← The Russell Brunson Show
The Russell Brunson Show
Funnels Won’t Fulfill You Unless You Do This First! | #Marketing - Ep. 41
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Russell Brunson
On WhatsApp, no one can see or hear your personal messages. Whether it's a voice call message or sending a password to WhatsApp, it's all just this. So whether you're sharing the streaming password in the family chat or trading those late night voice messages that could basically become a podcast, your personal messages stay between you, your friends and your family. No one else, not even us. WhatsApp message privately with everyone at GMC, ignorance is the furthest thing from bliss. Bliss is research, testing, testing the testing until it results not just one truck, but a whole lineup. The 2025 GMC Sierra lineup featuring the Sierra, 1500, heavy duty and EV. Because true bliss is removing every shadow from every doubt. We are professional grade. Visit gmc.com to learn more. What's up everybody? It's Russell. Welcome back to the last episode from our ClickFunnels Connect events. I hope you enjoyed the last two. The last one, what McCall shared was amazing. What Bridger shared was so cool, so powerful. And at the end of the event I got up and I spoke for, I don't know, an hour or so on offers and shared some really cool, I think, pretty powerful things. A lot of people loved it. So I hope that you enjoy this. This is the third and final episode from the ClickFunnels Connect event in Salt Lake City part. But I hope it gets you excited about running either running an event in your hometown or attending one in your hometown. Remember, when the episode's done, go over to clickfunnelsconnect.com there's a whole marketplace of all the different meetups that are happening around the world. We have them literally in tons of countries, all happening. And I'd say go and find one in your local area and if there's not one, then you should go throw one and make it a party and come hang out with other funnel hackers. And you know, these are meetups. Could be two people, could be 10 people, could be a hundred. It might be at an ihop, might be at your hotel, might be at your house. Who knows. But these meetups are happening all around the world and we want to make sure you guys participate in them because it's first off just a cool part of the community you can tap into and a lot of fun. So that said, thank you so much. Go to clickfunnelsconnect.com and then after that you have a chance to listen to my presentation about how to create your offers. Hope you enjoy it. Thanks so much. This is the Russell Brunson Show. Does this feel like a little mini funnel hacking live in the middle of the month or what? This is the vision, you guys. Where we want to do these connect events is giving you guys a little dose of this month after month, week after week, whatever. However often you guys want to throw parties because I don't know about you, but I love funnel hacking live once a year, but then I miss it throughout the year. And I think this is going to be a really cool way for people to connect more often, which is going to be awesome. Thank you McCall and Bridger for coming and like speaking and serving these guys. So grateful for both of you guys for showing up and serving and yeah, this has been fun. So I'm going to talk, I don't know, another 30 minutes or so. I got a couple things to share and I thought it'd be useful for everybody as a whole. I kept such a weird thing. So I'm like, I don't know what to talk about. And so I think this is probably the most. This will be probably the most beneficial for everybody. So this is kind of where I landed out after going back and forth, a ton of different ideas. And then when we're done, we'll hang out for a little bit. I think the 10 or so VIPs that sign up for pictures, we're gonna go somewhere afterwards to go get pictures somewhere. So that'll happen after. And then what else? What else? That's kind of the game plan. And then at the end of this, I'll show you guys one more time if you want to host a meeting, kind of what to do. But I want to spend a little time talking about what I thought would be most beneficial for most people because there's a lot of pieces of this game, right? And I love this game. I'm obsessed with it. It's funny, somebody asked me the other day, first off, why I didn't sell my company four years ago when we had the opportunity. And second, when am I gonna sell? And I was like, I'm never gonna sell. I'm obsessed with this. And I remember Bill Von Fumetti in my Atlas Group. He's like, people keep thinking that, try to figure out what's Russell doing that makes things different. Why is he so excited all the time? What people understand is not because he's got some motivational thing or some secret morning routine. The reason why he does this is cause he's obsessed with the game. So I'm obsessed with this game. I love it. I think about it all day. I Talk about it. I' keep doing this until I'm in a wheelchair someday, crawling around, and I'll be talking about offers and funnels, and it'll be insane. I just love this. And I think, as I think about this, the thing that a lot of people are struggling with is or the thing they're not focusing enough on is the actual offer. So I want to talk about offers today for the next 30 minutes or so, because of all the things, that's probably the most important. As much as I love funnels, a funnel with a crappy offer is not going to work. As much as I love stories, story with crappy offers not going to work. Webinars. It all comes down to this pinnacle, this thing which is the offer. The one thing I'm stretching. There you go. There's my high kick. Just kidding. And so that's what I want to talk about. So a couple things when we talk about offers, the number thing, I want to share, and this might be helpful for some of you guys, because so many people I know wait because they want to put together the perfect offer and they don't want to mess it up. And so they start thinking about and they're talking about, and they spend a week and then a month and then three months, then six months, then a year, then two years, then two and a half years. And they're waiting for the offer because they don't want to mess up. They want to make sure it's perfect. And they keep waiting and waiting and waiting. And they came to Funnel acting like, 1, 2, 3, 4, 5, 6, 7, 8, 9, 9 and a half. And they're like, I'm about to launch the offer. It's like, just. So first thing I want you guys to understand is the person in every marketplace that wins is the person who makes the most offers. Do you think there's anybody in the marketplace that makes more offers than me? Who's winning? Okay, this is the rule to understand we're not trying to make Wait till the perfect offer, and then we will release it to the world and it'll be amazing. Right? The way you find the perfect offer is by putting out a lot of different offers. We keep thinking we're going to figure out the perfect thing, but we have to understand is that the market is going to tell you what they want. The way you win this game is the market votes with their credit card. And for most of us, maybe not me, because I do so many, but for most people, they keep waiting to put out the perfect offer. And so they keep waiting and waiting versus, like, put out one and it's going to fail and put another one, another one. And as you're doing, the process is when you're going to start figuring out what people actually want, what they don't want. Okay, last funnel Hacking live was really cool. We had the well, twins on stage, if you guys remember, before we did the pitch, and they were talking about their webinar, right? So they went through the whole Prime Mover coaching program, built out the webinar. They launched it, and they went and they did the first one, and nobody bought their offer. And they're like, oh, that Russell Brunson's full of crap. Just kidding. But it didn't work. And so what they did is they got on the phone, they started calling. They're like, why didn't you guys buy? What was the reason? People were like, oh, well, we don't actually want this. If you had something like this, we wouldn't want it. Oh. And so they tweaked their offer. Tweaked the offer. Next one made more sales, and they called the other ones they didn't buy. Not buying. They kept going until eventually they had an offer. Now it's crushing and it's growing and scaling. Trey Llewellyn, if any of you guys know the E Comm track that we have, we have a one funnel way E Com track, and Trey does weekly trainings on that. Trey's like the king of this. When he launches a new E comm offer, he puts it out there, and then every single person who opts in doesn't buy. He literally gets on the phone and calls them. Now, I'm an introvert. I would never do that. Trey's extroverted, loves. He's calling people. Why didn't you buy? What's the reason? Just tell me if you've heard the story about the tactical flashlight. He launches this flashlight funnel. Clickfunnels. It's like funnel number 11 form or something. And he puts it out there, and people aren't buying. Can't figure it out. He starts calling all the people. And one guy on the phone, he's like, why didn't you buy the flashlight? He's like, oh, I only buy things that are tactical. Trey's like, huh? So he opens up clickfunnels. The headline was get your whatever flashlight. And he just added the word tactical save. Went back, started driving traffic, and conversion went boom in that funnel. I wish I could tell the whole, like, you can't tell income claim anyway, but that was like, that funnel made more money in six weeks than most people will make in a hundred lifetimes. It was insane. We watched because Stripe. It's a Stripe connecting account, so I can watch the stats, the numbers. And we had, I don't know how many, five or six thousand people on ClickFunnels platform. And Trey launched this, and the office started going up. And I remember because me and Todd are frequent, like, look how much money all of our customers are doing. And, like, there's actually all would've been Snapchat Snapchats of me, like, showing, like, the click. Like, look at these guys are making. Like, you know, like, you guys is like, oh, you guys make like four or five hundred thousand dollars a day. Like, we're freaking out, right? Throwing this thing. It turns out it was like all Trey's volume. Like, he was the only one. But it was good for me because I didn't know. And so I had so much belief, like, oh, this is amazing. But it was all coming through this one funnel that Trey did. And he did it because he was putting out these offers, offer after offer, and then. And then talking people figured out, and then just change one word to tactical, and then boom, took off. So you never know, right? And so we got to keep putting things out there. We keep waiting. There was a guy that was in our community during the first two or three years, and he left for a couple years, and he's back right now. It's been fun watching him. But when he first came to the market, I was following him on Facebook, and he would put out a new offer almost every day, just his Facebook. He'd put out this offer, and he put out another offer. And he did PR stuff. And so he's like, oh, some PR thing and this other thing. And after a while, I messaged him, and I was like, every day you're, like, putting out some new offer. He's like, yeah, I'm trying to figure out what's the best offer. And he kept doing that after a week or two and then finally had this offer. And he's like, that was the one. It was the way I framed it. Position a little bit different, and it blew up. Everyone started coming to me, but he was putting things out there and just testing my. The market, right? And waiting to see when the market votes with their credit card. And so I want to give you guys, again, the freedom to put out a lot of offers. Putting them out there, right? The person in every market who makes the most offers is the one who wins. Okay. And so that's number one thing I want to share. Number two, sometimes we're scared. Like, I don't put our offers out there, like they're going to be mad at me or annoyed with me. Right. But you have to understand, an offer is the way that you change somebody's life. That's the key. If you start taking this mental shift, an offer is not just like you trying to make money off someone. An offer is the thing that changes somebody's life. I look at my life and. And there were definitely a couple offers that I purchased that radically changed everything for me. The first one, my wife and I was married. We were married for a year. I was trying to make this whole Internet marketing thing working. I was struggling. I had no money. She was making $9.50 an hour supporting us. I was wrestling. We're trying thing after thing. And I remember this guy named Mark Joyner created an offer. It's called the farewell package. And it was $1,000, which thousand dollars may not seem like a lot to you guys, but as a 21 year old newlywed wrestler with, without a job, whose wife was making $9.50 an hour, that was everything, right? It's the $1,000 offer. I'm like, I can't afford this. And I would watch him do this promotion, the campaign, and I would think about it. I would like just constantly going through, like, I need to buy this offer. I know this thing's gonna change my life all the way up to like, finally, towards the end, urgency and scarcity. Selling out. Ah. And I was like. And so the night before selling out, they put out this audio. It was like two or three hour audio of this guy Mike Chen and Mark Joyer talking about. So I'm listening to the audio all night. I can't sleep. I'm freaking out. Like, I have to have this. I still remember the feeling. I love that feeling. And I'm laying there and so I'm late. I didn't sleep the whole night. And next morning, Colette wakes up and she's like, oh, what's going on? Am I looking at her? I'm like, hey, I need to buy this thing. She's like, how much is it? Like a thousand bucks. She's like, put it in perspective. We didn't have a thousand dollar credit limit on our credit card. We couldn't even, like, I couldn't if I wanted to. And she's like, okay, I trust you. I'm like, what? Why would you trust me? I have no track record. Nothing's. Anyway, so we had to call the bank, increase our credit limit, bought the thing, you know, gets shipped out to me. And it was the first time I'd actually invested in myself. And that offer changed my life. Like, it went from me having no business to. That was the thing that shifted me. And I've told Mark joining this many times since then. I'm like, his willingness to put out an offer and to push it and to promote it and to talk about it is the thing that shifted my life forever. Like, I'll be forever indebted and grateful for him because he put out that offer. And for a lot of people, like, oh, he's spamming, he's scammy, he's putting. He's trying to make money off everybody. Yeah, he made money off everybody, and he changed a whole bunch of people's lives on the way. Like, when you shift in your mind where an offer is how you change someone's life, then it's like, I'm not scared to put these out there because I'm trying to change someone's life. So keep putting them out there. Hopefully that gives you guys some freedom. So offers are the way you change somebody's life. Now this is why I want to put in perspective why offers are so important to understand and to learn and to master. There's a guy named Claude Hopkins. Any old marketing nerds in the room who know who Claude Hopkins is? Okay, like two of you guys? All right. Okay. We'll talk about Hopkins in the future. Okay. Claude Hopkins was like, one of the fathers of modern day advertising. Wrote scientific advertising. Great book from way back in the day, but brilliant. So Claude Hopkins, his job title back then. They called him Schemen. That was their name. And the job of a scheme man is to go and actually create the most important part of the advertising piece, which is the offer. So he got paid full time just to create an offer for a company. Okay. And he got paid in 1907, he's getting paid $52,000 a year, which is the equivalent of $1.4 million a year. So he was making $1.4 million a year, and his only job was to figure out how to structure the offer. That was it. That's how valuable that piece of it is. Sometimes we're focusing so much on all these other things that are all great. They're all important part of the piece, but the offer is the key. If you get the offer right, if you have a really good offer and crappy marketing, you make a lot of Sales, you got really good marketing. Crappy offer, it's way harder. So the offer is the key piece of it. So that's why it's so important for us to, I think for all of us to talk about it, to think about it, to brainstorm whenever we're creating new offer. That's half of the thing is us sitting from whiteboard, like, what if we did this and this and just mapping out different ideas? And so I just want to get that more and more in the forefront of all of our minds. Just if we spend as much time on the offers, we use some of these other pieces, it'll help amplify everything that you're doing. A couple of reasons why offers are important. Myron golden has a really cool bit, if you've heard Myron talk about it. But he's like, you can use offers to buy anything. Like, instead of using cash to buy things, you use offers to buy things. So, for example, a couple years ago, Myron's like, I never. That is from him flying from Miami to Boise, like, five times a year for events. He's like, I never want to fly commercial again, ever. And then he called me one day after, like, one of the times coming to event. He's like. He's like, russell, I am never flying commercial again. I'm like, oh, yeah, I've said that before. He's like, no, I never will fly commercial again. He's like, I'm like, you buying a private plane? He's like, no, but he's like, but from this point forward, I'll never fly commercial again. And he hasn't. All right. I was like, how are you going to do this? He's like, every time I want to go somewhere, if I want to come to one of your events, I do is I make an offer, people pay for my plane, and then we fly to the event. So have you guys are. Do we have any inner circle members here? If you guys are inner circle and you come to Boise, Myron's always there. And you notice he always brings this huge entourage of people. Most of them are inner circle members at this point. And he's like, hey, I'm getting my private plane. If you want to fly with me on the private plane, you each chip in 30 grand. We'll get a private plane together, and we'll network and talk the whole time in the air and the whole time back, okay? And everybody gets excited. And so if you get on one little Myron's list, every time he's going to any event, he gets sentenced on offer before every single thing. Hey, I'm going to so and so. Hey, I'm going over here. I'm going to Mexico. Who wants to go with me? And then he flies private, and he just, like, has everybody else pay for the flight, creates an offer. They pay for the flight, and then travels there, right? He's like, everything in my life I want. He's like, I create an offer to pay for it. Okay? Another really good story about this. Paul McCartney and John Lennon, they obviously the Beatles writing songs and stuff like that. And one time they were sitting down and they were trying to figure out, like, they wanted to build a swimming pool in their backyard or whatever, right? And Paul McCartney turns to John Lennon and says, let's write ourselves a swimming pool. And they sat down and they wrote the words, love, love, me do, wrote the song, launched it. The money came and paid for the swimming pool, right? How do we write ourselves a swimming pool? That's what good offers are. You create a good offer, and you put it out there, and it pays for whatever you want. Okay? First time I ever experienced this, I was newlywed. Clint and I were in our. We were married for a year and a half because we were. First year, we were in a rental, and the second year, we bought a house because I read Rich dad, poor Dads. We bought a duplex. Anyway, we're in the dup. I started my business. I had a couple thousand people on my little email list at the time, trying to sell stuff. And Christmas time was coming up. We had these. So my wife's six, five and a half years older than me. And so when we got married, I had nothing, and she had stuff. She had couches and everything. So we moved in this house, and it's like, all her stuff. I'm like, this is great. I don't have to pay for any of this, right? But she's had these couches for, like, a decade, and she's like, doesn't want them. And so my business, making a little bit of money, I'm like, okay, I'm gonna buy my wife new couches for Christmas. That'd be amazing. And so we went to R.C. willie, and new couches were like 3,600 bucks, which that was a lot. Like, 3,600 bucks is a lot of money. And so I'm like, well, I can't afford it yet. What do I need to do? And then I was like, what if I put together an offer and put it out there and maybe I can get people to Help me pay for this for my wife. And so I put together a sale. I remember it was Christmas time and I called it the Grinch Sale. I had a picture of the Grinch on it, the headline, it said something about the Grinch. And I created this really good offer. I was like, hey, for. I think it was $27, maybe 37. $37? Yes, 37. $37 you'll get. It was like eight different products, and most of them I bought resale rights from or licensing rights or things like that. But I put it all together and they're all really, really good products, right? It was 37 bucks. You get all these things. And then in the copy I wrote the reason why, there's a book called. By the way, anyone? Justin, this is for you too. There's a book I'm trying to get called Reason why Advertising. I'm looking for first edition. It's one of. Anyway, I cannot find it. If anyone can find, CJ should know Reason why Advertising. Anyway, the guy wrote a book about the whole thing is like, when you're advertising, you just give someone a reason why. Like they're more likely to buy. So in this Grinch sale, I'm like, here's the sale. The reason why I'm doing this is I want to buy my wife a couch. We've married now for two years. She brought the couches in the relationship. They're really old and I can't afford them, but I would love to give her a couch. This would be everything for her. And if you guys will buy this offer from me, I'll take the money and I will give her a couch. And then I will put a card on it with all of your names on here as like part of the gift that you all gave to my wife. And so I put the sales letter down. I sent an email that night to my two or three thousand person list. And I was smart because I'm a funnel nerd. When they signed up for the offer on the next page, they could become an affiliate to promote the offer. So send the email out, go to bed, wake up the next morning, getting ready, decided to check on my stats, jump on the computer, check my stats, and we're like $8,000 in sales. I was like, what the crap? And then I go to school, come back from school, refresh my thing. Like $18,000 in sales. I was like, what just happened? Like, I have no idea what's happening. And keeps going, keeps going over this little campaign, we end up selling over $30,000 in this little thing and thank you. And what's crazy is, like, some people bought it. And then on the thank you page, like, I remember one guy, Carl Goletti at the time was like, had the biggest list. He bought it. He's like, this is a great offer. So he became an affiliate. He promoted. That's where this big spike came. And then a bunch of people saw it, and they promote, and all these people start promoting. I'm like, what is happening? This offer's blowing up, right? And then I got all these letters from people who were like, I bought it twice because I want to make sure your wife gets the couch and da, da, da, and all these kind of things. And so afterwards, I told my wife, anyway, I love my wife. She's very risk adverse. And so I'm like, honey, these people on the Internet send us money. I'm buying you a couch. And she's like, is this legal? I'm like, pretty sure it's legal. We'll find out. So we bought the couch, and after we got pictures of us on the couch, and we sent it out to all the people. Thank you so much for helping with Christmas. But that was the first time I was like, I used an offer to pay for something. I didn't pay for that out of my own pocket. Right? Some of you guys have heard Dan Kennedy's story. He told it the first funnel hacking live we had in that where he always talks about, when you have something, you send the bill to the herd. That's a Dan Kennedy phrase, right? Send the bill to the herd. And so when Dan was going through, I think, his second divorce, one of his members messaged him and said, hey, Dan, we're just curious, like, when the offer's coming out. Dan's like, what are you talking about? Like, well, we figured this divorce is expensive, but we know you're not paying for it, so what do we got to buy from you? The guy's like. Dan's like, you're right. Hold on. He faxed them out, and I offer, and then everybody bought it and paid for the divorce, right? But, like, that's the power of offers. Like, you get the skill. So when you learn it, you guys, like, that's what's amazing. Like, you want to get something crazy, you can go and do it, right? Okay, so I want to talk about my gimp arms. I'm so sorry. Someone asked earlier what happened. So for those who don't know. So a month and a half ago, I went to a wrestling tournament. There's A wrestling tournament every year for old guys. And somehow in the tournament, I got in one of my matches and I came off and, like, my bicep wouldn't flex. I was like, that's really weird. Oh, well. And then they called my name again. So went to another match. That match, I shot, and the guy sprawled my arm. I heard my bicycle pop, and I was like, oh, crap, that's not good. And then luckily, I flipped him over and I pinned him. I still won the match. Even with no arms. The ref's lifted my hand. I can't get my arm up. He's lifting my hand. I'm like, oh. I get off. I look down, and I was like, oh, dear me. These do not look like arms. They go like the weird. There's like a 3 inch gap between here and here. And then I was like, well, my wife and kids were in Hawaii for spring break. I was like, I'll figure it out later. So we jumped on a plane. I flew to Hawaii. I'm trying to lift up my backpack. I'm like, I can't even lift this thing up. And then I'm in Hawaii, and my arms look like they had elephantitis. They were just swollen up, like, yellow and purple. And like, the whole week, I was just like. But I knew that my wife didn't want me to go wrestle. She wanted me to be on spring break with her. And so it was already this weird thing. And so as I'm flying to Hawaii, like, can't move my arms. I was like, if she knows I'm hurting even a little bit, I will never let this down. So I showed up. I was the most happy Russell in the history of the planet. For a week straight, I'm like, and we fly back home. And then I was like, I probably should get these looked at. So we went and got MRIs, and both of them like, oh, yeah, the muscle detached from the bone on both of them. Like, oh, crap. So they basically, this one, they went in first, they cut it open, they go up and they grab the bicep. And this one had some frames. They cut it and then they pull it down and then reattach it. They had for two weeks, I had a thing. I had just one. I tried to get him to do both at the same time. And then the question that my wife and the doctor asked is, like, well, if you have no arms, who's gonna wipe? I was like, okay, you can do one at a time. So we did this one first. So for two weeks, I had that one Then two weeks later, as soon as this one could move and I could do basic things, then they did this one, cut it open, went up there, grabbed it, resewed it. And this was on a Friday. We did a second one and next Monday I had inner circle. That was for four days I was on stage in double cast, like walking around. So right now it's good. I have big two big slashes and I can almost extend my arms. But I'm in PT and it's really weak. So like I said, this is the time to wrestle me if you want a shot. But I'm still I don't need arm. I can arm wrestle. Yeah. If you've been following me for any amount of time, you know I always talk about as you're growing and scaling your company, the most important thing is finding the who, not the how. Who is the person that can help you drive more traffic. Who is the person that could be your CEO. Who is the person that can build your funnels. Understand the whole will dramatically speed up the growing and the scaling of your company. Now the best place to find the who's who can help you with your vision is Indeed. When it comes to hiring, the right who's Indeed is all you need. Indeed gives you the ability to stop struggling to get your job post seen on other sites. Because Indeed's got a sponsored job listing where you can stand out in front of your dream hires. With these sponsored jobs, your post jumps to the top of the page for your relevant candidates. That means your funnel builder is going to see it. That means the person driving traffic to your funnels is going to see it. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up. Indeed. And that makes a huge difference. In fact, according to Indeed data, sponsored jobs posted directly on indeed have 45% more applications than non sponsored jobs. One of the things I love about Indeed is it makes hiring so fast you can post the job and within minutes you're getting applications who are coming in looking to become the who inside of your business. Prior to that, I was often posting my help wanted ads on Facebook and Instagram and getting tons and tons of responses from unqualified people who had no idea what they were doing. Whereas Indeed, again, they're only being seen by the exact person I'm looking to hire. Now with Indeed sponsored jobs, there's no monthly subscriptions. There's no long term contracts. You only pay for results. Now you may Be wondering how fast is Indeed? Well, in the minute I've been talking to you. So far, 23 hires were made on Indeed across the Indeed network. So there's no longer need to wait any longer. You can speed up your hiring right now by going to Indeed. And listeners of the Show Get a $75 sponsored job credit to get your job more visible by going to indeed.com clicks, just go to indeed.com C L I C K S right now and support our show by saying you heard about Indeed on this podcast. Indeed.com clicks, terms and conditions apply. Are you hiring? Indeed is all you need. All right, funnel hackers, let's have some fun for a second. One of the hardest parts about B2B marketing isn't getting attention. It's getting the right attention. I'm sure you know what I mean. Isn't it a pain when you see the weirdest ads showing up in your feed? Ads for things you know you would never use in a million years. And you start thinking, that person is wasting so much money targeting me and for a product or service I will never use. And here's the thing, those companies probably thought that they were marketing perfectly, but they were wasting money because they didn't get their targeting right. And that's why LinkedIn Ads is such a game changer. LinkedIn isn't your everyday social platform. This is where over 1 billion professionals, people who are already thinking about business, are hanging out and their targeting options are unreal. You can target by job title, industry, company size, role skills, revenue level, seniority, literally laser focus to the decision makers who can actually buy what you're selling. It's like having a magic filter for your perfect customer. And if you're serious about growing your business and you don't want to keep paying to show people ads who will never buy, then you have to get on LinkedIn. Here's the best part. LinkedIn will even give you $100 credit on your next campaign. So you can try it yourself. Just go to LinkedIn.com clicks that's LinkedIn.com C L I C K-S terms and conditions apply only on LinkedIn ads. Okay? Add Russell. I don't even know where we were at. Oh, I know, I know, I know. Okay. Okay, let's start with this. So there's three types of offers. Okay? The first type of offer was called repair. And if you look at advertising, marketing, business history throughout time, back in the early 1900s, this was the only kind of offer that people could make, right? Because most people like Us couldn't go and build brands. There was like Sears and the big companies who build refrigerators and car companies and stuff. They were external from us entrepreneurs, right? They build these things. And so when entrepreneurs came into the scene, the way entrepreneurs typically would make money is that they could come and they could repair something. Oh, your fridge is broken. I'm starting business. I will fix your thing, right? So it's repair. A lot of people are in repair businesses now, right? Repair. You think about, it's like someone has a car and something's broken, I'm just gonna fix it, right? You think about therapy as in a repair business, right? Your marriage is not doing well. We're gonna fix it. It's a fixing. So this is like one tier of offers. The repair is good. Traditionally, though, there's not as much money in repair, but it's the way a lot of people live. To this day, that's still the way a lot of people make money. Second type of offer is called improvement. So this is where the whole, like, when I was in college and high school and stuff, learning about business and entrepreneurship, they'd always talk about, okay, what your job to do as an entrepreneur is. You find someone's got something good, a mousetrap, and then you build a better mousetrap, right? That's improvement. This is where 90% of people's offers land is here. And this is good. It's better than repair. Improvement's better. So repair is like, your car's broken. I'm going to fix the engine. Improvement's like, that car sucks. Here's a better car, right? You're changing somebody's vehicle, right? Repair and then improvement. You can usually tell that your offer is an improvement offer if the words, if the letters er are somewhere in how you describe it. Like, it's kind of like this, but better. It's kind of like this, but faster. It's kind of like this, but like, er, Er, you're using this improvement offer. Improvement offers are good. Again, most people, this is where they live at. Most people. In my world, marketing educators are teaching people literally this. Like, I go through their courses and they're just teaching people how to make improvement offers. I'm like, ah, that's good. But there's such a. There's something better. And there's a time and a place in everyone's value ladder where improvement offers are what you do. Okay? The positive thing about improvement offers, they're easier to make because it's just like, oh, mine's better than this. It's just like this, but way better, right? The downside of improvement offers is for somebody to take an improvement offer, they usually have to admit that they failed at something. There's a lot of personal thing where it's like, oh, I failed at this, but this one's supposed to be better, so I'll try that instead. It's harder. Also. This is based off of people have desires to change. But most people, I think about the people in my world that aren't in this world. This world, you guys are all weird. We're all freaks here. But in the normal humans, most people don't actually want to improve. They say that, but most people don't actually want to. If you look at my business, usually we're bringing people in on the third one. But my back end, my coaching programs, inner circle atlas are people who want to improve. Those are improvement offers. On the backside of my value ladder, but the front side, my value ladder to make it more efficient, more effective and get more people in is the third type, which is new opportunities. And this is by far the best. So if this is your car's broken, I'm going to fix the engine. This is your car sucks. I'm going to give you a different engine. New opportunity is like, why would you drive somewhere? Let's fly, I got a plane, right? It's a new opportunity. It's something completely different. It's not in the same genre classes. Like this is different. This is better. This is a better, faster way to get the thing you want. And so that's the way. So any offer you create usually is going to fit somewhere in one of these things. And you probably have offers that are going to be different ones, right? And again, like clickfunnels. When we first launched clickfunnels initially a decade ago, it was a new opportunity, okay? In today's marketscape is no longer a new opportunity. So clickfunnels when we position now is an improvement offer because a lot of things we improved. This is how it's better in our site, right? There are source repair, a lot of people who are agencies, right? Your funnel sucks. I'm going to fix your funnel. I'm going to do repair, I'm going to do conversion. I'm going to do like there are repair offers as well, right? So you think about this like your offers will fall in different spots. But for me, when I'm building an offer, I'm gonna know ahead of time like this is what I'm doing. If I'm creating a front end offer, I Wanna get to the masses. A new opportunity is a better way to get people to get the masses in. And if you. I go deep in this, the expert secrets, I'm not gonna go too deep right now. But it's a better way on the front end to bring people in. But after someone comes into your world through a new opportunity, then usually every other step in the value ladder is like, cool. Now you have this. Let me show you a better way to do it. Let me show you a faster way to do it. Let me coach you so you can implement it quicker. You know, it's like, usually I'm moving through improvement offers, and a lot of times my really high expensive stuff would be more one on one. Like people do my $100,000 consulting day or things like that. It's repair where it's like, all right, come in, show me a webinar. And then we'll just fix it. And so it's kind of backwards. We're like, yeah, usually the pricing goes this way. Unless you flip your value ladder, then it goes that way anyway. Some of you guys understand that if you don't, don't worry about it, you'll get it next time you watch the replay. Because I don't know how to explain it, but I think that's right. Okay, so that's the first thing I want to just kind of just to bracket things into those three things. Okay? Now the next thing we understand is that every problem in your business now is gonna be solved by an offer. Okay? So you think about this. If you have a business right now and you just don't have enough customers to sell to, it means you need to create some type of lead generation offer to get more leads in so you can sell them something, right? A lot of times when they're diagnosing a business and they're like, yeah, we got this crazy thing over here. It's awesome. How are you getting leads? We have no way to get leads. Okay, then you need to focus on an offer that's gonna get leads in so you can actually sell them something, right? If you have a business and you're struggling with cash flow, like, we just can't keep cash flow. I can't pay the rent, I can't pay the bills. Da, da. It's like, okay, you need to create an offer to solve that problem. You need to create some type of continuity offer. Continuity offer will get somebody in. Now you have recurring revenue. Now it's like, okay, now that's taking care of my fixed costs. And it's easier, right? If you're struggling at revenue, it's like, hey, I need more revenue in my business. Cool. You need a high ticket offer, right? So offers will fix whatever part of your business you're struggling with. So when I'm diagnosing somebody, they're hiring me for whatever. It's like something's not working. What it is. It's like, okay, what's broken? What's the offer we create to fix that thing? It's even true outside of just marketing sales, right? Like, I need more staff. My employees suck. My, like, whatever those things are, right? It's like, hey, you just need an offer to get the right employees into your team. Like, people always ask me, how'd you build such an amazing team? Right? It's like, well, sometimes it's like we put a job application and someone sees it and they, that's the offer. But other times, like, we find someone and we recruit them, right? It's like, I got to make a better offer to get that person than somebody else is making them, right? And so if you're struggling with the staff or team, it's like, hey, make a better offer to get the right people into your room so you can actually work with them, right? So almost any problem in business and honestly in marriage and life and family, it can be solved by figuring out the type of offer you need to make that thing work. That makes sense. Okay. So that kind of hopefully comes back to all these things. All right? Now, through those lenses, I just want to go through some things. If you have an offer or you're thinking about an offer, things that'll make your offers do better. And I've got a list of a bunch of those. And that's what I'm going to focus on for the next little bit. Okay? I wrote in my notes, I call these offer amplifiers. Things that amplify your offer, right? How to increase the perceived value of the offer. So the first thing I wanted to talk about is one of the mistakes people make is. And you hear this all the time when someone's making an offer, like, oh, yeah, the salespeople are on the phone. I'm on the phone with people. And the people are not enough money. They're broke, they don't have the money. And I want to reframe that for you. Because people not having money is almost never the real reason why someone's not buying, right? You think about this. If I go downtown, Salt Lake over here, and I find someone who's living on the side of the Road doesn't have a house, doesn't have anything. I go up to that person, I was like, hey, I got this course. That'd make you a bunch of money. It's $1,000. Do you want it? What are they going to say? I don't have 1,000 bucks. I'm broke. Now if I go to that exact same person, I pull up in a lambo, like a $500,000 Lambo. I'm like, hey, man, I got a lambo here. It's $10,000. You want to buy it? Do you think you'll figure out how to get $10,000? Yeah, like every human on this planet will figure out a way to get the 10 grand to buy the Lambo. Because the $500,000, because it feels. It feels like such a good deal. It feels free. It feels better than free, Right? So when I'm creating any offer, that's what I'm always thinking through. It's like, I have to create something. So when they see it, they're like, oh, yeah, I'm going to sell kidney. If that's what it takes. I need to do that to buy this thing. You can believe in that. That's the thing. That's how you have to figure out how to create an offer. So I'm always thinking about that as I'm creating an offer. How do I make it feel free? How do I make it feel like they'd be an idiot? I want them to be willing to mortgage their house, their kids, whatever it is, to buy this thing because it's such a good thing. That's the lens you gotta look through, not just like, oh, yeah, that's a good offer. People should buy this. It's really good. I get people all the time that come to me who are like, yeah, no one's buying my offer. I can't figure it out. You gotta amplify it to get somebody to literally be willing to do anything. So I was thinking about, if you're driving down the street and you find a guy and you give him a Ferrari for 10, they'll figure out how to do it. You need to make your offer feel like that when you're presenting it to them. Okay, so different ways to make them feel that way. Number one is, what are the deliverables of your offer? If you look at. Traditionally, when I'm doing an offer, I always have, like, an offer stack, right? Like, you're gonna get this, and you're gonna get this. So we have, like, the deliverables of what they're gonna get, right? And so this is the first way we get it to feel a certain way, right? You're gonna get this and this and this. So we kind of break down all the different things you're gonna get when they buy the thing from you, right? Which is pretty simple. And so the mistake a lot of people make, especially in like the info coaching world is like you can get a course about this and we're going to give you a course on this and a course on this and you keep stacking information for people. But the problem is that it gets more and more overwhelming and that's not usually the thing. So for me, when I'm creating offers to make things irresistible, I'm looking, okay, usually I'm going to have one component and one component only. That is information, right? So the first part might be, okay, this is information. And then the other parts of the offer, more information makes it feel heavier, doesn't make it feel more free, right. And so what are the other things? So I started looking for external components like tools or scripts or things that are just unique. Right. I remember back in the day we did an offer, this is pre clickfunnels we did offer called High Ticket Secrets. And so we had a training course teaching people how to sell High Ticket. And then after that it's like, okay, what are all the other things that we can include in this offer that they don't have to be big but they're just like there's intrinsic value, like oh, that'd be so cool, right? So we started putting in like here's the legal contracts, the contracts we have people sign, here's the sales scripts we actually use. So it's like a two page thing, but it's like these two pages are a sales script. Here's the thing, like the lead gen sources we get. So it's like external things. Usually it's like somebody tool or it's a contract or something that they would have to go figure out on their own, right? Not just more information. And that's one of the big things that a lot of people do is they try to overwhelm people with too much information. Instead it's like, here's the info product and here's all the other things that you're gonna have to figure out on your own that we're just gonna take care of it for you. Okay, so that's kinda the next piece in here. Okay. After we have that, then the next thing to understand is that if I just make someone like here's the offer, I find the guy on side street, you're gonna get this, this, this, this, and this. Some people might be like, oh, yeah, that isn't worth $100,000 or is worth whatever. But most people aren't gonna just get it intrinsically. So the next thing, as you guys know and is when you make an offer, it's important, it's essential that we are tying a story to each piece of the offer. And the story increases the perceived value of the thing. I think the first time I really did this was at Grant Cardone's event, the $3.2 million one we did, because I was spending a lot more time trying to go deep on what the actual bonuses were like. A lot of times in the past, I would just go faster, like, you're gonna get this. And you're. And I was like, I'm gonna slow down. I wanna spend more time. I remember consciously thinking, okay, before I introduce each piece of this bonus, I actually want to spend time telling a story so that the perceived value of just this piece alone is so high that they, like just that one thing alone, they're going to go buy, right? And so I remember doing the whole event, get down the stack in the clubs, talk about you click funnels for free. And then you get the funnel building funnel hack system. And then I had a couple other bonuses. The next one was Traffic Secrets. Now, in the past, when I'd given people Traffic Secrets, I'm like, hey, how many has he trafficked your website? Yeah, it's really cool. So I have a course called Traffic Secrets and you get a bunch of traffic, right? And it did. Okay. But the Cardone event was the first time I was like, instead of me telling them what it is and trying to explain the value of it, let me step back and I'm gonna actually, like, I'm gonna show them what it's. I want them to believe that this one piece alone is worth a million dollars. Okay? So what I did is I told the story. I said, john Reese created this course back in whenever called Traffic Secrets. The first offer that ever made a million dollars in one day, 18 hours. Made a million dollars, right? And I bought it for $1,000 back then. And what's crazy is that every single year, he relaunched it. I bought this course every year for the next decade. Every year I buy it again and buy it again. So I spent whatever, 12, $13,000 buying this whole thing. Now, when I came here to this event, I knew that if you guys had this traffic course, it would Change everything for you. Having a funnel is great, but you need traffic. And so I called John up, I said, hey, man, can I give everybody at the event traffic secrets for free? Whoever would want it for free. And the whole. I just, like, going crazy, right? I was like, cool. Well, he told me, no. Like, oh, bummed out, right? I was like. So I messaged him again. I was like, well, can I buy the company from you? And then I could just give it to them for free. And John's like, sure. I was like, how much is it going to cost? Went back and forth. And finally I was like, So I ended up buying it for a little over a million dollars. In fact, check this out. And I showed the wires. I was like, did you know you can't wire a million dollars in one wire? Took six. So here's wire one, here's wire two, three, four. And they saw the actual wires all of a sudden, like, So I spent 1.2 million or whatever it was $1.2 million so I could give these to you guys for free. So if you invest, you get it for free. What'd I do? That piece right now, in their mind, is worth a million. Like $1.2 million. And I just gave it to them right before. I was just like, you're gonna get traffic. You're gonna need it. The course is gonna be awesome, right? Instead, I came back and told the story, and I told the story about the next thing and the next thing. Okay, so what we forget a lot of times is we tell our stories earlier in the webinar, but it's like, what's the story about why you created this thing? We're working on one of our 100k clients. We're working on her offer stack right now. And she's got a billion things that she could include it, right? And so she's like, this is all stuff. What should I put in there? I'm like, there's a lot of stuff. You don't want all that many things. And so I keep asking, what's the story behind this one? And I'm like, ah, story sucks. What about this one? I'm not looking for the deliverable as much as the story about the deliverable. That's way more valuable. Because if I go through everything that's in her stack, it's insane. And no one cares because it gets overwhelming. So I'm looking for four or five stories that are tied to pieces of the offer, because that's what people are going to buy into is the actual story. So we went component after component after component. We threw out all this stuff. She said, you can't throw out some of my most important thing. They need that. I'm like, it'll be in the members area. But we're not selling that because there's no good story about it. I'm only including things in the offer to have a good story that I can tell because that's what increases the perceived value of it. So that when they see this, it's a $500,000 Ferrari for 10 grand and they're going to go figure out how to get the money. That's what I'm trying to do as I'm creating the offers. Does that make sense? So creating those stories increase the perceived value. And then the next thing is when you are positioning this, the other thing to think about is what's the alternate if they don't buy this? This is where a lot of people make the mistake, especially in non how to make money offers. A lot of times the how to make money offers, it's a little bit easier. But I've seen with like Annie Gracener overcome alcohol addiction or Stacy and Paul Martino with their marriage and family relations stuff, like they always struggle. Like how do I, like how do I get somebody to pay $17,000 for a marriage retreat for two days? Right? Like that's the question. And she's like, well, you guys are, you're in the make money thing, so you can be like, oh, you know, you'll make a million dollars, so only pay me a hundred thousand easy for you guys. It's harder for us. It's like, okay, this is where you have to focus on the offer. Like what is the alternate if they don't buy this? Okay, so if they don't buy your marriage course two day event, what is it going to cost them instead? What's the alternate? Well, the alternate is that first off their marriage isn't great, so they're miserable. Number two is there's divorce. When there's divorce, how much does that cost? Half. Right. Of everything. So if you make 100 grand, if you have $100,000, that's $50,000. It costs them now to not take your course. So now $17,000 seems really cheap when the equivalent is paying 50,000. So it's like figuring out like if they're not buying your thing, what's the alternate? Right. So when I come back through and traffic secrets, yes, I'm telling a story about the whole thing. But it's also like now if you don't have this. That's fine. You can go figure out traffic on your own. But for most people, you're gonna have to go and either hire an advertising manager, you're gonna have to do this. You're this. Like, all the other costs that they would have to do to get the benefit of the thing, they're getting for free here, right? And so thinking through that with all your things, like, if they don't get this thing, how do they still get the result and the pain associated and the cost associated? And you weave that back into it, and all of a sudden it makes this seem cheaper and cheaper and cheaper. The price seems more and more free. Now this $500,000 Ferrari or Porsche or whatever, Lambo, which car do we. I'm not a car guy. What should I start with? Lambo. The Lambo. $500,000 Lambo. Now seems again like it feels like $10,000, and they're gonna go sell their kidney and give you the money for the offer. Okay, so those are the first set of things. So that was my first note, was like, these are the ways to make the offer feel free or feel as free as possible. Okay. All right, number two. Number two is creating what is called a mifke. Have you guys heard me talk about Mifke before? Yeah. James is pumped. This is all for you, man. Okay, so Mifke. So the story behind a Mifkey. So point number one is make the offer feel free. Point number two is make it free with the commitment. Okay? And so in mifke, I got this from Dan Kennedy after he bought his company. M, I, F, G, E. Okay. We bought his company, and I brought the whole team in. I was like, hey, you've been running this company for 20 years. Like, what's the number one way you got people to join continuity? And they all said the mifke. And I thought it was the weirdest word in the world. I'm like, what's the mifkey? And so the MIFKE stands for the most incredible free gift ever. Okay? And so if you look at Dan Kenney's business for the last 20 years, that's how I got into Dan Kenney's business. Back in the day, it was a Valentine's Day. And they put together this thing. Externally, they didn't call it the mifke, but internally, that's what they called it. Mifke. But it was a Valentine's Day. Yannick Silver promoted it 20 some odd years ago. And it was like, dan Kennedy loves you. He's my mentor. He's giving away a free gift for Valentine's Day. And I love you too. So I'm gonna give you this free gift. And when you get signed up, you get $600 worth of money making stuff for Dan for free, plus two months of the newsletter. And so that's how I got into Dan Kennedy's rules. I bought that offer, get on a newsletter, and I was stuck forever, right? And so we bought Kennedy's company. They said mifke's the best thing. So, so step number one, we executed. We created a MIF key, we made a new one. We made a box, a bunch of really cool things in it, and they got it for free when they signed up for the newsletter. So again, first thing is make your offer feel free. Number two is actually making your offer free when they commit to something else. Okay. Through a MIF key. Right. And so that's what we did. And if you know the story, I think we bought Kennedy's company. There's about, I think a little under a thousand active subscribers still in the newsletter. Made a MiFKey launches that list. And seven days later, we had over 5,000 people on continuity. So, like, that's the. Yes. Thank you. You can clap for that, right? Like, it dramatically increases because people, like, they want, like, the free thing. What's up, everybody? Russell Brunson here. I've got something really cool to share with you today that I think is going to speak directly to that fire inside of you. You know, as entrepreneurs, taking risk isn't just part of the journey. It is the journey. It's built into our DNA. We've all had those moments where an idea hits you out of nowhere and your gut is screaming, go for it. And your brain is like, wait, are we really going to do this? That tension between the bold vision and total fear, that exact leap, is what this new podcast season is all about. It's called this is Small Business. And lately, I've been hooked. Seriously. The host, Andrea Marquez, takes you behind the scenes with real founders. People who don't just dip their toe in the water. They cannonball into the unknown and figured it out midair. And yeah, sometimes they crashed, but other times they absolutely soared. What I love about the show is how raw and unfiltered it is. These aren't sugar coated startup stories. These are moments of panic and pivot and hustle and breakthrough. And every single episode is loaded with lessons that you can actually apply to your own journey. There's one episode where the founder was literally days away from walking away. But instead of folding, they made one bold move and that move ended up being the game changer. That's the stuff that lights me up. It's like getting a front row seat to the kind of decisions that define people's legacies. If you're constantly on the hunt for that new edge, whether it's a mindset shift, a new strategy, or just the spark of inspiration to take your next big step, you've got to check this out. So go follow this is small business. On Apple podcasts, Spotify, or wherever you listen. This is the kind of inspiration that reminds you why you started and helps you figure out what's next. Don't miss it. With a Venmo debit card, you can Venmo more than just your friends. You can use your balance in so many ways. You can Venmo everything. Need gas? You can Venmo this. How about snacks? You can Venmo that. Your favorite band's merch. You can Venmo this or their next show. You can Venmo that. Visit Venmo Me Debit to learn more. The Venmo MasterCard is issued by the Bancorp bank and a pursuant to license, my MasterCard International Incorporated card may be used everywhere. MasterCard is accepted. Venmo purchase restrictions apply. Now, there's a lot of mistakes people make with the mifke. Okay, so all mifkes is like, hey, when you buy, like, I want to get you to do this thing right? So for Dan Kennedy Business, it's a newsletter. For you, it could be anything, and I'll come back to this, but you have your first core thing and then the most incredible free gift ever is all these amazing things, all these things for free. When they buy this thing right, this is the thing you actually want. And so create this Mifkey. And so now the mistakes people make. The first thing they hear me say, most incredible free gift, they're like, okay, I'm going to make a Mifkey. I'm going to put in my thousand dollar course and my this and my this and my this. And they put a whole bunch of crap in the box and they ship it out and people get it and then they cancel. And it's overwhelming because a Mifke is not about giving them something that's complete. The thing you're selling, this is what gives them completion. If the Mifke makes them complete, they will not stay on the thing you're trying to sell them. When you're creating a Mifke, the goal of MIFKE is to create something that's useful but incomplete. Really, really awesome and sexy, but doesn't actually finish the path for them. Does that make sense? Useful but incomplete. So the best mifkes are that way. We always figure out something like, you're putting in elements of this offer that are very, very useful. This is cool. I want to have this. I want to have this. I want to have this. But it's not complete. When you give them a complete system, a complete course, a complete anything, then they come in, they get the mifkey, and then there's no purpose to continue because they've got completion there versus other things. So the best MIF keys for me are like, I'm gonna give you swipe files. I'm giving you this thing over here, and I'm giving you this really cool thing from here. And they're all really cool things. They're like, oh, I want that thing. I feel like I have a soundtrack to my life right now. Building up to the mifke. We're going, we're going, we're going. Useful but incomplete. Okay, and then the other thing, so, useful but incomplete. Ubi, ub, mifkey. These acronyms are getting way too big. Useful but incomplete. And then number two is it got to be something that can't get anywhere else, so you can't have it. It's not like the only way to get this thing is through this place. If they could also buy it in three or four other places, they're not going to come in and do it. Right. So when we built the Kennedy mifke, for example, we put in something from Dan that you can only get inside the mifke. And I put in my 74 funnel supply file that right now is only sold through here. So only way to get that is to buy this. You can't buy it online, you can't buy it from me. You can't buy it anywhere except from this thing. So useful but incomplete. And then something you can only get here. And those are the keys making a really good offer to get somebody to go take advantage of it. Now, in our community, we always, at least for me, I'm always talking about mifkes as a way to get people into continuity. Okay, so I want to suspend that for a minute. I want to take that out of your head. Like, yes, attaching a MIF key to your continuity offer is a great way to build a continuity program. But for my third step here, it says attaching a MIFKEY to everything you sell. So I remember the very first time we sold 2 comma Club X. So it had been FHL 2018. So the thing we were selling was 2 comma Club X. I think back then it was $1,800 a month. That was the thing we were selling. And then the mifke, the most incredible free gift ever that they would get when they invested in our $25,000 coaching program. The most incredible free gift ever was coming on the 2 Comic Club cruise with Russell. We're going to sell this season. It's going to be amazing. Right? We had three or four other things, but the cruise was the mifky. Right? So mifky is not just something you attach to free plus shipping things. Yes, it is. But it's also something you attached to every single offer you're doing. Whenever I'm creating any offer, like, what's the thing I'm selling? It comes back to offers like, here's the thing. I'm selling. Everything else down here is the Mifke. Now I'm putting it through that lens because somebody is buying this and they get all this for free. They're buying this, they get this for free. This is the test we did. This is pre clickfunnels. This was an upsell test we did. It was so cool. So somebody would come in, they'd buy the first product and the next page. We're selling the course. Normally the course is 1,000 bucks you get for $197. And we did that and it was converting, okay. And we kept trying to tweak things and test things and tweak things. And one of my friends said, I think it was Onyx and Gal. Actually, this is a long time. I think it was Onyx. He's like, I want to. He's like, what if instead of selling the course, what if we just took one DVD from the course and we sold that for the $97 and then we gave him all the rest of them for free. He's like, if we do that, he's like, we could say free on the order form like 40 times. I was like, you're right. The more times I can say free, the better. And so the headline switched from buy my course for $197 to hey, when you buy this one disc for $197, right now, you can get these other 12 for free. And then it says, that means when you invest in this, you get this one for free. And then you get this one for free. And then you get this one like free, free, free, free. Because I'm selling one thing, and then the mifke is all the things I get for free. So now my upsell page had the word free on like 40 or 50 times. And people are coming and they're like, this is free. And they're freaking out because it's free. They're overloading everything. And then they bought it and our conversions skyrocketed. And so now, if you ever notice my upsell pages, one number one things I tell Heath, my copywriters, everyone on our team who's doing upsell pages, I'm like, they're like, what do you think they always send to me before we review it? I'm like, awesome. It says free once. We need 12 more frees, we need 30 more frees. Like, how many more frees can we get in there? And so it's just taking your existing offer and restructuring it where it's like, you pay for this thing and you get everything else for free. If you look at when we launched click funnels originally, right? I did my 70 or 80 webinars in a row live every single time. We were about a month in. And the way I was selling initially is that you buy Click funnels for 12 months and then you get funnel hacks for free and you get all the other things for free, right? And Todd had an idea. He's like, what if you flipped it? What if the thing we're selling on the webinar is the course? And then they get click funnels for free. So if you notice when I do my webinar presentation, I'm like, how many of you guys like to have clickfunnels for free? And they're like, yeah, free. I'm like, awesome. I want to give it to you for free as well. So when you invest in my course, you will get clickfunnels for free. And I can say free 500 times the rest of the stack of the clothes. So how do you say the word free? And so I wanted to frame that through the mifke because in my mind, I'm like, at every single offer I'm selling, there's one thing they're paying for and everything else is a mifkey that I'm attaching to it. That makes sense if it's high ticket, mid ticket, continuity, whatever it is. And you look at that lens now when you're writing copy and when you're pitching it, you look at it differently, not instead of like, here's my offer. You get this and you get this and you get this. And you get this. It's like, no, no, no, here's my offer. When you buy that, you get all these things for free. Now how you position, it instantly starts shifting. Does that make sense? Okay, so that was number three, attaching a Mifkey so you can stay free as often as possible. Okay? So number one is make it feel free. Number two, Mifke, make it free of commitment. Number three is attaching a Mifkey so you can say free as often as possible. Number four, I'll talk for a minute. Just about upsell offers. So all of us are selling something on the front end, and then we have upsells. And it's crazy to me how often even my own team and I make this mistake, which means I'm assuming some of you guys are making it as well. If not, I'm preaching to the choir, which is great. But just as a reminder, so when somebody buys your first thing and we start transitioning now to the upsell, the next things they're going to buy, right? This is all about positioning. And this whole. This whole principle I'm working on via his. Anthony Morrison, we're working on a funnel with him right now that he ran for a year. That was just. He ran it for like five years. It's crazy numbers. And so it's no longer live. But he found the old pages. We found it all. I was watching his videos and his upsell videos are fascinating because he's got three upsells and every video is like, hey, this is Anthony. Don't worry, I'm not selling you an upsell. I hate upsells. I don't believe in upsells because upsell is just more of the thing you just bought. And that's not what I'm doing. What I'm doing is I'm selling you the next thing. And he literally. So like, the way he positioned it every single time is like, this is not an upsell. And then upsell number two, he's like, this is not an upsell either. This is the next thing. And this is not which is. But that funnel was like, it's like a 50, $60 million funnel. And it was just fascinating the way he did it. So there's two paths of what you sell on the upsells, right? Number one is you are selling the next thing, okay? And this is the key, especially in info product business. Okay? Somebody just bought your course on how to get six pack abs. If the next thing you sell is something else about abs is not going to convert well, okay? You have to close like, congratulations, you bought the thing. You now have six pack abs. Congratulations. Now here's the next thing. This is not. You don't have to position the way it was. It was hilarious. I was dying laughing because of the way he positioned it. But it was true, right? He's like, I look at an upsell as someone has sold you this. Now you have to have this to be successful. That's not true. Everything I have now is going to be successful. So separately, here's the next thing you're going to need. Though it's not an upsell. I don't have a position anyway. It's kind of funny, but you're looking at the way you structure the offer. If you're doing info business, always the next thing. Now, if you're selling e commerce physical products, it's not true. When you're selling physical products, what the next thing is is more of the same at a discount. Okay. So if you go on any of Trey's. If you guys do ofa, by the way, you guys should all jump back into ofa. It is insane. I think we've rebuilt that course five or six times. The newest version is insane. And there's two paths. There's like the E commerce path with Trey or there's mine. It's awesome. If you go to Trey, she talks a lot about. So if someone goes and buys the flashlight, they buy the flashlight for 40 bucks. The upsell now is like three more flashlights at $30 a piece. Right. And so you're selling more of the same thing at a discount. So E com funnels are traditionally that, whereas information funnels are traditionally. What's the next thing? And it's like just different ways to structure the offers as somebody's coming into your world and kind of going through it. Okay, all right, I've got one last thing to share. And this is tied to how you pitch an offer. This is probably the biggest test that converted that we've ran the last year. It gave us the ability on our high ticket offer where we were selling on the phones, where we could literally not sell on the phones and keep all the money. And it like 5x. It was more than 5x. I'll tell you a story first. So this is the story. So how many of you guys have been through the selling online challenge? Yeah, if you have any, you should all go through it. It's like the best thing starts again on Tuesday's the next one. So in the selling online challenge, what we would do is when we get to the pitch, we're making the offer. We make the offer and we push them to a page. And on that page, the offer is basically a $10,000 coaching program. And then it would split. It's like, if you're ready to sign up, click here and we take an order form. If you're not ready to sign up, you have some questions, click here and we'll call and the sales team will call you. So it's split, right? And so what's happening is like, half the sales people just buy and half went through sales guy. Now, I love sales guys, but the problem with sales guys, they take part of the money and they put in their own pockets. Even when somebody just clicked on the link and they're like, hey, I just need to put on two cards. What should I do? And then because they're on the phone, they take the commission, right? So how do we solve this problem? I want to make more money without salespeople. And how do we do this whole thing? And so we changed how we did the offer. And it's kind of funny, some of you guys may know Bill Von Fumetti. He spoke at FHL International. He's in our. He's in my Atlas Group. And he was doing this on his virtual event. He's crushing with it. And Eileen asked him about it and Bill was like, oh, I actually just modeled this from Russell. Russell did it. So I just copied it. And I was like, what did I do? I'm like, I do not know what I did because we weren't doing it over here. And then so she asked Bill and Bill told her. I was like, oh, my gosh, I totally forgot about it. So this is what the concept is during your. When you were presenting your offer. Usually it's the very beginning, what you're going to do. So you're going through your stack slide, and the very first thing you're going to do is you're going to introduce. Introduce constraint and constraint. No constraint. Okay? So for example, what I would do is in the Funnel Hacks webinar, I'm like, when you get signed up today, we're going to give you a Click Funnels enterprise account. And our Click Funnels members, they can build up to 20 funnels in their account. They can have 100,000 contacts and whatever. And so I did it. I just introduced a constraint, right? You have the account, but here's the limits on the account. So like, ah, cool. But there's this constraint and there's like this weirdness, right? So I introduce the offer and with the offer, I introduce a constraint. Okay? Then I go through the rest of the pitch. I'm doing the pitch, doing the pitch, doing the pitch and the very end of it. Then I come back and I'm like, remember I told you guys earlier that you got 20 funnels and 100,000. Da, da. Whatever it is. I wanted something really cool because you guys are here today. I'm going to give you guys a special bonus. What I'm going to do is instead, because you guys here right now, I'm going to lift that constraint. We're going to give you unlimited funnels, unlimited feeding. We lift the constraint if you sign up right now and boom, that's how we would get table rushes. That's how we got people to go buy like crazy, right? So that's how we would do it. And then release, release, constraint. Okay? So I'm presenting the offer. Introduce constraint earlier and then release the constraint. That doesn't say release. Anyway, you guys got it. I have an excuse. I have gimp arms. I can't stretch them. Okay? So come back. Selling online. So we took selling online and we made some tweaks, four or five tweaks, and thought the presentation. So the first thing we did is the $10,000 coaching program. We reframed it and so what it was was a $10,000 a year coaching program. Which is normal for most of like our other programs are yearly, right? $10,000 a year coaching program. So we changed the whole event to change the offer to be $10,000, right? So we introduced a constraint. It's $10,000 a month or, sorry, $10,000 a year to be part of coach program. Then we go through the whole thing and then we got down to me actually making the offer. We said, okay, this is the deal. I like people to take action. I want you guys to take action quickly. So we have a special offer. What we're going to do is normally, as you guys know, it's $10,000 a year for coaching program. For anybody who goes and puts down a thousand dollar deposit right now, we will lock in, we will lock you in where it won't be $10,000 a year, but you have $10,000 lifetime. But you gotta put a thousand dollar deposit in right now. Ready, go. Right? And so they go to the page and they put in, it's a $10,000 offer. They go to the page, they put in the $997 deposit. And the next page it's like, cool. Now do you want to do the pay in full or do you want the payment plan? And they can pick whichever they want to want. Okay. And so that was what tweaked and what changed. Okay, now the stats before we made this little change, Stats before, on day two of Sunderland challenge, traditionally, because we ran it now seven or eight months in a row before we made this change, what would happen on day number one, we would get about 30 people to sign up for the coaching program. 15 people would go straight to order form. 15 people get sold through the call center. Okay, we launched this and anyway, this part was automated and so we had pre filmed this tweak and plugged it in there. And so me and our team, like we're sitting in the room watching this to see, okay, how's it gonna work? Is it gonna convert? Is it not gonna convert? We have this little dashboard on our phone. You could refresh and see how many cells are coming through. So, okay, last time we got 30 sales day one. Let's see if we can get similar to that, right? Or maybe we can beat it a little bit. And what's nice about this is that there's no salespeople, right? They come here, they put in deposit, they choose, and if they don't finish choosing, then our team can call them. But it's not a sales call, just customer support call. Find out where it's gonna land at, right? And so that happens. And we're watching sales come through and it's crazy. Cause on, yeah, it happens. We refresh and there's like no sales. Refresh. There's no sales. I'm texting more Agar project manager. I'm like, there's no cells coming through. Is the form broken? She's like, I don't think so. Like, try again. So I'm refresh. Refresh also refresh like two cells. I'm like, okay, it's not broken. Good. Okay. We're sitting here refreshed again. It's like, all right, six cells. Like, okay, cool, refresh again. 17 cells. We're like, oh, okay, cool. Refresh again. 68 cells. Morag, is the form broken? What is happening? It says we have 68 cells. Morag's our project manager. She's in the UK and she's like messaging back. She's like, no, I'm counting them as stripe. They're actually in here. I'm like, this is crazy. So we're sitting there refreshed again. It's like 92 sales. I'm like, what the crap is happening? And I Messaged him a call. I'm like, we'll call. Everything's falling apart. I don't know what's happening. We're freaking out and refreshed again. And hey, in that first day again, Normally we'd sell 30. Half through call center, half through the order form. This time, we end up selling 120. Day one, no call center, no sales commissions, no nothing. All on day one. Is that crazy? So when you are making your offers, think about it. How can you introduce a constraint in your offer when you are presenting it, then release the constraint later, right? And then pushing people to a deposit as opposed to buying right out of the gate. For somebody to make a $10,000 sell, it's like, I gotta think about moving money around versus, like, something simpler. Just put $1,000 in real quick, lock in your space. The next page, you figure out payment plans. Or if you get stuck, you can call our office or whatever. You know, it changes the way we structure the offer and completely radically transform that entire funnel, entire business. And it's amazing. So is that helpful for you guys? A good idea? Okay. All right. So there's some cool offer stuff. Again, we can go on for days on offers, but those are some things I want to share with you guys, just to get the wheels and your head spinning, get us as a community thinking and talking about offers more and more. Because I think it's the key, right? It's that thing in the middle where you can master the offers is better. And hopefully it gives you guys permission to put more offers out into the marketplace. Even if nobody buys the coolest thing about the Internet, you can make an offer and put it out there. And if nobody buys, guess who knows? You. You're the only one nobody knows, you guys. See, I do a lot of offers, right? A lot of them don't work. Do you guys know which ones didn't work? No. You have no idea. That's why it's so good. So stop being scared. Just put your offers out there. Just try something, put it out there, and then put it out again. And put it out again and keep trying until eventually the market will tell you, this is what I want. This is what I don't want. When you figure out what the market wants, then you start putting in the gas and start growing and scaling. It becomes really, really fun. But offers are the best part, and it should be fun. And the coolest thing about offers, you can put them out without even creating something. I wonder if this offer would be good. Post on Facebook. Hey, I'M thinking how to do this. Who's interested? We're putting together a $25,000 event right now to show people how we're doing our three day events. So I wrote kind of a sales letter for it and we're literally like, we have the offer and here's the dates for the event. We're teaching this. I'm like, I don't know what the dates are. So we just left that blank. And so we're sending it out to a segment of our list. We're just going to see who, like, see if anyone responds. If no one responds, I don't have to do an event. But if they do respond, then I'll be okay, let's find a date for the event. Right? But I'm just testing, I'm just putting it out there and it could bomb. And none of you guys will even know. You'll say, maybe Russell, that event is probably a huge success. Everyone loved it. But if nobody signs up, I'm not gonna do it right. But if it does work, you'll see it over and over again because we'll keep, you know, you double down on the winners and keep on going. So I want to give you guys permission to go put offers out there and just try and just see, don't be scared because if nobody, if it fails, nobody knows for you. And then just do it again and do it again and do it again. Okay, so that's the core thing I want to teach on the last thing we'll talk about today and then we'll break and do whatever the next thing. I don't know, I just want to kind of start where we, or come back to where we started initially. So I told you guys the reason why we did this connect event and the reason why we're going to start doing these again in the future is again, Funnel Hacking live was once a year we wanted to be able to have little mini funnel hacking lives happening all around the world where it's three people at IHOP, it's two people in your hotel, it's 10 people in a room like this, it's 50 people in wherever. We just want to start organically growing this kind of grassroots little mini events all around the world. Because I would see it all the time. Funnel Hack Lab come, everyone comes on fire, they leave and they're pumped up. And then over time, it's like you lose the energy, you lose momentum, things start dying. And a lot of people plug in the coaching programs which help because every couple months we do another event, another event to keep it going. But for the most part, it's hard to keep your motivation and your momentum happening without the right people around you. And I think in every city around the world we have funnel hackers, we have people who are doing this kind of stuff, and we can get people meeting together and connecting. And it's going to give a lot of energy to everything that we're all doing and just keep everybody moving forward. And so I want you guys to be running these events. I want to see pictures, I want you guys to post it. Like I said, I'm planning on jumping in planes and randomly flying to different places to come jump in and actually show up with Chris Harrison and me to some of you guys events. It's going to be amazing. And so we're probably a week or two away from launching the actual site, which is again, it looks very similar to meetup.com where you can go and just see where meetups are happening. You can go click into one and go show up at someone's house or wherever they're running at. Or number two, you guys can actually host an event. That's what we want you guys to do here. That's the only takeaway from this event is if you're interested in hosting an event kind of like this, any size, small, wherever you're at, we'd love to have you guys be hosts of it. And so this is again, this is what's coming up soon. So you scroll up, this is what it'll look like here in about two weeks. You'll be able to see a map like, here's where all the funnel hacker meetups are happening all around the world. You click on it, see what's happening. You'll see which ones are happening, who's hosting it, the dates and the times. You can set up recurring ones. If I want to do this once a month, I want to do it once a week or whatever. You can set those things up and then you can gather with people in your local area and do these little meetups. Our plan again is to do it where once a month we do a coordinated one where it's like everyone, Friday the 17th at midnight, we're all going live and we will bring guest speakers. Similar like having McCall or Bridger or whoever would stream into your little local things. There's a whole bunch of fun things, ideas and stuff we have, but this is an organic thing we've never done before. Things could change. It could be a nightmare. We may just shut this whole thing down in A month from now, I don't know what's going to happen, but I'm excited to try and just see kind of where it goes. And so this is what it looks like. If you guys want to host an event, it's not something we're charging for. We went back and forth. We charged for this. We not. But then if you paid me for it and then you're horrible and I want to kick you out, it's weird. So I'm like, let's just find cool people, let them do whatever they want within some boundaries. And then. Yeah. So, yeah, it's not something we're selling or anything. It's just something that the right people want to do. So if you want to be a connect event. Yeah, basically come here, fill out this form. And then over the next week or two, Danny's going to be doing some group webinars, kind of walking us through the process, what it looks like, and some of the structure. And then after he'll give you log into the account, then you can go set up as many meetings you want and start throwing parties. You can also, if you're traveling, if you're like, hey, I'm at so and so's event in Chicago today. Let's do a meetup. And you can set up the ones local, different places. It gives you the ability to do really cool things. I was watching Pace Morby. If you're in Pace's community, he does this really well every time he travels somewhere. The night before he does an event like this, that's kind of where this came from. I was like, I want to come watch Garrett do a thing. Like, let's throw up a connect event right ahead of time. And so for me, as I'm traveling to different places I'm at, we're going to be throwing. I'll be throwing connect events in different places, different locations we were at with Pace. I met Pace the very first time at a Tony event, a Tony Mastermind in Florida. And we all had dinner and then he took off early. It was like, that was kind of rude. He just took off and left. And I found out that he had a meetup, like, I don't know, like a mile down the road. He had 800 of his people all showed up at this meetup. He spent like 12 hours just hanging out with people, talking, networking, sharing cool ideas. And it was like this cool thing. I'm like, ah, like, that's what I want. I want to be able to do that kind of stuff. And so that's kind of the game plan, what we're doing. Like I said, we're playing it by ear. So I'm sure it'll be messy for a little bit, but it'll be fun. So all you gotta do to host is you go to clickfunnelsconnect.com host and James, thank you for the domain name. He's the man. He had the domain and gave it as a gift over to us. So amazing. He ran his own first event. Like when was that, a month ago? Yeah, about a month ago. So he did the very first one as a pre test pilot. Just went and did it, which was awesome. So yeah. So this is clickfunnelsdale.com host fill out the application and said you'll hear it from Danny the next week or so. Just kind of the process. And then after that we all start running them. My plan is probably sometime the next 30 or so days is to do one in Boise that would be like the one that everyone's doing. And we'll stream from it and it'll be a party. But I don't know the details on that yet. So everyone is at home. By the way, you guys are all welcome to this as well. Again, I want these things in every country around the world. We have funnel hackers literally everywhere. So we want these things happening in Spain and Argentina and Brazil and like wherever you guys are at, where you guys run these things as well. It'll be fun and I think you'll find a lot of connection in community. When I first came into Dan Kennedy's world, they had an offer they sold. It was called their IBA program. Any Kennedy people in the room, he had an IBA program. He sold the. You could buy your area for like 50 grand or something and then they would run events. And so somebody had the Boise iba and I used to go to that every single month. And it was cool because there was like 50 Boise guys who were into Dan Kennedy stuff. They'd all be in a room once a month. I'd come home like, this is so crazy that here in Boise there's Dan Candy people. And so I think yeah, the goal is very similar to just create something cool like that. All right, so that said you guys, that's kind of it for this connect event. I hope you guys enjoyed. Hope you had fun here in the room and everyone at home. Thank you. Thank you. 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.