Funnel Hack First, Webinar First, and the Math of Tiny Marketing Wins | #Marketing - Ep. 78

Summary

The Russell Brunson Show Ep. 78: "Funnel Hack First, Webinar First, and the Math of Tiny Marketing Wins"

Air date: October 13, 2025
Host: Russell Brunson | YAP Media
Main theme: Advanced strategies for online business growth, focusing on funnel hacking, the power of webinars, and the importance of continual optimization for marketing success. Russell answers live Q&A from members, sharing actionable insights that push the boundaries of modern digital marketing.

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Episode Overview

This lively, insight-packed Q&A episode showcases Russell Brunson delivering tactical and strategic advice to entrepreneurs, with a special focus on:

• The crucial role of "funnel hacking"—analyzing and modeling winning campaigns
• Why starting with a webinar is the fastest path to online profitability
• The genuine business math behind tiny optimization wins and why they matter
• Real-world case studies and actionable playbooks for coaches, experts, and service providers
• Personal stories and quotable inspiration from Russell’s years in the trenches

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Key Discussion Points & Insights

I. Funnel Hacking as a Core Value ("Funnel Hack First")

Timestamps: 02:53–07:39

• Russell reveals that relentless funnel hacking is ClickFunnels’ secret weapon:
  • The company requires every campaign, email, or funnel to start with extensive funnel hacking (reviewing historical internal campaigns and analyzing market leaders).
  • No creativity “from scratch” allowed—model what works, then innovate on top of it.
• "Watch what we’re doing... We are a year, two years, three years ahead of everybody else in our industry." —Russell Brunson (03:20)
• He encourages listeners to study ClickFunnels’ latest funnels as a real-time case study:
  • Example: The OfferLabLaunch.com funnel is loaded with Agora-inspired strategies (07:00).
  • "We're leaving breadcrumbs. But in two years, people will talk about it as the new thing." (03:53)
• Advice to pros: Don’t just consume; actively analyze top campaigns and model them for your niche.

II. Funnel Hacking in the Wild & Learning From The Best

Timestamps: 06:14–07:39

• Continual learning from leaders like Agora: Russell describes spending a week with Agora, realizing even as a veteran, he’d missed key nuances in their strategy (07:00).

III. Expert Q&A Highlights

1. Packaging & Selling B2B Recruiting Frameworks (Renee)

Timestamps: 07:55–19:24

• Challenge: Transitioning from executive recruiting to teaching and installing hiring frameworks for companies.
• Russell recommends:
  • Finding "breadcrumbs"—no need to invent a market from scratch if you see a real internal pain.
  • Target business owners, not HR; make installation part of the high ticket offer for easier sales and smoother delivery.
  • Price for transformation and include installation/implementation calls as upsells.
• "The value is not necessarily the knowledge, but having someone help install the process. Most entrepreneurs want results, not just info." —Russell (12:54)
• B2B targeting: Go after Series A / B companies, appear on podcasts that reach ideal clients, and drive traffic to webinars (17:00–18:30).
• Pitch example: Show how your framework saves companies from wasting tens of thousands in recruiter fees and bad hires (11:01–11:25).

2. Productizing a Burnout Recovery Book Into a Digital Library (Carrie)

Timestamps: 19:36–34:27

• Initial plan: Launch with a digital product library, build an audience for 12–18 months, then do webinars.
• Russell's counter-advice:
  • Flip the timeline: "The simplest way to make money is a webinar first."
  • Lower-ticket book funnels are hard to make profitable; use higher-ticket webinar offers for immediate cashflow (21:06–22:04).
  • Use the book as a free bonus for webinar registrants instead of a front-end lead gen, referencing his own and student (Tim Shields) webinars (27:11–28:47).
• Model the math: Even tiny increases in webinar conversion rates or opt-ins yield massive downstream revenue (34:24–36:50).
• "The hardest part is figuring out what people actually want to buy from you, and how to sell it. Master that, and everything else gets easier." —Russell (31:00)
• Never automate (evergreen) a webinar before you’ve perfected it live—ideally, do 50–70+ live presentations first. (30:57–34:27)

3. Webinar Mindset, Optimization, and the Math of Tiny Marketing Wins

Timestamps: 34:24–36:50

• Habit of continual tinkering: Russell details how incremental shifts (e.g. increasing opt-in rate from 9% to 36% on a new funnel) produced seven figures in extra revenue.
• "How do you give yourself a raise every day? Tinker until the funnel is the best it can be… tiny hinges swing huge doors." —Russell (36:34)
• Quality standard story: Use his childhood "car washing" analogy for pride of workmanship with your funnels (36:50).

4. Service Provider Webinars: Handling Objections (Aisha)

Timestamps: 37:53–46:18

• Challenge: Moving people from “I can do this myself (LegalZoom, ChatGPT, etc)” to paying for expert legal services.
• Russell’s prescription:
  • Plant "seeds of doubt" about DIY solutions with powerful stories (e.g., LegalZoom horror stories) and visual analogies ("tattoo fails" meme).
  • Show what real expertise provides—protection and peace of mind money cannot buy.
  • Don't discount bundles for clients who say they “already have an LLC”; reinforce why proper structuring/professional review is critical.
• "Artificial intelligence gives you information. If you want real intelligence, hire us." —Russell (44:36)

5. Transitioning from 1:1 to Group Coaching (Angela)

Timestamps: 47:48–58:05

• Pain point: Burnout from running one-on-one marriage coaching, wanting to scale to one-to-many.
• Russell’s directives:
  • Raise your 1:1 price—don’t discount group coaching, increase the value. E.g., $5k+ for private, $2k for group.
  • On fulfillment, move to a "facilitated coaching" model: Record your best content, hire facilitators to run weekly calls and push back to pre-created assets (Prime Mover program as the model).
  • "Never lower prices; increase value, and remove yourself from fulfillment as much as possible." —Russell (54:40)
  • Facilitators don't have to be expert coaches; they should guide and use your teaching as the centerpiece.
• "If I could give you one gift—funnel hack our Prime Mover coaching program. It took 20 years to figure this out." —Russell (58:05)

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Notable Quotes & Memorable Moments

• On funnel hacking as the backbone of innovation:
  “We are pushing the boundaries. We're doing stuff people will talk about in a year. Pay attention to what we’re doing. Funnel hack it.” —Russell (03:15)

• On chasing efficiency and value:
  “Never lower your prices—just increase the value.” —Russell (54:40)

• On perfecting the live webinar before evergreen:
  “You have to do a webinar live every single week until you’ve made a million dollars.” —Russell (30:57)

• On tiny marketing wins:
  “These little hinges swing huge doors… Tinker and test until it works. That’s your daily raise.” —Russell (36:34)

• On transitioning business models:
  “Raise your one-on-one prices. Charge $5,000 minimum. Price creates separation and value.” —Russell (52:51)

• On the real value of expertise vs. information:
  “ChatGPT has information. It doesn’t have expertise. Artificial intelligence is not the same as real intelligence.” —Russell (44:36)

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Actionable Takeaways

• Funnel hack every campaign before launching anything.
• Lead with a webinar-focused offer—don’t build your business on low-ticket book funnels unless you can afford to lose money.
• Optimize continually; small refinements compound into enormous wins.
• If you’re a service provider, overcome internal/external client objections by planting seeds of doubt around “DIY” solutions. Use compelling stories and analogies.
• Systematize and scale fulfillment using a facilitated group coaching model.

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Recommended Funnels & Resources (as referenced by Russell)

• Recent case study funnel: OfferLabLaunch.com
• See free ebook bonus model: SalesFunnels.com
• Watch/post webinars regularly until perfected.
• Model the “Prime Mover” coaching facilitation system for scaling group programs.

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For Further Study

Russell frequently references:

• Agora (copywriting and offer launch methodologies)
• "Expert Secrets" (book for teaching/presenting via webinars)
• “Prime Mover” and “Inner Circle” programs (for scaling support and advanced strategies)

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This episode is essential listening for any expert, coach, consultant, or serious entrepreneur ready to compete at the next level—and not afraid to “funnel hack first”, challenge industry consensus, and continually optimize for compounding wins.

Transcript

[A]

Hey, what's up, everybody? This is Russell. It is a Friday as I'm recording this, and I just got off probably my favorite Q and A call. I have done Inside of One Funnel Away. I was gonna stop sharing these on the podcast because we're transitioning the podcast here in the future to something really exciting. But, yeah, I don't know what it was about today. The questions, the magic, what we shared, the AHA's. The idea. Like, man, it was. It was really, really good. I do not want you guys to miss out on this one. So moving forward, probably gonna be keeping all The Q&As locked down just for people who are inside the One Fun program. But I just. I have to share this with you guys. It's too good. And hopefully maybe some of you guys would be an inspiration for you to go to 1funnelway.com and go sign up. Good news is right now, we're gonna be raising the price back to normal price soon. But right now, you can get one funnel away for free if you are a ClickFunnels member. So if you're already ClickFunnels member, you can log in and come on these live Q and A calls I'm doing, go through the new program. We have two OFA tracks, one that's focused on E commerce, and Trey Lou does is insanely good. Like, he is blowing up so many people's E commerce funnels right now. It's insane. And we have one my side, where I'm teaching the expert if you want to be a coach or consultant. And then Trey and I both do live Q days every single week, and it is insane. So it was fun. It was special today. So that said, I'm gonna pull up the Q and A. You guys can listen to it. And then, like I said, come, come join us. Come hang out in ofa. A lot of cool things are happening over there. I appreciate you all. And if you got a big aha or big takeaway from this, this episode, please let me know. Go to Social, take a screenshot of it, tag me and be like, yo, Russell, that was sick. I love this or that or whatever it is. Let me know that. So thanks, guys, and I will talk to y' all soon. This is the Russell Brunson show.

[B]

Gang. It's 12 o' clock on a Friday, and you know what that means. Hang out with Russell Brunson. I'm super excited for today. This is going to be an absolute blast. If you are an expert, just to set the rules for this gang, if you're an expert. This is our expert only portion of the training today. So from 12 to 1 we're only going to deal with expert questions, your one to many presentations and any hurdles that you have going alongside that. And there he is, the man himself, Russell Brunson. How we doing my friend?

[A]

Amazing. How you doing Dante?

[B]

You're always amazing. I'm amazing as well, man. Super blessed.

[A]

Excited to be back hanging out with you again. It's the best part of Friday.

[B]

I'm excited to be here. It's been like funnel topia over here this week. Where the leads are flowing and conversions are sky high, baby.

[A]

We had, we had some of my Nick, one of my favorite funnel builders flew out to Boise. So we were here and my wife's out of town this week so we were at the office till over midnight every night this week building funnels. I was in the editor cranking on stuff. I was like this is what it's all about. Like I had so much fun this week. So today's kind of my day of just like recouping. So if I seem half asleep, it's because I am. We literally pulled man from, from 8am till midnight four nights in a row and it was so great. So anyway, but I'm here and pumped.

[B]

That's amazing, man. That's so fun. Who anybody else? Like me. And you're like, man, I'd pay a year salary to be a fly in the wall in that week.

[A]

It's funny, I was talking in the funnel Friday's call. I'm like the stuff that we're doing right now, just everyone's aware like we, we're doing stuff that nobody else. Like when you look at like what people are teaching and training on, it's all stuff that we were doing like two or three years ago that like now the market finds out and catches up. Like if you, if you watch close what we're doing, like we are pushing the boundaries. Like we're doing stuff that will. People will talk about in a year, year and a half from now is like the, the, the newest thing. But like I just look at anyway so pay attention to what we are doing as well. Like somebody like Russell, you send so many emails out and there's so many funnels. Like overwhelmed. Like stop being overwhelmed. Look at what we're doing. Funnel hack it. Like we are a year, two years, three years ahead of everybody else in our industry and so like pay attention to what we are doing from that. Like you guys are past the stance of like needing to Freak out and being consumer, all this stuff. Like you guys are now doing this, you're funnel building, you're funnel hacking. You're understanding these things. Like look at it for the art it is, watch it, understand, like how can I replicate it for my business? Yeah, like we launched a funnel just a week ago that is one of the highest converting things we've ever done. And it's backwards from all the stuff you've ever seen before. And so if you're on the email list, go back and click on all the links and be like, what, what, what's he talking about? And you're like, we're leaving breadcrumbs. But again in, in two years now people will be talking about as if it's the new thing they just figured out. So anyway, it's fun. Like this weekend was, this week was fun. Cause we were innovating some really cool things that yeah, just watch what we're doing. And so yeah.

[B]

As everybody goes scrambling back to their emails right now. Yeah.

[A]

Be treasure. They think like you're, you're treasure hunting, you're looking around looking for the, for the buried gold.

[B]

So it's fun is funnel hacking, right? It's the basis of everything. If I didn't learn funnel hacking guaranteedly I wouldn't be here where I am today. I wouldn't have been able to learn as fast. So like, and it's funnel hacking always too, right? Russell, don't just pay attention to what clickfunnels is doing. Pay attention to what the, the market is doing. We should always be looking at those things because it's first, it's first to move.

[A]

Right.

[B]

It's the first to be in that new blue ocean or turn a red ocean into their little blue ocean. We, we gotta move quickly which means we gotta know what's going on.

[A]

Yeah, it's interesting in, on the coaches side of our business, our values, one of our core company values is called funnel hack first. So like no one in my, in my core, in my company is allowed to work on something just like let me be creative. It's like you asked funnel hack first. You're writing email. You're not allowed to write email until you've gone and looked at one of the last 10 times that we've run a campaign like this in the past. And then what are like our top 10, 20, 30 people in our space that are doing it? How would they promote this kind of campaign? And from that, honestly that we upload all, AI, analyze it all and then we do, we'd write a version based on that, right? If someone's building a funnel or a template or a page or a VSL or an upsell video or a webinar. Like, even though we've been doing this game longer than anyone, step number one is funnel hack first. Like, they're not allowed. If they send me something like, hey, I did this. What do you think? I'm like, you're fired. You're done. Like, I need you to see, like, hey, this is what we were creating. I found this, this, this and this. Other people were doing, they're similar. From that, I analyzed it all, pulled out these things. This is the commonalities, this is the changes. This is how I want to innovate. On top of that. And here's the idea. I'm like, you get a raise. Like, that's the. That's the right answer. So funnel hack first. Like, it's. It's a methodology that we have weave into the soul of our company in every aspect, from, from emails to marketing to ads to funnels, to. To support everything. So anyway, it's still, still happening for all you guys. So keep doing it. Don't. Don't stop.

[C]

And.

[B]

And is it funny? You know how people always like to look at Agora and you've talked a lot about Agora and what they've done and what you've learned from them, but, like, people look at Agora, like, nowadays when Agora launches offers, they just launch one offer because they figured it out. And like, no, no, they don't. They're still launching nine or ten offers just to find one winner. They're still doing the thing. And Russell is still funnel hacking. I think it was a couple Funnel Fridays ago. Jake was telling a story about how he was sitting with you recently to go do a thing, and you were like, oh, I want to learn about that. So you pulled out your credit card, you bought the flagship, you went through the upsell sequences, you took your screenshots. It's like, it's Russell Brunson. He knows the game. He built half the game at this, and he's still funnel hacking. So if Russell's still doing the thing, it's obviously core and integral. You should be doing the thing. Yeah.

[A]

In fact, speaking of Agora, we, like, three weeks ago, my Atlas group, a highest land mastermind, we went to Agora and spent a week with them. And like, despite the fact I've been funnel hacking him for years, I, like, I missed the core essence of what they were actually doing. And so the New funnel we launched. If you look at it, I'll give you a breadcrumb if you go to offerlablaunch.com if you go that funnel, you will notice a whole bunch of agora inspiration happening from there. That is insane. And it's converting at insane numbers. So funnel or offerlablaunch.com so there's the breadcrumb to go play with and go check out. And that's all I'm going to say for now.

[B]

That's all I'll say too, because I get a little fired up about offerlabs. Anyway, man, so good to have you here. Let's get to some questions. I know Renee was here ready to rock and roll early. So let's start with Renee.

[D]

Okay. Thanks, guys. Hey, Russell, how are you?

[A]

Amazing, Renee.

[D]

Yeah, thank you. Hey, I have a. I'm trying to be succinct here. So I have a. I've been an executive recruiter for 25 years and I've been going through my whole blue ocean thinking and reading and all that kind of stuff. And as most people probably know and you know, because you run a business, it's like a bloody red ocean in the recruiting business and people hate recruiters. It's like an awful process. And so I've been trying to do some pivoting and so that's kind of how I fell across you guys. I went through the program and so one of the things I was looking at was building out my framework of recruiting and hiring and then offering courses, but then also offering up sort of. The latter would be implementation to companies, oversight if they needed it. You know, getting inside the companies is sort of like the higher end offering. So my question to you, I have two questions. The question is I can't find a lot of people that do that. So I'm a little bit concerned if the market wants it or doesn't want it. I know they need it because I'm in this world. So I know they need it and they fail a lot in it. They probably would be open to the recruiting secrets and all that stuff. I could definitely do that part of it. So, a, I'm concerned about fight like hacking, finding that and then secondly about selling that or attracting the clients and what your methodology is on B2B because we see a lot of B2C examples in your program, but I don't see a lot of B2B. So I just kind of want to make sure I'm on the right track. Does that make sense?

[A]

Yeah. So are you teaching recruiting or actually Doing the recruiting. What's the business?

[D]

I've been doing recruiting for 25 years. So right now I'm still in search of accounting and finance. Primarily I'm a cpa and then we do HR work too.

[A]

So the business, you're building a funnel though, that is to build that business right there. Is that, is that the thing or are you building it?

[D]

No, it's just. It's to teach. It's to teach the frameworks.

[A]

Okay. And you're teach. Who's the person buying is a business owner or is it someone who wants to learn how to become a recruiter?

[D]

It would be the business owner internally and at the enterprise level. Their biggest problem is attracting the right talent and then they screw the entire process up all the way to the close. I mean, you see it. I've seen it for 25 years. I've had thousands of conversations.

[A]

So yeah, it's because people, businesses like me should not be interviewing people and hiring because that's like how great I.

[D]

Love to hang out with them.

[A]

It's like that's not what you're hiring for, to hang out with you. You're not.

[D]

Called the likability factor. You have people that you like. Yeah. And then you hire on good.

[A]

Yeah, yeah.

[D]

You hire on gut. You hire on gut, which is. Anyway, you know how expensive it is if you have the right.

[A]

Because most recruiters charge percentage of year one salary. Right. Or something like that. So like, what's the. Like if you place somebody. What's the average commission you get for that?

[D]

Well, you charge 25 of the base salary if it's a contained search. If it's a retained search, you get bonus too. But I mean, it can. It's a lucrative business. You know, you make a lot of money at it. The problem you have is it's an up and down. So I want to try to smooth out my. Smooth it out. Like, you know, feast or famine.

[A]

Sometimes you're gonna be teaching the secret underground secrets of a top tier recruiter and how you can get the same customers that. The same employees that right now you're paying 25% year one salary. Yes. Up to $100,000 just to place this person. You can find the exact pool of customers where we find them, how we find them and not. And cut out the middleman. There's your headline. Let's go. Let's go.

[D]

As I say, the two biggest problems you have. The only reason people hire me is either one, they don't have the time or resources internally, which is the Same thing. Or B, they. They don't have an inbound strategy. They only have an out. They don't have an inbound strat. Excuse me. They don't have an outbound strategy either. They post and they hope the right person comes in. And then if they don't, then. Then they have to call a recruiter. So they're just. They're not sophisticated.

[A]

So I have, like, an inbound process for them. Is that part.

[D]

I have an inbound. I have one. Yeah, that I can do.

[A]

Okay, do you teach or do you help Mike integrate? Is, like, it done with you, or is it specifically? I go through a course and kind of figure it out.

[D]

I think it could be anything. I think you could go to HR and say, here's the course. Like, learn it. You implement it yourself. Oh, I can't, Renee. I'm failing. Okay, I'll oversight it on a retainer, see where we need to go. Oh, that's. You know, I need a little bit more hand holding. Then you go into the company, and you can actually handhold the clients. That's the premium that I would. I would charge a lot to do that. I'd love to be able to.

[C]

Just.

[D]

The other thing I can do, Russell, is I can get those courses professionally certified. Certified. So they can meet the continuing education credits for that course for the HR professional. So that's, like, another angle to it.

[A]

Okay, so what's the course? Well, I think it's for, like, me as a biz, and I'm not always everybody, but, like, I wouldn't want to buy a course because I'm like, I. I just want someone to. I don't want to pay the recruiter because, again, first time I paid a recruiter, it was insane. Then the person quit after, like, two months. I was just like, well, you gotta.

[D]

Have a guarantee on that. Call me.

[A]

Yeah, it was a bad. So. So then it was like, all right, screw that. We're gonna figure out our own way. And then we went through nightmares of trying to hire someone. So I would love to have someone, like, you know, now I've got an HR department who's got a process, and, like, so we have that now, but we didn't for a long, long time. Like, that'd be. The value, I think, is, like. Is not necessarily. You'd have to do it, but it's like, coming in. Here's the frameworks. And then you're gonna have someone on our team over six weeks is gonna help you to install this part and this part and train the people and like just the, you know, because I don't, I don't want to learn. I just like, I want the end result of like the employee. I don't necessarily want to learn it. Someone who's HR might want to learn it, but the business, if you're going through the business owner who's probably, you're going to be targeting unless you, it's harder because you target the HR person than even if they are excited, then they have to get permission to go buy it and then they have to sell the, you know, like it's. I think it's easier to target the entrepreneur who sees the pain of like how much of the cost and just be like, we'll come.

[D]

They may punch them, they may punch you to hr, but that's okay.

[A]

Yeah, but you want them to make the decision otherwise so much harder to go back up flow the other way because then the HR person goes and pitches it and they screw up your pitch because they didn't. They know how to sell it and they don't have the stack and all this stuff that happens, you know.

[C]

Yeah.

[A]

And so I think the way I would position the offers, like hey, if you have an HR person or if you're, you're going to create somebody, we'll give them the training to do it. But then we've got someone who, you know, we do six install sessions or four install or whatever that is for one hour sessions where some of my team will come and actually help install the different, whatever the elements are of the framework. And that way when it's in place then it's like then you run the ads now the right people come through versus what you said normally happens, which is so true.

[D]

Right. So you think that you would still target the founders. It has to be a very fast growing smaller company that thinks that it's sort of. I think the ICP is somebody who's kind of drowning and they're having a lot of problems. I don't have any time, but.

[A]

Yeah. What size, what size companies your dream do you think?

[D]

I think it has to be. I think it's going to have to be like, I think it's going to have to be series A or B probably where they're doing a ton of hiring. If they're not doing a ton of hiring, people probably feel like they don't need it for the occasional hire they have to do. You know what I'm saying?

[A]

Yeah. What price point are you thinking for this?

[D]

I don't know. I haven't, I Haven't gotten that far. You know, the whole thing about the, the online courses was be able to send their HR people to like async training or training with me first. Then they, they're educated and then you could go in and then you could work with them as a team to implement them. That was sort of the. Because the, the people on the front end have to get trained. I mean we can do the, the, we can do the one on one training. I just don't want to be training my time like that all the time. You know what I mean?

[A]

Yeah, I think I would position where it's like almost like a two, two part offer where it's like say it's $2,000 to train the HR department through the thing or for five grand will also give you four installation or implementation calls or something like that. You know what I mean?

[E]

Yeah.

[A]

And then the goal of the five, the four or five or whatever calls would be like potentially an upgrade into whatever the next thing is. Now we got a $25,000 thing or, you know, that's kind of how I would, I would.

[D]

Or you're going into the company and you're, you're doing maybe some group trainings and then you're doing, you know, sort of one on one and even auditing the interviews and things like that. There's a lot of art, there's a lot of psychology to it and people don't understand it. I mean I went out through, by the way, I went through all Tony's stuff. I went through all of his live stuff. I went date through Destiny. 3 o' clock in the morning, the guys are standing up with the tears, screaming. I did all that stuff, so. But you think there's a market for like what is your gut as a business owner? Because I don't want to go through this whole thing and then, you know, I mean I need to test it.

[A]

But yeah, I think if I look at my just the world I've created for the clickfunnels world, right. Like people going from zero to million, you just them and one or two buddies hanging out, you know, and then they get to a million, then they start. That's like the next phase, like my inner circle. That's where people start struggling with just like I'm overwhelmed, I'm doing 800 things. And that's. They're trying to answer that question of hiring for a lot of those. They're probably not in enough pain yet to hire an HR person, you know, I mean like they're not there Yet. So it's probably a little big. I say, like, I'd say, like, you're looking at probably somewhere on $3 million and above, you know, like a million by 3 million. It's like, they've got enough stuff, and then it's just like, they're kind of. Now there's like, I need someone to do this part. And so I think. I think in, like, in the small entrepreneur world, it's probably a little harder push. Not that it's impossible, but it's harder. But if you look at, like you said about Series A round people, you know, like, we're creating an offer specifically a target, the same thing. People between Series A and Series B. And so I was doing a lot of research, and there's. There's tons of podcasts of that exact demo, like the perfect everything. And you can buy ads on. You get. You can feature. But I think if me, that's. That's a demo I'd go after. And, like, I. I literally put together a trello board, and I found like, 50 places. I was like, if I just spoke these 50 places, that's a billion dollars in revenue for me. Just, like, because it's like the. The dream customer. They're listening to podcasts. They're like, that's the. They're the Series A people trying to figure out how to get to Series B. And so that's what that's.

[D]

You're saying these are. These are podcasts that are talking to these. That segment.

[A]

Yep.

[D]

Then you advertise on that podcast, or.

[A]

Even just like, you come in and like, podcasts are just like a TV show. Like, back in the day, I wanted to get on. I wanted to get on Oprah and all those things. And so I hired our agency.

[B]

Me too. Yeah.

[A]

And all they do is they. They figure out different hooks that Oprah might think is interesting, so they pitch your own hook. And this hook, it's the same thing on podcasts. Like, podcasters looking for interviews, but they're looking for good hooks. And so it's just like that hook that I gave you earlier, you know, of. Of like, how to cut out your. The.

[D]

Is this. Is this recorded so I could get that hook?

[A]

Yeah, yeah, it is.

[B]

I'll get you the link right now.

[A]

Yeah, but, like, that's. That's a good hook. You could pitch these things, and then, you know, you pitch it to 20 shows, you get one or two to pick you up, and then you have the one, you do it, and you can get insane amounts, you know, and from there, you can push people to a webinar. You can push people to whatever the thing might be. And you just come on and you tell them story. These are the recruiting secrets. No one knows, understands the psychology and this. And you just, like, tell them the stories about all the cool stuff. And then the host usually will be like, this is so great work, people. Learn more. And you're like, I'm actually in a web class this week. Go to Renee beckman.com class and you can jump on for 90 minutes and go deep into this. It's gonna be amazing. And then people the webinar, boom. Sell them the thing and then rinse and repeat and keep doing that. And that's the game.

[D]

All right, awesome. I have a lot of social proof, so it's not like I'm not. I'm already coming from a place of strength, from an expertise standpoint. I don't have to build that, but yeah. All right, cool. All right. Thank you so much. Appreciate it.

[A]

Good luck with it all.

[D]

Thank you.

[A]

Yeah, no good.

[B]

This is why I love Fridays. That was sick. Okay. Hey, Kerry said she had a Russell question. Let's bring Carrie up.

[E]

Yeah. Hi. Really great to speak to you, Russell. So I have a question. I want to create a digital product library. I'm a physiotherapist, and I also teach nervous system regulation. I used to be working with chronic pain clients, and I just took like a year off to be with my family and have a baby. And I want to come back. And I'm shifting what I'm doing because I. It wasn't really working, like the whole chronic pain angle, it was quite heavy for me. And so what I want to do instead is I want to help. I wrote a book about burnout recovery, and I want to package that book into a digital product library that I can kind of create and then sell Evergreen so that I can, like, I don't want to be doing one to ones or lots of live calls or webinars and things. So I'm thinking kind of, yeah, build out the product library and then that. And, you know, just commit to doing that for the next 12 to 18 months. And then once I've bought a really. Built a really strong audience of that, then I can start pitch like making my webinars and pitching a higher end product. So my question is, like, how would I go about packaging my book into an offer like an. Into a digital product library? Like that?

[A]

Okay. First thing I would do. This is not the answer you're hoping for. But I would flip your timeline. So you said you're gonna start with the book, the digital course or the digital and do it for 18 months and then go and do a webinar. So the simplest way to make money and the easiest to be profitable with paid ads is a webinar first, like a low ticket, front end book. Funnels are the hardest to get work to get working on paid ads like you have to be a ninja to get the copyright and the upsell structure. And that I get. Even for me, it's the hardest of the funnels to get to be profitable because the margins are razor thin everywhere. Whereas webinar, you sell a thousand, $2,000 thing, you have a lot more, a lot more grace, you know, like, because if, if you get a couple sales, it covers the ad cost, couple more, you're in profit and it's off to the races. And then you're gonna spend the same amount of effort creating the digital course as you would whatever the offer is gonna be on the webinar. You know what I mean?

[E]

Okay. Yeah.

[A]

I would look at it kind of from that standpoint of just like, okay, how do you take your book, the concept of your book and like actually turn that into a full blown course and create the webinar to sell that course? That'd be my first path of action and I'd focus on that. And if you spend the next year doing that, think about that. Like, I have a funny story. I'll tell you after. But like if you think about that, like when I, when I got this game, I remember this guy named John Reese, he did a million dollars in a day and he did it by selling a thousand dollar course. He sold thousand copies. And I remember like that was just so inspiring for me because I was just like, that's now tangible. I'm like, if I had a thousand dollar course, if I sell a thousand copies, I made a million dollars. I was like, he did it in a day. I was like, what if I could learn how to sell three a day? If I do three a day for a year, that's a million dollars in a year, right? And so that was like my goal. I reverse engineered, I created a thousand dollar course. It was called Dot com. I found the sales page this morning. It's kind of crazy. Anyway, it was called the Dot Com Secrets homesteading course. This is before I wrote the Dot Com Secrets book. It was just like, there's all this stuff and eventually became a book. But it was like me teaching it all. I filmed an Event of me for three days teaching it, and then we turned put it into videos and burned them on DVDs and then went out there and I started selling that and, you know, sold a thousand copies eventually of that. And it's like. And then. Yeah, so I'd be looking at from that standpoint because, like, if you spend the next 12 months just doing that, I've seen it enough times that I have so much confidence in the model. Like, I've seen thousands of people now come to my world. They're like, if you can, it takes a while to get the presentation right and the offer, and it takes a little while to tinker around with that. But when you get it working, then it's just really easy to scale. Like, usually after people spend it depends how long, sometimes it's two or three months, sometimes it's six months. But getting that working. And as soon as they work, as soon as the numbers work, then it scales and you hit 2 comma club. Like in months, like, it's really quickly to scale. So it's like this upfront work to kind of test, and then it scales really quickly. And then for me, it's like when a webinar starts scaling and like, traps start getting more expensive. That's when I come back and I build like a lower ticket book funnel. But the book funnel I'm going to lose money on. The only goal is to come in. I lose money, but then I push those people to the webinar and then the webinar makes me more money. So it's just a different front end. But I always lead with the webinar. That's why we shifted OFA to focusing specifically on webinar funnel coming. It's the fastest way, most consistent way for people to make money right out the gate. It's like, that's where I would put the effort for the next 12 months. Is mastering that piece of it going to get you a lot faster? And it's funny because, like, this is. This is the other funny story I can tell you. In my inner circle, when I first launched that coaching program and people come in, I made everybody go through my webinar training. They all had to do webinar. And so people would come and they do their first webinar and they'd make 30, 50 grand, whatever it was, they come back, all right, what's the next funnel? I was like, you don't get another funnel. Like, what do you mean? I'm like, you have to make at least a million dollars in this Funnel before you allowed to do a second funnel. But I already did the, I already did it. I'm like, no, you don't understand. Like this is the. You have to focus on the same thing for a year. And I forced them to focus on a year and then within three or four months because they were like, so, you know, they're entrepreneurial add people. So like they would, they would want to transition. So like they focus on for three or four months, hit a million dollars. Like now what can I, what's the next funnel? I'm like, okay, next funnel is just a funnel to get more people to watch the webinar. Because webinar works like that's the conversion mechanism. Like, that's the holy grail of any business. You can't. One webinar converts like, I mean we built the clickfunnels webinar, built a billion dollar company. One funnel, one webinar, right? And so it's like you have that. And so then the lower ticket things are just to. Again, if you [e-mail] Secrets was to get like people understood funnels into my world. And the expert secrets to get. People don't know anything about funnels, but they have expertise. It grabbed that segment of market unprofit. We don't make money on the book and then put in the webinar and the webinar makes some money. And then traffic seekers, people need traffic. They bought the book come in. So I'm creating these other front ends to bring them in. But the core central piece is still that webinar.

[E]

Okay, so, so what my current web funnel that I'm, I've just built is, is a free book funnel. So I'm basically giving away free PDF copies of the book within this funnel. And it's just to build audience. And so what my plan was, was to run ads for people to download free PDF copy of the book and build that audience. And so with what you're saying, what I'm translating that into is then once I've built out that audience of people that are looking for burnout recover, they can do the, the webinar and invite all of those people into that webinar which sells the, the course, the training.

[A]

Is that kind of. Except for it depends on what your budget is, because you're gonna be paying seven to ten bucks a lead for giving away your free ebook. So it's hard to make your money back. Right. So let me show you the magic trick. This is called, I'm gonna tell you I'm Gonna show you mine and then show you someone else. You can see two examples real quick, pull it up. Okay, so I'll show the screen. But if you want to see this, if you want to go through the process in funnel hack frame, if you go to sales funnels.com sales funnels. Okay, so this is the page where they give a free. They get my free ebook, but they get the free ebook for registering for the webinar. And then they have to show up to the webinar and then at the end of the webinar after I make a pitch, then I give them the free book but I do not give it to them prior to.

[E]

I see.

[A]

Okay, let me show you another one. This is Tim Shields is in my Atlas program. This dude's got nine webinars. Okay, here's one of them. And he's got ebooks, he's got cheek. So this is like get this $47 cheek pack for free. So he's a landscape photographer. So it's like an ebook basically PDF, so you get it for free. But to get it you have to register and then you show up on the webinar and at the end of the webinar then he gives you the thing. Let me show you another one. He's got tons of these. But because the problem with what you're thinking right now is like again, you're paying, who knows, seven, ten bucks per opt in. So like if you put in ten grand. Oh no, this isn't the right one, sorry. You put in 10 grand, you're going to get, what's that? Thousand, thousand leads. And then they're most taught when they first opt in. And then you know, if you wait two or three months and you do a webinar, those thousand leads you paid $10,000 for, the quality of them is going to go down because I haven't heard from, you know, they're not part of something. So then in a month now you get emailed a thousand leads and you'll get 20% open rate. So 200 actually open from that. You'll get, you know, 50% click through rate. So 100 will click through. And then the registration page, you'll get 30 people to register. You get 30 people, so you pay 10 grand. You got 30 people to register for your webinar. Yeah, it doesn't work. Yeah. Versus this, it's like you come right here. And again, salesphones.com come and register for the webinar. I'm gonna give you my free ebook at the end of the Web class. After you show up, they opt in. Webinar happens, you sell them the thousand dollar thing, then you give them the ebook. And now like, you get your ad money back plus you make a profit. And then you can, now you can start. You put $1,000 in ads in a day and you make $1,500 back. Now you got a business. Now you can start growing and scaling it and all those kind of things. That make sense.

[E]

Yeah, no, that makes a lot of sense. I think that. So the actual. The whole book is probably not going to be a great lead magnet for this then, right? Because they can just. I mean, it's available on Amazon or whatever.

[A]

So I think people don't know that people are not. People assume that people don't know that every. Like we literally like everything. Yeah, I say it. I had a supplement company for. And I sold the supplements on Amazon for like $20 a bottle. I sold the supplements on my funnel for $60 a bottle. And we were doing, you know, four or five million dollars a year. And people buying it on the funnel, no one even looked at. I mean, they're a small segment goes to Amazon to try to find and get a discount. And that's awesome. But most of them, like, they only know what's being presented to them at the time. Most people are not out there looking for a way to get a discount on your free ebook that's already free anyway. They're coming. It's like, hey, opt in. I get this free book. Sick. And then like, if the hook of the webinars go, like, I'm gonna watch the webinar anyway. Plus I have this free thing at the end. And they sit there, they show up, they hang out the whole time. And I would Recommend Go to sellstonnels.com and watch the webinar because you'll see strategically, I keep replanting the seed. Like the bonus I told you about. I'm going to give it to you guys at the end of this presentation. Make sure you're here and then, you know, 20 minutes. Hey, don't forget, guys, the bonus talk about earlier, I'm gonna give it to the end, but it's getting them. It's like it's the bait that gets them to sit there and sit on the webinar and watch it and sit all the way to the end. And then afterwards I'm like, okay, now here's the ebook that I promised you guys. But during that process, I had the chance to indoctrinate them to get to Know them to build rapport and to sell my thousand dollar. My thousand dollar thing in the middle of it.

[E]

Yeah, no, that's great. I love that. And I think what I'm saying, what. My question actually, as you were talking, I had a question. Can I pre record the webinar and so I run it or do. Would you say I have to do it kind of. Do I have to do it live?

[C]

Can I. Oh, man.

[A]

You want me to go on the Russell Rand or do you want me to be nice?

[E]

It's been nice. I'm. I'm actually. You can't see, but I'm holding a baby here and he's.

[A]

Oh, I love it.

[C]

Yeah.

[E]

This is why I'm saying it's not that I don't want to do things live. It's just. Yeah, it's really tricky for me right now to do, to show up live and to commit to doing that kind thing. Yeah.

[A]

This is the mistake people make, though, is they try to do the webinar live. They are. They prerecorded. They put it up and doesn't work. Like, it didn't work. I don't know why. I recommend. And if you're expert secrets, I preach. I have a whole chapter of me preaching about this. Like, you got to commit to making the webinar good. Right. Like it's an art. And you have to learn how to present, how to pitch and how to make the offer. And you have to learn what's happening, what's not happening. So I recommend everyone, they do a webinar live every single week until you made a million dollars. It's just a 90 minute commitment. Once a week, you do it live. And the first time you get two people show up. Next time you get five people. But you start learning it. And then what happens is as you're doing it, you're like, no one's buying. Why not? And you can ask, why didn't you buy? Like, well, the offer doesn't make sense. Or this is confusing. Or we have a program called Prime Mover that just focuses on helping people write their webinar. And there's this. These sisters. I call them the Wealth Twins. They're awesome. And they had, I think they had like 2,500 people on an email list from their YouTube channel or something. It was really small. And I told them, do webinar every week. Every single week until he made a million dollars. Like, okay. They're like, all right, I'm just gonna do what he said. So they set up the webinar and they took their 2,500 person list, they mailed like 250 people. So like 1/10 of it they emailed them, did the webinar live. Nobody bought. And they're like, ah. So then next week they did it again. Next 250 people emailed it. Some people showed up and from that they got one or two sales. It was just really small. So they went back to these people like, hey, why didn't you buy? Just let us know. And then people were like, well, I didn't understand the offer or this or like, I don't actually, like that was cool, but I don't actually want that. And they're like, what do you want? Like, well I want this. Like, oh. And so they changed the offer. They tweaked something, they did that three or four times and within a month, next Sunday, the webinar, it crushed. It was like boom. And they're like, oh. And then they asked people like, it got more feedback and they tweaked and they tweaked it and then they went again. The upfront part that takes a while is like, is learning what the off, like what do people actually want to buy from you? And then learning how to sell it. Like those are the two pieces that take entrepreneurs the longest. And if you will push past those two things, hitting a 2 comma club and beyond is insanely easier. The hardest part is figuring out what do people actually want to buy from you and how do you actually sell that? And so if you spend 90 minutes a week for the next six months just mastering those two things afterwards, you will be financially free for the rest of your life. It's just those are the two pieces you have to figure out. And you can't figure that out on an auto webinar. I can't make a webinar once my home put it up. Hopefully it works. Now I do, you know what I mean? So that's, there's the nice version of the Russell Ramp I'd recommend for me. Like when we launched ClickFunnels, I did the webinar live over 70 times in a row. And we did $10 million that first year and built it to a 100 million dollar year company. But it came from me mastering that presentation and now I know it word for word. I could recite it at the top of my head with my eyes closed right now and I could close 10 to 15% of you guys right now because I've done it so many. I can know exactly what numbers are going to be. And that's the most valuable thing. But it took me a while to figure out exactly what people want to buy from me and exactly how to sell it. When you have those two things figured out, that's what I tell people. Mike, Hitting two comma clubs is really, really, really, really easy. As soon as you figure those two things out, what are you selling and how do you sell it? What do people want to buy from you, and how do you structure the presentation to sell it? And when those two things line up, it's easy. I remember Dan Henry, who's one of the guys, know Dan Henderson, Huge name, making a ton of money. But he came to our world. He. And he was like, trying, trying, trying, trying a bunch of stuff. And as soon as it clicked found, people wanted webinar, four months to comma club. Just like, boom. Just so it's like, that's the effort up front. The funnels are not hard to build. Like, clickfunnels makes it easy. Funnels are stuff getting traffic. You can figure it out, you can hire someone. But like, those are the two pieces that are the secret sauce. And you figure those two things out, then. Then it's easy. So that's. That'd be my recommendation for you.

[E]

Thank you. Yeah, I really appreciate it. Thanks for your time.

[A]

No worries. And by the way, forever Nelson here, I was preaching to all of you. This is not just for her. Everyone, I guarantee you think of the same things I give people all the time. Now they do their first webinar, like webinar conversion. I'm making evergreen. I'm like, stop. That webinar is the worst one. Yeah, that's the worst webinar you will ever do. Do it five more times before you evergreen it. Because if you get the conversion from 5% to 7% and then you evergreen it and you're at 7% conversion versus 5%. And over the next 12 months, you put a million dollars into ads. Million million dollars. Times 2% increase in sales. That's an extra, like $5 million in your bottom line that you missed because you. I did a good one. So I'm just gonna stop, like, tinkering. Tinkering. This is the game. Because these little hinges swing huge doors, right? Like me going from. Think about this like in a traditional funnel, let's say. Let's say you're getting 30% opt in rate, right? And I'm tweaking this to figure out how to increase. Often I go from 30% to 40%. It seems so low. Like 30% 40%, not that big a deal. That means there's 25% more people who just gave me their email address. Means 25% people are going to show up the webinar. See, 25% more people are going to buy. So if I had a webinar, was going to make a million dollars a year. Now it's going to make $1.25 million a year, right? And so that just gave me an extra $250,000 that I can either spend on old books if you're me, or you can spend more ads or whatever, you know, like, and it's just these little. It's increasing conversions by a little bit. And so some of you may have heard me talk about this mantra before. The mantra is, like, how do you give yourself a raise every day? Every day you come in the office and, like, how do I give myself a raise today? It's like, what's. Like, I come in more ag on my team. I'm like, morag, what's conversions looking like on this funnel? And she's like, oh, we're at 32%. I'm like, that sucks. We should be at least 40. I was like, let's try this, this and this. Let me know. And next I come back, she's like, ah, that actually hurt conversions. Like, ah, dang it. Go back to the first one. Okay, let's try this and we'll tinker with it. And then, like, at the Offer Lab launch, when we launched the Offer Lab funnel, it was converting, like, 9%. Opt in. It was, like, horrible. And so we tweaked. I got to, like, 15%. And then Sunday night, I was at my house. My kids and wife had passed out. I was like, tinkering, tink. I got to, like, 28%. And we got to 30%. And then 36%. And then I was like, in the 36%, if I would have stopped after 9 or maybe 15%, I would have lost. I mean, just looking at that launch would have been seven figures worth of loss. And I made an extra seven figures just by tinkering on headlines and exit Pops. Like, that was, like, the dumbest thing in the world. But those little hinges swing huge doors. So put in the effort, you guys, because it's. It pays in dividends. Like, it's insane.

[B]

Absolutely does. That really reminds me of a story you shared about your dad asking you about how you wash the car, right? And it really just, like, comes down to standards and, like, what's the metric? What are you trying to do? Are you just trying to build a webinar so you can pump something out and you can go back to Russell and say, yeah, I did it. Great. Or are you really trying to do something that you're proud of? Like, if I could just share the story really quickly. Russell's dad asked him to go wash the car outside when Russell's a kid. So Russell's a typical kid. He just wants to go wrestle and beat somebody up and go play in the mud and do the thing, right? So he goes and he washes the car and he's like, okay, that's good enough. Goes to his dad. Hey, Dad, I did the car. Dad looks and dad says, well, are you proud of it? Russell's think so. Well, I don't know about that. Looks back, no, not really. I can do a little bit better. Okay, great. Does a little bit better, right? And he continues to go through this and go through this. And I think that's how you guys should look at your webinars and look at all of your funnels. Every single one of your funnels. So that was. That was. That was my gold for the day. That's my nugget. That's the thing I'm going to go focus on all next week. That was sick. Thank you, Russell. Um, let's hop over to Angela. Oh, sorry, Aisha.

[A]

Excuse me.

[B]

Out of order.

[F]

Aisha's very excited to get to speak with you guys. Thank you so much. I am launching a webinar on November 18th.

[A]

Yeah, let's go.

[F]

Make your business official. How to build, brand and bulletproof the business of your dreams without the information overwhelm. So I, I run. Thank you for that reaction because I've worked on it really hard. I run a law firm, and the ultimate goal is to get folks into the firm. I learned that I need a strategy to catch them earlier. So I'm doing a bundle that consists of LLC formation, a trademark, and then key contracts to catch the early stage entrepreneurs. I'm struggling with secret number two as a service provider, because how do I thread the needle between knocking down all those internal false beliefs? Hey, you can do this with buy my thing so that I can do it for you. I'm just. As a service provider because I've. I've listened to. I'm in prime mover. I've listened to all the modules and I've heard you talk about, like, how you weave in click funnels. But as a service provider, it's a circular argument. I'm like, you can do it. And I'M going to show you high level strategy how. But in the end, it's a lot of information to distill. Come on over here with me. So that's what I'm struggling with.

[A]

Gotcha. So secret. Walk me through. Secret number one is so I can understand the, the context we're going into is for number two.

[F]

So secret number one is my framework that it's called the I got. I got next. I got next means like when you come with confidence. I have these three pillars that say my llc, my foundation is formed. I'm going to stop trying to side hustle my way through life. I'm going to properly form my company. I'm going to protect it by branding it with a trademark and I'm going to make sure that either if I have a 1099 person, they're really a 1099. If not, I'm going to put you on the path to hiring them as a proper employee so that you can really build and protect, protect what you've built. So that's the number one framework. That's the secret number one.

[A]

Okay, so what are then, so after they hear that what is the. What is the internal false belief somebody has? Is it that, is it that they don't want to do it, they can't do it? Is it that they could do it free or cheap or what's like the next internal thing, do you think?

[F]

It's. It's kind of two things. It is releasing comfort. Right. I work at a stable job and I don't want to let go of the comfort of knowing that I, I can, you know, every day when I show up, I'm getting my my to my check every two weeks or it is legal. Zoom does a lot of that stuff for me. Why don't I just go with legalzoom?

[A]

Gotcha. So these people, pre entrepreneurs, like they have a job and they're trying to leave. Is that where you're grappling with.

[F]

It's a combination. It's a combination. So part of me, like I live in the D.C. metro area, so right now the government is shut down. So part of my nudge is are you going to continue to allow people to have your fate in their hands? This is a pathway to freedom for you. Are you going to. I've worked for publicly traded companies for 20, 30 years. Like are you going to allow the decisions made in the boardroom to continue to control your destiny? So it's people who either are contemplating leaving and need that nudge or it's they've already been doing it as a side hustle and they need to. I want them to do it right because it will unravel and do it full time. Because I've tried to straddle. So that's part of my origin story to them in tier one is I've tried to straddle and the straddling doesn't work. You got to get out there and do it. But if you're going to do it, do it right.

[A]

Cool. Okay. So I would, I would play off of like, you want to plant seeds of doubt. Like, that's one of my favorite things to do in presentations or persuasion is I'm planning always planting seeds of doubt. So legal zoom is, it's interesting because we sell on the back end services where people will go and they'll help set their llc, all kind of stuff, right? And so we get a little back people like, oh, I just go legal zoom. Do it myself. It's like, I like planting seeds of doubt because there's so many like legal zoom horror stories, right? Where in fact, I bet if you ask ChatGPT, give me 35 of the coolest legal zoom horror stories, it would pull them all out. Where it's like they set up the llc, but it was the wrong thing. They're filed in the wrong state or they did this, but it was actually this and they end up getting sued. Like, it's like, I would be like, all right, now that you guys understand this secret number two is the reason why legal zoom could be the downfall of your future budding business you're so proud of, right? And then it's like everyone's like, oh, I could do it myself. And then like, I would find some of those funny memes where it's like the tattoo guy where it's like, if you see that, where it's like the person's showing like this horse they want and then, then the tattoos, like this crappy like drawing, hand drawn horse. Like, like you get what you pay for. Like almost like that kind of thing. Like just showing like the contrast of like that. It's like, it's like if you're trying to build this thing, you want to do it, right? Like don't, don't go the cheap option. In fact, this is like, let me tell you, horse shows a hagon have gone that option. You're showing these other things like that and be like, the reason why, you know, these don't work is whatever. And then insert like our framework is this process. This is why we do It. Because we have to go through and with a vet and find out, you know, and like, all the. The things that you do to kind of. To. To make it where it's like, okay, I'm not gonna go for outages on my own. This makes way more sense to trust somebody. I don't want to do the cheap way. This is not like. Like, I remember when I got Lasix 20 years ago and I remember going in for the consult and the doctor's like, all right, we got two packages. One that's like 500 bucks an eye and one that's $2,000 per eye. I was like, the $2,000 per eye one. He's like, do you wanna know the difference? I'm like, I'm not gonna go cheap on my eyes. Like, I will go cheap on other things, but not my eyes. Whatever version that is, charge me that one. And I think I'd play off with some of those things and just be like. Like, you'll get what you pay for. And if you go the legal Zoom route, it's just. Oh, yes. Chris just posted it in the chat there. Yes. When your clients ask if you can do any cheaper, that would be my thing. But that way you're placing these seeds of doubt that make them now. Like, they're always gonna second guess. Like, I could go to Zulu Zoom, it's gonna be cheaper. But like, ah, I just like, same thing with ChatGPT.

[F]

So a lot of people wanna chat GPT their way through life. And I use ChatGPT. ChatGPT has information, but it doesn't have expertise. So at some point you've got to actually go apply that information. And so I think, like, I've heard you say, yes, you have the information. And it's like, people like, yeah, I'm going to do it, I'm going to do it. And then, like, you have to actually go do it. And then that causes delay. So you're not achieving your dreams because you just stuck there with a lot of information and not, like, the real knowledge it takes to apply it and get it done.

[A]

Yeah, you can even, like, do a demo where you do a Chat GBT thing and have it pop out something that's, like, horrible. Like, that is artificial intelligence. If you want real intelligence, hire us.

[F]

Yeah, yeah, yeah. Because they will spit out. I mean, people love Chad GPT5. I've had a lot of trouble with it. I'm like, it's not what I asked you. Like, go back and do it again. At the very end, my offer is kind of those three phases of my framework. And I know I'll get the question if someone else already has their llc. I already have my llc. What if I take that piece out? Will you reduce the bundle? What are your thoughts about that?

[A]

Yeah, you say no.

[E]

No.

[D]

Okay, good.

[F]

That's the advice I've given.

[A]

But yeah, I would even say, like, I know with my dad for 20 years did business structuring stuff and so, like, he would structure people's business and I don't know, he'd have like, like my company, there's like a holding company where I hold my assets and there's something different. It's like, there could be something like that where it's like, hey, you may have an llc, but like, you actually need multiple entities for. For tax structure and protection and pretty stuff from creditors and predators. So maybe you mean, like, I don't know if you believe that or how, whatever version. But if you have something like that, that takes away the thing, like, why are you having LC's like, cool. You probably did it wrong and you probably did the wrong state and you probably didn't hook the right things together. And you can show like, hey, if you have all your stuff in one LLC and you get a car wreck and someone sues you, they can take all your intellectual property versus you have it over here and you're licensing it from here and you get a car wreck, they can't touch it because they don't own it. Right. You just show some, again, fear stories like that as well. And then now it's like part of this package. We're going to be setting up an LLC for your intellectual property, one for the marketing arm, your company or whatever, whatever the structure is. But that way it gets rid really quickly. Like, well, I already have an llc. Like, cool. You've got one of the X things. You need to actually be protected as well, you know.

[F]

Awesome. Thank you so very much. Really appreciate. I love the program. So I've only been in it since early September, but it's been amazing. So thank you so much.

[A]

Glad to have you here. So congratulations.

[B]

Thank you.

[A]

Yeah, thank you.

[B]

That was a great question.

[A]

Isn't that crazy? The D.C. shut down, like, the government shut down.

[B]

It's wild.

[A]

Can you imagine if we could just like, shut down? Like, let's just stop working for a while till we decide to come back. I don't know any details of what's happening in just my head. I'm like, no offense to government workers, but anyway, never mind.

[C]

I'm Not.

[A]

I'm getting in trouble with my thoughts, but entrepreneurs don't get days off. Like, I haven't had a day off in 25 years. Like, I can't even imagine. Like, that'd be amazing. What would you. What would you do with the day off? I'd be so bored. I'd be like, no.

[B]

I actually took a day off last week, and it was absolutely terrible. It was awesome until, like, 10:00am and then from 10 to 5, I was losing my mind.

[A]

Yeah. And my day is off. Usually I'm trying to, like, enjoy and relax. And then my wife's like, so what do you want doing your day off? I'm like, I kind of want to go and read a book at the office or something, you know, like, all right, this should do whatever you want to do. Like, awesome. Thank you. I'm going to go whiteboard out my next funnel. This would be great.

[B]

Sounds miserable. To have no goals or aspirations. Oh, I didn't say that.

[A]

Gosh.

[B]

I didn't say that.

[A]

Sorry.

[B]

Okay. Hey, we have short time here. I know you have a really busy schedule, so I will get you out on time. Let's hop over to Angela, though, really quick. Angela has a webinar question for us. How can we help Angela? Looks like we have another Angela. Maybe. How are you, Angela?

[C]

Okay. You want me.

[B]

Is this. Oh, you're. There's two of you in here. I got you.

[C]

Okay.

[D]

Sorry.

[C]

Good to see you, Russell. Thank you. I feel so honored to be here. I do have a question. So I was telling Dante earlier that my husband and I, we have a coaching business for marriage. We've done it for years. We already know how to sell the program. But I'm doing the. I'm committed to doing the weekly webinars. However, we don't really don't know how to transition the one on one over to one to many is what our.

[A]

Goal is selling or like the coaching side.

[C]

The coaching side to sell the program as opposed to one to one to transition it to one to many. Because we're getting burned out by doing one to one in a week is just not enough time. So we've got books, we've got everything, all the pieces. Just don't know how to scale it from. From that.

[A]

Cool.

[B]

And there's another part to that question, Russell. Angela, earlier, we were speaking, and she's done one to one for a long time. She can close those sales perfectly fine. But she did her first exploratory webinar, and her webinar only had two Registrants that showed up to the webinar. But guess what? She made a sale. She made a sale with two people in there.

[A]

I was telling her, close rate, 50%.

[B]

Close rate on two people. So in a webinar, we want a lot of people because we need to make a feeding frenzy. I need a shark to bite the fish so the only other sharks come in and bite the fish with them. Right. So what do you think, Russell, when you hear that? I was telling Angela, at first we were like, well, should we do one on one presentations? And then, yeah, sure, do some one on ones. You can make fast cash. You're really good at the thing while you're building your webinar. But when you hear something like that, do you think, oh, ditch the, ditch the, ditch the one on ones and just go into the webinar. Let's do multiple webinars a week. What do you, what do you think?

[A]

Oh, versus one on one sales calls.

[B]

Yeah.

[A]

Oh, yeah. Well, first off, I'm scared of one on one sales calls. So I would at all costs. We'll avoid those myself personally, but it's just, it becomes an efficiency thing too. You know what I mean? Like you can do a webinar and I can sign up 250 people in an hour, which would take me a decade and a half, one on one, you know what I mean? So over time it's definitely better there. Oh, do I. This is ad rusted out there. There's a really cool strategy. Richmond Dinda is called the Tiny Challenge, where it's a one on one challenge. These cells. I did it anyway. It's a different strategy, but never mind.

[D]

Don't.

[A]

Well, you can look in the back.

[C]

I already wrote it down.

[A]

Yeah, there's a YouTube video I interviewed him. He talked about. It's kind of interesting, but he basically he, he has some sign of like a, a live challenge. Five one hour calls with him in the end, if he pitches his high ticket thing, but then he sells what he calls look, look or follow alongs or something for like 50 bucks where people can like listen in and watch him consult this person. And then at the end of it, half those people buy the package as well. And it's like an interesting like twist on like how to do a webinar. But that's outside this point. I would say though, if it was me, I mean, you can still do one on ones if you, if you need to. But like I would do once a week. Like maybe it's Friday where you just like every Friday we're doing a group call, jump on. And we're gonna, you know, and that way the unconverted people who didn't buy during the week or people in the past seven, like, it's just a unique different way and just like invite them. Like, hey, you know, in the past we talked about this. Maybe it wasn't a good fit time, but Jump on, we're doing this really cool training. And then it gives you the ability just to do like a one to many and just keep, you know, as you're building your webinar and stuff, just practicing things and testing things and adding things and. But yeah, it's just, it's, you know, it's so much more efficient if you get 10 people and you close half. Like that's a week's worth of selling sales calls, you know what I mean? And then the fulfillment sides, because that's kind of more you wanted to focus on, right? The fulfillment side.

[C]

Yes. But then also we have, we've always sold the program 1700-1900, one to one. And do I still. Would you still keep that price set there as opposed to now there's more in a group. So they're not getting that individualized attention. Should I increase or keep it at the 1997 or drop it back some since it's someone's pay?

[A]

1997, what do they. How many they call? They calls with you. How does that work?

[C]

The 1997. So you get the six week. You mean one to one or one to many?

[A]

One to one.

[C]

Okay. So that used to be eight weeks, one to one, the book access to us throughout the program, and then their community.

[A]

Okay, six one on one calls.

[C]

It used to be eight, then we backed it back to six.

[A]

Okay. All right, this is what I'm gonna do for you. And you're gonna have resistance to this initially, but I promise you I'm right.

[C]

In the end, so I trust you.

[A]

All right, so step number one, you are now officially raising your prices. You are no longer $2,000 for six sessions. You are now $5,000 for six sessions. And I think you should be a lot more than that. You should eventually be 8 to 10, maybe even 12. But I'm gonna give you 5,000 right now because that's gonna be the first belief we gotta break. And then you find out people pay you that, then you'll, then you'll creep it to like 6,000, then 8,000. But because part of selling the group is you have to, you have to create the, the perception rate. Like the the shift, right. Like when I, when I wanted to like launched a ten thousand dollar program I also launched a 25,000 because I wanted, you know and lo and behold there's a group, people always ascend with 25,000. When I wanted to launch my 50,000, I was launch 100,000 and then percentage went a hundred thousand. You know we recently last month launched a million and two people bought the million dollar. So it's always pulling yourself up higher and it makes the value of the lower ticket thing less expensive. So group coaching program for $2,000 is, is a normal cost for something like that. So that's not outrageous to think so. So I would say is, I would, I would raise your one on one immediately to 5,000 and then start selling the group of the 2,000. I don't think that's, I don't think you need to lower the price on that at all. And then when you are selling it you can even on the Webinar bank there's two options one on one with US $5,000 or 6,000, whatever, whatever you feel comfortable with this group which is the group's nice because actually you get more stuff and it's 2000. It's not one on one with me but you're getting access to more. Like I look at the prime mover coaching program we have, right. Like it's $10,000 and they don't get any one on one time with me at all. But they get way more time as a whole with like I saw Chris Cameron who runs the, the program that he's in here right now listening along one of our members. Like they get so much more because there's coaching calls four or five times a week and they have onboarding and there's events and like you know, so they get way more than they got, you know, if they paid me 100 grand for, for a half day console, right. They get way more that way. And so it's actually someone's like you can pay 100 grand if you want but like this is better deal for 10 grand you get way more stuff. It's just not me personally get all my coaches, you get my videos, my trick, you know and so that's kind of the positioning on it and then the fulfillment. I'll talk about this because this is something that took me almost 20 years to figure out. Yeah. Chris Cameron said don't discount, raise the value, never lower your prices, just increase the value.

[C]

Okay.

[A]

So in the back they tried to grow because the transition always is like one on One coaching and they get overwhelmed and stuff and transitions to group coaching. And so, like, I'll tell you like where we've ended. After 20 years of testing, we now have switched our back end coaching to what's called facilitated coaching. I don't know. Are you in the prime mover coaching program?

[C]

I am.

[A]

Okay. So you've seen how like I would copy that, like what we are doing works. I've been preaching this in my inner circle groups, my atlas groups, and we've got probably about half dozen now that have been. They all fought me on it for almost a year. And then like Dr. Sonia was the first one who like, all right, I'm gonna do it. And then she did. She's like, this is the greatest thing in the world. And then another one. And so I've got five or six of like 250 people who have finally like tried it and they're all like, why didn't we listen to you earlier? So I would literally like look at what you're doing like we're doing and just copy it. Like it's. They take your six calls. You normally do go record 15 minute videos of you teaching. Whatever the core frameworks are. Hire somebody who's going to run module number one once a week and have them come in and then they facilitate it. They push to your video. They do a breakout. Just like I would funnel hack and just copy that process. That process is 20 years in the making. And of all the things we've done, it's had the highest satisfaction rate, the highest success rate and the least stress on Russell shoulders of anything we've ever done. So it's like, if I can give you one gift, it's funnel hack that and model it. Like, you literally need one facilitator. And the coolest thing, if you look at the facilitators and you can, I'm sure you can hit up Chris Cameron. He can talk to you more about it too, or jump in the Q&As. But it's cool because the facilitators don't have to be a coach. That was the problem before when I was hiring coaches is they had to be somebody who could coach my stuff. And that's hard to do, right? Like, Dante's probably one of the few people I actually would trust. Like, he like, knows my stuff well enough and he's iterated on. He could, like, he could do that. But to find someone like that is very, very rare. And sometimes you watch a coaching call with someone, you're like, why Would you tell them that? Like, you know, and then you're liable for like what these people are saying. And so facilitators are great because the facilitators aren't coaching, right? They're like facilitating. Watch this video. Go in a break group out room or breakout room, right? Do your notes and like they're facilitating the conversation. And then our facilitators, if someone asks them a question, what they're trained to do is not to answer. They're trained to push back to the content. Like, that's a great question. Russell talks is the module 2, video 3. Here's the link to it. Go watch that. And so they're really good at pushing back the content, but they don't have to be expert matter, matter subjects. They don't have to coach them. But I don't want them coaching people. I want them facilitating and then using my coaching, you know, my videos, my things to actually do the live training and takes the stress and liability and that's kind of how we structure. So, yeah, I would, I would, I would model that because it's, it works really, really well. And I said we, I mean, we're putting through prime mover programs, adding 1800 people in the last 12 months. Join that. And I think we have three facilitators. So it's like, like I could, we could add 500 new people tomorrow and it wouldn't, it wouldn't, I wouldn't hire more people. Right? So if you had one facility, one person that you trained to do that, it would take all the pressure off your back for the rest of your life.

[C]

I am so all over everything you said. I trust you 100%. I'm on it. Thank you so much. Totally invaluable.

[A]

Awesome. So great to meet you. And likewise, I will see you at.

[C]

One of those live events eventually, I promise.

[B]

Okay.

[A]

Awesome. Awesome. I can't wait. Dante, that was a great overview. All the different sessions are so different and insanely, I think the like, very great thing. So that, anyway, that was, that was, that was fun.

[B]

That was really fun. That was a super packed power hour. I love that, man. Yeah, love that. Thanks for all the stories and examples, the real examples you're giving us. Not like you're some dude that's like, oh, I did this 20 years ago and here's what worked 20 years ago. Like the stuff happening now today. That was amazing. My weekend's already plugged up. Now I'm going to go do all of that.

[A]

Awesome, man. Well, thanks for all you do, man. I'm super grateful for you and hopefully a chance to hang out in real life soon. I need you to come to Lancer. You guys are. Come out here. We'll do something. Be fun.

[B]

Let's do it, man. Be the pleasure of my life. Thank you, Russell. Thank you for your time and all your all the you that you give us in these. It's amazing. Have an amazing day.

[C]

All right.

[A]

Thanks, Dante. Thanks, everybody. See you guys. Do you have a funnel? But it's not converting. The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to sellingonline.com podcast. That's sellingonline.com podcast.