From Creating Noise to Solving Agitation: Q&A from the OFA Challenge

Summary

Podcast Summary: "From Creating Noise to Solving Agitation: Q&A from the OFA Challenge"

Marketing Secrets with Russell Brunson
Host/Author: Russell Brunson | YAP Media
Episode Release Date: November 20, 2024

---

Introduction

In this episode of Marketing Secrets with Russell Brunson, Russell delves into the intricacies of effective marketing strategies by addressing questions from the One Funnel Away (OFA) Challenge participants. The discussion centers around leveraging existing market noise, seasonal marketing opportunities, and refining funnel strategies to drive sales without relying solely on discounts.

---

Creating Noise vs. Aligning with Existing Noise

Russell opens the conversation by exploring two primary methods of marketing a product or service:

1. Creating Your Own Noise:

   • Challenge: Requires strategic effort to generate interest and desire from scratch.
   • Russell’s Insight: "Creating noise around your product or service is typically difficult. There's a lot of work and thought that has to go into there."

2. Aligning with Current Market Noise:

   • Advantages: Taps into existing conversations and trends, making it easier to gain visibility.
   • Example Provided: Political campaigns leveraging current events to drive sales, such as Trump or Kamala endorsements.
   • Notable Quote:

     “They’re tapping into this conversation that’s already been happening inside of society as a whole.”
     — Russell Brunson [05:15]

Russell emphasizes the importance of identifying and aligning with ongoing trends to create compelling reasons for potential customers to engage with your offerings.

---

Seasonal Marketing Strategies

Russell outlines a strategic approach to capitalizing on seasonal events and societal happenings to boost marketing efforts:

• Upcoming Events:

  • Mike Tyson vs. Jake Paul Fight: Russell plans to create an offer around this high-visibility event.

    “I’m going to be talking about Clickfunnels, Mike Tyson, the funnel hacker…”
    — Russell Brunson [07:50]

• Holiday Promotions:

  • Thanksgiving, Black Friday, Cyber Monday, Christmas, New Year’s: Each event presents unique opportunities to tailor offers and campaigns.
  • Strategy Example: Instead of discounting, Russell suggests adding valuable bonuses to offers to enhance perceived value without harming existing customer relationships.

    “Instead of looking like I have to lower the price because a lot of times you like, you lower the price I give you a discount...”
    — Russell Brunson [13:30]

• New Year’s Marketing:

  • Focus: Goal setting and transformation, aligning products with customers’ resolutions.
  • Quote:

    “People are making these new commitments to themselves and they’re excited, they’re trying to change everything.”
    — Russell Brunson [21:00]

Russell advises marketers to prepare campaigns in advance, leveraging the natural influx of consumer intent during these periods.

---

Over-Delivering vs. Discounting

A significant portion of the episode highlights the pitfalls of discounting products and the benefits of over-delivering:

• Discounting Issues:

  • Creates resentment among existing customers who paid full price.
  • Can lead to increased customer support issues due to dissatisfaction.

• Over-Delivering Strategy:

  • Instead of lowering prices, add bonuses that enhance the product’s value.
  • Ensures all customers feel valued without diminishing the product’s perceived worth.
  • Notable Quote:

    “How do we over deliver? ... How do we over deliver in every single situation.”
    — Russell Brunson [16:00]

The hosts reinforce this by sharing their community's experiences, advocating for bonus additions over discounts to maintain customer satisfaction and loyalty.

---

Q&A Highlights

Russell addresses several listener questions, providing tailored advice for different marketing challenges:

1. Selling Funnels to Specific Professions (Craig’s Question [29:06]):

   • Issue: Selling $2,000 funnels to doctors and lawyers, needing a quick solution.
   • Advice:
     • Target Specific Segments: Choose one profession (e.g., dentists) and tailor funnels to their unique needs.
     • Example Provided: Anissa Holmes’ dental funnels for Invisalign and teeth whitening.

     “Pick one. Like if you’re a dentist...”
     — Russell Brunson [30:01]

2. Confusion in Funnel Building (Maureen’s Question [32:25]):

   • Issue: Understanding where specific videos fit within the VSL funnel for selling an ebook.
   • Advice:
     • Clarify Funnel Structure: Use a single VSL video to pitch the ebook, avoiding unnecessary layers.
     • Recommendation: Utilize specific book funnels from resources like bookfunnels.com.

     “I would drive them directly to the homepage of a book funnel. Don’t put them through a squeeze page prior.”
     — Russell Brunson [38:43]

3. Finding and Engaging Dream Customers (Tamar’s Question [42:36]):

   • Issue: Empowering product managers who may not realize they have a problem.
   • Advice:
     • Agitate the Problem: Highlight the pain points through storytelling to make the problem tangible.
     • Transformation Focus: Move from achievement to the deeper transformation customers seek.

     “This is your role… agitating the problem until it becomes big enough that they desire the solution.”
     — Russell Brunson [46:43]

These interactions underscore the importance of tailored funnel strategies and deep customer understanding.

---

Funnel Strategies for Different Products

Russell differentiates between funnel approaches based on product types:

• Books:

  • Utilize specific book funnels that bypass squeeze pages and direct focus on the product.
  • Example URL Provided: bookfunnels.com
  • Key Point: Shorter, more concise videos (3-minute VSLs) are effective for books.

• High-Cost Products:

  • Implement the Perfect Webinar funnel, suitable for products ranging from $7 to $100,000.
  • Focus on delivering the “Who, What, Why, How” script within the VSL.

“If you’re selling something that’s like a thousand dollars or more, you don’t need something to sell a perfect webinar.”
— Russell Brunson [36:33]

---

Importance of Knowing Your Customer

A recurring theme is the critical need to understand and connect with the target audience:

• Know Thy Customer:

  • Understanding customers’ goals, pains, and transformations is fundamental.
  • Storytelling Technique: Use personal stories to create emotional connections and highlight transformations.

  “Know thy customer because if there's eight commandments of marketing... know thy customer.”
  — Dante [25:14]

• Hero’s Journey Approach:

  • Focus on both the achievement and the transformation the customer desires.
  • Encourage vulnerability and authenticity to build rapport and trust.

  “There’s the journey of achievement and the journey of transformation.”
  — Russell Brunson [49:23]

This approach ensures that marketing efforts resonate deeply with the audience’s intrinsic motivations.

---

Notable Quotes

• Russell Brunson on Over-Delivering:

  “If you can figure out how to over deliver in every situation, people feel like they're getting the better end of the stick.”
  — Russell Brunson [16:00]

• Dante on Customer Awareness:

  “Know thy customer... it’s where everything starts.”
  — Dante [25:14]

• Russell Brunson on Transformation:

  “When you can get that mantra running through your heads, your marriages will be happier, your kids will be happier, your friendships, your customers, your employees, everyone gets better.”
  — Russell Brunson [16:00]

---

Conclusions and Insights

Russell Brunson wraps up the episode by reinforcing the significance of:

• Consistent Effort:

  • Persistence and continuous engagement are key to long-term success.

  “If you keep showing up for your people, five years or 10 years from now, you won't recognize the progress.”
  — Russell Brunson [56:00]

• Aligning with Market Trends:

  • Leveraging current events and seasonal opportunities can significantly amplify marketing efforts.

• Authentic Storytelling:

  • Sharing genuine stories and transformations builds deeper connections and drives customer loyalty.

• Strategic Funnel Building:

  • Tailoring funnels to specific products and customer segments can enhance effectiveness and conversion rates.

Russell’s insights provide a comprehensive roadmap for entrepreneurs and business owners aiming to refine their marketing strategies, emphasizing the balance between creating unique value and harnessing existing market dynamics.

---

Final Thoughts

This episode serves as a treasure trove of actionable strategies and deep insights into modern marketing practices. Russell Brunson’s blend of practical advice, real-world examples, and Q&A interactions equips listeners with the tools to navigate the competitive landscape effectively, ensuring their messages resonate and drive profitable outcomes.

Transcript

[Dante]

This episode is brought to you by US Cellular. Don't sacrifice a great experience for a great deal. Now with US Cellular Prepaid, you'll get a new Samsung Galaxy A15.5G free without the hidden fees you get with other prepaid providers so you can use U.S. cellular's nationwide 5G coverage without sacrificing anything. Terms apply. Visit us cellular.com for details.

[Russell Brunson]

This episode is brought to you by Global X. Since 2008, Global X ETFs has been committed to empowering investors with unexplored, explored intelligent solutions. Global X specializes in exchange traded funds that offer exposure to the artificial intelligence ecosystem, including themes like data centers, robotics, semiconductors and cloud computing. To learn more about Global X's entire suite of ETFs from covered calls, fixed income, emerging markets and more, visit globalxetf's.com what's up everybody? Welcome back to the Marketing Secret Selling online podcast. Excited to be hanging out with you guys today. I just got off a zoom call with all of our one funnel away members, our OFA call doing Q&As and we had some really cool things. In fact we kicked off the session today talking about, you know, figuring out marketing like how to actually market, how to tap into the existing excitement and energy of things that are happening around you to be able to get your message out to more people. Talked about for 15, 20 minutes and we did some Q&As and I think there's some really cool stuff in here. So I thought for this episode we would dive into some Q&As. I hope you guys enjoy it. On top of that, if you haven't yet and you want me to answer your question live, you should come hang out with us. All you gotta do is go to1funnelway.com, it's a hundred bucks. You come in there, you get three months clickfunnels for free and then you can jump on calls every Friday with me and do Q and A's. And so if you want to not just hear these things on the podcast, but actually be part of it, go to onefunnelway.com and come hang out with us. So with that said, I'm going to jump into a Q and A episode with you guys. Going to some really cool things about finding your message, getting out to the world. I think you're going to enjoy this one, especially the very last question. I talk about problem, agitate, solve and start agitating some stuff and I think you guys are going to really enjoy that. So thank you Guys, so much, and I hope you enjoyed this episode. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars of my own products and services online. This show is going to show you how to start, grow and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets podcast.

[Dante]

We have the man, the myth, the legend with us today. Russell, how we doing today, my friend?

[Russell Brunson]

Amazing. How are you doing today?

[Dante]

This beautiful Friday, doesn't that just warm our souls? We get to see a Russell come on screen. Amazing. Ah, goosebumps.

[Russell Brunson]

Great to see you, man. You too excited for today. Be fun.

[Dante]

Yeah, me too. I'm really excited. And hey, I know we have. As always, gang, Russell's got a crazy schedule, so I really want to maximize our time together for this first hour. We're going to talk marketing today. I know we've done a lot over these past weeks, and you guys have been really doing amazing, putting to work the things that you're learning in the challenge. We're super proud of you, and we want to give you ammunition, things that we can start doing to further our progress. And what we'd really like to talk about today is marketing. You know, Russell, I learned from you. Gosh, I was trying to. I was trying to look back at my notes, and I couldn't really find it. I think it was like six years ago. I learned this thing from you. It was about creating noise around your product. And as you told it back then, basically, it's a very simple concept. There's two ways to get your product out there. One, you can create your own noise around your product or service. Or two, you can align with noise that's currently in your marketplace and align your product and service with that noise. And this has been something foundational and like, as a. In a personal sense, yes, but like, as a coach for clickfunnels too, as I get to work with all the people, it works for everybody. And it tends to be light bulb moments for everybody. You know, creating your own noise is typically difficult. There's a lot of work and thought that has to go into there. We have to be, like, actually strategic. But aligning with the noise that's currently in the marketplace, well, that's not so easy, and that's a fast path to cash. So could you talk about that a little bit?

[Russell Brunson]

Yeah, for sure. What a fun thing to talk about to begin the day off. So for all you guys, think about this. You've got your products, your services, whatever you're doing, you're trying to sell. And Dante's 100% right. Like, the biggest reason why a lot of people don't have success is they create the most amazing thing ever, and they're the best funnel. And then, like, no one ever finds out about it. No one knows about it, right? It's like you said, there's like, you can go and you can create noise, which is. I do a lot of that, as you've probably see. Like, I get excited about something, I make a bunch of noise and try to make, like, create desire in people's heart and their mind. Cause then they're likely to go and buy the thing. But what he's talking about, there's such an. There's an easy way to figure out, like, what are the. What are the crazy things happening right now in the. In the environment, in the culture, in the. Whatever that you can. You can tap into, right? And so when you think about this with this is true, like, when I'm trying to get an affiliate to promote something, it's true. I'm trying to get a customer to buy something. I'm always trying to figure out, like, what's a. Like I need to create a reason for somebody to buy now, right? It's all based on this concept. It's like, I got to give people a reason to buy now. A lot of times they'll see your product like, oh, that's cool. I'm going to buy that someday. Oh, that's cool. I'm going to buy it someday, right? Like, I'm sure a lot of you guys probably heard me talking about clickfunnels for a long time. Maybe a year or two years or a decade, right? And for some reason you didn't do it earlier, right? For some reason. And then I'm guessing based on the fact we're here today, that some of you guys was like, ofa, I made noise. I got excited about that. And there's like, okay, here's a reason for me to buy now. I want to jump in now because ofa is happening. I want to get live calls. I want to do whatever. And that was the reason for you to do the thing, right? If I'm trying to get an affiliate to promote something, if I'm like, hey, affiliate, promote this thing. They may or may not do it unless I give them a reason to do it now. Like, what's the re like? People want a reason to. To do something, right? And so in marketing, a lot of times, like, you have a product, you have a service, and the goal of marketing is give them a reason to buy it now, right? So one of the coolest things that Dante wanted me to talk a little about today is just looking at the current trends. I looking at things that are happening. And so as I'm sure most of you guys all experienced over the last couple of days, we had a really large political thing happening here in the States. I wasn't paying that much attention to it, but I'm sure we all saw it, right? There was like, I think there was like nine or $10 million a day in ads being spent between the two campaigns, right? And it's hard. Ad costs went up for everybody. It was really difficult. But I saw, and I didn't capitalize on this because I didn't want to get political. But I have a lot of friends who are very political and they totally capitalized. They did Trump sales and Kamala sales, and they did that. And they were tapping into like, this noise was already happening, right? And they didn't have to go and like, figure out, how am I going to. How am I going to generate energy? They're like, what's the energy that's happening right now? And they did it in all formats of their marketing. Sometimes it was, you know, it was in the funnel itself. Like, I saw a lot of friends who were like. And it was like there were pre election stuff happening and there were post election stuff. Like Affleck was over if you were happy or if you're sad. They had sales for both of those. Like, oh, if you're depressed today, we've got a really cool thing that's going to help you bubble. And they had an offer there. Like, if you're really excited today, we have an offer that's going to help you. It's like, it's tapping into this conversation. It's already had happening inside of. Inside of the society as a whole. Right? So it happens at an offer level, but then as you start moving up a little bit and moving up a little bit, it also happens from, like, from a marketing level, from a content level, from the things you're putting out there, videos or podcasts. I'm a, I'm a UFC fan. Any UFC fans, listen right now, okay? It's. It's funny. I. There's a bunch a handful of like UFC commentators I watch all the time. And one of them I'll talk about. His name is Chelsea. And if you guys know Chel, he was a wrestler. So he's from my world and he became a UFC fighter. But what's Interesting is his channel. He posts five YouTube videos a day, every day. Boom, boom, boom, boom, boom, right? And all he's doing is looking like, what's happening today in the UFC community that people are already talking about, right? And so every single fighter, every single fight coming at the fight card, the this, the that, if there's. If Connor tweets something, boom, there's a video. If, you know, whatever's happening, he's popping video that he's just tapping into the stream of consciousness, what that world's already caring about. And for him, it's five videos a day on YouTube, he's pumping out. And what's interesting is, like, you can watch. If you go to his YouTube channel, you watch the threads, every post out, five, and this might get 3,000 views, 8,000 views, you know, 2,000 views. But if he gets the hits, the right message again, if Connor's fighting or Connor gets a bruised toe or anything Connor. Connor related, because that's a big topic, he posts the thing, right? And that thing will get 80,000 views or 150,000 views, right? And so he's just out there looking at all of the current waves. Video, video, video, video, video, right? So the marketing standpoint, it's the same kind of thing, like, you want to look at, like, what's happening that people are already listening to, they're talking about, because if you jump out in front of it and you have a message, it's really easy to, like, bleed into that message versus having to go and recreate noise by itself, right? Because there's noise already happening. So for you guys, right now, we are, at the time that we are going live right now, it's November 8th. So we are. What's that in the next. In the next two months, there's a bunch of big things happening, right? We've got. Well, we've got the Jake Paul, Mike Tyson fight coming up next week. How many guys are going to that or watching that? Come on. None of you guys. This is a big deal. So I'm going. I've got a picture. I've got a picture of Mike Tyson wearing a funnel hacker shirt. So you better believe that on my flight out there to go watch Mike Tyson, Jake Paul fight. I'm going to be talking about clickfunnels, Mike Tyson, the funnel hacker, and trying to get people to buy clickfunnels, because I'm going on this thing. There's a fight happening. It's going to be the biggest, the most watched boxing match probably in the history of all time. I'm going to make some noise around that. So we've got that coming up. Two weeks later, we got this thing called Thanksgiving, right? So there's Thanksgiving offers, Thanksgiving sales. Thanksgiving thing, right? What happens after Thanksgiving? Then we have Black Friday right after. Right? Black Friday. And I hate Black Friday. I've never gone out on Black Friday. There's a couple years where like, I, I like, my ego got so big in our company. Like, we're not doing Black Friday, so it's stupid. And guess what happened? We made a way, like, we made way less money because we didn't like, we. And so now, like, even if you do nothing, if you're Black Friday sales, like, hey, it's Black Friday sale. You can buy my product at 100% the same price I normally sell. Just because you say it's a Black Friday sale, There will be people who find, like, find me. I can buy it now because it's Black Friday. So you have Black Friday. And then thank heavens for whoever made this up. They invented a new holiday two days later called Cyber Monday, which is stupid, but, like, everyone knows what it is. So you can do a Black Friday sale and then a Cyber Monday sale. You tap into that, which is exciting. So in the next two weeks, there's like four or five things that I can create YouTube videos about, I can do promotions about, I can create campaigns about, I can create offers about, I can create reasons for people to buy. People are just waiting for a reason to buy. And so if you give them a compelling reason to buy, there's a good shot they're going to buy. Okay, what happens after that? Then we move into December. So December. I've got jury duty in December. So that's happening. I could probably do a jury duty sale. Like, I don't even know. I'll probably get kicked off the jury. I'm like, who's like the guilty cell? If, if, if I, if I convict this guy guilty, I'll give you a 10% off. He's innocent. You get 20% off. I don't know. And I'm sure I'll get kicked off the jury and then I'll have to do jury duty. But then we got Christmas coming up 25th. Okay. With Christmas, a lot of things. There's this thing called Hanukkah leading up to Christmas, right? There's this thing called the twelve days of Christmas leading to Christmas. Then there's happens to be Christmas Eve. Then there's actually Christmas. Then there's the day after Christmas, then after Christmas, then There's a thing called New Year's Eve and then New Year's and then New Year's day. There's like 2500 things coming up in the next two months that we can tie promotions, campaigns, content around that gets attention. Okay. A lot of times we struggle because, like, how do we stimulate excitement and attention to our offers, to our videos, to our things? And sometimes we're thinking too hard. So I like to do, when I look at this, I said, okay, I need to give people a reason to watch my video, to promote, to click, to buy, whatever. Like, what's the reason they're doing something? Okay, I'm taking my, like, the business thing that I'm caring about. I'm looking at what's something big in social media or online or TV or holidays or something that other people are talking about. And I'm going to figure out how to morph those two things together, right? Like Mike Tyson, Jake Paul fight. What does it have to do with funnels? Everything, right? Mike Tyson, Jake Paul, funnels. Now you look at, like, how does that happen? Like, that doesn't make any sense. Like, well, what do funnels need? They need social media YouTube stars. Oh, there's a whole story about Jake Paul here. He's a social media YouTube star, right? You need a funnel. Mike Tyson happens to have a funnel, active funnel inside of clickfunnels. Right? And I got a picture of him wearing a funnel hacker shirt. Therefore, Mike Tyson, Jake qualified has everything to do with clickfunnels. Right? And so now I can tell a story and then weave that back into, like, by the way, go get a clickfunnel sh. By the way, go try ofa. By the way, here's Mike Tyson's blah, blah, blah, you know, whatever that thing might be. So. And you guys just got me excited because literally now I'm going to go and I'm going to contact Tyson's people and see if I can do a share funnel of his funnel that we could give away during the Tyson fight. I didn't think about that until I just brought that up. So there you go. I'm making a Mike Tyson offer in the next seven days now, thanks to you guys hanging out with me here. So that's kind of the thing I want you to thinking through is, again, what's the thing that you sell? What's the social thing happening? And how do you weave these things together? One of the people that I think in our entrepreneurial community that's the best at this is. And not from a Selling offer standpoint, but from a content development standpoint is Gary Vee. If you notice Gary, like, he doesn't have like other people in the marketing world on. He's got celebrities, he's got rappers, he's got things. But he's always tying it back to business and entrepreneurship. He's taking like the thing he wants attention about, the thing that's getting attention. And then if he's got to mush these two things together so he can leverage the existing audience that cares about this and bring them over here. Right? It's the reason why I haven't yet, yet to be able to, to beat Gary Vaynerchuk in views and like all this stuff. Like, I've had a, I've had a mission for last like 10 years. It's like Operation Barry Gary, like, how do we get more attention? And the reason why he gets more attention than me is because he's more strategic. He literally is going out there and partnering, you know, doing content with these huge celebrities that have nothing to do with what he's talking about. And then he weaves it back into entrepreneurship and now he tapping to this audience and this audience, this movement, this exciting thing is happening and there's just so many more things. So I hope that gives you guys some ideas because a lot of times we build a funnel and then we're just waiting people to buy it. It's like, don't wait for people to buy. Given a reason to buy, what's the reason right now, what should they do? And doesn't always have to be, by the way, a huge discount. During Cyber Monday and Friday, you'll see people always doing discounts. It doesn't have to be a discount. I hate discounting things as a whole. So instead of like looking like I have to lower the price because a lot of times you like, you lower the price I give you sent off, you buy during Black Friday and all your customers about last week are like angry, like, I paid full price. Like, what? You know, so something like, how do I lower the prices? Like, how do you increase the value? So it's like, hey, if you buy during Black Friday, you know, normally it's five hours for my course. You're still going to get the 500 course. But on top of that, I'm going to give you these three bonuses that if you buy during Black Friday and that way you can give those bonuses to your past customers so they don't get punished for buying from you earlier. But new people, it's like, oh, there's a reason to buy now because again, it's all about that reason to buy. So any hope that hope that kind of helps set off the tone for today. Before we jump into some Q and a's, any Dante, any follow ups or anything you want me to add that kind of missed in there?

[Dante]

100%. I mean, I have a million but let's try and keep it on track. I think that was an absolute gold nugget and you guys put a one in the chat if you agree about this gold nugget Russell just dropped where don't run a discount. Add bonuses to your offer. Bonuses. We've covered this pretty extensively. We've gone through a lot of Russell's books and his funnels and how Russell sells a physical product book but adds to it digital bonuses that add no overhead to our business. So add the bonus. Anybody put a two in the chat if you've ever had if you've run a discount and then that discount discount created tons of logistical issues in your business. Your customer support is crazy for two weeks because now everybody's all upset now nobody likes you just because you made a discount and it in your essence, in your core. Yeah, I'm trying to serve. I want to get my thing to more people so they can smash these roadblocks and get back to doing big things in their life.

[Russell Brunson]

I get it.

[Dante]

It's all from a great place. But yeah, look at all the twos, right? I think that was an absolute gold nugget. Just add bonuses and then give those bonuses to all your buyers because what's the worst thing that happens? They get back into your product and service and they start doing the thing and they get results and then they want to buy more from you.

[Russell Brunson]

That was man. He keeps over delivering every single time. This is great. Yeah, right?

[Dante]

And we've talked about this a ton too. But you guys, I need you to really understand that the reason we all love Russell, the reason we all trust him, the reason we'll all do what he says is because we've said yes to Russell at some point in the value ladder. And Russell over delivered. He over delivered on what he promised us. And then we see over delivered again. And now we associate Russell with results. Russell, would you agree there's nothing special about you. You bleed blue just like everyone else. You put your pants on one leg at a time. Everybody can do this. You weren't born with some special gene that like, oh, people know like and trust Russell because he was born with this. No, it's the it's your works over and over and over again that do that.

[Russell Brunson]

Yeah. It comes back to like the foundational principle our whole company is built on is over deliver. Like, how do we over deliver? How do we over deliver? Napoleon Hill and his laws of success or in thinking grow rich? Both those. One of his laws is that do more than you're paid for and eventually be paid for more than what you do. And so it's like, how do I over deliver in every single situation, Right? And this is true not just in business and marketing, by the way. This is true in your relationship with your spouse, with your kids, with your coworkers. Like in every situation it's like, how do I, how do I over deliver in this situation? If you guys can get that mantra running through your heads, your marriages will be happier, your kids will be happier, your friendships, your customers, your employees, everyone gets better. If you can figure out how to over deliver in every situation. Because if you overdeliver, people feel like, man, I'm getting the better end of the stick here. And that just, it changes everything. It's a little simple, simple metaphor, simple things that if you just start figuring how to do that, it becomes awesome. So again, a lot of times discounting, it's like you're under delivering for the people that you bought earlier. It's like, that doesn't feel good. How to overdeliver for them was like, cool, let me hook them up. They get for free. So they're going to be pumped anyway and then the new people are coming and they're going to be pumped. I'm over delivering it out. Everyone's excited and it's a win, win all around, man.

[Dante]

Absolute gold there.

[Russell Brunson]

What's up everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. Taylor spoke at our last Funnel hacking live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high end coaching program as well. And it is amazing. But to kind of give you some context about this offer he's making for you guys. As you may or may not know, a few years ago, JPMorgan Chase did a study and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me. The idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy has been lately. It's not the time to be gambling with your finances. So Taylor put together this book called the Revolving Pricing Method. And it's awesome. It helps you turn every client you close into a long term profit machine. We're not talking about one time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my marketing secrets listeners. And if you go over to wealthyconsultants.com secrets, you can grab the revolving price method book and over $150 worth of bonuses and get this all, it's at 70% off. And I promise you guys, as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com secrets, grab your 70% off deal, and let's start turning your clients into long term revenue again. That's wealthyconsultant.com secrets. Do not miss out. 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 quints 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. 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 on over to quince.com clicks for free shipping and 365 day return policy. That's Q U I N C E. 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 and talking about aligning.

[Dante]

With noise that's coming up, I think some of the most noise, especially for a lot of our experts here who provide services, I think some of the greatest noise is the noise just coming up now which is going to be new year. When the new year hits gang how many people, maybe we even do it, we go to our Facebook and we start posting all this stuff. New year, new me, right? We've seen it year after year after year. So I'm just curious Russell, over your years have you like learned anything that's like man, every single time the new year is coming, I'm gonna run this thing. Like there's so much noise that's about to come. How could we align ourselves with that noise?

[Russell Brunson]

Yeah, I think again it comes always back to like what are the people thinking about right now collectively as a whole? Not everybody, but the most people. Right. January, it's like goals and your resolution. The new me. Like I'm figuring things out. So you think about any of our products, right? Like for the most part whatever we're selling, like we're helping somebody to get a result right. In some area of the life. And it doesn't matter if it's physical products or info products but obviously we're on the OFA coaching or you know, expert side. So promotion, it's that. So if it's like let's say you're helping people lose weight, you're helping people trade money in the stock market, you're helping people to trade crypto. I don't, whatever, whatever your thing is, right? So it's a new year. Like people are making these new commitments to themselves and they're excited, they're trying to change everything. So coming back and being like, in fact man, I got a friend who every January he does a, he does a, like a time management, like prioritize your year challenge like a three day challenge. And he does like five or six million dollars every January just doing this stupid thing where it's like they all get on for like three days and he gets everyone sit there and map out their goals and create an outline of it, fill up their calendar. It's like, it's so simple, but everyone pays them, I think like 50 or 60 bucks to come to this challenge. And this entire audience comes because they have the result. They want to learn from him. But they're coming in January. All right, we're going to plan, we're going to map things out. It's going to be this amazing thing. And so putting something like that together, like how many guys, if you sat down and mapped out like a 365 day plan or a 12 month plan or a New Year's resolution or, you know, the habits you got to implement in your, in your life to get this goal within the next, you know, by end of quarter, what something like, like that kind of a front and that kind of a, you know, again, if you study a lot of my stuff, I talk about dramatic demonstration. Like, it's a dramatic demonstration. Like, do a dramatic demonstration, get people on a webinar or a call or Facebook Live or something. Where they're coming in and this is the reason like they're coming is because like New Year's, we're planning it out. The result I want to get is I want to learn how to trade stocks, make money, you know, whatever your expertise is fix my marriage, you know, whatever, increase my testosterone, you know, whatever your thing is, right? This is the result. We're going to come into New Year's and do a plan. We're going to figure out how to do that thing together. So I think there's a lot of, there's a lot of momentum moving into January that anyone in the expert business can tap into, because people are, every time, every New Year's, what are people trying to do? They're trying to change. What is every expert business about? It's about giving people change. Like taking them from, you know, it's all about contrast, right? Taking them from bad to good, from overweight to fit, from poor to broke. Like, is moving them from hell to heaven. Like, that's, that's what all of these businesses are, right? And so coming in January and be like, hey, the years got done and most people by the end of the year, like, that's, that's why the New Year's resolutions, they get to December, January. Like, man, last year I had all these visions to do stuff and I got nothing done. Nothing changed in my life, right? Same happens, by the way, in political campaigns four years later. Like, still nothing's changed. We should have, like, like if you're, if your platform has changed in a political election, you're probably going to win. Like that's kind of the thing, right? Because the same thing in, in the, as you as the politician of your market, right? Like you are fighting for the eyeballs and the attention of your market. So you're coming in and saying, look, change, you've been doing this last year didn't hit your goals. Maybe you did, maybe didn't, but if you didn't, you know, January, what is this? January 6th, we're jumping on and we're going to do a four hour masterclass to help you guys to get your goals to achieve this result, right? It could be a free masterclass, it can be a paid one, doesn't matter. But getting people in now there's reason to jump in. You have to map out like, here's the step by step process and like, hey, do I help with it? Cool. By my course? Cool. During my coaching. Cool. Do my whatever thing will help get you on that path. And so anyway, hope that kind of helps you guys. Yeah, definitely. Don't, don't miss out on the opportunity to capitalize on, on big things in January. As you know, especially for the extra business is so big. Traditionally it's harder to sell stuff in December in the expert world. And January is usually when everybody. January and February actually are the best months. It's not always. I did a launch one day on January day because I was like, January, you know, so like New Year's Eve, we planned it all the New Year's Day, we launched the product. I didn't even think about this. I'm Mormon, so I don't drink. So I, I just assume that everyone's like me. And New Year's Day you're up at 6am doing the same thing. But apparently most people New Year's Eve get sloshed. It's like we did this launch on New Year's Day and nobody showed up because they were all thrashed from the night before and it was bad. So I would not do a January 1 thing but January 6, the next Monday or even into February. You look at gyms, gyms don't get filled up in January. February is when it's like they buy the gym membership in January and then February is when it starts spiking and then March all drops off. But like, so you got like a good 60 day runaway from January to February to be doing this with the audience and figuring something out, putting something together that, that, you know, revolving around the message of change and how you can change and they can set the goals and they can, you know, finally achieve the. The end result they've been looking for and that your program will help get them from. From the hell they feel like they're into, the heaven that they're trying to. Trying to get to.

[Dante]

And, man, you just really hit the nail on the head for. For what? Like, you changed my life with the one simple concept of know thy customer, or that's how I say it. But introducing the dream customer, right? And I like to say know thy customer because if there's eight commandments of marketing, because 10 makes me feel like a heretic is absolutely know thy customer.

[Russell Brunson]

Right?

[Dante]

It's where everything starts. But, you know, like Russell said, I made a launch on January 1st, and these people, it didn't work out. But what if your customer is Mormons? Specifically, a New Year's Mormons are up.

[Russell Brunson]

At 6am New Year's Day. Let's go.

[Dante]

And it just reminds me of the Dan Kennedy, how he talks a lot about a dinner table conversation, right? Knowing your customer. And if you know what they're doing on Saturday night, it typically tells you what they're doing on Sunday morning. And that can typically tell you all you need to know about your customer and how to market to them. So I just think that's gold. Russell, in the expert world, do we. Do you typically see that November and December are just lower as far as revenues because most people are focused on physical products and holidays and gifts and then that New Year hits and that's when it ramps up?

[Russell Brunson]

I would say yes, but I don't think it's because of the customers. I think it's because of the mindset of the person teaching it. Everyone's like, December's a bad month, so they take their foot off the gas. I've actually had some of my best converting offers ever hit in December. So I don't think it's a real fault, a real thing. I think it's a false belief. And because people have that false belief, a lot of people won't go and push during December. But we have a, you know, we have an offer launch in December, November 26th, we have an event December 16th. So it still works. People are still buying. They are more distracted, for sure. Sometimes they're. They're saving money and whatever. But one sweet spot just, you guys know, that works really good, is the week after Christmas. So what happens is Christmas happened. They bought all the Christmas presents. A lot of people, they got, they've got some money for Christmas. They got a bunch of gifts, they returned, they have some cash and that little week between. And a lot of them don't have work that week. So the week like from Christmas to New Year's is actually like this little secret gold mine that I'm always sprinkling things in and, and making offers for people because they've extra cash, they got extra time. They may be around family and friends and stuff, but at the same time, sometimes they're tired of that. So there's a. There's a window there that is actually really ideal. I haven't figured finish plan out our strategy, but my guess is that week I'll do some kind of live virtual event to pitch into something in January that will be more around the goal setting type thing. So there's my strategy for you.

[Dante]

Cool, man. I love that. And everybody should be starting to think about this now, right? You have your expert templates. Just clone that funnel, make a duplication of that funnel, and let's start building our marketing for the months to come. Right? We've learned that over these years. That's how we have to start thinking. I know if you're just starting out the challenge right now, timing may not be ideal, but a lot of you have already been in the challenge. You're existing. You have your thing. So let's start building and aligning with the noise that's currently out there. You gave a great example, Russell, of like a financial planner. Whether it's bitcoin or actual monies, it doesn't matter right now. There is so much noise around finance now that this election has finished. There is so much noise about finance. There is so much noise about where the market's going. There is so much noise about how to read the market trends and make the right decisions. I mean, if you're teaching people actual physical monies and how to invest in stocks or whatever it is, there is noise aplenty that you can align with right now. Start generating leads, turn those leads into customers. That was awesome, by the way.

[Russell Brunson]

Bitcoin's up like crazy right now. Sure is. I checked you. I'm like so grateful. Five years ago, someone told me to buy those bitcoin things wherever they were.

[Dante]

100%. Oh, man.

[Russell Brunson]

Okay.

[Dante]

Amazing. It's only 1225. So we have some time to talk to our people. Let's start it out with Craig. Craig hasn't had a chance to speak yet, and I'd love to hear from him. How are we, Craig?

[C]

Hey, good morning, all. Great to see all of you guys. I do have kind of a strange question. I'M kind of rushed to try and solve it. Russell, you know about the program that you were offering yesterday. I need to sell about $2,000 worth of obviously funnels by tomorrow at midnight. What funnel am I going to sell to doctors, lawyers, people that need scheduling? Is a scheduling funnel going to be the best one for me to be able to try and pull this off?

[Russell Brunson]

So is it doctors or lawyers? Two different, very different demographics.

[C]

Well, I've got a lot more people that are doctors, dentists, optometrists in my area because I'm kind of flyover country in the middle of nowhere.

[Russell Brunson]

Yeah, I'm targeting people like doctors, dentists and whatever. That's still huge, three huge segments. So I would say pick one. Like if you're. Is it dentist, is it. Because like there's a different funnel for each of those, you know what I mean?

[C]

Okay, well, with my deadline, I've got to pick one. So I'm going to pick tennis then.

[Russell Brunson]

Cool. So Anissa Holmes is in my inner circle. She has been forever. She is a dental guru and she does the funnel. She uses. She, she does Invisalign or in teeth whitening funnels. So she does is. She basically sets up a funnel, she targets a local area right around the dentist office of people that are high net worth and drives leads in there to get people into Invisalign, teeth whitening, things like that. And so I'm sure if you googled and looked around and started looking at some of her stuff, you could probably find a version of what she's doing or what she's teaching people and stuff like that. So I tried, I'd probably do funnel like that and then come back and go find the. But I hit up all the dentists around or they need to be around any dentists in the world and be like, hey, there's really cool funnel that's working the dental space right now. It's an Invisalign funnel or it's a teeth whitening funnel, whatever one that you find. Um, yeah, so I would go look at, look at Anissa Holmes. She's again, she's a dental. One of the dental gurus who's teaching and doing funnels. There's probably a couple other ones out there. Start searching, doing some research, funnel hacking. Find like the structure of a funnel, that's that that the other dentists are successful using. Go try to build one in clickfunnels as a, as a, as a case study. And then start dialing for dollars. Start calling people and start showing them, showing the funnels.

[C]

All right, I'll go right after Lisa stuff and see what I can find to put something together. And then I'm going to go to the dentist's office and say, hey, here's something I can offer you guys. Maybe we can get you a whole bunch of more customers.

[Russell Brunson]

Be awesome. Yeah. And think about, like. Like, one. One Invisalign customer is worth, I don't, you know, three, four, five grand for them. So it's like, if I can get you one customer, will you help invest in this program? You know, whatever that might be?

[C]

So, yeah, great advice. I appreciate that. Thank you.

[Russell Brunson]

Yeah, no worries.

[C]

And hopefully I'll be in the group in the next hour, and then maybe I'll be inside and be able to get my certification. Appreciate the help. Thank you.

[Russell Brunson]

I'm going from this meeting to that one. So I'll see you over there in, like, 30 minutes.

[Dante]

Awesome. And you guys stick around. After I let Russell go, I'll teach you value ladders based on dentistry. It's exactly how Russell taught value ladders to me back in the day, and it's how he taught it in dotcom secrets. And I think it'll really help kind of pull everything together for you guys. Let's hop over, though. Let's hop over to Maureen. Maureen has not had a chance to speak. How are we today, Maureen?

[D]

I'm doing great. How's everyone doing?

[Dante]

You're amazing.

[D]

Awesome. So, Russell, in your. In the VSL video, it's a bit confusing. You mentioned some people confused, but, yeah, I'm finding myself confused. When you're building the funnel, so we have the lead magnet that we offer on the first page, then you talk about the video that we don't have to create a new lead magnet. You can just use the video. So what video exactly are we talking about? Are we talking about the webinar? The perfect webinar video? Like, where does it come from? Because. So this is what I'm currently doing. I want to. I'm selling an ebook. I have already sold over 100 copies, so we have the testimonials and all that. So I want to run ads, and I'm building it using the VSL funnel. So I'm thinking I want to combine the ebook and the masterclass. So what? And there are, like, three videos after the first one. So I'm really confused. Like, where are we getting all these videos? Number one. And then, like, what video goes where? Because you have the video on the first page, then you have, like, four videos down that you know, that are locked. And then now on the next, on the next page, there's also a video. So it's a bit confusing, like.

[E]

Yep.

[Russell Brunson]

So on the. Okay, gotcha. So on the template, those four videos. Those aren't four videos. Those are four screenshots from video. They're going to watch the next page. Yes. So saying on the video, next page, you're going to learn this, this and such. A little screenshot of like different parts of the video. Does that make sense?

[D]

No. Come again?

[Russell Brunson]

Okay, so there's only one. So on. On the sales page, there's only one video. But on the. The page before it, those four videos, that's screenshots from the video they're going to watch. So you're basically saying video on the next page, you're going to learn step one, step two, step three, step four. And I'm showing a screenshot of clips from the video they're going to be watching on the next page.

[D]

Also, they're screenshots, they're not videos.

[Russell Brunson]

Yep, screenshots.

[D]

Okay, and then, so what video goes on the first page? Is it the perfect webinar story or. So the second page.

[Russell Brunson]

Okay. Were you on the call last week?

[D]

Yes. Yes, I was on the call.

[Russell Brunson]

Okay, so last week, that's. We spent the whole time I was talking about that video. So that video is the who, what, why, how script. Right. And then we went a little deeper. We took the who and we did the epiphany bridge. Because we did Epiphany bridge script.

[D]

Yeah, I have all that. The.

[Russell Brunson]

That's the video. That's the video that goes right there. That's where you're pitching your book in your master class. Yep.

[D]

Ah, okay, Makes sense. And then now on the next video, what do you put?

[Russell Brunson]

There's no next video. Then they go order form, they give you the money. Yep.

[D]

Ah, okay. So in this case, since I'm doing a master class, so the masterclass will be about. Also, it's just the who, what, where? That's like the masterclass. Because I've had, I've had. I've done a webinar before. So I was thinking, do I bring that webinar to that video? Or how does that work?

[Russell Brunson]

What's the price point you're selling the thing at?

[D]

The ebook is I've sold it before for 29, but now. And I then I ran ads, but it didn't work. So now I just want. But organically it works, but when it comes to ads, it doesn't. So. Because It's a tech, it's a tech ebook. So I want to. Because people are like, they want more of the video. So I want to combine both a masterclass and the e book so that.

[Russell Brunson]

What price point you can sell then?

[D]

So I want to combine both of them at $7.99. But I've sold the book before for 14.99 and for 29.99 just the ebook.

[Russell Brunson]

Okay. So perfect webinars if you're selling something that's like a thousand dollars or more. So you don't need something to sell a perfect webinar. Sell a seven or fifteen or thirty, even a hundred dollar product. Right.

[E]

Okay.

[Russell Brunson]

So all you're doing is that who, what, why house script telling the story very beginning. And then from there you're pitching the book that's it should be about. From a 12 to a 20 minute.

[D]

Video there also 12 to 20 minute video of the who, what, where. So that is like also like the master class. And then I pitch the book. That's it.

[Russell Brunson]

Was the masterclass a bonus that you're giving with the book or you're trying to teach the master class?

[Dante]

Right. Is that, are they opting in for your master class information?

[D]

Wow. So I think this, this gets confusing because the. I thought the master class is the video. The who, what, where master. Is that the master class or no.

[Russell Brunson]

Masterclass something you sell that's like a course. Yes.

[D]

Ah, okay. All right. So I just wanted. Okay, so I don't have to do the masterclass because I've done a masterclass before to sell a $2,000 book as not course. So I can just do the video. The who, what we have video and then sell the ebook. That's it.

[Dante]

That's right.

[Russell Brunson]

Yeah.

[D]

Thank you.

[Russell Brunson]

Sounds too easy. Make it easy. Yeah.

[D]

But we, when I was running ads, I honest couldn't get a sale on the ebook. And it was getting frustrating because people are like, this is technology. We cannot read a book. But organically, I've sold the book in over 20 countries.

[Russell Brunson]

One thing I recommend for you because you're. If you're selling a straight book, the funnel that we're teaching inside of one funnel away might be a little bit different. So like I look at a book funnel more specific. So if you go to like any of my book funnels.com secrets, expert secrets, traffic seekers, and look at that, that's probably how I would model it. So that's why with funnel hack is look at one of those. It's similar strategy, but I probably would Go. Like when I drive ads through a book funnel, I don't go to a squeeze page. I go directly to the page that has the two step order form on it. It's usually a shorter video because sell book doesn't cost and take a lot. Usually it's a three minute video. Same thing. Who, what, why, how, but it's a three minute video pushing to the book and then from there then you have upsells and down sales for other things. But yeah, if you're selling just a straight book, I'd probably use a different funnel for that.

[D]

Ah, awesome. So I can forget the VSL funnel for now and then just build maybe a lead magnet funnel.

[Russell Brunson]

Book funnel. Book funnel.

[D]

Yes, that. But separately. To get leads organically.

[Russell Brunson]

I can build a separate. Oh yeah, you use separate. But yeah, if you're driving ads, I would drive them directly to the homepage of a book funnel. Don't put them through a squeeze page prior.

[D]

Ah, okay. Awesome. Thank you so much.

[Russell Brunson]

Yep, no worries. Hey, it's Russell Brunson. And if you're anything like me, you understand that in business, time isn't just money, it's everything. When you're trying to build your dream team, the last thing you want to do is waste time sorting through a mountain of resumes. But what if I told you there's a smarter way instead of searching for candidates you can match with them instantly? Thanks to Indeed. Indeed is the hiring platform you absolutely need in your corner. We're Talking about over 350 million visits each month from all around the world. That's a huge pool of potential talent. And here's the best part. Their matching engine connects you with the right candidate in no time. Imagine skipping the busy work and going straight to the people who fit your job description. Like a glove. Sounds like a dream, right? And it's not just about saving time. It's about getting results that matter. In fact, 93% of employees say Indeed delivers the highest quality matches compared to other job sites. And that's pretty incredible. And I want to tell you, I've been through the hiring process myself. There were times it was slow and frustrating and I wish I'd known about Indeed back then. It would have made everything so much easier. But here's where it gets even better. Indeed is constantly learning and improving. With over 140 million qualifications and preferences feeding their matching engine every day. The more you use it, the better it gets. It's like having a personal hiring assistant who's always on top of things, making sure you get the Best of the best. So don't wait around. Join the 3.5 million businesses worldwide. They're already using Indeed to find top talent fast. And here's something special just for the listeners of the Marketing Secret show. You can get a $75 sponsored job credit to boost your job's visibility at Indeed.com clicks. Just head over to Indeed.com clicks right now and let them know you heard about it on this podcast. Trust me, you're not going to regret it. Terms and conditions may apply. Need to hire? Then you need Indeed. 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 we can get more stuff done. I just had a chance to interview Patrick Lancioni, 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, 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 this is 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 working genius.com again, two GS working genius, two GS in the middle workinggenius.com and then use promo code secrets secrecy 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 going to be the most joy, number one. But then number two, it's going to 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.

[Dante]

Okay, let's hop over to Tamar. Tamar hasn't had a chance to speak. Hey, Tamar.

[E]

Hi. Oh, my goodness. Hi, Russell.

[Dante]

How's it going?

[E]

Thank you, thank you, thank you, thank you. Wow. This is. This is beyond incredible. First of all, I just have to tell you, I was in tears last week when you gave. I forget what her name was it Annie. That story. That was one of the most special moments. Oh, my gosh.

[Russell Brunson]

Whoa.

[E]

Okay, quick question for you, Russell. Super excited for the selling online event I'm attending that I launched my own business a few months ago. I've been working as a product designer for like the past five years in corporate and I decided to launch my own business doing product and UX strategy consulting. Grew up in an entrepreneurial family and always wanted to do something in the business space. My dad had a successful company that he decided to sell to Experian. So I went from working for an 150 employee company to joining 20,000 plus Experian Group. And I just, I really wanted to be in a smaller setting where I felt like I could be a more valuable contributor and see, you know, the value that I was providing to the team and my assets work could be more implemented and like a quicker, faster, you know, whatever. Anyways, so I saw a huge gap in the industry that I was working in and that was the gap between strategic alignment with business strategy and product strategy. And as a product designer, I was having a very hard time because I wanted to feel like I was providing value to the company at large. I wanted to know that the designs that I was working on, the projects that we were doing were going to move the needle for the company. And I wanted to know like, you know, how are our product strategies aligned with the business objective goals? And basically for almost my whole career, I was really never able to get that answer. And that's when I realized that there was this huge gap between the strategic alignment. So I wanted to go off on my own and Basically, I'm basically on a mission to empower product managers to increase awareness and to be equipped with the tools that they need to encourage and execute and implement this strategic alignment within their company. And there's clearly a huge gap because I started a podcast, or I should say this podcast kind of started itself. Someone gave me this idea, I teased it out with my network. Within 48 hours, I had 30 responses. I was like, yikes, okay, this podcast is starting itself. So like I quickly put that together and now I'm like booked through February. Like there's an outpour of interest and support like around this topic. But when it comes to actually landing leads, I have not been successful. So I'm trying to understand it's very hard for someone like me who's crazy passionate, right? Like adhd, bursting with energy. Like just talk to anyone about this all day long.

[Russell Brunson]

Right? I know nothing about that.

[E]

No, nothing.

[Russell Brunson]

I'm not. Funnels are the best thing ever.

[E]

Yeah, right, exactly.

[Russell Brunson]

So the question, the question is how to find that customer, right? Is that the question?

[E]

Well, I have a group of like product managers that I can talk to, but what I have a hard time is I've identified the problem, I know how I can solve it, which is usually with one on one coaching and workshop facilitation and collaboration, like sessions. Right. That is ultimately how you solve it. But, but a lot of these product managers are in a situation where they don't even realize that they have this problem. And so trying to market to them, to show them that, wait, this is actually something you're struggling with, is very much focusing on the results that I'm going to bring to them. But they don't realize that they need those results. And so I'm having a hard time trying to figure out a way to first tell them, hey, by the way, this is something you're struggling with. And I know that because I've experienced xyz. This is what I'm seeing. Sounds familiar, right? Oh yes, it does. Okay, well now that it sounds familiar, why don't you join me in. Right, so it's like the process is so long.

[Russell Brunson]

Yes. Okay. So this is, so this is what marketing was invented for, by the way, because that's the problem is like people have a problem, but they don't know it's a problem. And you have a solution. Right. So there's a. I can't remember who said it, but there's an old marketing thing, whatever they call problem agitate solution. Right. So you find someone who's got A problem. And most people's like, yeah, I got a problem. And what marketing does is it takes that problem and it agitates it like crazy. It's like, oh, oh, you've got a problem. You're not happy, you're not da, da, da. And like, that's what marketing is, is like taking this problem and agitating, Agitating until it becomes like a little problem. It's like this huge problem. You're like. And that's why marketing gets a bad rep, by the way, a lot of times, because it's like, you know, we're all out here in any market, like, trying to figure out, like, you know, your life's good, but it could be better. In fact, this is the problem you have. And then we add you to add it makes that problem grow, right? Like, when I got into this world, nobody knew they had a funnel problem. Nobody knew they needed a funnel, like, wasn't a thing a decade ago, you know, But I was like, you have a funnel? Oh, I'm like, what's a funnel? I'm like, God. And I explained it and I added to eventually, like, I have to have a funnel. I need, you know, and like, and then the market needs it, right? So that's like your role as this is to do that. So it's like you, you, you get this group of people, right, that have affinity, that and sounds like you're starting that and you're building that. So that's a big part of it is bring these people in affinity and then what your job is to do as the marketers, like, how do I. They have a problem. It's probably a big deal right? Now I got a solution that can solve it, but I got to make this problem feel really heavy so that they desire the solution, right? And so there's a lot of ways to do that and everyone has different takes on how they do it. But if you watch really good marketing, that's all they're doing, is they're just agitating the problem. Agitating the problem. And it can be fun. It can be like you telling your stories, just like, hey, I had this thing and I didn't realize it was a problem. But then when I solved it, like, this was the result, it was huge. And it changed everything. For. It's just, it's storytelling, you know, sometimes it could be the long form podcast, it could be short, like 60 second reels. But it's just, it's figuring out like that problem and you just gotta keep agitating and agitating. Agitating until people are like, wow, this. This problem really, really is frustrating, right? How many times have you guys, this is for everybody listening. But how many times have you, like, you had something that didn't realize the bigger deal in life, and then all of a sudden you got retargeted on ads, kept seeing over and over and over again. Eventually, like, wow, I do have a double chin. Wow, my pants are, like, getting a little tighter. Like, I do need to go on a weight. Like, I do need to go on a weight loss plan, right? Like, that's the marketer's job, is to agitate the problem until it becomes big enough that they desire the solution. And so that's just kind of the role that you guys are playing with. And I think you got to find your version of it that you feel comfortable with, that you enjoy. That's fun. That's not like the sleazy. Because if you're not careful, you'll start hating because you're like, I don't like that I'm trying to, like, poke at this problem. But instead, like, like, what's your version of it? Is it humor? Is it funny? Is it stories? Like, they're kind of finding that and then start testing it with that existing audience. In fact, even interviewing people. Like, what's the problem? Then digging deeper.

[E]

That is my podcast. I have 30 speakers lined up, literally, industry experts, huge people, authors of my favorite books. I am not shy. I have reached out. I don't know why in the world. I am so humbled. I don't know why they agreed, but they were like, sure, I'll jump on the podcast. So I have big name. It's definitely going to be awesome. There's clearly a need for this because, you know, people who don't have time for me that agreed to do it. So, like, tapping into those industry experts is for sure, I think, going to help to raise this awareness. It's just, you know, okay, so.

[Russell Brunson]

So, okay, a couple things. So if you read Expert Secrets, I talk about this a little bit. I talk about the hero's journey. And it's like the journey. There's the journey of achievement that in a movie, people are aware of. Like, they're aware of, I'm trying to achieve this thing. And then the hero second journey is the journey of transformation. And what happens with most people when they first get into this game. They're talking about the achievement. Like, I make money. I'm helping help you lose weight. I'm helping you have more time, like that thing. But, like, to make Marketing, really, really good. It's like you. You touch upon, like, the achievement they're trying to get, but then you go down to the transformation they actually desire. And a lot of times they figure out what that is. So when you're interviewing your people, like, they're probably going to be very surface level, like, here's the achievement, here's why it's cool, you know, in your job as the interviewer is to go deep. And so usually that means it's like, like, you gotta ask why? Usually, like seven times. Well, why did you want that? Why'd you want that? Why? And like, usually comes down to, like, this deep. There's. There's a reason. And like, when you can get that part and you can touch that, that's when, that's when those things will open up for people, right? The same thing. Like, when I tell my story, like, yes, I talk about achievement, but then I always, as soon as I touch upon the achievement that I either desired or I went or I got or whatever, that I stopped, and I'm like, but the reason why is this. And I go deep into, like, that, that part of the story, which is, which is like, what I. Who I wanted to become and the pains I was in. And, like, and because I'm willing to share those things where most people aren't, the rest of your audience will also hear and like, oh, my gosh, I can't believe you said that. That's how I feel too. I would never tell someone publicly that this person said that. And now they have rapport with you because you're willing to talk about, like, who you were trying to become and the pain you were in. And when you're vulnerable like that because everyone has the same vulnerabilities. Very few people were in sharing. And when an expert will come up and they'll. They'll show that they got the result, but then they'll talk about what they were actually trying to do. Like, for me, starting a business had very little to do with money. Even though I talk about I want to start a business, I want to make money. Like, the reality is my wife and I had just gotten married. I was a wrestler. She was supporting me. She was six years older than me. She wanted to start a family. We couldn't because I didn't have a job, I didn't have any money. She had to support us. Like, that's why I really got business. I would see her every single day knowing that all she wanted is be a mom. And it broke me. It hurt. Me, you know, and I was like, how can I support it? But I didn't want to quit my, my wrestling. I love that I have to figure out something. I figure out something like that was what drove me on the mission, was I wanted my wife to be a mother. Like that was it. When I shared that people, then there's connection and then they're like, wow. And they have their version of the story that they'll connect with. And that's where you're agitating the problem. Right?

[E]

Okay.

[Russell Brunson]

Like you're not rich yet, you're not money. It's like, no, no. Like that doesn't actually matter from my business. That's my version of it. Right. So if you finding version and asking people the questions to get them to feel that, um, and then that's where you start getting into people's hearts and that's when, when things will shift for you.

[E]

And then ultimately you end up using the funnel to close a coaching. Like is it, is it like a package of coaching sessions?

[Russell Brunson]

It depends. There's, there's a million ways to do it. So normally what happens in the expert world, a lot of people come in initially it's one on one. They'll sell one on one stuff for a little bit and then very quickly you'll get overwhelmed. Cause you're like, this is awesome and horrible. And then usually people switch from one to one to one to many to group. And then that's what I did for a long time. And then the, the way I do my coaching, like if you look at the prime mover coaching program we do, that's called facilitated coaching, where basically I have facilitators to facilitate. That's I think the ultimate place to get to. But you just want on one because it's the easiest way and you get the most money quickly. And then as you start getting like the over time for free, you get overwhelmed. Like all the pressure that's like, okay, now it's just one to many, you know, group coaching and then facilitation. So that's typically, typically the pattern and how you fulfill it depends less on lot. People are like, how many hours is it 5 calls or 10 calls? Like it matters less about that and more about like the results. How long does it take to get the result you're promising them? If you can do it in one hour call, people have paid me 50 grand for one hour call because they're like, I just have this one totally for me, I'm like done. So figuring out what's, what's the value of the problem you're solving for them and what you actually have to deliver to get to solve that problem for him. And that's. That's the actual key. They don't care about how many sessions or hours. It's just like, hey, for us to get this done, it's gonna take. It's gonna take us two months. It'll take us six weeks, like, whatever that actually looks like. Give them a blueprint, what it looks like. And that's what they're looking for is the actual result.

[E]

Right? Absolutely. Because people have said, like, oh, well, do you have a coaching program, you know, that I could download? I'm like, yeah, no. Okay. So, okay, super. Not yet. Exactly. I was trying to find funnels of people who were doing coaching, like, sessions that I could like, like, see how they were doing it. Do you have any names, like, off the top of your head of people who are selling coaching packages or like, workshop facilitation?

[Russell Brunson]

Yeah, it's getting. Russell Brunson does it. So he does it all the time. That's one spot. If you said you're going selling online event, that's what we sell at the end of selling online event. So you can see kind of what that looks like.

[E]

Fun.

[D]

Super.

[Russell Brunson]

Richmond Din did a really cool. He spoke at the last funnel. I can lie about tiny challenges. And then I did a. I did a YouTube interview. So worst case, watch. Go find The Richmond Din YouTube video on tiny challenges. It's a really cool way to do it. That's really low risk. And Richmond. Richmond's killing it with those. He does these one on one little mini challenges. He charges someone like 25k to do to like five one hour calls. And then he charges people 5k to listen in on it. And so awesome. And then the end of it.

[E]

AJ and smart at their best. I am an. I'm like an honorary member. Jonathan Courtney, I was a member since 2021. Are like, that's awesome. Okay, fantastic. Thank you. Thank you, Dante. Thank you, everyone.

[Russell Brunson]

No worries. Thank you.

[Dante]

You got it tomorrow. Great work. Hey, Russell, it's 12:48. I know I got to get you out of here. So let me do it now before I get too excited.

[Russell Brunson]

No worries. Yeah. Thanks, you guys. I could jump on the other challenge and finish up, but thanks for hanging out today and hopefully you all got one or two things that will be helpful for you and grateful for you guys being here inside of the ofa challenge. I hope that it's been. Hopefully it's been everything you Guys need to, like, unlock this part of you again. I'll just kind of end with how strongly I believe that every single one of you guys have been called to God to change people's lives. And this is the process and the path to figure out how to do that, right, is figuring out who your dream customers, who you called to serve. How do I create something that's going to change their life? And then what's the funnel that's going to connect those two things together? And so I know that all of you guys, different points in your journey, some of you guys are the end, some of you guys in the middle, some all sorts of bit. I promise you it's worth it to put the time and the energy in. And hopefully we're doing our best to facilitate that. Dante's insanely cool. As you guys know, the challenge is great, you know, but just keep diving in the community, keep showing up. You know, for me, when I first started this game, there was none of this kind of stuff. It took me two years of trial and error with no guidance at all to figure out how to, like, sell a potato gun dvd. Right? We've tried to shortcut that as much as possible, but if you keep showing up, sometimes we get, you know, we get overwhelmed. Like, oh, man, it's been. It's been a month or six months or a year, and we're not there. But. But like Tony Robbins always says, we always overestimate what we can do in a year and we underestimate what we can do a decade. If you keep showing up for your people, you know, in a year, five years or 10 years from now, you won't recognize. I mean, like, I look back 10 years ago. That's before we launched ClickFunnels. Like, the last decade has been insane, but it all comes back to just showing up and keep doing it. So I'm grateful for you guys. Proud of you guys. And I should be able to see you guys, oh, next week I'm going to be at Mike Paul, Mike Tyson, Jake Paul fight. So if I can figure out how to do it remote. But anyway, we'll see what happens next week. So I appreciate you guys. Thank you, Dante. I'll pass it back to you to keep hanging out with all these amazing people.

[Dante]

All right. We appreciate you, Russell. Maybe I can fire you up before selling online, but I know I say it a lot. I am so grateful for you saying yes to your calling and purpose. I'm so grateful for you being honest about your mission and your journey along the way. Because all the honest, true stories are what hit me in the heart. And you were the catalyst to that little spark that I didn't even know what was in there because you did your thing. Just like you're teaching everyone, man. Eternally grateful. We love you, Russell. Have an amazing rest of your day, brother.

[Russell Brunson]

Bye. Thank you. Thanks, everybody. Awesome.