so that's what a traditional, like, how we do our videos. VSL funnels are. Right? And you probably notice, like, I do that even for, like, seven. I saw someone ask about $7 reports or free plus shipping books. I'm usually doing some version of that. Same thing where it's epiphany bridge story. What do I have? Why do you need it? How can you get it right? Like my free book offers. Come on. Do I have a book? Oh, here's my books. Okay, here's me doing your guys version of vsl. If I was going to be selling the expert secrets book right now, right? Hey, my name is Russell Brunson, and who am I, right? I want to tell you guys my backstory. I came in this world, I wanted to help change people's lives. I was excited. I was also very introverted and scared. I didn't dare to talk to people, but I felt like I had this calling and this mission inside of me and I wanted to help other people. And I remember being so scared about just, you know, how do I put my face out there? How do I talk? You know, at the time, like, I never talked publicly. I stuttered a lot. Like, I talked too fast and people were like all sorts of stuff. I was scared to death. But I knew I had this calling, so I decided to step out and actually try this. I went on this journey. I remember one of my friends, he challenged me, said, if you publish every single day, it's going to change your life. And I didn't want to do that. I was scared. So I remember I started a podcast. It was called the marketing in your car podcast. And I called it that because I was in my car every single day for. For like seven minutes on the way to the office. So I take my phone, I literally click record. I would just talk for seven minutes while I was like learning, like, here's what I learned today. Here's what I'm trying out. I started publishing this podcast every day I put it out there. And what's crazy is the first, like 40 or so episodes, I was really, really bad. In fact, one of my friends one time came and he told me, he's like, he would listen to all my back archives, my podcast. I listen to every podcast. He's like, man, the first like 30 or 40, you were really, really bad. He's like about 40, 45ish. You started like, you started getting good, you started finding your voice and like, it was. It was just amazing. I loved everything after that. And I realized for me to become an expert, I had to, like, I had to become somebody. I had to go out there and actually talk and learn how to speak and how to present. And it takes practice and repetition Right. And over time, I became an expert. And look at, like, what's happened since then. Like, I've had a chance to literally change millions of people's lives. And here's a picture of me on a. On, you know, at Funnel hacking level 5,000 people. Here's me at Grant Cardone's 10X event speaking to 35,000 people. You know me, shy, introverted, awkward. Russell has that chance to influence tons of people because I learned how to become an expert. Now this is what I have for you today. I took everything I learned over the last two decades. I put it into a book called Expert Secrets. Right? What do I have? Expert Secrets. The reason why you need this. If you feel a calling, you feel like there's something inside that you should be sharing with the world, then this book is going to help you to figure out how to find your voice, how to package your ideas and information into something that people will pay for, and then how to put it online, actually sell it. That's what I have. How can you get it on the form? Right here on the side. You put in your shipping address. I'll send you this book for free. You just got to cover the shipping handling. Let me know where to ship it. I'll ship you free copy. You're going to love this book. It's going to change life. Fill in the form right now and I'll ship you out your copy of the Expert Secrets book. Boom. So who I how added in who I was placed with my piffing bridge story, telling my story about how I figured out how to become the expert. So that's kind of the sales script. We're looking at you guys. And again, on the low end, like, if you're doing a free plus shipping offer, it might be five minutes. If you're selling anything above that, from five, you know, from free plus shipping up to $97, I'm looking at 12 to 20 minutes is kind of the window of how long that that video should take. And then if you're selling something that's more expensive, that then that's when we would transition more to like the perfect webinar script, which is like a full 90 minute presentation. But for right now, we're focusing on the 12 to 20 minute version of that for the One Funnelway challenge. So, Danielle Dante, did you get all the pieces right? Did I miss anything?

[Dante]

Man, that was gold. That was perfect. 100%. 100%. So are you cool if we open up any questions about that specifically?

[Russell Brunson]

Heck yeah. That'd be Fun.

[Dante]

Nice. I know Justin has a question on that specifically. But anybody else, if you specifically have a question on your epiphany. What, why, how script or your video, your VSL, the actual V of the SL. If you have any questions on that, put a 1 in the chat for me, please. Just put a 1 in the chat and we'll have a running list going. Justin, you're up first though, brother. Let's talk about it.

[Justin]

Hey, Russell, this is super cool, man. It's like, you know, I listen to you on like all these different platforms and then singing here. And I was at Growth Con when that was my first Growth Con. That Growth Con changed my life. So that was so cool. Super cool to have seen that whole thing. But now I am really diving into some funnels for one of my YouTube channels. I have like 15,000 unique viewers a month that see my content. I'm trying to sell them material to help them pass an exam to get, get their insurance license. That's like what one of my channels is on. So I have a what the story, right? Who, what, why, how? Epiphany bridge thing. And I don't know, I'm just confused on I guess I'm getting opt ins. I got like few hundred opt ins, but I have one sale and it's $97. So I don't know that going from free and then having the White House script being for a $97 offer on people who, you know, they're looking for a new job pretty much. So I don't know if like, if the offer is too high or it's 18 minutes long, maybe it's too long. I also, it was the call to action is for a free study guide. So click the link below for a free study guide. They go, they submit their email, then it brings them. I was sending them a study guide, but I figured if they get something, they just leave because they're like, I got what I needed. So how should I structure that? Who, What White House script? And should I do like maybe a $7 and a $37 instead of like 97 just right off the bat?

[Russell Brunson]

I don't know. And so what? How many people saw the offer? You said a bunch. A hundred people cover that. Thousand people. Like if you got one cell, how many people actually hit the landing page and watch the video?

[Justin]

So like 300 something hit the landing page and I don't know how many watched the full video. Really? I don't think a lot of them didn't watch the full video.

[Russell Brunson]

Yeah. Okay, so the conversion number, then you're looking at that you had say 300. 300 went, one person bought. So we're always working off of conversion rates to make our decisions versus, like, you know, our gut feelings because the math never lies and so on a VSL like that. So $97 offer. So just put perspective. So we have two 97 offers running right now. One of them is a challenge with Catherine Jones, and it's converting at 1.5% of people at the page are paying the hundred dollars. We have another one, the selling online event is 2.2% of people that hit the page are paying a hundred dollars. So those are good numbers that we were able to scale and drive a lot of traffic to. Right. So right now you are at 1 out of 300. So that's like with 0.3%. So definitely the conversions are low. So it could be a couple things. Okay. I always tell people it's either the hook, the story, or the offer. Right. It's one of those three things. So what's the. What's the hook on the landing page? On the page right now.

[Justin]

So the hook is on the landing page. I have some testimonials and it's just like, don't waste time with outdated study material. Watch my exclusive study guide video revealing how to ace your insurance exam. And then that's, you know, the hook, I guess. And then to get them to watch. And then as I go through, I give a little bit about backstory, about how, you know, I didn't really struggle with the material like a lot of my viewers are, but I found a way to study, and I think that's why I didn't struggle with it. And then I say, you know, here's the way I found. And I kind of show them a little bit of how I study the material for a few different types of life insurance policies. And then the. The offers and I actually walk them through to give a little bit of the material to show, like, so they are kind of getting some study help. And then the offer is, you know, I showed you if, you know, this helped you guys learn these three types of policies, there's way more content on the exam. I do this for every single piece of content on the exam that you'll need to know if you want to master your exam the way that you just mastered these three things. Click the link below and you can guarantee ace your exam if you don't or guarantee pass your exam. And if you don't pass, if you finish this and you don't pass, you get your money back.

[Russell Brunson]

What's the cost of the exam?

[Justin]

The exam cost is it's $40 for them to take the exam. 40 to 60 depending on the state. And then my course, it's offer 97.

[Russell Brunson]

The course helps them to pass the, is it the realtor test that you said?

[Justin]

Life insurance, license, life and health. Yeah.

[Russell Brunson]

Okay. And then if they pass the test, how much money, like what's the average person make that pass the test is.

[Justin]

Now in business, 92% fail their first year.

[Russell Brunson]

Okay, so the 8% who passed, how much money are they making in their career?

[Justin]

They'll make over 100 grand. They're the ones that make it do pretty well, do okay for their first year.

[Russell Brunson]

And if they don't pass the test, they make nothing. So I think my, my bet is just like, is like you have to make the hundred dollars seem cheap because their mind like 47 take the test and a hundred dollars to learn how to take the test. Like that seems, that argument seems expensive. It comes back to like hey, what percent of people, what percent of people fail the test?

[Justin]

You say like 60 something percent failed the test the first time.

[Russell Brunson]

Okay, so like what you're playing against instead is that it's like look, the average agent makes a hundred thousand dollars a year. 67% of people actually fail the test. And so like this, it's literally the test is the, is the, this, this wall between you and a hundred thousand dollar career, right? I'm asking you to invest a hundred dollars to knock down that wall so you can go get a hundred thousand dollars. Like that's, that's the argument you got to make. Because if $97 seems expensive when you position against a test, it seems really cheap when you position against the earning potential when they pass the test. Right? And so like that's the story you got to tell in your story. It's just like, I don't know if you struggle with that or your clients struggle with that, but it's telling that story like, like they knew that like their career was right here. It's like the best career. Like their hundred, a hundred thousand dollars a year is like starting wage. Like it's one of the best things to start with. But this task could be in the way and they couldn't do it. And you can do it. They can whatever that is. That's the story you're telling is this brick wall they kept hitting. But then when you learn these things, then tests became easy and unlike literally unlock the door to this career it's like, it's like unlocking doors. $100,000 sitting right there. But you got to unlock this door. Simple. Take test three, four, five, eight times. And they're just waiting. And they can't progress in the life until that happens. Like, that's the part of the story I'd be making sure I'm telling. Because you just got to make that hundred dollars seem really inexpensive through the story. Then we get to the spot, we ask for the money. It's like, oh, $100 for me to get 100,000 done. Like, I'm going to go do that. Does that make sense? Yeah.

[Justin]

So how should I. Because the CTA is to get a free study guide.

[Russell Brunson]

The CTA of the video in my YouTube videos. I'm like, you know, if you'd like.

[Justin]

A free study guide for help, for helping you pass your life insurance exam, click the link below to get access. And then that's the lead Squeeze page is, you know, submit your email for access to a study guide. And then the next page, the BSL page, is where the study guide is. So, like, should I change that? Or how could I integrate that into getting.

[Russell Brunson]

Yeah, maybe change it by free case study. Free study guide. Like, free case study on how to account to smash their exam. You know, something like that. Because then the video becomes the case study that's they're opting in for actually watch the video versus them opting in to get the lead to get just the thing. And then they're leaving because they got a thing. They're out. You know, because your conversion rate might be really, really good for all we know. It's just they're opting in and they're hitting that page download and they're disappearing. They're not even watching the video. You know what I mean?

[Justin]

Yeah.

[Russell Brunson]

So, yes. Maybe tweak that a little bit and be like, hey, you know, free case study about how or even do you give them the study guide on the thing? Like, after they opt in the next page, they download study guide.

[Justin]

There I was having it sent in an email, but now it's just the video. I was following one funnel away where with the template. And I was like, all right, let me just try just the video. Because you're saying, like, kind of combine the offer or what you're giving away, put it in the video. That can be like, part of it.

[Russell Brunson]

Think the video is a lead magnet, right? So it's like you make the video provide value. So like, hey, free video that's going to show you Guys, how we're able to, you know, the top three things that keep you from actually, you know, whatever. The top, the top three things that keep somebody from passing the test the very first time. And like now it becomes the. The video is the lead magnet. Does that make sense? And they come in and watch the magnet, they get the value and then boom. Then you're making the offer afterwards. Yeah, that's right.

[Justin]

Because I don't have to have like, I mean, the study guide that can be, it can really be anything. It's like, hey, this is, you know, tips or exact information. So. Okay, cool, I'll do that.

[Russell Brunson]

Look at, if you look at like most of, most of my lead magnets are the sales video or the webinar, right? Like a webinar is a lead magnet. Like, hey, watch a webinar to learn how to blah, blah, blah. Like it's just a lead magnet. And the webinar is the lead magnet that then makes the sales presentation. So I would tweak that just to try that out. Because first off, they'll give the existing YouTube people another reason to go back and click again. Right. But then also just, it positions a little differently. And now, now they're looking at the video as value versus just like I'm looking for my free thing. Where's the free thing? Why is this video cut? You know, like now it's like I'm watching the video because there's where the value is inside of. Embedded inside the video. You know what I mean?

[Justin]

Awesome.

[Russell Brunson]

Thank you. Yeah, good luck with that. Hopefully next week or whatever. Come back and let us know how it goes. It'd be fun to see.

[Justin]

I will, I will. Thank you.

[Russell Brunson]

Thanks.

[Dante]

Awesome.

[Russell Brunson]

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[Dante]

Let's hop over to Alex. Alex La Rochelle.

[Russell Brunson]

Hey.

[Alex La Rochelle]

So Russell, great to be here, man. I'm so pumped, honestly. So I've been drinking out of a fire hose of knowledge from you for about the last year and it's, I, I feel like it's finally starting to like, you know, all of this knowledge and all of this stuff is finally starting to culminate into, into practical implementation. And so what I'm doing now though is I've got, I've got a offer that I'm going to be actually, I'm developing men into unbreakable leaders. And so with that offer, what I'm curious about mostly is in your offer stack that you set up in the perfect webinar and everything you say, like have a bunch of different things to, to add value to the offer. And so right now like it's a, it's a six month coaching program is what I'm offering and it's going to be one hour per week plus access to a free group for, for the life of the group essentially. So I'm just curious like with the, there's a couple other things that I have ideas to put into the offer but I'm not 100 sure like how to position them so that they actually, so that they actually match what I'm offering versus just, versus just being kind of like extra pieces if that makes sense.

[Russell Brunson]

Okay. This is actually fun for me because I'm literally filming a VSL today answering this question in like three hours from now. And I have anyway, I have the book in the other room for the vsl. If I had here, I'd show you. But have you read the book? If you give a mouse a cookie or if you give a moose a muffin, apparently those are like. Anyway, anybody read that book before? If you have wave your hands.

[Dante]

Oh, yeah.

[Russell Brunson]

If you haven't, I'll give you the gist of it. Okay, so in the story, this mouse comes up to this kid. He's like, I want a cookie. So he gives the mouse a cookie. The mouse eats cookie, and then all of a sudden he's like, I need a cup of milk. So he goes and gets a cup of milk, drinks the milk, and then gives drinks milk, say, I got a milk mustache. I need napkin. So he go get some napkin. Then he gets a napkin, and they realize his whiskers are long, so he needs to trim his whiskers. Then he realizes he's getting tired, so he wants to lay down for. And, like, everything starts happening in this whole chain of events. All because he gave a mouse a cookie, right? So we started looking at our offers through this. Like, if you give a mouse a cookie lens. And it's changed everything. Okay? So the core thing you are offering somebody is the cookie, right? And it's complete. They're going to eat the cookie, they're going to have it, and they have a great experience, right? So for me, for example, like, the core thing that I am selling somebody is in the clickfunnels webinar is, is I'm going to. I'm selling them a training course or she's not selling them. Well, it depends how I position it. But let's say I'm selling them the click funnel software. So you get the software. It's like, okay, I gave a mouse a cookie. Congratulations, you have software. You can build funnels now, right? And that's complete. Like, they eat the cookie. That's amazing. But as soon as they eat the cookie, as soon as they get the thing, it solves that problem, but always creates a new problem, right? So what happens is they get the clickfunnel software. Sweet. I got clickfunnel software. It's amazing. I don't know how to use it. I'm like, oh, good news. The second thing you can get is I'm going to give you guys a course called the Funnel Hacks Course and walk you through exactly how to use clickfunnels, how to use it for this and for this and for this. It's going to be amazing. Like, oh, this is amazing. Cool. I have clickfunnel software. I eat the cookie, I drink the milk, right? But by doing that, it creates a new problem. So I have the software. I have to train how to use the software, but I don't know how to get traffic to actually come to my funnel when it's done. Oh, cool. Well, the guest next they have is, I'm going to give you guys access to my traffic seekers course. It's going to get traffic to actually come into your funnel. Right? So I'm looking at like every component of the offer. It solves a problem, but then it creates a new problem. So the next component of the offer solves that problem, but then it creates a new problem and it keeps doing that until you have the offer stack should make it complete. Where it's like, wow, I have everything I need to be successful. I've got clickfunnels software. I've got the click funnels, trade the funnel hacks training. I've got the traffic secrets training, I've got the funnel scripts help me write the copy on the pages I've got, you know, so like by the time it sounds like in their mind they're like, okay, I have everything I need to be successful. Okay. So that's how I always think about offers now is like the first thing you're selling. So for you, you said it was a, the first thing's a course, right? Did we lose you, Alex?

[Alex La Rochelle]

Oh, yeah, sorry. My, my, my sound is in and out for some reason, but I think, I think I got the gist of it. So basically what you're saying is like, if so, for example, like I have the coaching, right? And I mean part of developing the, the five pillars is going to be like, God, business, family and then health and, and lifestyle. So like if I'm like, okay, we're gonna, we're gonna go through those things. So what are the pieces that are gonna actually help you become a better businessman? What are the pieces that are actually like? And then from that piece it's like, okay, what is, what is the training that you need so that you can actually have a clear, a clear path and it's, it makes it easy for you to, to actually do what I'm telling you to do is that it.

[Russell Brunson]

Could be that or if you, if you got five pillars, you could almost even just break up those five pillars into the five components of the offer. Right? So what's, is, what's the thing you're leading with? Is it, is it business? Is it God, is it. What's the, what's the. From what you're teaching the webinar? What's the core message?

[Alex La Rochelle]

So it's going to be, it's going to Be mostly going to be about like faith and then that's going to be the core message. And then, yeah, I guess that'll be where it starts, is with faith.

[Russell Brunson]

Okay, and then what are the five pillars?

[Alex La Rochelle]

So it's God, God, family, business, health and lifestyle.

[Russell Brunson]

Okay, so like I've created the office. Instead of thinking there's like just one big course. Think of it as five components of an offer, right? So the first thing, first thing we help you guys do is get right with God and figure out spirituality, whatever. That's the first thing. Now after you. So there's the cookie, right? It's like now you got this, the, the spiritual side of your life figured out. The next thing you want is connection with your, with your family, right? So the second thing we're gona give you guys is the training that's gonna help you with the family, okay? So now you got God figure out, you got your family figure out. But the next thing people worry about is like, what about I don't want any money, Like I'd love to have wealth and da da da. Right? So third, we're gonna show you how to start a business, right? They start a business now, you got wealth, you get God, right? Family, right? You got wealth, right? Next problem people have is their health, right? A lot of times, a lot of times people start business, they get a healthy cause they're so stressed working out. So the fourth component we're gonna give you is access to the health system, which is now gonna help you to have the energy and the vitality and all the kind of stuff you need, right? And then the, and then in the fifth year, so like breaking that down into the offer is probably how I would structure it because you don't need more stuff, you just need to like position it in a way where each part like unlocks the next part. Does that make sense?

[Alex La Rochelle]

Yeah, totally. Yeah. I was definitely attempting to like, to bring other pieces in to like be like, okay, this is, this is kind of the core thing is going to be these things. And then after that you're going to have, you're also going to have this and this, right? But yeah, if I just simplify a little bit more than that. Makes a lot of sense.

[Russell Brunson]

Yeah, cool. Everyone's homework. And I go read if you give a mouse a cookie and think about it when you do your offers because it makes it so much more simple. Like we had Michael Jones actually said that on training and she said, I was like, oh my gosh, this is the mate it makes so Much. Makes it so much more simple. Anytime we create an offer now, just like, what's the cookie I'm giving them? Boom. Okay. After they have the cookie, what's a glass of milk? Oh, they need this. And then, you know, boom, boom. And then makes it really fun to create offers. Hopefully that helps you guys a little bit.

[Alex La Rochelle]

That's awesome. Thank you.

[Dante]

Yeah, I'll make you guys a cool little chart too. So read. If you read that book over the weekend next Monday, I'll give you the framework for it. That is.

[Russell Brunson]

And when. And when you guys all see the VSL and the ads coming out where I'm talking about, if give a mouse a cookie, go comment back, that's the best ad ever. Because you'll know you saw it the day I was writing and filming that ad and that vsl, you guys are sitting here and you know about it for anybody else. So it.

[Dante]

How cool. Awesome.

[Russell Brunson]

Okay.

[Dante]

Hey, let's hop over to JC. JC's got a question.

[JC]

What's going on? Can you guys hear me?

[Russell Brunson]

Yep. How's it going?

[JC]

Oh, man, this is great. To piggyback off of Justin. You've definitely been adding so much value to me, so it's great to have you. And on a side note, Dante has been killing it. FYI, he's been holding it down.

[Russell Brunson]

Dante's the man. So I, I have no fear when Dante's running stuff. I love it.

[JC]

Yeah, he's been holding it down. So I'll dive right into it because I know we got a few questions. So I followed the 10 day process. I said I'm gonna go all in. So I literally got my funnel up and going, this is about day 14 if I'm not mistaken. So I got my funnel going all this week. I set up. Was it clarity? And you might remember my question on Monday, Dante. It was like, hey, let's how do I gauge? Because I haven't really gotten in any opt ins. So I was really just kind of gaugin, do I need to change everything? Do I need to shut everything down and start all over? And he said no, just kind of play it out and see where it goes from there. So I will share it real fast and I'll give you context or can I. Can I get. It's asking me to request so I could share or become a host or co host or whatever.

[Dante]

You should be good now. Let's try that. That was different. Zoom is new every week. I think you're good.

[Russell Brunson]

Changed this weekend. I know.

[JC]

All right, sweet. So this is I just did it from when I launched or from Sunday to whatever. So I got about 237 unique page views. Maybe 30 of those were me. But still a good, good, good base. But I don't know if I set up the clarity because I'm not getting a lot of recordings. I'm not sure if I set up clarity correctly because a lot of these recordings don't show up accurately. Like the numbers don't match if I, if, if that makes sense. So I'll just even go from Monday to today from when I set it up. I got quite a few page views but I'm not seeing that in clarity. Is that I know that's probably more.

[Russell Brunson]

I don't know much about clarity. So that's outside of I don't use clarity. I don't know what that is. So I don't know that. But I'd love to kind of see the landing page and I'll give you some.

[JC]

Yeah, for sure.

[Justin]

So perfect.

[JC]

That was going to be my. So this is where I'm at. So to my challenge is the mind challenge. My year is not done. I'm a coach and a consultant. So I work with individuals that want to map maximize the rest of this year and I give them 30 days of accountability, coaching, so on and so forth. So with that said, I'm not going to be discouraged. Technically today will be day one. I have a list of people that would are willing to be like my testimonials or guinea pigs for lack lack of better words. So I'm, I'm willing to do that this month because I it's a two parter. So I have the first push for November and I do the first challenge November 1st to November 30th and then I do the second challenge for December. So I think what I'm getting at is my question is should I spend this time build more testimonials, build more credibility or should I still double down over this next couple of days before I shut down November and then within that time frame what should I do to kind of get more traction if that makes sense.

[Russell Brunson]

Gotcha. Remember what I would do it anyway because again, bring it. Invite a group of friends and have people come in there, do it with them because again you got testimonials, case studies, like it's always worth doing and then you can use that stuff on your landing page. And then number two is for this landing page. So the biggest thing that I would recommend is it needs a big promise. Like I don't, I don't I see it on my NYND challenge, My year's not done. No more excuses. So that's, that's what it is. But what's, what's the big promise? Like, what am I getting? Why would I want to do this? So that's my question for you. What would it be?

[JC]

So what I push. So for the people that this is my third year doing it, for the people that have done it, it's building enough momentum to go into 2025 with that, whatever it is, off of their list. So I had people who finally started and finished their book. I've had people that, man, I wanted to, you know, lose 10 more pounds. And instead of starting the new year on a diet, I went into the new year and are already a little healthier. So the, the target audience are young professionals, like people who just, you know, day to day life. But there's stuff that they still want to do. So I guess to answer your question, the, the why is to finally check those things off the list that they've been wanting to do all the year and now they're going into the new year with that, with that sense of freedom, ready to move forward.

[Russell Brunson]

Gotcha. Is this a free challenge or paid challenge?

[JC]

Paid. So there would be. It's. I have it priced at 97 and then they have the option to go to VIP.

[Russell Brunson]

Okay. Okay. First, your first homework assignment is a funnel hack meme. So I want you to go to go to sellingonline.com so this is a $100 challenge with the VIP. This funnel is doing $1.52 million a month right now. So funnel hack it because you're, you're doing the same model I'm doing, right? So number one, they look at very top big promise, right? Like discover. The one to many selling shakers allowed me to sell over a billion dollars online without a sales team. So your big promise needs to be something similar. Like, I mean, not similar, but like going to the new. Like discover how to go into the new year and no longer have the regret and the fear and the doubt of like not hitting your goals and your dreams. Like if you've got a vision, you got something, you want to change the world, come on this challenge because I'm going to take you from wherever you are today to like, that's what's in it for them, right? Like if you found someone on the street, my guess is you wouldn't be like, hey, come join the TMT and challenge, right? You'd be like, hey, this is why you're going to join it. Like, just pretend like you're talking to somebody. Like, for me, if I was coming up with you on the street, I'd be like, dude, I've sold over a billion dollars online. I know exactly how to do it. If you want to learn how to sell online, like, I got this really cool challenge and walk you through three days, exactly how to do it, right? I guess I'd sell some if I sell them on the street. So it's the same way I sell through. Through copy on a page. So just think about that. What's the big promise if you saw someone on the street and you want to get them in there because you know you can change the life? Like, how would you say that to them in a. In. In like a headline, Right? And that should be the headline. A big, bold promise of what they're going to get if they come to your challenge. And that's what I'd be leading with. I think that's what's missing on your page. It just. It seemed too generic. It didn't get me to the point where I'm like, oh, if I do this, it's going to change everything. Okay, I'm going to do this. You see this right now? You're like, oh, my gosh, if I do this, Russell can teach me how to sell the way he sells, and he's done a billion dollars and stuff. Like, I learned, like, I got to do that. Right? I want to feel that when I see your page, because that's what gets somebody to move and go run and find their credit card and run back to buy it and, you know, ask their spouse if they can, you know, if they can buy this thing. Because they were able to go back to the spouse and be like, look, if I. If I do this thing, man, JC Told me it's going to change my life. Do you like, I want to do this. And then spouse, like, yeah, go for it. You need to do this, too. But they got to be able to communicate that back to the significant other, to their own brain, all that kind of stuff by just seeing the big promise above. Above the video.

[JC]

So, yeah, I didn't even have to scroll down. Like, I want to buy this without even having to look at anything else.

[Russell Brunson]

Everything else is just like justification afterwards. Yeah, got it.

[JC]

No, that makes a lot of sense. Yeah, I was thinking of shutting it off and then I guess. Last question before I go. So with the. So I've been just promoting it on YouTube, Instagram, Facebook, whatever. I would promote that part of the vsl, like, this is the win, the big promise. Go here for more information. Got it?

[Russell Brunson]

Yeah. If you look at all the ads for this, it's always like, Russell's world record holder sold more from stage name in the history of all time. If you want to learn a cell like him, come here. Come here. It's just like he's pushing back to this, to that thing you want to learn to sell online. Come over here. Russell's the best. Come. You know, and so same thing. Like, you gotta. You gotta kind of put your flag in the ground as the expert. Like, I'm the greatest in the world of doing this thing. Like what? Like, I think this is true. I'm saying this for everybody, by the way. Like, all of you guys, especially when you're first getting started as an expert, you have this, like, imposter syndrome. Like, I'm not worthy. I'm not able. It's like, the reality is, like, you have to just step up and claim the thing you are. Like, nobody's. Nobody certified me as the best, you know, salesperson in the world. I just said I was. And I have some proof. I've done good things. Like, I just. I claimed it. Right? You just got to claim the thing that you were the best in the world at and position yourself that way. And then. And then the people will come to you when you. When you put that message out there and socially identifying, like, okay, magic, you know.

[JC]

That was fire. Is there any. And is there anything else I should add besides that at the top? Like, the big buy in? So I just. Even looking at selling online, like, I said, I'm gonna go through and hack your funnel. But a lot of the stuff I have, the testimonials, I have the framework, a lot of it sounds the same. I just don't have the.

[Russell Brunson]

But yeah, I think the biggest thing missing is just the big problem. It's like, what's. What's the reason why they should. They should join the challenge? That's the biggest thing. And then you can look at, like, if you go do funnel, hackmine, look at how we. How we structure the VIP page and stuff like that. Like, we test these things, like, a million different ways. And so if you just look at the structure of how we're doing it, you know, like, again, it's. It's working really well at a high level. And so I would just model that for. For a paid challenge, for sure.

[JC]

Sweet. I appreciate it, man. I won't hold it up. Thank you.

[Russell Brunson]

Yep. Thanks, man. Good luck with it. Cool.

[Dante]

And you guys stick with me too. Russell just said funnel hacking. I got a shiver up my spine because funnel hacking changed my life. So I'm going to give you guys some really quick tips and tricks that JC can use and everybody else with some cool extensions as well. So you can really funnel hack, leverage the success of others. Keep the arrows out of your back, baby.

[Russell Brunson]

Can I mention one thing, by the way? Yeah. We launched as a funnel hacking live. We haven't told the world yet because we're still working through bugs and stuff, but. But as you know, we have a new plugin called barnum pt. If you go to barnampt.com that is insane. But Winter right now, specifically for me is building this new funnel hacking thing where you can, like, store folders and stuff, which will be hopefully coming out next week. But yeah, it is the most insane tool in the world. Like, I. Anyway, I love everything we do, but Barnum PT is one of my favorites of all time, so I'm sure you'll talk about that. But anyway, it's. It's like the coolest little free tool ever, so.

[Dante]

Oh, it absolutely is. You guys make sure to hop over there. Just put the link in the chat. Barnum is awesome.

[Russell Brunson]

Hey, this is Russell Brunson, and I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you to understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lencioni, talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like, this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately, I took it for myself. I had my team take it. And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And that's what this assessment will teach you how to do. Now, normally this assessment you can go to workinggenius.com and there's two GS in the middle workinggenius.com but I got you a 20% discount on the assessment which is only $25. So don't stress. It's not an expensive test at all. But you get 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com again, 2G's working genius, 2G's in the middle workinggenius.com and then use promo code secrets S E C R E T S at checkout, get 25% off but then go take the test again. It takes you 10 minutes, but even in a 10 minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's gonna be the most joy, number one. But then number two, it's gonna make sure that you are with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it [e-mail] and enter the promo code SECRETS for 20% discount. Take this test for yourself and for your team and I promise you will change the working dynamics amongst everybody and help your company to grow. What's up everyone? This is Russell and fall is officially in the air, which means crisp mornings, pumpkin flavored everything. And my favorite part is switching out those shorts and T shirts for these cooler weather essentials. Right now I'm all about finding the perfect cozy cashmere sweater and a sharp leather jacket. And for that, I've got one word for you. Quince. Quince offers affordable, high quality essentials that belong in every wardrobe, whether you're upgrading for the season or just adding some timeless staples. Think luxurious Mongolian cashmere sweaters starting at just $60. Yes, you heard me right. I know that because I literally just bought two. And pants that are so comfortable you'll want to wear them everywhere. What I love most about Quintz is how they cut out the middleman. They work directly with responsible factories using premium materials, which means you get incredible pieces for 50 to 80% less than other luxury brands. And let me tell you, now that I'm officially wearing some of their gear, it feels every bit as high end as the designer stuff, but at a fraction of the price. In fact, that sweater I told you about earlier that I snagged, it's super soft. It fits perfectly. It looks like I paid hundreds of dollars, but nope, it was just 60 bucks. If you're ready to upgrade your fall wardrobe without breaking the bank, head over to quince.com clicks for free shipping and 365 day return policy. That's Q U I N C E dot com clicks. Seriously, free shipping and a whole year to return. You've got nothing to lose and a whole bunch of really cool cashmere to gain. So go treat yourself to some wardrobe upgrades [e-mail] clicks really quick, let's hop over to.

[Dante]

Sorry, I had my list right here. Where did you go? Sabirna? Sabrina, are you still with us?

[Sabrina]

Yes, I'm here. Thank you Dante for.

[Russell Brunson]

There he is. Hey Samir, how's it going for that?

[Sabrina]

Thank you. Russell, how are you doing?

[Russell Brunson]

Doing great.

[Sabrina]

Yeah, Amazing. I was recently talking at TED talk and I was mentioning you because you were the best fit for that. It was about giving the value.

[Russell Brunson]

That's awesome. Yeah.

[Sabrina]

I will share with you maybe link if it's interesting. And I was talking about how important is that in sales to give the value to other people and I gave one quote from you and it was pretty interesting. Yeah. My question is I'm struggling a little bit with positioning and wanted to ask like what would you recommend to position myself? Like I'm a sales coach but I, we have a lot of topics there, you know, and I cannot select the niche or positioning that can make me really successful.

[Russell Brunson]

What type of selling do you teach people? Like one on one, face to face phone sales one or many?

[Sabrina]

Yeah, I have a lot of experience in sales 101 and it's over the phone, LinkedIn or email. Like it's mostly bringing them to the, to the meeting and then after that trying to sell.

[Russell Brunson]

Okay, what's your unique mechanism? How do you do it different than everybody else?

[Sabrina]

The conversion rate is really high because I see that people, they, they make it, for example, very long emails. You know, I write very personalized that the conversion is up to 40% coming to the meeting if it's email or LinkedIn message, for example. So it's like what you do on one of many, like giving a huge promise and everything like that. I put it just in an email but in a very personalized level to exact that person that they feel. Sometimes they write like how did you know that I have this problem? And they come to the meeting because I did a little bit of research. I know the segment really good. I know what kind of problems they have and when I write that they react immediately and that's why I have very high and also with the cold calling, for example, I do a lot of cold calls. And eight of the. From 10 people, eight I can convert to the meeting. Exactly the same process. What I do in on emails, I take it to the. To the cold calls. Like, really, really personalized. And it's just not just a random call, you know, so very personalized. So that's why that's what I do different.

[Russell Brunson]

The unique mechanism is getting people to show up for the sales call.

[Sabrina]

Exactly.

[Russell Brunson]

Yeah. That's awesome. Okay. Like, that's. That's what I position yourself as, like the greatest person in the world at doing that piece of it. And what's cool about it too is like, because I'm sure you teach a lot of other stuff, like the sales call and all the other stuff, right? Same thing for me. Like, when I got started, I was, I was. I got good at all the things in Internet marketing. So I'd go and I'd teach. Like, people ask, like, what do you do, Russell? I'm like, I do it all. And, and I would try to like, I can teach copyright, I can teach traffic, I can do like all these different things. And because I was trying to like, teach everything, like nobody, it was really hard to get people to actually buy for me and do anything for me. And I remember going to an event one time that I remember some guy came up to me after I spoke, and he's like, he's like, so what do you do? I was like, I like, what do you need? I can do it all. He's like. Was like, Jeff Walker? He's like the product launch guy. And this guy over here, he's like the Google pay per click guy. Like, what's your thing? I'm like, oh, I can do both of those. Anything you want. He's like, oh, okay. And he walked away and he bought Jeff Walker's thing. And I remember, like, having that epiphany. I'm like, oh, my gosh, this is so annoying. So that's when I transitioned. And this is back when I was writing the Dotcom secrets book. We were about to launch ClickFunnels. I'm like, I'm gonna become the funnel dude. That's new. My whole focus. And so I shift my focus. Just that one piece. And that's what, like, I became famous for that so brought everyone into my world. But then inside of funnels, I can still teach copy and traffic and SEO. Like, all the other things I can still teach. But the lens they come in through is this one thing right so if you identify the same thing like I'm the best of the world at getting people to show up to a call warm. Right. Average show up rates are 2, 20% I'm getting 40, 45% on a cold call I'm getting 80% and then when they show up they're way better because of it. Right. So that becomes your lane that like you become the best in the world at that thing. Your VSLs, your messages, all things are focused on that and then they come in your world then you can train them on sales calls and traffic, all the rest of the stuff. But narrowing your focus on what your specialty, what unique mechanism is, is the key to blowing up and actually growing the company.

[Sabrina]

Yeah, it's actually acquiring the clients without putting any cent on that. It's actually that what you mean? Because showing up it's high but closing rate is also high. The main goal of the client is to sell of my client to sell them and how many people show up and etc. It doesn't actually really matter for them a lot for them it matters that they sell a lot without putting a lot of money on paid ads or anything like that like creating content and etc. That's why maybe I need to then take this like acquire the clients without putting any, any scent on advertisement or something like that. Do you think it can be a good idea?

[Russell Brunson]

For sure? Yeah. I think again there's million ways to find unique mechanism. I would just look at what the things you do that are unique that you can talk to because that's what gets people excited in a really crowded, really noisy marketplace. You know what I mean?

[Sabrina]

Yeah. I never heard about talking someone about this at your any events like do you think it is interesting for also your group in general, how do you.

[Russell Brunson]

Get free leads to sign up for sales calls? Yeah, exactly.

[Sabrina]

Especially in the beginning because people they don't want to spend a lot on meta ads and etc. You know it takes a lot of money. Is there any way to apply for that? I don't know for any of your events like to talk about that even.

[Russell Brunson]

The way I pick my events is people that are in my world they're in the coaching programs inner circle. That's what I see. I see them speak in my internal small events. That's who we invite to the bigger ones. So that's the best way is to plug into our, plug into our community, start showing up the events, start getting to know you and that's the way that I pick the speakers from.

[Sabrina]

Cool. Okay. Thank you so much Russ. Thank you very much.

[Russell Brunson]

Great to meet you.

[Sabrina]

Great to meet you too.

[Russell Brunson]

Bye.

[Dante]

So good Fridays are the best. I think we're going to have time for one more here. Let's hop over to Annie.

[Annie]

Oh my God. Can you hear me?

[Dante]

Loud and clear.

[Annie]

I'm so excited. Russell, you're amazing. I love you. I absolutely love you. And clickfunnels have been following you for decades. And thanks to you, to your amazing one funnel away challenge and the 90 day time that you've given us, I have finally started building my first funnel.

[Russell Brunson]

Yeah. Let's go.

[Annie]

Oh my God, I'm so excited. You don't even know how excited I am. Okay, so if I can show you. I've only done my opt in page. I'm a little confused with the VSL and the four, you know, I'm using the template you gave us. So the four points at the bottom. So can I share my screen really quick?

[Dante]

Yep, you should be able to. Annie, go ahead.

[Annie]

Okay, thanks. Alrighty, let's see. Okay, ready? So first funnel ever in my whole entire life.

[Russell Brunson]

Life.

[Annie]

Okay, so, so I just followed what I, what I saw in the training and I called out, you know, the name of what I call my audience, the freedom seekers. And I, I realize now that I have to work on the headline to give it a better promise, but transform your life and embrace your freedom. Okay, so what, this is what I'm offering. It's. I can't get this out of the way. It's. My program is actually called pathway to freedom. 12 steps to life transformation. Okay, so here's my logo and everything. And I'm a little bit confused about how to do this VSL page because I see that at the bottom there's four parts. Right. But I have 12 steps. I have 12 steps. My program is 12 steps and I, I don't really know how to do this in the sense that should I put step 1, 2, 3, 4 and then talk about the fact that there are eight other steps? What is that?

[Russell Brunson]

Gotcha. So, okay, so the 12 steps are what you're selling somebody, right? They're going to buy that, the 12 steps. Right. So what they're opting in for though is not the 12 steps that's going to be buying on the VSL page. So what they're opting in for is to be able to watch the vsl. So the VSL is going to have four steps. So who, what, why, how? Right, So I would say part number one, like this is like discover why I create this cool thing part Number two, you know what? Like, like, and you know. And then number three, why, like, why you need it in part four? So you're just, you're basically, you're taking like, you're taking parts of the video on the next page and you're telling them, like, these are the things you're going to be getting when you watch the video on the next page. Does that make sense? You're not giving them the 12 steps on the next page. That's what they're going to. After they watch the video, then you're going to tell them, like, I have a 12 step program. It's amazing. Click link down below to buy the 12 steps and that's where they're going to be. Be buying from you.

[Annie]

Okay. All right. Yeah. So I, I'm still not very clear on the four parts here because, I mean, should it, shouldn't the four parts be like, topics that I'm going to be talking about in the VSL and not who? What? I don't know. I'm just.

[Russell Brunson]

Yes, but the things you're talking about, VSL are the who, what, why, how. You're not teaching the 12 topics in the VSL. VSL is not, not, it's not for teaching the, the training. The VSL is to sell the training. Right? So I sell the training. You tell the backstory about how you discovered it, talk about what it is, why they need it, and how can they get it. And so those are the elements that you're talking about here is like, okay, on this video, I'm gonna tell you guys how I discovered this really cool thing. I'm gonna tell you what, what it is and why you actually need this and how it's going to change your life forever when you decide to take action. Like, those are the four things you're going to be talking about in the VSL. And the VSL then is selling the 12 steps that they're going to pay you for later.

[Annie]

Okay, so then I guess when I name these four parts, it should. It has nothing to do with any of the topics of the, of the, of my program. It's. It's just, you know, like you said, you know, the, my backstory, you know, you know what it is, why and how, right?

[Russell Brunson]

Yep.

[Annie]

Okay.

[Russell Brunson]

So it's basically just hooks to get them to go watch the video on the next page.

[Annie]

Okay. Okay. Just one more question then. I don't know how to get this stupid thing out of the way. Okay. All right, so the next parts of the funnel. Well, we have the we have the VSL page, right? And then we have the order form is that I don't have a program. I mean, it's all in my head. I don't have a course, I don't have a book. I don't have any of that yet. It's all in my head. So I wouldn't be selling anything at this point or. I don't know. What do I. What's the strategy with this funnel?

[Russell Brunson]

Yeah, the strategy is you got to start creating the thing to sell. You can't sell a funnel. Can't sell nothing. So you got to make something. Now is the time to start creating. It's to get these 12 things out of your head and. And plug them in. So I create the membership site, make a different module for all 12 of the modules, and then click record and start. Start teaching it. It's time for you to step into your calling. The people are waiting for you.

[Annie]

Okay, so, but is there a way for me to start collecting leads while I'm making the product so that I'm not wasting time? I guess.

[Russell Brunson]

For sure, for sure. And you can even. You can even sell something that's coming soon? Just like college, right? University. Like when my. My daughter right now is applying for university and they want me. They want us to send them money. And school doesn't start for like eight months from now, right? But they're making us pay for tuition now for something that's coming up. So you just say, I'm doing a course, starts January 1st. And now you can start driving leads and people can start paying for it even. Right. While you're testing your tweaking. And then January 1st is when the first cohort starts. You're gonna go through the 12, you know, whatever that is. And then that way. And the reality is you don't. Like, you could just create one module, like create number one, like the very first video, right? Like when we sold the clickfunnels offer, I recorded module number one and we started selling it. And then like two weeks later, I recorded module two and I added it to members there. And two weeks later. So every couple weeks I was adding a new one. So you don't have to have the whole thing finished to launch it either. So you can launch this thing starting January 1st, and then January 1st, you launch the first module, and then a week later, two weeks later, you launch the second module, and you keep just kind of adding to it after that.

[Annie]

Oh, my gosh, that's amazing. I am so excited. I'm going to.

[Russell Brunson]

I'M excited for you.

[Annie]

I'm going to stop sharing so they can see you. I am so excited that I'm actually doing this and I'm so grateful to you, Russell. I mean, I mean, I can't show you more appreciation. I have no words, really. And Dante's amazing, so thank you so much.

[Russell Brunson]

Hey, I want to. Can I give you a gift for being here today?

[Annie]

Yeah, of course.

[Russell Brunson]

I'm gonna give you two gifts. And Dante, if you can help me with this. So I wanna. For Annie. Let's bump her. Clickfunnels Billing out for six more months. She doesn't pay for six more months. And we also get her access to course secrets. It's a course I. I sell for 500 bucks on how to build a course. So I want you to go through that as well. That way you have time to go through the course secrets, learn how to build the course, and not to stress about monthly payments for six more, you know, for six more months after that. So that. Okay. Early Christmas present from me, so.

[Annie]

Oh, my God, I'm gonna cry. Thank you so much. Wow.

[Russell Brunson]

No worries. I'm proud of you for. I'm proud of you for doing it. So hopefully it gives you a little more motivation to keep it, keep it going. So your people are waiting for you to change their life. So hopefully this helps.

[Annie]

Yes, I. I'm gonna help a lot of people because of this. Because of you. Thank you.

[Russell Brunson]

Very cool. No worries. Thank you.

[Annie]

Thank you. Bless you.

[Russell Brunson]

That's awesome.

[Dante]

And I got your back, Annie. I'm gonna reach out to you after this. We'll get you all set up.

[Russell Brunson]

Love that. Very cool. Oh, man, what a fun day, Dante. We shoot every day. This is so great.

[Dante]

Don't tempt me with a good time, Russell.

[Russell Brunson]

Oh, man, I wish I could stay up for two or three hours, answer everyone's questions, but hopefully you guys all got value from everybody's different questions, got ideas to help you guys in all your journeys. And like I said, I should be back next. I don't think next week I should be here. And I'll keep coming on as much as humanly possible.

[Dante]

So it'd be fun, amazing. And so, guys, please go do. Go do the thing right. I talk a lot about lunch with Russell, the price tag that we used to have, and there's no price tag here. Russell comes because he wants to serve. So please go, do go hit a new roadblock. Go find a new part of the journey you're not able to get over. Go find another question. So that Russell can come behind us next week and the week after. So excited for this, man. Hey, I don't want to take too much of your time because I know you're planning for that new, new pitch. Where should we look out for the new sales letter? By the way, the give mouse a.

[Russell Brunson]

Cookie I'm gonna post. I'm making it also YouTube video, so I'm gonna put it on YouTube as well. Probably next week or two weeks. So if you. If you follow the YouTube channel, it's just Russell Brunson followed there. You'll see the video for there and then. And then you'll probably see it running as an ad at the same time. So it's gonna be fun.

[Dante]

And ad for selling online.

[Russell Brunson]

It's going to be going to a VSL for a phone call to get somebody to buy what we sell at the end of selling online. So it's our VSL funnel for the back end coaching. Yeah. Amazing.

[Dante]

I can't wait to watch that. Well, thank you, Russell, so much, man. It's always a pleasure.

[Russell Brunson]

Thank you, Dante. Thank you, everybody. Appreciate you all. Don't forget, you're one funnel away. Keep going with it. Appreciate you guys.