Mastering Webinars, Pricing, and VSL Funnels: Q&A with Russell Brunson

Summary

Marketing Secrets with Russell Brunson – Episode Summary
Episode Title: Mastering Webinars, Pricing, and VSL Funnels: Q&A with Russell Brunson
Release Date: December 9, 2024
Host: Russell Brunson | YAP Media

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Overview

In this episode of Marketing Secrets with Russell Brunson, Russell delves into the intricacies of mastering webinars, pricing strategies, and Video Sales Letter (VSL) funnels through an engaging Q&A session. Drawing from real-life challenges faced by entrepreneurs and offering actionable insights, Russell provides listeners with the tools needed to optimize their marketing efforts effectively.

1. Launching and Promoting Challenge Funnels

Guest: Daniel Plummer
Timestamp: [02:52] – [10:09]

Challenge Faced:
Daniel, a fitness instructor, launched a pre-Christmas challenge aimed at individuals fearing weight gain during the holidays. Despite having technical hurdles resolved by his associate, Austin, Daniel was a week behind schedule and lacked a substantial email list or following to drive traction.

Russell’s Advice:
Russell emphasized that a one-week promotion window is ideal for free challenges, as longer durations often result in dwindling engagement. He advised Daniel to maximize noise across all available channels, including text groups, Instagram, email lists, and live sessions on Facebook, Instagram, and Twitter.

Notable Quote:
Russell Brunson ([06:35]):
"The question is just like what are all the different ways you can make as much Noise as humanly possible. Because your job as a marketer now is to make noise and scream and yell from the top of your lungs every channel that you have any access to."

Key Takeaways:

• Optimal Promotion Window: One-week promotions are sufficient for free challenges to maintain high engagement.
• Multi-Channel Marketing: Utilize every available platform to amplify your message.
• Repurposing Success: Once the initial launch is successful, replicate the strategy for subsequent events, tweaking themes to align with upcoming holidays.

2. Enhancing Webinar Conversion Rates

Guest: Tamar Tarma
Timestamp: [12:03] – [20:33]

Challenge Faced:
Tamar was preparing her first webinar but noticed low opt-in rates despite significant traffic. Her landing page lacked a compelling hook, resulting in less than a 10% conversion rate.

Russell’s Advice:
Russell focused on refining the landing page's headline to create curiosity and specificity without revealing too much. He suggested using bold statements that directly address the audience's pain points, thereby increasing the desire to opt-in.

Notable Quote:
Russell Brunson ([17:05]):
"Attention. Are you struggling with customer metrics or your team never hitting their KPI? I mean, that's key one... What's that one thing that's sexy?"

Key Takeaways:

• Compelling Headlines: Craft headlines that immediately capture attention by addressing specific pain points.
• Curiosity-Driven Content: Use curiosity and specificity to entice visitors to opt-in without fully disclosing the offer.
• Simplified Messaging: Avoid generic language; instead, highlight unique aspects of your solution to differentiate it from common fixes.

3. Pricing Strategies for Attracting the Right Audience

Guest: Jane
Timestamp: [23:46] – [31:17]

Challenge Faced:
Jane and her business partner were struggling to attract their ideal audience for a $47 monthly coaching program. Their lower price point was attracting younger individuals who found it expensive, diluting the quality of their clientele.

Russell’s Advice:
Russell advocated for increasing prices to attract higher-end clients. He explained that premium pricing aligns with attracting customers who perceive higher value and can afford more substantial investments.

Notable Quote:
Russell Brunson ([27:39]):
"If you want to attract premium people, you’ve got to charge premium prices... designing the person you want."

Key Takeaways:

• Align Pricing with Target Audience: Higher prices can act as a filter to attract more serious, higher-income clients.
• Value Perception: Premium pricing enhances the perceived value of your offerings, making them more attractive to your ideal demographic.
• Gradual Transition: Implement a pricing campaign to transition existing customers while attracting new, higher-end clients.

4. Avoiding Shiny Object Syndrome in Funnel Building

Guest: Mark Davis
Timestamp: [31:35] – [41:10]

Challenge Faced:
Mark sought advice on staying focused amidst the plethora of tools and strategies within ClickFunnels and the broader marketing landscape.

Russell’s Advice:
Russell recommended prioritizing creating a single, clear offer rather than juggling multiple products. He emphasized the importance of concentration and avoiding distractions from other mentors or shiny objects that don't align with the core business goals.

Notable Quote:
Russell Brunson ([33:13]):
"You’re still just selling three of those, because it just gets people confused and overwhelmed."

Key Takeaways:

• Focus on One Core Offer: Streamline your offerings to avoid confusing potential customers.
• Ignore Distractions: Stay committed to your primary strategy without being swayed by every new marketing trend or tool.
• Simplify Product Line: Concentrate on selling a single, well-defined product to maximize conversion rates.

5. Optimizing Video Sales Letter (VSL) Funnels

Guest: Pamela Ellen
Timestamp: [37:32] – [40:06]

Challenge Faced:
Pamela struggled with the differentiation between a squeeze page and a VSL page within her funnel, leading to confusion in her funnel setup.

Russell’s Advice:
Russell clarified the roles of each page in the funnel:

• Squeeze Page: Designed to capture email addresses by highlighting the benefits of watching the VSL.
• VSL Page: Hosts the video sales letter, where the actual selling occurs.

He advised keeping the funnel simple by focusing on the essential elements—headline, VSL, and order button—while minimizing additional distractions like excessive copy or images.

Notable Quote:
Russell Brunson ([39:15]):
"If it's not sexy, not giving me out of time... you have to figure out what this one thing is."

Key Takeaways:

• Clear Funnel Structure: Distinguish clearly between the opt-in (squeeze) page and the sales (VSL) page.
• Minimalist Design: Avoid clutter by reducing unnecessary elements on the VSL page to maintain focus.
• Optimize Video Content: Ensure the VSL effectively communicates the value proposition and leads seamlessly to the offer.

6. Enhancing Event Conversions and Messaging

Guest: Michael
Timestamp: [43:53] – [66:43]

Challenge Faced:
Michael was facing low conversions for his paid in-person events despite substantial ad traffic and opt-ins. He was uncertain whether the pricing was appropriate or if his messaging lacked clarity.

Russell’s Advice:
Russell stressed the importance of effectively communicating the event’s value through compelling headlines and storytelling. He recommended integrating elements that evoke fear of missing out (FOMO) to compel action. Additionally, he advised Michael to create visual content showcasing the event to build excitement and credibility.

Notable Quote:
Russell Brunson ([54:07]):
"It's like, 'Imagine coming in and, something, you’ve probably been trying to heal for 20 years and you’ve been stuck. Imagine coming for one day and in one day that’s finally gone.' "

Key Takeaways:

• Compelling Headlines: Use headlines that directly address the audience’s pain points and aspirations.
• Visual Storytelling: Incorporate images and videos that depict the event’s atmosphere and benefits to make it tangible.
• Emotional Triggers: Utilize fear and aspiration to motivate potential attendees to take action.

7. Improving Legal Service Funnel Conversions

Guest: Donny Walsh
Timestamp: [54:52] – [66:30]

Challenge Faced:
Donny was struggling with converting traffic into sales for his Legal Shield business plan. Despite high impressions and reasonable click rates, the conversion from page views to purchases was nonexistent.

Russell’s Advice:
Russell advised focusing on refining the hook and integrating fear into the VSL to emphasize the importance of legal protection. He suggested simplifying the landing page by prioritizing headlines and VSL, removing distracting elements like logos and excessive copy, and emphasizing the critical pain points that the service addresses.

Notable Quote:
Russell Brunson ([56:38]):
"If you’re selling this, it's like insurance that you don't get in trouble. You need to get this now."

Key Takeaways:

• Strong Hooks: Develop headlines that highlight the critical need for legal protection, creating urgency.
• Simplified Funnel Design: Remove non-essential elements to keep the focus on the main message and offer.
• Fear-Based Messaging: Incorporate elements that underscore the consequences of lacking legal coverage to drive conversions.

8. Leveraging Personality Assessments for Team Alignment

Segment: Russell discusses the Working Genius assessment tool.
Timestamp: [41:09] – [43:36]

Highlight:
Russell introduced the Working Genius assessment, a tool designed to understand individual strengths and optimize team dynamics. He emphasized its value in ensuring team members are in roles that align with their innate talents, leading to increased productivity and job satisfaction.

Notable Quote:
Russell Brunson ([41:09]):
"It helps us understand our employees, our teams, and get people sitting on the right seats on the bus so they can get more stuff done."

Key Takeaways:

• Team Optimization: Use personality assessments to place team members in roles that best suit their strengths.
• Increased Efficiency: Proper alignment leads to more effective teamwork and business growth.
• Continuous Improvement: Regular assessments can help maintain and enhance team dynamics over time.

Conclusion

In this episode, Russell Brunson provided invaluable insights into optimizing marketing funnels, from launching challenges and webinars to refining pricing strategies and VSLs. By addressing real-world challenges faced by entrepreneurs and offering strategic solutions, Russell equips listeners with the knowledge to enhance their marketing efforts and drive business growth effectively.

Final Notable Quote:
Russell Brunson ([66:43]):
"Thanks for spending the hour with me. Hopefully everyone got something of value from this. I wish I could spend all day and answer every question."

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This comprehensive summary encapsulates the episode's key discussions, providing actionable strategies and expert advice for entrepreneurs and business owners seeking to master their marketing funnels.

Transcript

[Russell Brunson]

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[Donny Walsh]

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[Russell Brunson]

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[Donny Walsh]

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[Russell Brunson]

Visit uscellular.com for details. This episode is brought to you by Atlassian. Atlassian makes the team collaboration software that powers enterprise businesses around the world, including over 80% of the Fortune 500. With Atlassian's AI powered software like Jira, Confluence and Loom, you'll have more time to do the work that matters. In fact, Atlassian customers experience a 25% reduction in project duration per year. Unleash the potential of your [e-mail] Atlass what's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I just got done with one of our OFA one funnel away Q& A calls, which is always very, very fun. And it's kind of fun. One of the guys towards the end he like thanked me and he's like, he's like, we know you charge 100 grand a day for consulting and you're here with us for an entire hour just doing Q and A. And so it was really cool. And I think, you know, there's obviously all the people OFA have a chance to be on there to ask their questions live, which is amazing, which is why you should be in OFA. If you're not there yet, go to onefunnelway.com and go sign up best hundred bucks you ever spend. You get three months of clickfunnels for free as well when you go there. But anyway, I think there's some really cool things that came from this Q and A session. So I thought it'd be really fun to show it to you guys. And I bet two or three things will spark some interest in your mind. I know one of them we talked about was like moving away from pleasure and towards pain and where you use that in front of an offer versus the back end offer and like some really cool things like that that are unique that I haven't talked about publicly very much or really anywhere. So hopefully that'll be valuable and beneficial for you guys to go and check that out. And that's kind of game plan. So we're gonna queue up the one funnel away Q& A from this week and hope you guys are doing amazing. And if you want to get your question answered live, come to1funnelway.com, go sign up and then come hang out with us next week. Thanks, everybody. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets podcast.

[Dante]

If you don't know me, my name is Donny Walsh. I've been stumbling in for Dante. Well, he has been away. How we doing, buddy? Are we here?

[Russell Brunson]

I'm here. Ready to party. What's up, man?

[Dante]

Let's go. Right. We do have our first customer lined up ready with a question for you, Russell. And as you brought this question to us on. On Trey's call and was like, man, this is better for Russell. So it's first one up. We are going to use the timer as well, hopefully to keep everybody on track. But if we're here, let's. Let's get started.

[Russell Brunson]

Go.

[Daniel Plummer]

Yeah. Hi, Russell. My challenge funnel is my. My first funnel. I'm a fitness instructor, and I'm launching a new personal brand, everbody. It's everbody.com. so I've connected my domain and I come up with a challenge for pre Christmas people that are actually, like, in fear of gaining weight over Christmas, which leads into the programs, the mastery challenges that are starting via my app in January. I've been faffing around with the workflow structure, and I couldn't get it to work, so Austin very kindly stepped in to help me yesterday, but I'm behind schedule on launch of this, The. The funnel by a week. How would you go about main. Gaining up some traction with. With this, and have you got any ideas that, you know, we can put into place for the, you know, the lack of time that. To make up for the time that I've lost?

[Russell Brunson]

Yeah. So is the funnel working now that you got all the pieces working now, though? Okay, cool. So you're. You're hoping to launch it last week, and now it's. You're. You're a week late. That's.

[Daniel Plummer]

Yeah. So the 12 days of Christmas. It's. It was meant to start on, like, the 13th. I mean, I know that it's not the 13th, but I literally haven't even finished putting the images in, so I, I will hopefully reach that point by Monday. However, I've still lost all of that Time and it's time sensitive as I say it was.

[Russell Brunson]

The 13th is. Okay, so what day they were six. So a week from a week from today is when it starts the challenge. Is it a, is it a free challenge paid challenge?

[Daniel Plummer]

Yeah. So it's a free challenge with a VIP upgrade for access to the online fitness app. The six is a six week introductory offer for my mastery challenge which is for complete beginners. And ADHD is find, you know, processes really difficult which is like me really.

[Russell Brunson]

I understand most of us on this call I'd assume actually but and also.

[Daniel Plummer]

For you know, people that find fitness overwhelming. So like using like a 1% methodology of change. So the in keeping of like your water is like the key focus for the download. So it's the secret, secret weapon if you like to staying off the food.

[Russell Brunson]

So we got a week then basically we got seven days to before it starts. And then do you have an email list? You have a following? Like you have those things in place right now or not?

[Daniel Plummer]

I've been, I work, I've been working too hard on the back end of things and actually forgot the front end. So I haven't really got that much of a following to be fair. Yeah, it was on my to do list. No, I should have done it this, I should have done it the other way around. But I have got a following. But it's not like millions like fitness influencer. I'm, I'm just a modest sort of like PT that works from their gym at home.

[Russell Brunson]

No worries. Here's the good news. The good news is a week is more than enough time to promote a challenge. In fact, if it goes further than a week, people don't show up. So you're not actually in a bad spot. When we do challenges, we start promoting a week out. So you're actually perfect. Perfect timing. We actually, we used to, we promote challenges like two and three weeks out and what would happen because we buy a lot of paid ads and so what would happen is like we'd be getting people for two and three weeks but then you look at who actually shows up and it's usually the people that sign up in the last like 72 hours are the most likely to show up and every day pass they're less than likely. So people signed up two weeks earlier don't even show up. So we just wasted our money getting those people. So for free challenge like you're actually in like this perfect sweet spot. So the question is just like what are all the different ways you can make as much Noise as humanly possible. Because your job as a marketer now is to make noise and scream and yell from the top of your lungs every channel that you have any access to. Right. So for me, like when we're launching something, I'm looking at everything I have access to. So I'm like, okay, what do I have? I'm like, I have a little text group. So that texture on text group. And I'm okay, I have Instagrams, I post on Instagram, the ability to push to Instagram, say push to Instagram, then go to email, email our list and then we go. We just hit everything is possible. I go live on Facebook, I go live on Instagram, I go live on Twitter. We started doing Twitter spaces because you live on Twitter, it's just promotion now. So, like, I would look at everything you have access to, and it's just every day for the next seven days, you're just going live. You're pushing your email and you're messaging. You're spamming out, like, whatever you can do to make as much noise as possible with, with what you have. And if you don't have like a formal email list, I don't know if you have a formal email list. It's like in click phones you can send email out to or if you just have clients. But either way, it's like I'd be gathering those people, contacting them, pushing him into like just, it's. It's all about now just, just making noise in any way.

[Daniel Plummer]

Yeah, I, I've got a female, female focus target market. So unfortunately I've accumulated a lot of mal followers, which is really annoying. But I have built up quite a little.

[Russell Brunson]

Well, then tell, tell the male followers. Like, I literally, I would be like. And we used to just back in the day, because when I write so pre clickfunnels, my audience was like 90% men, 10% women. It was, it was. Now it's like almost. It's like 40, 60, which is awesome. But it used to take 90, 10. And so I had a couple really amazing female friends who would, who were great teachers and promoters and stuff. And so I would like literally contact her list. Like, this is for all the ladies on the list. I got something really cool you can talk to. Blah, blah, blah. You know, we push this thing. You. The same thing is like, hey, for all the men, we want your spouses, we want your significant others. Like, this is, this is the gift you can give them for Christmas. Like leverage the men to bring in their, to bring in their women. And speak out. They don't, don't hide. They speak directly out to like, this is for women. So women go sign up for men go get you.

[Daniel Plummer]

Oh, yeah, I'll make it perfectly clear. Yeah. Excellent. Thank you so much.

[Russell Brunson]

Yeah, no worries. She has seven days to make as much noise as humanly possible. And this is the first time. And what's nice is now you have this process down. You know, you can change it in January into a January challenge and it's the same structure, same everything, but I get more time. And then February, it's like Valentine days come and do that and just keep changing to whatever the holiday is like, because you work now. Now it's like, okay, for the first one you can do this thing and second one you tweak the branding a little bit, but same everything else. And then you can, you can focus on driving a little more traffic and.

[Daniel Plummer]

Then you know how to stay off the Easter chocolate.

[Russell Brunson]

Yeah, there's always a holiday that people need to lose weight. That's the nice thing about your market.

[Daniel Plummer]

Yeah, absolutely.

[Russell Brunson]

Well, congratulations. Hopefully you crush it over the next seven days. I'm excited to see.

[Daniel Plummer]

Watch this space. Yeah, I'll let you know how I get on.

[Jane]

Very cool.

[Russell Brunson]

Congratulations, Jane.

[Daniel Plummer]

Thank you.

[Dante]

Jen, come back and tell us how you got on as well and make sure you keep checking in on the calls. We're interested to see how this goes.

[Daniel Plummer]

I will, thank you.

[Dante]

I think with a lot of folks, we get to this point where we can quickly think we're running out of time and we're like, oh man. And you get into this sort of like headspace of have I run out of time and I'm not going to be able to do everything. But if you work and make enough noise, you are able to have a successful launch. And I think it's really interesting to hear what Russell just said about, you know, we just start a week out. That's super helpful, I think for everybody on the call. Just let us know in the chat if that's been useful. If it's taken away anxiety, we even like think about.

[Russell Brunson]

So if you guys are probably on list, like yesterday I did a two hour live pro fun hacking live. Like we literally, it was, it was the day before. We're like, oh crap, I'm going live tomorrow. We haven't told anybody yet. So like we had a, it was like a less than 24 hour window. I was like, how much noise can I make in 24 hours? And so if you, I mean, if you're connected, you saw Me hitting span like email, text, Instagram, Facebook Live. I was just going crazy as fast as we could, you know, in 24 hours. And it's just all right. And you know, obviously we had a week, we would have got way more people. But the nice thing is that when we did the launch, we streamed it to Facebook Live. And so now there's a two hour Facebook Live. And what's cool is that asset, now it's on our Facebook page. My team's buying ads to now. And so now over the next 30 days that Facebook Live will hopefully get, you know, 3, 4, 500,000 views. They're all just pushing back. So it's like even like the post promotion, you can keep driving, they pushing, putting fuel on that fire and it'll continue to keep, keep putting people forward in perpetuity. That's the right word. My water brains getting some of the words confused. Hopefully that's the right word.

[Dante]

So good. So good. All right, let's get into the next question. Russell, if you're ready. Top of the list with the hand raised is Tamar Tarma. Samar, what's up?

[Russell Brunson]

How you doing?

[Dante]

What's going on?

[Tamar]

What's up? How are you?

[Russell Brunson]

Amazing. So our new prime movers now. Did you sleep in our community? Tattooed the entire prime mover thing, like all the statues on their arm. It was crazy. I was like, dang, if I was a tattoo guy, I'd get that. Totally.

[Tamar]

I was wondering if you saw that. Oh my gosh. My daughter's gonna be the. The first, the youngest, or I don't know, part of the club. Right. Okay, here's my story. I am doing my first webinar next week on the 12th, Thursday. And I a little bit made a mistake of starting to advertise and like put the word out a little bit too early, like this week and realized that there was a lot of people interested in clicking on it. Came to the funnel and didn't opt in. So hook, story, offer. Hook, story, offer. Can't figure it out. So is it possible for me to just drop the link for you to give it a quick look and see.

[Russell Brunson]

Like where you think she show the page? Is that possible?

[Tamar]

Oh, yeah, sure.

[Dante]

You should be able to do that. Give you the call host.

[Russell Brunson]

So you promoted it. People come to the page, but they're not opting in. That's, that's the, that's the issue.

[Tamar]

Yeah.

[Russell Brunson]

How many people. How many people came have what percentage opted in?

[Tamar]

I don't know percentage, but 10 people.

[Russell Brunson]

Do you know how people Tend to hit the page or anybody opted in 10.

[Tamar]

People opted in 80. Something hit the page.

[Russell Brunson]

Okay, so what's the math on that? My.

[Tamar]

That's less than 10%.

[Russell Brunson]

Less than 10% or more than 10%, right? 80 to 100. Anyway.

[Tamar]

Okay, well, one was me, so no.

[Russell Brunson]

Gotcha. Okay, you guys all see the landing page, right? I think. Yeah. Because, like, you look at my slack on the other channel. Okay. Okay, tell me what this is. Because this, the headline is definitely the issue. Like, it's very generic. I'm not sure exactly what's happening. So tell me what they're opting in for. So I have a better idea. Okay.

[Tamar]

They're opting in for a training to teach them the importance of strategic alignment and why all the problems that they're currently experiencing within their company are just symptoms of a deeper issue. The deeper issue is strategic alignment. The symptoms of strategic alignment are not reaching quarterly. KPIs not meeting their goals. Disconnect in collaboration. Like, there's so many, like, challenges. And so because of that, they have tried. They meaning, like, the companies who are dealing with this challenge of misalignment. Instead of recognizing it as misalignment, they try to treat the symptoms each individually. So, like, oh, you know, departments are working in silos. Let's try to increase collaboration. You know, we don't have enough meetings. Let's add more meetings to the agenda. We need a better software with AI to help us. But in fact, all these different solutions are just treating symptoms. And the deeper issue is the misalignment. So we have to go to the deeper source, get the teams strategically aligned, and then how do we make.

[Russell Brunson]

How to make that sexy? Because strategically aligning does not sound sexy. You know, I mean, for sure.

[Tamar]

But at the same time, it's product directors and small business owners, you know, who, like, I have to make sure I'm talking to them. Like, a CEO is not caring for fluff. The CEO wants to understand, what is this free training? Why am I giving you an hour of my time? How is it affecting the bottom line?

[Russell Brunson]

That's why it needs to be sexy. If it's not sexy, not giving me out of time. So I sex, I'm like, They'll be like, oh, I see. Like, oh, my gosh, I need that. Like, discover the shocking truth behind unstoppable business success. Seems so generic. I don't know what that is. You know, I mean, versus, like, hey, I've got this thing. This is the secret. This. There's this thing, like, I don't know. Do you have any industry data or stats or something? Like something very specific we can pull out? That's like. I feel like this is the holy grail, the thing I'm missing. You know what I mean?

[Tamar]

I have, I have numbers and percentages of how much time, money and internal resources are wasted on meetings as opposed to collaborative workshops that come out with actionable next steps.

[Russell Brunson]

So is the enemy meetings?

[Tamar]

Well, meetings are one of the ways that companies try to compensate for the challenges.

[Russell Brunson]

What are the top three ways that they try to compensate for?

[Tamar]

What?

[Russell Brunson]

For the challenges. So she said meetings. The one they compensate. What are two other ones that they use to compensate? Software, Meeting software and.

[Tamar]

Oh, yeah, meetings software. And maybe like more goals. Like monthly. Monthly KPIs or goals.

[Russell Brunson]

Okay, and then what's the, what's the pain point they're in when they come to you is that their business is shrinking, it's failing. It's just not growing.

[Tamar]

Yeah, customer satisfaction scores, customer engagement scores are going down, and monthly KPIs are not being met. There's disconnect between product strategy and business strategy. Product strategy is not executing on projects that ultimately deliver ROI and results for business objective goals.

[Russell Brunson]

Okay, so something I would do then is like, is. I would. I would call that out.

[Mark Davis]

Right?

[Russell Brunson]

So it's like, attention. Are you struggling? Are you struggling with customer metrics or your team never hitting their KPI? I mean, that's key one. Like, is your team never hitting their KPIs? You probably think it's. It's either, you know, your meetings, your software, or your rubber, but the reality is it's not. I've had a chance to work with X amount of business owners, and there's one core thing that all of them are missing that, that, once understood, literally makes. Knocks all the rest of the dominoes down during the trimester with that one. That one weird thing is that almost all businesses are failing at that. If you can apply, then, you know, something like that. Now it's like, what's that one thing that's sexy? That's interesting. Like, now there's. Now there's enough intrigue to actually register. Does that make sense?

[Tamar]

Absolutely.

[Russell Brunson]

Like, the goal going on for me, going on a registration page is at least 30%. Like, that's always the number. So you're at 10. So you're about a third of the way there. So the ways you increase conversion on a, on a reg page is always curiosity, like, how to make this more curious. But it's. But curiosity, like in Specificity, like the more specific it is, but doesn't tell them what it is. Does that make sense? It's like, it's like there's specific thing that you're missing that's like. That's like right in front of your eyes, but you're missing it. But if you figure that out. So it's like, so it's all here.

[Tamar]

It's just in the wrong place, see? Like, is this training for me, my business? Okay, well, over here, right? So it's like, are your teams operating in silos? Are you frustrated with temporary fixes that aren't actually providing sustainable solutions?

[Russell Brunson]

These are good, but there's this too. Like, I mean, it's good, this spot on the page. I mean, like right above here. Like something like the number one thing, you know, like, hey, is your team consistently missing KPIs and nothing you're trying seems to work? If so. But you know, so like, they just call it the core thing up here. I think this is great down here, but just the core. The core, like, you know, most of my, like, attention. Are you someone who wants to learn how to, you know, someone struggle making their own product? I want to white label their own. Boom. And then I'll push them a white label product, right? You know, there's something like just calling them out at the top. I gotta picture myself at the food court at the mall and I'm yelling out to see who's people's attention I can get, right? Like, ah, attention. Like something like, what's the broadest that I can capture? They'll get the most people raise their hand, I guess use my call out line. And then boom. From there it's like, okay, how to make this curiosity and specificity without them knowing what it is? Like, that's the thing that then gets them like, I gotta give you my email. And then not only that, you email. Now I always have to show up because I can't answer this question. And I've been trying meetings, I've been trying this, I've been trying like, these things aren't working. Therefore, like, I gotta figure out what this one thing is. That's the thing that gets them to register and show up.

[Tamar]

Okay, super. Fantastic. Thank you.

[Russell Brunson]

Yep, no worries. We had. Mike and AJ were in my inner circle back in the day, and they had a webinar registration page that was similar to this one. Mike was very specific and all we did for them is just make it like. It was like, it was like how to make money doing local reviews for Companies or something register here. And it's like they were paying like $30 per opt in because like it was so like people they saw like, oh, I know what this is. Or it's like, you know, so it was like no one registered. And all we did is we tweaked it to like the number one secret to, to make money in the local markets. And it's not SEO PPC. And we've made off like 20 things it was not. And then people like, what is it? And the cost went from like $30 an opt into $5 an opt in. The show pro went from like 20 to like 40%. Just because people like, it's not all these things that I' what's the thing they're not aware of? It's actually the secret sauce.

[Tamar]

And that's what I have to do because there's so many things it's not.

[Russell Brunson]

Yeah, yeah, talk about things. That's not like we call it a blind offer. So like you don't tell them what it is not. And they're like, but what is it then? It's like, come and find out. So blind offers work so good, especially on registration pages.

[Tamar]

Okay, awesome. Okay, thank you.

[Russell Brunson]

Yeah, no worries.

[Dante]

So good.

[Russell Brunson]

What's up everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Welch. Taylor spoke at our last Funnel Hacking live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high end coaching program as well. And it is amazing. But to kind of give you some context about this offer he's making for you guys. As you may or may not know, a few years ago, JP Morgan Chase did a study and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right. Less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy's been lately, it's not the time to be gambling with your finances. So Taylor put together this book called the Revolving Pricing Method and it's awesome. It helps you turn every client you close into a long term profit machine. We're not talking about one time paydays, we're talking about Creating sustainable and real predictable income for the long haul. Now here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners. And if you go over to wealthyconsultants.com secrets, you can grab the revolving price method book and over $150 worth of bonuses and get this all, it's at 70% off. And I promise you guys, as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com secrets, grab your 70% off deal, and let's start turning your clients into long term revenue again. That's wealthyconsultant.com secrets. Do not miss out. Hey, it's Russell Brunson. And if you're anything like me, you understand that in business, time isn't just money, it's everything. When you're trying to build your dream team, the last thing you want to do is waste time sorting through a mountain of resumes. But what if I told you there's a smarter way Instead of searching for candidates you can match with them instantly? Thanks to Indeed. Indeed is the hiring platform you absolutely need in your corner. We're Talking about over 350 million visits each month from all around the world. That's a huge pool of potential talent. And here's the best part. Their matching engine connects you with the right candidate in no time. Imagine skipping the busy work and going straight to the people who fit your job description. Like a glove. Sounds like a dream, right? And it's not just about saving time. It's about getting results that matter. In fact, 93% of employees say Indeed delivers the highest quality matches compared to other job sites. And that's pretty incredible. And I want to tell you, I've been through the hiring process myself. There were times it was slow and frustrating and I wish I'd known about Indeed back then. It would have made everything so much easier. But here's where it gets even better. Indeed is constantly learning and improving. With over 140 million qualifications and preferences feeding their matching engine every day, the more you use it, the better it gets. It's like having a personal hiring assistant who's always on top of things, making sure you get the best of the best. So don't wait around. Join the 3.5 million businesses worldwide. They're already using Indeed to find top talent fast. And here's something special. Just for the listeners of the Marketing Secret show, you can get a $75 sponsored job credit. To boost your job's visibility at Indeed.com clicks just head over to Indeed.com clicks right now and let them know you heard about it on this podcast. Trust me, you're not going to regret it. Terms and conditions may apply. Need to hire. Then you need Indeed.

[Dante]

Next up, we have Daniel Plummer with Andreas. Daniel, are you with us?

[Jane]

Yes, sir. Can you hear me?

[Russell Brunson]

We can hear you. How you doing man?

[Jane]

Hey, I'm great. How are you?

[Russell Brunson]

Great to see you again. Doing awesome.

[Jane]

Yes. Great to see you. Thank you so much. My question I think is overlaps with the previous two people. So currently my business partner and I, we have a $47 monthly coaching program and what we found is we're attracting the wrong audience. So we're attracting people in their 20s still living at home and $47 is a lot for them. So what, what I'd like to do is a one hour perfect webinar for a higher end product like 997 and then close them at the end and then do the 47 monthly membership. So my question is, is our perfect webinar too long and are we going to do the same thing as a challenge which is promote the live stream for seven days up into that?

[Russell Brunson]

Okay, so right now Your member site's 47 bucks a month. What are you teaching? Are you a crypto? I'm guessing by your background? Yes, yes.

[Jane]

So I'm teaching crypto and sales and marketing with clickfunnels and he's teaching social media influence and marketing. And then he has. We're doing wealth, health and relationships and so we both do relationships, but he does a 30 day meal plan, a seven day exercise plan. So we want to attract 30 and 40 something year old small business owners who have busy lives. They want to stay in shape, they need a meal plan, they need to continue to market and build their social media presence online. And I think doing a one hour perfect webinar and promoting it would be the right thing.

[Russell Brunson]

Okay, so it's a very interesting offer. There's a lot of things in there. There's crypto marketing, food plans. When you sell that, are you selling all those things?

[Jane]

That is kind of what we're trying to, you know, under the umbrellas of wealth, health and relationships. Is it too much? Because I'm getting the feeling that it is probably too much.

[Russell Brunson]

Yeah. Not that the fulfillment is too much, but this like, like you could still have all that in the Back end. But the, the selling part is too much. I see a lot of people over your try to do that. They try to sell all three of those things and it's confusing because someone will come in for one or the other and they may want two of the things. But, but when you try to do all three, it's. It muddies the message. Right? So when I'm selling anything, I want to be super clear on like, here's the, here's the hook, here's the result, here's the outcome. But you could have like, if this was. If it was me, like, let's say here's the back end membership that has all those three things. Right? But on the front end, we. You just sell this one or this one, and you have three different webinars, each folks in each. Each individual one. Having one webinar that pushes all three is going to tank your convert. It's going to be really, really hard to make it work. Um, we have the same thing like in our back end, the prime mover coaching program. Right. Uh, you guys are prime movers. There's three coaching programs back. There's the Dan Kennedy one, there's the linchpin one, and there's a prime mover one. Right. And it's all in the member site. But when I sell it, I don't sell three of those because it just gets people confused and overwhelmed. So I just sell again. We just sell. Dan Katie's coaching. The linchpin people. Just linchpin prime movers. Just prime mover. They come in there, all of them are in there. But I only focus on selling one. Anytime I introduce the second one, conversions drop because people get overwhelmed. And so that's one thing to kind of think about. Yeah, I'm not sort of a question you asked, but I'd be thinking about that because that's probably causing some issues. So then if you do want to go to a challenge or to a webinar, it's being very specific. Okay. This is our health webinar. This is our wealth webinar. This is our, you know, like, and just do one specific. That we can call the right people. You can talk about the right pain points and you can bring those people in. And then it's almost like the bonus. Like. Oh. And as a bonus, you also can get out of this and this and this. But like, this is the core thing that you're coming into our world for you. Does that make sense?

[Jane]

Yes.

[Daniel Plummer]

Yeah.

[Russell Brunson]

Yeah.

[Jane]

I, I needed to focus and concentrate more. Like what you're describing. So I needed to hear that. Thank you so much.

[Russell Brunson]

My second piece of advice is if you're charging 47 bucks a month, which is not very much money, and you're bringing young people who can't afford it and you want to not have those people, one of the biggest, the easiest things you could do is just jack up your prices and that'll by default weed out people can't afford it. And then by it'll, it'll attract more people. Like, if it was something like me coming in, I was going to learn, let's see, I was gonna learn crypto or marketing. It was just 47 bucks a month. I'd be like, this has got to be like a cheap thing for little kids, you know, And I wouldn't buy it.

[Jane]

Yes.

[Russell Brunson]

If you want to attract premium people, you got to charge premium prices. You know, I mean, because the premium person's like, I've had things I bought like, like I bought 100,000 or mastermind. Because $100,000, like if it was, it was a 5,000 mastermind, like, ah, it's not worth my time, you know, so it's like thinking about that to your pricing. It's like you have price towards the dream customer you want. So like the person you want, if you want somebody who's making six figures a year, then, then you reverse engineer the price and the offer everything to that where it's like, hey, you know, someone making six figures here should be able to invest $2,000 for this thing. Okay, so based on that, like, what's the language I got to do to attract $2,000 person? What's the pricing? But you know, you come in with the low ticket, $47 thing to teach them all these things. The person you're gonna get is gonna be a lower ticket person, you know, I mean, so just thinking about that.

[Jane]

Yes, yes.

[Russell Brunson]

Designing the person you want.

[Jane]

Yeah, the problem. Exactly. That's what we're having. And so I think that we just need transitioning into the new year is we need to just say, okay, we're probably going to take a short term hit by letting this lower membership go, but we need to focus on high ticket items, high ticket clients, because we have some good products and some good offers that are worth it. And I think we, I think both of us over the last probably three or four months got into, okay, what do I need to do to pay the bills and stuff like that. And we just need to let go of that.

[Russell Brunson]

Thank you. Yeah, one thing to do because you don't want to kill the thing that's supporting the business though, either. So what I would do is I would just tell everybody. And this year the price is going from $47 a month to $97 a month. But everyone who's already in, you grandfather in and you're locked in. You get a lock in here and. But if you can't come back, it's $97 a month. What will happen is you can do a whole campaign around that. So between now and the year, do whole campaign like January 1st, we're doubling our price. We're double. Get in, get in, get in. Now you get all these people come in to lock in that price. And now you got this base of people that are really awesome. You raise the price 97. And now you can go after this new market at 97. Does that make sense? That way you don't lose, like, don't just shut down. You lose the revenue.

[Mark Davis]

Okay, said.

[Russell Brunson]

Use it as a marketing. Use it as a marketing. Dramatic demonstration. Like we're literally doubling the prices. Like that. Like, you know, people have so much success, all these good things happen. We're doubling the prices. But you got, you know, 20 days, 10 days, five days, one day to lock in and push people that promotion. They come in and then you probably double, triple your membership base just on that. And then again now you raise the price. Now you got a bigger foundation to keep you stable. And now you start attracting people at the right price moving forward.

[Jane]

Okay, excellent, excellent. Because I'm using grant Cardone and once I get people on the phone, I'm closing them. So that is definitely going to work. So I appreciate it. Thank you so much.

[Russell Brunson]

And the last piece of advice, I know that we're way over probably time, but the last piece of advice is like that you said that you want to do a webinar. Cool. But again, pick one of the health wall through it. Pick one of them, one topic, one idea, one hook, one offer. And like, and maybe January 1st, that's what you launch. And then you launch the webinar version where it's going to be a thousand nine hundred ninety seven for twelve months. Access to the membership site plus whatever the thing might be, new payment plan.

[Jane]

All right, man, thank you so much. I really appreciate it, everybody. Hopefully it helped.

[Russell Brunson]

No worries. Thanks.

[Dante]

Thanks so much. Daniel Russell, amazing as always. Lots of people enjoying what we're doing in the chat right now as well. People let us know in the comments if this is useful. Next up in line is Mark Davis. Mark, if you want to unmute yourself?

[Mark Davis]

First of all, I had signed up last year. I just resigned up. Last Secret was fantastic. So which kind of leads into my next question. So I've been going through that series of videos that you created, and I just finished up with the umbrella site. But in the. So part of my question is, in your videos, you mentioned something about, I think it was Friday with Russell or, you know, signing up for that. You know, where you build the. The. Do you still do that? Because I tried to sign up and I don't know if it worked or not.

[Russell Brunson]

Yeah, we're. We're about to relaunch that. So, okay. We did final Fridays, like five or six years, and we've taken the year off, so we're gonna be relaunching. That potentially being. I'm not sure, in the near future.

[Mark Davis]

Yeah, because when I signed up, I didn't get a. Like a login thing. And so I thought, well, maybe it's like you said, maybe they're taking a hiatus or something. So I just wind up. So I didn't think I did something wrong. So it'll actually be the hour prior.

[Russell Brunson]

To this hour moving forward every Friday. So that's kind of where we'll be blocking it out.

[Mark Davis]

Cool. So that kind of leads in. So, you know, obviously I'm. I've been doing one fun Away. But also you talk about, you know, picking one person, you know, and not being distracted with other gurus or mentors or whatever. So obviously, well, you're the guy. So. But my question is, some of this is just philosophical. Not really. It is clickfunnel related. But you talk about shiny object syndrome, and how do you even avoid that within clickfunnels, for instance, One Funnel Away.

[Russell Brunson]

My job is to make a bunch of shiny objects for you guys and sell them.

[Mark Davis]

Right, Exactly. Well, thank you. I've noticed that. And so I'm thinking, okay, so I'm in One Funnel Away, but I've committed to getting up early, and I've been going through that other training, and it seems, at least me personally, I have a program that I want to build. But then with the last secret, you talk about the affiliate and all the software and so forth, and it kind of seems to me, I'm thinking, well, cut your teeth on that and then build out your own program. But again, I thought I got you today. Why not ask about One Funnel Away, Right?

[Russell Brunson]

It's all about figuring out a funnel to sell a product. The last secret is like us giving you six products that are done so it's like it's, it's the shortcut. But if you look at the marketing, the marketing, what we're teaching in one funnel away versus in there versus my books, like the marketing strategies are the same, right? It's like create an offer, create a funnel, drive traffic to it. So with last secret is just shortcutting. That was like, hey, now you have a product already and we're giving you funnels and you know, driving traffic. But again the concepts are, it's not like we're reteaching everything, it's just through different lenses on how we teach it. So I would say like what you're doing is right. I think, I still think everybody I talked about in the webinar, like long term, everyone should be creating their own products. But this is a shortcut where it's like cool, here's 6. Go start selling right now that we can kind of practice while you're building everything. Or it's like take, take like the membership that we gave you for example and like that becomes a base and start adding your own content to it. Now it's like now you have this thing that's your own plus it's got other stuff in it, you know, so it's like it's looking at just speeding you up by giving you, you know, products that are already done but the model doesn't shift. You know, the model. And if you go through any of my programs, the model is always the same irresistible offer. Funnel drive traffic, you know,.com secrets, expert secrets, traffic secrets. Like and so we skim to lots of different ways. And so I don't want you overwhelmed. Like this is a whole new thing. So. No, it's the same thing. This is just, you know, I'm teaching in a different, a different way to apply the product we're already given you whereas of phase more like, all right, you're going to create your own product and plug it into this, this framework. Right. But it's the same, it's the same framework. The frameworks don't ever change.

[Mark Davis]

Well, so someone who has never built a program, do you suggest doing the pre built, cutting your teeth on that and then migrating over to your own product?

[Russell Brunson]

For sure. Yeah. Right. I started, I was, I started selling other people's products. I started, I white label stuff just because I want to get cash coming door quicker. You know, it takes the longest in this business is the creating the product and then the sales letter and the all those things. And so I think it's a great shortcut. To like, to get started. And like, it's. You're learning the skill sets, you're learning funnel building, you're learning traffic generation. You're doing stuff, you're generating revenue. And now it's like, okay, this is working. And then, you know, as you're building your own product now, it becomes easier because you have, you know, there's not the pressure and the stress of like, I gotta get this done, I gotta get this done. It's like, oh, I'm selling something that's converting already and then you can add things on. So that's how I would look at it.

[Mark Davis]

Cool. All right, so if I have a couple minutes. On a kind of a side note, a while back you did a video, a YouTube video about your son and whether he was going to stay in school or not. What did he end up doing?

[Russell Brunson]

Yeah, he did graduate by the skin of his teeth. He dropped out of traditional school. We put him in another school. That was better for him. Yeah, it's crazy. He turns 19 in like a week. I have twins, so they turn 19 in a week, but they both graduated. One of them by the skin of teeth. But we got it. We got it done.

[Mark Davis]

And then finally, is one of your favorite movies, Vision Quest.

[Russell Brunson]

Oh, I love Vision Quest. Loud Swain. Yes.

[Mark Davis]

Yeah, I figured. Anyway, thanks for your time. Your training is great and I appreciate it.

[Russell Brunson]

Oh, thanks, Mark. I appreciate it. Okay, those who don't know Vision Quest is a wrestling movie from the 80s or. Yeah, it's Matthew. Matthew Bodine, who was like the doctor on Stranger Things, was the wrestler main character when he was in like high school. So there's one clip from that movie that's one of my favorite of all time, man. We should, like, find and show it to you guys. Anyway, it's. It's a great movie, kind of, I guess it was like a great movie for the 80s.

[Mark Davis]

I love that movie. I love that movie.

[Russell Brunson]

So great.

[Mark Davis]

All right, thanks, man.

[Russell Brunson]

Yep.

[Dante]

So good. So good. Next up, we have Pamela Ellen in the lineup if you're mute. Pamela. How we doing, Pamela?

[Russell Brunson]

Hi. Hi.

[Pamela Ellen]

Hey, Russell, thanks so much. I just finished the funnel 10 day training and I am now working on my first VSL funnel. And I've found that I'm not only stuck, but a little confused. And I was wondering if I could share my screen so you could help me through the main area I'm stuck in.

[Russell Brunson]

Yeah, for sure.

[Pamela Ellen]

Thank you. I don't understand. And I did the full training, so I feel a little silly that I don't Understand when I did the training, but the difference between this page in terms of what I'm unlocking for the person who opts in, and then the second page, which is another video, I was like, what. What's going on here that I'm supposed.

[Russell Brunson]

So this is the page that has your video sales letter on it. So the video is only on this page.

[Pamela Ellen]

Oh, so.

[Russell Brunson]

And so the first page is a squeeze page. So it's bribing them to give you the email address to watch the video. And then these things, these four things down here, those are like showing what's inside the video. So inside of you're gonna learn this and then you learn this. And so it's. These are all hooks to get somebody to give you the email so they can watch the video on the next page.

[Pamela Ellen]

Okay. So that's so simple. So right here. Oops. Right here, though, is a video to entice. It is not.

[Russell Brunson]

No, I don't. I don't ever put. I rarely put videos on a registration page. It always seems to slow down conversions. Sometimes I put a picture of the video so they can see, like, what the video looks like, but they can't. But they have to opt in. They're putting their email address in to be able to go watch the video.

[Pamela Ellen]

Okay, gotcha. And then this is where all the meat takes place.

[Russell Brunson]

Yep. That's where the selling happens.

[Pamela Ellen]

This is where the selling happens. And. And here in the today's presentation is what I just said on the first page that they opted into.

[Russell Brunson]

Yep. Okay.

[Pamela Ellen]

And then. And then I don't. Do I have to have all of this stuff? I don't have all of this stuff.

[Russell Brunson]

No, we do this as video sales. A lot of times it's a video and then the order button underneath. And that works great. So you can. You can hide the copy, you can delete it, you can add to it, you know, kind of whatever you want. But there's different levels. Like, again, a lot of times we have just headline video and order button. Sometimes we add in that. That video spoiler box as the four blocks added full sales letter. It's just. Yeah, there's just different. You can definitely hide all that or delete all that and not have to worry about it.

[Pamela Ellen]

Okay, that sounds good.

[Russell Brunson]

That.

[Pamela Ellen]

That was very simple. Thank you so much.

[Russell Brunson]

No worries. Congratulations. Making it through.

[Daniel Plummer]

Yeah.

[Dante]

Awesome. This comes up quite a lot, Russell, as well, where people get a template and we've got lots of things on that template or going down the page and then it's like, oh, man, now I need to create this thing and this thing and this thing. And I think what you just said, they just delete it.

[Russell Brunson]

Yeah.

[Dante]

Just to reemphasize that it's cool to just remove stuff that you don't have. Right. And just work with the video, the button, maybe a little bit of text. You don't need to, you know, go and hire a designer to have a big bunch of stuff if you don't have it.

[Russell Brunson]

Yeah. When we get a template, it's kind of like, imagine like we design a house and it's got like 50 rooms and we're like, here's, here's the blueprint. You could build a 50 room house if you want to. And you're like, but I live on a third of an acre. Right, Cool. Then just take the two rooms that fit and just get rid of the rest. You don't need to have that unless, unless you want to. You know, for me, like, obviously I've got a whole team and we got people, so we, we, we do a lot more copy and like a lot more stuff, which usually helps conversions, but same time, it's like, it's not necessary to make the money, but it's there. So it's like when you want to have a 50 room house, it's all there. Or you can just cut it off because you don't necessarily have to have that.

[Dante]

So useful.

[Russell Brunson]

I don't know if that analogy made sense or not. As I'm saying, is that the right analogy? Maybe not. Anyway, you get that.

[Dante]

I think as you start to, you know, you've done your first launch and then you've done your second launch, then you start to get like testimonials and things from your customers. You can have those.

[Russell Brunson]

Adding food, right? For sure. Yeah.

[Dante]

So good.

[Russell Brunson]

Hey, this is Russell Brunson and I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lancioni, talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like, this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it is from there we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment you can go to workinggenius.com and there's two GS in the middle workinggenius.com But I got you a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all. But you get 20% discount off when you put in the keyword secrets at checkout. So go to working genius.com Again, two GS working genius, two GS in the middle. Workinggenius.com and then use promo code secrets secrecy at checkout. Get 25% off, but then go take the test again. It takes you 10 minutes, but even in a 10 minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's going to be the most joy, number one. But then number two, it's going to make sure that you are with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it [e-mail] and enter the promo code SECRETS for 20% discount. Take this test for yourself and for your team and I promise you it'll change the working dynamics amongst everybody and help your company to grow. Okay, I have to tell you, I.

[Tamar]

Was just looking on ebay where I go for all kinds of things I love. And there it was.

[Russell Brunson]

That hologram trading card. One of the rarest. The last one I needed for my set. Shiny like the designer handbag of my dreams.

[Pamela Ellen]

One of a kind.

[Russell Brunson]

Ebay had it.

[Pamela Ellen]

And now everyone's asking, ooh, where'd you.

[Russell Brunson]

Get your windshield wipers? Ebay has all the parts that fit my car. No more annoying, just beautiful. Whatever you love, find it on eBay.

[Tamar]

EBay. Things people love.

[Dante]

Next up in line, I think we have Michael.

[Michael]

Hey, guys, what's up?

[Russell Brunson]

What's up, Michael? Tony Robbins crew, let's go. Yes.

[Michael]

Let's go, let's go. Nice to be here. And thank you, guys. I've been working through my funnel and I've been super. I've been sitting here for weeks and I've been super positive. And this is the first day I get some doubt. I've been running ads and I was like, because I thought, I think I found the grail. I find the things that I can achieve my dream with. And I'm confused now. So I need a little bit of guidance. And I've been running ads and I think I spent 80 bucks on three different ads. And I got like 100 people coming through the funnel and I had 10% opt in but I had zero sales. And I was like, I started, my mind started like, am I communicating wrong? Is it too expensive? Is this going to work? Like, there's a lot of things and I like, should I keep.

[Russell Brunson]

80 clicks, 10 opt ins, zero sales? Is that right?

[Michael]

They said right, zero sales, 100 people and 10% opt in 10%.

[Russell Brunson]

Okay, so good news for you. Your numbers are way too small to know what works or not because think like a, like a good sales page will convert it, you know, 2 or 3%. And so if you've only had 10 people actually see the sales page, we have no idea if it's good or not because there's not, there's only 10 people seeing it. You know, we need, we need a couple three or 400 to be able to like actually make a good decision because it's hard to know. Now one thing we can look at right now though, you do have enough data. If you're at 10% opt in rate, like there, that's definitely a choke point right now. Like we want to get closer to 30%. So that'd be the piece I'd be looking at right now. So how do we get to 30% and then in the next is like we need to get lead. I mean, a minimum of 100 people hit sales page to know if there's still no sales after a hundred, you know, maybe 200. Then it's like, okay, now we got to address that. But right now the first step is just addressing the opt in. So do you have that page? I see it or yeah, yeah, yeah, sure.

[Michael]

Definitely. I can share here.

[Russell Brunson]

As you're pulling up. I think that like this whole, this whole game is a numbers game, right? It's like, in fact, one of my friends wrote a book. It was like how I made $100 million even though 98.6% people said no to my offer because he had like a, whatever 1.4% conversion rate and he had $100 million company. And so it's like this. It's just a numbers game. You know, even my best offers, you know, sometimes we'll get 8% conversion rate on a free plus shipping offer. Right. And it's like, you know, that means 92% of people who came did not buy. But that still can be a huge business. So it's just understanding that the whole thing is the metrics and numbers game.

[Michael]

The one kind of like feedback that I got is that people. I kind of like limited all of the text. I just had the video and there was a lot of people. They're like, oh, I can't see the price. It's only a video. And then they didn't watch the video even.

[Russell Brunson]

Can I see the page?

[Michael]

Yeah. 100. And when I used to sell. This is an event when I used to sell it face to face because I used to use KBB in 2018 where I got leads and the leads I called, I almost always got them to come to my event. But now it's like because it was so much job to get like 30, 40 people to come and just call everyone up. And so I wanted to find a way where.

[Russell Brunson]

Is the paid event or free event?

[Michael]

It's in person event.

[Russell Brunson]

But is it paid or is it free? They paying for it?

[Michael]

They're paying for the event? Yes.

[Russell Brunson]

What's the price point of it?

[Michael]

I put at that time I charged 250 bucks. This time I charge 199. But maybe I'm completely out. I don't know. This is my like this is the page. Is it? It's me. And then he used to cut here. I put it back now but it used to cut there. So it was only this and then the feedback that I got. The people like oh, I can't see. But yeah. And then just before I got on the call there, I changed the price. Is that a. I don't know. Should I? I put 99 instead.

[Russell Brunson]

So walk with your business model. So someone's coming here, they're buying tick to event. It's a live event and they coming there. Are you selling something at the live event?

[Michael]

So on stage I sell for example, coaching. So in the end of it I was like, okay, if someone want to go deeper with me, see you in the end of the. Of the room.

[Russell Brunson]

Only that matters to you is getting people, getting butts in the seats. Getting people in there, right?

[Michael]

Yeah. Hundred percent. Yes.

[Russell Brunson]

So for me then I price it based on whatever it Cost me by ads. So I'm 100% like if you look at any of my funnels, all the front end funnels are built just to liquidate my ad costs. So like if you look at selling online is my, my three day event that we do every month. Like we have a hundred dollar ticket, 200 upsell and like all that money goes 100% into ads. So like that's what we're looking at is like how when you start buying ads this like how much does it cost you to get someone to buy and then that's where you price that. Does that make sense? Yeah, so because if the number one goal is get people get butts and seats like hey let's do every need. Do you have. So this is, this is an in person event. Do you have pictures of you doing it in person?

[Michael]

I have a very few because at this point when I did it in 2018, 19, I I didn't have any camera dude, that. So it's just a few really bad pictures to be honest.

[Russell Brunson]

Okay, when's the event happening in Jeff?

[Michael]

I took it a little bit later now. So in January 26th. So I have like two, not really two months but almost.

[Russell Brunson]

Okay. So I would do like part of it is you gotta like, you gotta build the excitement for the like the event, you know. So if you don't pictures or footage yet, make sure number one is you hire a photographer and someone a video like the events you get that for the next time because that always helps them make like people come to funnel hacking lives. Like they see the videos like whoa, what just happened there? I need to be in that room. But what you could do like when we, when we did the, the virtual one last year, we had never done it in there before. So I actually I just rented the, the studio for an hour and we went in there for an hour and I got pictures of me. We filmed, we talked about the event this was going to happen, this was going to be at. It's going to be so cool, you know, like kind of painting that picture so they can see what the experience is going to look like. It's like I don't recommend. You almost do now I get go to the venue and like record your video sales that are from there and like show them the vision of like hey, this January we're doing this thing. This was going to be at this what you're going to learn, what you're going to, you know, like all that kind of stuff just to make this really tangible. So it seems it seems real. Like right now it's hard for me to know that this is a virtual event, a paid event. I know it says somewhere, but, you.

[Michael]

Know, I mean, yeah, 100%.

[Russell Brunson]

The easiest thing I do is like, is film that, like this video, refilm this video in that location if you're, if you're able to.

[Michael]

Yeah, because this one is just basically here and. Yeah. Okay. I've been struggling with kind of like pointing out my message in like. Because there's so many things that we do and the things that we do is often not compelling for the mind. Like when we go through a trauma healing thing through with someone where they cry their eyes out and then after they come, feel like completely free. That thing does not. Like, really? People don't want that.

[Russell Brunson]

Oh, they want it.

[Michael]

Yeah, they want it, but they kind of like the fir. They think they can take some pill and then they just sort everything out.

[Russell Brunson]

Yeah.

[Michael]

You know what I mean?

[Russell Brunson]

The people are coming to this. You say highly sensitive person, healers, cycle breakers, empaths and black sheep. Do your customers, do they connect to those words? Is that what they're like? I'm a healer? Or are they someone who's trying to be healed? You know what I mean?

[Michael]

Highly sensitive people, it's often.

[Russell Brunson]

What is high sensitive? Are they struggling? What are they struggling with typically? Is it trauma?

[Michael]

Yeah. So they're basically becoming sensitive to everything because they got so traumatized as a child. So they have to be on alert on everything. So their nervous system is basically on fight and flight mode.

[Russell Brunson]

Okay, so my, I mean, my headline would be something like highly sense, you know, for highly sensitive people who, who are struggling with childhood trauma. Does this sound like you are you? If. So we're doing a one day workshop to help give you a breakthrough to break free from those childhood traumas. Imagine coming in and you know something, you've probably been trying to heal for 20 years and you've been stuck. You know, imagine coming for one day and in one day that's finally gone. It's finally broken forever. That's what's gonna happen. This workshop, like now it's like, oh, crap, that is me. I haven't strengthened 20 years. Like if I could solve it one day, like I'd be totally, you know, like, yeah, that'd be the messaging I'd be pushing.

[Michael]

Amazing. Yes, I think I've been. Because when I get that, when it feels like when I got that dialed in, so it speaks straight to them, I think then it's, it's, it's it's all easy. But I think now it's been so many, like what is it really? Who is. You know what I mean?

[Russell Brunson]

For sure, for sure. Yeah, definitely. It's definitely like you're calling out like six, seven different groups of people and then, and then it's like you already become high vibe and easily track everything you want. But I don't think that's, that's like moving towards pleasure, which typically what converts better most of the time is moving people away from pain. So what's the pain that they're in? And this, the goal of this event is take them from the child to trauma and get them out of pain and then like what happens traditionally. So if you look at like again, nlp, right. Moving away from pleasure towards pain. These, these, the two directions that most humans are working in in their life. Right. And so us as entrepreneurs, we're typically people who are moving towards pleasure. And the biggest mistake we make is when we talk to our audience as if they're trying to move away, move towards pleasure. And that's rarely what's actually happening. Most people buy something, especially on the front end because they're trying to get out of pain. So. No. So traditionally what will happen is your front end messaging is all going to be out of pain, out get from trauma to, you know, like getting out of pain. And in the event, then this is where you're selling the aspirational. Right. Aspirationals is coaching now to get you to, you know, bum like, like towards pleasure. But you got to get them out of pain before they're willing to think about moving towards pleasure. And that's what the, like, that's what funnel hacking live is. Right. They're coming, getting out of pain and I paint a picture of the future and then we're moving them towards pleasure and that's how they move towards the coaching program, the higher end. Things that make sense.

[Michael]

Yes, makes sense.

[Russell Brunson]

Cool.

[Michael]

Okay, great. Perfect. Amazing.

[Russell Brunson]

How exciting.

[Michael]

Yeah, it's. I'm, I'm actually this is, I, I think I've been, this should be done a long time ago.

[Russell Brunson]

So now you got it. It's happening in January, so it's time to start running.

[Michael]

Yes, yes, yes, yes. Perfect. Amazing. Well, thank you.

[Russell Brunson]

Yep. Congratulations. Good luck on the event and stuff next month.

[Michael]

Yeah, thank you.

[Dante]

Awesome. Michael Russell, thank you for that one. Are you on for this just this hour or are you food for the full generation?

[Russell Brunson]

Just to stop the hour. So we got another nine minutes.

[Dante]

One or two more in nine minutes we can get Two more in. We will use the timer. Next up, Ryan Ellison.

[Donny Walsh]

Hey.

[Russell Brunson]

Hey.

[Donny Walsh]

Can you hear me? Okay.

[Russell Brunson]

Hey, Ryan. How's it going?

[Donny Walsh]

Good to see you. Russell, man. I'm with Mark a little bit. I have to say that you make so many shiny objects that I don't. I mean, sometimes I'm stuck in my office going. I don't know which direction to go. I mean, that's. And it's a compliment, but it's also. I don't know. I'll just leave it as a compliment. You're very good at what you do. We appreciate it. And thank you so much for being on. This is. You know, Dante's great, as you already know, but Danny's been a great help. And you being on, you know, you charge 100,000 to talk to one person, and you're on for free with us. I think it's absolutely something. It's amazing. I mean, I don't know if everybody realizes what we've got when you make an appearance here. So I just wanted to thank you for that.

[Russell Brunson]

I appreciate that, truly.

[Donny Walsh]

So I'm banging my head a little bit on if I can share my screen. Danny, man, conversion is tough. I can drive traffic. I sell a product. It's called Legal Shield. It's a legal plan for small business owners. It's kind of where I've focused and niche this out. I'm gonna share my desktop here.

[Russell Brunson]

Is Legal Shield network marketing opportunity.

[Donny Walsh]

It is, and I steer clear of that on this. But I'm thinking maybe I should be diving in on that side as well.

[Russell Brunson]

It needs to be prepaid legal, or is it a different company?

[Donny Walsh]

It used to be. Yeah. So. So Legal Shield, we became Legal Shield about eight or ten years ago when someone paid a lot of money. So I don't market Legal Shield because there's too many little weird angles with our company of how to market using the word legal shield. So I'm kind of stuck with. So I created business guardian to sell to business owners, but the end of the day, they're still buying a Legal Shield business plan. So I think it can be confusing. But that's not the conversion problem yet, because they're not. They're not even going to buy first with my pages. So for me to say that it's. That is not quite there yet. We've done some good things. I don't know if this page is annoying to you or, you know, if it's. I don't know. Conversion is tough. Hook story offer has been. Been something. I just continue to focus and study on. And Dante helped me with a lot of this verbiage because it was terrible before. So here's the two pages that I use. Both are very similar. So I was doing a split test. We got a lot of traffic. And I'll just really quickly show you. I mean, we got 13,000 impressions, 9,100 reaches on all these ads. Right. So our cost per click is pretty good on the average. But it doesn't matter because the conversion rate of page views from all those 13,000 got to be about 603 on our pages. And literally no one yet has made the purchase to buy.

[Russell Brunson]

Are you still on a page or you push into a webinar. We scroll down so you see what's happening on the page.

[Donny Walsh]

Yep. So this is a schedule, an appointment.

[Russell Brunson]

Okay. Book a call.

[Donny Walsh]

So I've had two people book a call. I've actually had four actually do the deal of booking a call. Only two were real people. The other two I don't think were, but. So I may have a future sale I've got to follow up with in January. But it also could somebody be pushing me off. So I'm thinking about changing it to going to the perfect webinar and doing. Doing the perfect webinar in.

[Russell Brunson]

What's your. What's the like, what's the price, what they're selling? What's your commission on it?

[Donny Walsh]

So the normal plan, which is about $1.60 a day, it's 113amonth. For a business owner, I'd make about 900, 900 to $1,000 on that at my commission level.

[Russell Brunson]

Are they paying for it? They pay for your upfront? Is that why.

[Donny Walsh]

No, we do. We get advanced commissions. That's still a monthly rate, but we get an advance commission. And on month 13 we start to get overrid. I mean, if you sign up for.

[Russell Brunson]

$100 deal and you get paid 900 bucks out of the gate.

[Donny Walsh]

Yeah. Because it now if they canceled before the 12 months, there would be a charge back just like in insurance.

[Russell Brunson]

Okay. Oh, interesting. Okay, cool. Yeah.

[Donny Walsh]

So this is the most lucrative side of legal shield. I mean, besides building a huge team, which I have a good sized team, getting people to do some things like herding cats, it's not easy. So, you know, I focus a little bit on the small business plan or the business the plan to employees. As an employee. Excuse me, as an employee benefit. But I thought maybe I'm going at the wrong angle and I'm okay with scrapping this and doing the perfect Webinar and putting on an event once or twice a week. I just maybe just would love your eyes on. Should I redirect this? Is this a page that's just off putting?

[Russell Brunson]

No, the page isn't bad. The question though is like the hook, you're right. Like, is it because you're targeting people? 0,25 employees, like the traffic you're driving. What type of people are coming to right now? Are they like new entrepreneurs? Are they existing businesses?

[Donny Walsh]

Yeah, so mostly existing businesses. We've changed the ad set a little bit as far as the demographic of who we're trying to get. We can serve any businesses. But Dante said you're just looking at way too many. So let's focus down on something. So that's why we came up with this little line. 0 to 25. I mean we could handle your business or a business with 2,000 employees, it doesn't matter. But most of those companies have in house Counsel. So the 0 to 25. 0 to 50 is probably our niche. Really?

[Russell Brunson]

Yeah. I think hooks for me. Because you're right, like at a certain spike in house counsel, which then, you know, in house. In house counsel you're looking at, you know, 250 grand a year. If you're outsourcing it, you're looking at, depending on the law firm, anywhere from 200 to 700 bucks an hour. Right. Like, at least that's what we were always paying prior to us getting into house counsel. So I think it's almost like showing that like, like there's this gap for businesses in the middle where it's just like, you know, you're paying this or you're paying this. But like, you know, so I'm trying the best way, like how I do that hook. But, but conceptually that's. I think you're close.

[Donny Walsh]

I want to show you something. My son in law who's in, in the marketing space and he's a coder. So he built this on his own, on his own platform. And we tried running it and we didn't really get anything. It is much simpler. I mean it looks really clean and nice compared to mine, but it didn't convert either.

[Russell Brunson]

So I think this page looks great. I think you need a video cells. A video cell above it.

[Donny Walsh]

He's got it down here, but yeah, it's not on the.

[Russell Brunson]

No, it's gotta be the top.

[Donny Walsh]

I know.

[Russell Brunson]

So they wrote it for me for the message for sure. I mean, honestly, if it was me, I would go back to his page. I actually like his page. A lot, but I would have. But again, the hook's not right though. A business guardian like having a VSL above or Scott headline video and the video plays and then after five minutes, then boom, the order form pops down below. But they come too quick and they see that people bounce too fast. You know, like, you gotta have, you need to have enough time. You know, the hook story offer, you have to have enough time to tell the story to before you reveal the offer. If they see the offer, railgate that most times shies people away. You know what I mean? Right. And so for me, I got to have a headline. Something like, you know, if you're a, like In House counsels, 250, you know, minimum 250 grand a year hiring lawyers by the hours. Like, you know, 150 to 700 an hour. Find out how to, how to get like a staff of lawyers working for you for just a dollar 63 a day. Watch this video to find out how you know something like that. And then boom, the video comes in and now you have a chance. There's the hook. You have a chance to tell the story of like, you know, legal guardian, how, you know, how it works and like why it's. It's possible. And I would, I would lead into fear as well. Like fear is a good thing to sell this, you know, because again, you get in legal trouble all of a sudden. Now you're at 50 hours legal fees at 300 bucks an hour. Like that's the car. Like, it's like this is like insurance that you don't get in trouble. You know, like that's, I've been in the VSL into that really heavily because you create that fear. Like that's. I mean, my dad sells insurance. Like he'd sold insurance for years and the biggest problem he always had, he's like, he's like, life insurance was the hardest thing to sell because, like, nobody wants to think about it. He's like, it's really hard, but it's the thing they made the most money on. And so like for people by life insurance, like you have to infuse fear or they're not going to do it because they're like, oh, I'm fine. I'll live forever. And it's like that fear is the only thing that gets people to actually move. And so like, I think for this the same thing, it's like, oh yeah, that sounds kind of nice, but you know, if I get sued, I'll call them up and say, no, this is insurance. You need to get this now. Like this is. You know. And then I'd find a couple horror stories of companies you didn't have and went bankrupt because of it. Because there's millions of them. Right. Like I'd be weaving that fear into the VSL because that's the core thing you're missing. And then that's the story then leads to the offer of like boom. And then this part of page comes down and they can sign up.

[Donny Walsh]

So you like this feel better than. Is this more loud and confusing than.

[Russell Brunson]

Not necessarily. But I think I'd have just a headline and a video. And so I'd have headline video right there. Like I would have all the bullet points and stuff. Right now he's getting too much into like the. It's getting too much of the offer before they even know what the. With the story is. Right.

[Donny Walsh]

Got it.

[Russell Brunson]

And so I mean key as simple as just like get rid of the bullet points on the right. Move the video there, make it bigger.

[Donny Walsh]

Yeah. His. His is pretty simple, which is nice. But you're right. No video here. You have to scroll down for that.

[Russell Brunson]

And I would get rid of like business guarding or the logos. Like Those things like 99% of time logos just there to feed the ego of the entrepreneur. They don't actually help conversion. The word business guardians help conversion. Like I just get rid of all that stuff. Like yeah.

[Donny Walsh]

Being so big. It doesn't make any sense.

[Russell Brunson]

Yeah. I just have headline VSL and then. Or form pops after when you get to the. The offer section of the video, which could be three minutes in five minutes and whatever that looks like.

[Donny Walsh]

And so last question, because I know I'm over time. Would you do on this type of thing? It seems like consultative selling where I need to talk to the business owner for you to make that decision. So it feels like we went to schedule a call versus like just buy now. Just buy the product. It's easy. It's. It's 100 bucks a month. It should be a simple business decision owner thing that they make. But scheduling a call was like nobody was buying. So we switched it to schedule a call.

[Russell Brunson]

I don't. I don't think you need to schedule a call for this offer. I think if the VSL was correct, I think it's just. It needs to lead more into that pain and like. And the fear of it. If you paint the picture right then like, oh man. And they could be in pretty easy sell to get them in. If the VSL is not selling correctly, then that's when you need to push to a call and stuff like that. But I focus a little more effort on the, on the VSL and trying to weave some of that fear into. I mean, look at the perfect webinar script and like weaving that in there and like trying to weave that, the fear into it. You know what I mean?

[Donny Walsh]

Yeah. Phenomenal.

[Dante]

Awesome.

[Donny Walsh]

Well, good, good. Thank you so much, Russell. Appreciate it. Happy on your five day fast. I did a four day and I was, I was, I was taking naps way too often.

[Russell Brunson]

So I'm excited tonight, like 8:00, my clock ends my five days.

[Donny Walsh]

Thanks for all you do, sir. Appreciate you.

[Russell Brunson]

Thanks.

[Dante]

Right, we are just past the top of the hour. Russell. Appreciate you as always, Danny. Thank you. Thank you.

[Russell Brunson]

Thank you all you guys. Thanks for spending the hour with me. Hopefully everyone got something of value from this. I wish I could spend all day and answer every question. Hopefully they get you guys some good. You know, everyone got something from everyone else's thing as well. And I'll be back again soon, you guys. I appreciate it. Thank you, Danny.

[Dante]

See you later.