Overcoming Obstacles in Any Niche Market: Q&A from Selling Online!

Summary

Marketing Secrets with Russell Brunson Episode: Overcoming Obstacles in Any Niche Market: Q&A from Selling Online!
Release Date: December 25, 2024
Host/Author: Russell Brunson | YAP Media

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Episode Overview

In this enlightening episode of Marketing Secrets with Russell Brunson, episode four of the Q&A series, Russell dives deep into addressing real-world marketing challenges faced by entrepreneurs and business owners across various niche markets. Drawing from questions submitted during the recent Selling Online event, Russell provides actionable strategies, insightful anecdotes, and proven marketing frameworks to help listeners overcome obstacles and scale their businesses effectively.

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Key Topics Covered

1. Optimizing Webinars for Short Decision Windows
2. Building Trust in Multi-Level Marketing (MLM) with Specialized Products
3. Creating Movements to Drive Enrollment and Engagement
4. Leveraging Book Funnels for Lead Generation and Monetization
5. Scaling Consulting Services to Feed a Growing Team
6. Transitioning from Amazon to Proprietary Sales Funnels
7. Focusing on Core Business Offers to Maximize Success

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Detailed Q&A Highlights

1. Optimizing Webinars for Short Decision Windows

Question by Bogdan (03:27):
"I run a wedding entertainment agency and have noticed a significant increase in lead costs. Considering my clients make quick decisions, is running weekly webinars a good strategy, and should I pitch prices or opt for a softer approach?"

Russell’s Insight (06:16 - 08:26): Russell emphasizes the importance of adapting webinar strategies to fit the rapid decision-making process of clients. He suggests implementing evergreen webinars or Video Sales Letters (VSLs) that can engage potential clients in real-time without the delays of traditional webinars.

Russell Brunson (07:35): "You need something that's like... as soon as it pops up, like in real time, like be able to execute."

He advises focusing on quick, impactful pitches that guide prospects swiftly from content consumption to booking a call, maintaining high engagement within the short attention spans of decision-makers.

Russell Brunson (08:26): "You just gotta be able to go from content to DM me for the web class for the VSL about whatever, as fast as possible."

2. Building Trust in MLM with Specialized Products

Question by Bogdan (10:24):
"I'm involved in MLM for stem cell products. How can I build trust and overcome skepticism in this niche?"

Russell’s Strategy (15:31 - 17:17): Russell advocates leveraging historical examples to mitigate fear and skepticism around new technologies like stem cells. By showcasing past innovations that were initially feared but eventually accepted, he suggests positioning the product as the cutting-edge solution it is today.

Russell Brunson (16:57): "Show them historical examples where something was scary when new but turned out great. Then present stem cells the same way."

He further recommends creating content that highlights the tangible benefits and showcases the transformative results to build credibility and trust.

3. Creating Movements to Drive Enrollment and Engagement

Question by Jonathan Mitchell (25:10):
"How can we build a movement to counter Supreme Court rulings affecting minority student admissions?"

Russell’s Approach (28:15 - 30:21): Russell suggests focusing on building a community-driven movement rather than attempting to change governmental policies directly. He recommends crafting a compelling narrative that highlights the issue, rallies the community, and showcases successful enrollment metrics within the organization to inspire and attract members.

Russell Brunson (28:15): "Use it as a rallying call to get the people to come to you so then you can help them."

By emphasizing the success stories within the community, Russell believes the movement can gain momentum and support organically.

4. Leveraging Book Funnels for Lead Generation and Monetization

Question by Whitney Prude (38:38):
"How do book funnels work logistically, and how can they be monetized effectively?"

Russell’s Explanation (39:03 - 41:22): Russell breaks down the logistics of book funnels, explaining that the model typically involves offering a book for a nominal fee covering shipping and handling, which allows for lead generation despite an initial loss on the book itself. The true revenue comes from subsequent offers such as upsells and one-time offers (OTOs) post-purchase.

Russell Brunson (40:43): "A book is basically just a flashy object to get people in. And you're making all of your money on the one-time offers."

He emphasizes the importance of using the book funnel to attract highly engaged customers who are more likely to invest in higher-ticket offers down the line.

5. Scaling Consulting Services to Feed a Growing Team

Question by Clive (41:25):
"How can I scale my consulting funnel to support feeding my 50 employees?"

Russell’s Advice (42:02 - 45:25): Russell advises utilizing a streamlined webinar to funnel leads and then employing a round-robin system for calls to ensure efficient lead management without overburdening any single team member. He recommends keeping the process simple by centralizing the webinar funnel and having dedicated staff handle follow-up consultations.

Russell Brunson (44:51): "Put them on a calendar. All the calendars together."

This approach ensures that the business can handle high lead volumes without compromising the quality of customer interactions.

6. Transitioning from Amazon to Proprietary Sales Funnels

Question by Jason (48:23):
"How do I transition my products from Amazon to proprietary sales funnels, and how can I determine if there is a strong market for teaching parents to get their kids into golf?"

Russell’s Recommendations (53:06 - 57:25): Russell underscores the importance of leveraging expert resources, recommending Jason engage with ClickFunnels’ E-commerce experts like Trey Llewellyn for tailored guidance. He suggests building a movement around the product, creating compelling offers, and eventually integrating various product lines into a cohesive business model.

Russell Brunson (53:23): "I think you'd create a presentation that shows that, like, helping people understand the value in it, and then creating desire."

To assess market demand, Russell advises conducting thorough market research and funnel hacking to understand existing competition and gaps within the golf training niche.

7. Focusing on Core Business Offers to Maximize Success

Question by Chef Cigar (57:40):
"Should I adopt a low-ticket entry offer before moving to high-ticket programs, or focus solely on high-ticket offers?"

Russell’s Guidance (60:44 - 63:51): Russell emphasizes the importance of focusing on one core offer to maximize its potential before diversifying. He advises against spreading efforts across multiple products simultaneously, as this can dilute results and impede scaling. By concentrating on optimizing a single offer to achieve significant revenue milestones, entrepreneurs can build a robust foundation for future expansion.

Russell Brunson (63:19): "Put on blinders, shut everything off. Focus on one baby and one baby only."

This strategy ensures that resources are effectively utilized to scale the most promising offer before introducing additional products or services.

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Key Takeaways and Strategies

• Adapt Webinar Strategies to Fit Client Decision Timelines: Utilize evergreen webinars and VSLs to engage clients who make quick decisions, ensuring that marketing efforts align with their purchasing timelines.

• Build Trust Through Storytelling and Historical Context: Overcome skepticism in specialized niches by leveraging storytelling techniques and drawing parallels with past innovations that were initially feared but ultimately embraced.

• Focus on Building Movements Over Direct Political Change: Create community-driven movements with compelling narratives that attract and engage members, fostering organic growth and support.

• Monetize Book Funnels Through Strategic Upsells: Use book funnels as effective lead generation tools, with the real revenue potential lying in upsells and higher-ticket offers post-purchase.

• Streamline Consulting Funnels for Scalability: Implement efficient systems like round-robin call scheduling to manage high lead volumes and support a growing team without compromising service quality.

• Leverage Expert Resources for Niche Market Expansion: Engage with specialized experts and conduct thorough market research to successfully transition products from platforms like Amazon to proprietary sales funnels.

• Concentrate on Core Offers to Achieve Scaling Milestones: Prioritize optimizing a single, high-potential offer before branching out, ensuring maximal resource allocation and scaling efficiency.

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Conclusion

In this episode, Russell Brunson effectively addresses a diverse array of marketing challenges faced by businesses in different niches. His pragmatic approach, combined with actionable strategies and deep marketing insights, provides listeners with the tools and confidence to overcome obstacles and scale their ventures successfully. Whether navigating the complexities of webinars, building trust in specialized markets, or optimizing sales funnels, Russell’s guidance remains instrumental for entrepreneurs aiming to elevate their marketing game and achieve sustainable growth.

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Notable Quotes:

• Russell Brunson (07:35): "If you can replicate what’s working, you can scale it exponentially."

• Russell Brunson (28:15): "Use it as a rallying call to get the people to come to you so then you can help them."

• Russell Brunson (40:43): "A book is basically just a flashy object to get people in. And you're making all of your money on the one-time offers."

• Russell Brunson (63:19): "Put on blinders, shut everything off. Focus on one baby and one baby only."

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This comprehensive summary encapsulates Russell Brunson's expert advice and practical solutions shared during the episode, offering valuable insights for entrepreneurs seeking to refine their marketing strategies and overcome industry-specific challenges.

Transcript

[Russell Brunson]

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[Clayton]

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[Russell Brunson]

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[Russell Brunson]

See Dutchbros.com what's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. This is episode number four in our Q and A series. The last episode and this again, these QDs came from a selling online event. So if you haven't, we use selling online event every couple months. The last, the December one just finished recently and so we had so many of you guys who were on there who enjoyed it and yeah, I think we're going to be running it back one more time in January for those who weren't able to make it for the Christmas holidays. So if you haven't registered, you haven't been part of it, make sure to go to sellingonline.com and go join. So on day number four of song online, we have a Q and A session where people can pay to be a fly on the wall or they can actually pay to get their questions answered. And so I thought it'd be fun to share with you guys some of these questions that came through. And so the last couple episodes we've been sharing these. This one we start talking about just different businesses like wedding entertainment, mlm, E commerce and then different types of funnels and webinars and things like that used for different types of businesses. We talk a lot about power, storytelling and fram objections. We talk about just other ways to build funnels and a whole bunch of other cool stuff. So I hope you enjoy this episode of the Q and A show. Man, the time you listen is probably Christmas. So if you're listening on Christmas Day, Merry Christmas. Hopefully you and your family have a great time and I'm excited for the new year. We have some really cool things coming up for the podcast with you guys. So I appreciate you guys listening and being part of part of our show. So that said, we're jumping the Q and A show. Have a Merry Christmas and we'll talk to you all again soon. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars of my own products and services online. This show is going to show you how to start, grow and scale a business online. My name is Russell Brunson and welcome to the Marketing Secrets podcast. All right, who's next?

[Clayton]

Who is next?

[Unknown]

Clayton. All right, I apologize for pronunciation on this one.

[Russell Brunson]

Finesse.

[Clayton]

Do we say it right? Say your name for us so we don't say it wrong.

[Bogdan]

Yeah, it's Bogdan.

[Clayton]

We weren't even close. Yeah, that's okay. Bohtan, how are you?

[Russell Brunson]

Thank you.

[Unknown]

Thank you so much. I've been watching these days, your presentation, awesome as always. And I want to congratulate you on all the things that you did these days. I know it's very hard work because I also did the film faculty and I also had a post production studio and I know the job and the people behind all that you did these days. So congrats for that.

[Russell Brunson]

Thank you.

[Unknown]

So I'm gonna try to tell you very quickly about my business. I have a wedding entertainment agency. I'm also a musician, so I create bands from zero and I sell the groom and the bride, the couple, everything related about the entertainment services like dj, band, soundstage, equipment, all the things that they need to do the entertainment for the wedding. And I sell packages between 8,000 and €10,000. Okay. So I know the market very good. I've been doing this for 15 years. Right now I have five bands, my own brands, each band. So I signed a contract with every people in the band and I have the ownership of the whole team. So my question is, I did ads. So I'm running ads since 2013. It used to be a quick and easy lead, so it was like about 10 bucks a lead. Right now I'm at about 200 bucks a lead. Because the price, the market is flooded with beginner bands that just got into Facebook and Meta and Google Ads and they're doing it wrong. And Facebook wants to take all your money. Of course, if you're not knowing, if you don't know what to do. And right now I'm switching to content, lots of content. And I was really thinking about doing a webinar, but here are a few things that cross my mind. So my ideal client Has a very short time between the moment that he's searching for the band and the moment that he decides who's the band. They do some research. But if they say, okay, let's have a band, about 14 days and they choose the band. So I don't have time to nurture and to do email marketing a lot. So would you think it's a good idea to do a webinar like how to choose the perfect band for your wedding, but to do it like once a week because their time is very short on decision. And would you pitch the price or would you pitch just hints of price range and at the end if they qualify, like book a meeting? Because we do the selling on Zoom one on one and our closing rate is very nice. It's about 70% nice at a 10k price range. But my problem now is the lack of qualified leads.

[Russell Brunson]

Gotcha.

[Unknown]

Because the cost is getting bigger and bigger. And we thought that a webinar would solve this.

[Russell Brunson]

Yeah. Okay, so what I would say is first off, yes, I have a lot of people that own business like that where it's like the buying window is very, very short. So I think the goal would be to get a spot where you have an evergreen. Either an evergreen webinar is happening in real time so they can come and they do just in time webinar or even a video sales letter where you're presenting the same one to many presentation. Right. Both those would work. But you need something that's like. Because I'm thinking like it's been 20 years since I got married or 25 years, whatever. But we would have been like googling, finding, booking, next thing. Right. So it's definitely like a fast thing. It's not like a I'm gonna go spend time. So I think you gotta be able to like as soon as it pops up, like in real time, like be able to execute. So I would say either it's an auto webinar or a vsl. But first you gotta, you gotta learn the pitch. Right. So I'll probably do a webinar for a little while just to like to get learning. Knowing this quick as possible, you have to get that thing evergreen because that's the only way it's gonna last. Especially if you're doing content. Right. Because content, yeah, content's great, but it's short lived, right. It moves down through the feed quickly. So you gotta be able to go from content to DM me for the web class for the VSL about whatever, as fast as possible to get them from content to the thing. Because again, you've got very short attention spans on those. That's what I'd be trying to do.

[Unknown]

And at the end would you pitch the price or would you just say book a call and let's find out.

[Russell Brunson]

If you are fit for us if you're convert 70% on a call, this will increase your close rate too because it's going to give all the the stuff ahead of time to lift it. Yeah, we do book a call. So when we do book a call off a webinar, basically we do the same structure of the webinar. We do the origin story, three secrets. But then usually instead of doing a 30 minute stack and close, you just like it's a 5 to 10 minute small version where the offer is the call. Right. So it's like, hey, this is the call. This is why. So you're kind of pitching and the first thing you need to call, you're going to get this second thing. So you're pitching the value stack of the call, not of the offer. And it's usually a lot shorter. In fact, a lot of you guys go on webinar to book a call. The entire thing's usually like shrunk from like 90 minutes down to about 45 minutes. Like it's much more short form because it's faster. And then pushing the call to do the thing.

[Clayton]

There's a guy too that's doing this, has done it for years. He's been in our coaching and stuff. He does it for shipping cars. Like you think you know, oh, that's going to be a quick decision. You're going to look up, you're going to go on I don't know u ship or something like that. And then to go choose, you're going to. He does a webinar to show you why. Hey, you should always book the top. You should never pay the driver. You should never do this. It's like a 15, 20 minute webinar. Booked a call and this guy's done millions of dollars doing that exact same thing.

[Russell Brunson]

It's cool because it makes him like the authority. Because no one else knows. You shouldn't pay the driver. You should, I think same with the band. Like hey, here's the five ways bands are going to screw you to grab book for your wedding. Like number one, they're going to try this.

[Clayton]

Don't pay them directly.

[Russell Brunson]

Yeah, like, oh, like it's the fear say Joe Polish used to have in his carpet cleaning stuff. It was like, like the five thing or the 10 things that the carpet cleaners are going to do that will actually, like, ruin you or whatever. It's like, it creates all these, like, fears where it's like. And then they'd only hire Joe because, like, well, he's the guy told me about these issues. Therefore he knows how to not have these issues. So I have to give him the money.

[Clayton]

Yeah. The five ways to avoid having a bridezilla.

[Russell Brunson]

You know what I mean?

[Clayton]

That is the day you want to go 100% smooth. Right. It might be worth 15 minutes to pick the right man.

[Unknown]

Would you do the pre qualification of the leads in the webinar, like doing some little seeds in their minds of the price range that they should be.

[Russell Brunson]

Doing before book call? Yeah, I would almost be. I'd almost like play off of that. Just like, there's three types of people. People are looking for the brothers band to come out for a hundred bucks versus this. Versus this. Like, like, we're not your brother's band. This is going to be a good thing. But we're also. You're not hiring a symphony. It's going to cost you. You know, it's got to be insane. But almost like, there's three types of weddings. There's the backyard wedding. You're looking at 100 bucks. There's like, I wanted something that's gonna last my life is like 10 to 15 grand. Or there's like the Queen of England at 150,000. I would have the expense of those. So you have the contrast of the different ones.

[Bogdan]

Do a little bit of positioning.

[Russell Brunson]

Yeah, for sure, for sure.

[Unknown]

Thank you very much.

[Russell Brunson]

Awesome. Thanks a lot.

[Clayton]

Give him a round of applause. Great question once again.

[Russell Brunson]

So many. Diversity in the businesses. It's like the coolest thing in the world.

[Clayton]

But listen, the framework works.

[Russell Brunson]

Versus same for everybody.

[Unknown]

Yeah.

[Clayton]

Like, I think it's so funny anytime. And you've had this over and over and over where people are like, well, it won't work for me because of.

[Russell Brunson]

X, Y and Z.

[Clayton]

It's like, well, hold on. Let's just start thinking how instead of this, you know, false belief and just letting that tape play over and over.

[Russell Brunson]

It was funny. I had recently someone told me the same thing. It was for this event. They didn't register. They messaged me like, I would do this, but I sell. I think it was. I sell B2B. So it doesn't work. I was like, you're saying B2B that there's no humans on the other side. Like, who? There's my. This is human Psychology, it works. As long as you're selling the humans, it works. Maybe if you're selling the cats or dogs. I don't have animals, but I would assume it'd be similar.

[Clayton]

Usually the human buys for them.

[Russell Brunson]

Yeah, yeah, yeah. It's human psychology. So it works and all. In fact, it's been really cool. I've seen people over the years who like have used the perfect webinar to speak at churches. The other things where it's just like I would speak before and I would just say stuff. And now it's like I have a framework for speaking. Speaking to kids, speaking at churches, schools. Like Cody Sanchez, I showed you guys two days ago. She did pitch a PE firm for Big. You know, like, it's human psychology. It's ways anyway, so. Yeah, it always works.

[Unknown]

Love it.

[Clayton]

Okay, Clayton, who we got next?

[Bogdan]

Next up we have Axa Yox Aksta.

[Clayton]

How are you?

[Russell Brunson]

Hi. I'm fine.

[Unknown]

And I'm waiting for the doctors to give me the shot because I cannot even imagine that this is happening. And the funny thing is, yesterday I was supposed to have the webinar, I got the mentor. I was preparing everything. And then I was like, I'm really very sorry, I have to postpone because I have the other seminar and I can never miss on this seminar. So that's kind of. Yeah. Where I am at the moment. I'm preparing my seminar, the webinar. And now I learned so many things that I'm going, okay, I have to redo complete webinar from zero and just include everything that I learned. Unbelievable. But I will go with a bit different question and maybe I will have the time for the second one. So I am also in MLM business and it relates to the stem cells. Because the stem cells is very, very like the modern whatever. It's very hot at the moment, but it's a bit different product. So it's not the shot which is kind of banned in the majority of the countries. So it's the new product which the genius person created. So if I am the person, because I remember that you relate for five minutes just to describe if the person is in the networking, this type of business. If I'm the person, I start from zero. You said that we need to create the landing page and then to go step by step. So what would be the recommendation? Like how to start, how to talk to people. Because whenever it comes to health, there are so many people who are skeptical and you have to really go through the bias that they have have how to help Them because the results and the testimonials are unbelievable. What's happening?

[Russell Brunson]

Yeah. So the qu. So what's the question then? I'll make sure I understand that. Right.

[Unknown]

Like the person who enters the MLM business, the multi level marketing and when you deal with something which relates to stem cells and the health. So how to build from scratch to, to like scale and help people.

[Russell Brunson]

Now is this your company or are you a distributor of the company?

[Unknown]

Distributor.

[Russell Brunson]

Cool. So are you asking about for you, how you should do this or like the people down below? You're on your team?

[Unknown]

No, no, no. Once I learn, I will teach everyone.

[Russell Brunson]

Cool. So this is my again, I love network marketing. I've been in multiple companies. I've won Ferraris. Like, I love network marketing. So I don't want to speak negative. So. But the thing I've learned is it's really hard to get. It was always hard for me to get my downline to do the thing. So what I did is I just would create a killer webinar. Making the offer, giving the presentation. I'd set that up and then I would basically when someone joined my team, I would give them a copy of that webinar so they didn't have to go learn a webinar and learn to pitch it and learn how to do all kinds of stuff. They just leveraged mine. In fact, I set it up where just like they could promote mine. And then so what I would do is, how do I explain this? So I would do the webinar. At the end of the webinar, I wouldn't just say go to Russell.com to go buy the thing. I would say, hey, whoever sent you this webinar, they're going to follow up with you to show you how to get started. Right. And so it made it where I did the whole presentation. So what my team would do is they would then promote the webinar. They'd be like, hey, my friend is doing a webinar about stem cells. You got to come check this out. Then it would have me do the entire presentation. The end of it would say, call, you know, get a. Hold the person who sent you this webinar. They're going to walk you through the next steps. I'd go through the offer stack, but I wouldn't let them buy. I would just say, here's everything you get. And then the person would go back and so the distributor didn't have to learn how to speak and sell and all kind of stuff. All they do is like, get somebody on My webinar. And then after the webinar is done, call a person back and then enroll them in the program. And that's why I got actual duplication inside the companies. Does that make sense?

[Unknown]

Yeah, that makes sense. And how to talk to people, especially to lizard that we have in our brain that keeps like repeating that it could have the negative effects or blah, blah, blah. So how to particularly transfer the message to the. To the masses because the results are unbelievable.

[Russell Brunson]

Yeah, I'm a fan of stem cells. I hope to understand.

[Unknown]

I have it actually here. So it's kind of the patch which you stack and it activates your own stem cell. So that's the beauty of the technology.

[Russell Brunson]

That you send me some. I want to try it out. Will you send me some? Sign me up.

[Unknown]

Absolutely.

[Russell Brunson]

Against shiny object. Give me an email.

[Unknown]

Just send.

[Russell Brunson]

I think the biggest thing is like, so if that was a fear. So back to lizard roots. If that was a fear I was trying to rewrite, right. I think a big part of it is just every one time there's something new, people get. Get fearful about it, right? So I would even show like, hey, over time, like when this came out, people and I would find different things that they nowadays are like, oh yeah, this makes total sense, right? Like here's this thing that happened in the 60s, people were scared of it. Now say it's like, doesn't make. Of course this makes sense. This is what we all need to do. And then in the 80s, this came out, people were so scared. But then of course it makes sense now, right? And stem cells are the same way. It's on the cutting edge. And some of you guys may be scared because of whatever, right? But this is the reality. This was actually happening. Then show me. Let me show that the results and what happens and da da, da, da, right? So it's just showing them like examples in history where something was scary when it was new, but it turned out to be the greatest thing in the world. And then this is the new cutting edge in the front of like, this is the stuff that's working today. And a lot of people are scared and they're missing out on these benefits that will change their life forever, right? And so those are the kind of things I would try to do to rewrite that is just show them historically how this has been true and then now today how this is true. And like, don't miss out on this thing because you'll be missing out on, on the health and the healing, all the kind of stuff because of that.

[Clayton]

One of the biggest things too is we teach this once again, tie back to the framework is the how to do what they desire most. Right. Without what they fear the most. And so I'm sure you can draw on that and come up with that. And that can be exactly how you're going to as a hook. Right. Invite them into this webinar.

[Unknown]

Oh, that's great. And can I have the second question? Because I kind of found a completely new thing to talk about, which is absolutely not talking how to find the why and why your why doesn't work. So I'm trying to start with TEDx Talk because once you start to bring something on the market, you have short time to scale and to become kind of the expert on something. Am I doing the correct thing, like to make the TEDx talk. And once you become kind of the expert on that, then you scale up versus to try to bring the idea on the market. And then somebody just copies and because they have the bigger market or the followers, then they just scale it faster than you.

[Clayton]

Chicken or egg.

[Unknown]

Am I doing?

[Russell Brunson]

Yeah, I think, I mean, a TED Talk can be a great way to give credibility, but the reality is like, credibility is just something we craft on our side. I remember like going when I got into Dan Kennedy's mastermind in his world back in the day and, and I looked at all the people in the room and like everyone had a thing. They're like, I'm the number one real estate expert in Cincinnati, Ohio, who blah, blah, blah, blah. And I was like, so how'd you become number one? They're like, I just said I was. And they're like, oh. And like, they just, like, they just gave themselves the credibility. Most credibility is not real. Like, what's my credibility? Like, I got a C in my marketing class in high school or in college. Sorry. And I had a 2.3 GPA. That's my real credibility. Right. So what's the manufacturer credibility that I give you guys? Like, you know, like, you're the stem cell guru. Yeah. Like, you're the first person that I ever heard about stem cell patches. You're like, I'm the one who introduced to Russell Brunson stem cell patches. Like, who's Russell Brunson? It doesn't matter.

[Unknown]

I'm going, who you?

[Russell Brunson]

Then roll the tape. You know what I mean though? But that's the reality. It's just like, it's all just. I think we keep thinking like we're waiting for somebody to like to tonight as an expert, like, step into it like you're an expert, you know more than I do. So boom, you're ahead of me. So like you're ahead of the market. When I first started teaching funnels or teaching things, I was a 23 year old kid. Looking back now, I didn't know anything back then, but I knew more than everybody else I was talking to about it. So I became the expert. Now fast forward 20 years later, I'm like, wow. But if I would have waited till 23, till now, I'm an actual expert, I never would have had anything. I was just excited by it. So they're talking about it and people started positioning me as an expert. I'm like, cool. I'm the number one doing the world teaching this stuff right now. Because I'm the only dude in the world teaching this right now. Right? Like, there you go. And so you just kind of. I think sometimes we're waiting for somebody to knight us as an expert and it's just like, hey, you are. Congratulations, you're an expert. Go, go, go. Change the world. I remember in fact my favorite, I'm.

[Unknown]

The expert for the patches.

[Russell Brunson]

I remember my favorite, one of my favorite Tony Robbins stories. Tony wanted to learn NLP and so he got excited and NLP's Neuro Linguistic Program for those who don't know, which is a super fast study you should all geek out on because it ties directly into what we're all doing here. With one of many selling. But he told the story. He went to this NLP practitioner course. It was like a six week course. He traveled there's just lived this place for six weeks. And day number two, he was like on fire. Like, this is amazing. Let's change people's lives. Let's go out right now and help people. And they're like, you can't, you're not certified yet. He's like, but I have a thing to change people's lives. But you're not certified yet. He's like. So he got annoyed. So he left the events there, walked across the street, I think it was like to an IHOP or a Holiday Inn or something. And he started grabbing people and he's like, let me do my NLP on you. Fix it. And like changing people's lives legitimately. He went back, he's like, hey guys, last time I went to IHOP and I changed all these people's lives. And they're like, you're not certified yet. They're like, but I have a skill set to change people's lives. And then they Kicked him out of the program, which is crazy. Now if you read almost any NLP book to this day, in the introduction of the book, they're like, there's this guy named Tony Robbins who made NLP famous. Tony never got his certification, by the way, but he's one who now they all represent. Oh, this guy named Tony. Tony Robbins. Like he was nlp. It's like he got kicked out of the program because you guys wouldn't let him actually like to use. But he's now the guy who like made it famous in the world. Right. And so, yeah, just go do it.

[Clayton]

It works too. It works on Jack Black. Shallow how?

[Unknown]

I have the permission from Russell Brunson.

[Clayton]

And one other thing too. I joke about this chicken and the egg thing. Do you think that you're more likely to get a TED Talk right now or once you have some case studies and like some results?

[Unknown]

Oh, I'm absolutely. I already submitted for the TEDx talk. So if I'm not getting in January, then I'm starting off. Yup.

[Clayton]

Well, don't wait till January either. You just start doing this, it's just going to qualify you even more.

[Russell Brunson]

Go out to the Holiday Inn and change the people's lives. Slap some, some patches.

[Clayton]

Waffle House. Oh, that's awesome.

[Unknown]

That's absolutely. Yes, I'm going to do that.

[Clayton]

I have to give her a hand. Great job. Fantastic. Oh, I love it.

[Russell Brunson]

This is like day four of the event. Raleigh tires is like you're getting the truth now though.

[Clayton]

Yeah, I mean you were the whole time.

[Russell Brunson]

This is like Russell unplugged. So hopefully that's all right with you guys.

[Clayton]

Acoustic version. I love it.

[Russell Brunson]

What's up everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. And Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high end coaching program as well. And it is amazing. But to kind of give you some context about this offer he's making for you guys. As you may or may not know, a few years ago, JPMorgan Chase did a study and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop, am I right? Especially with how the economy'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. Okay, I have to tell you, I was just looking on ebay where I.

[Dutch Bros]

Go for all kinds of things I love.

[Russell Brunson]

And there it was, that hologram trading card. One of the rarest, the last one I needed for my set. Shiny like the designer handbag of my dreams. One of a kind. Ebay had it. And now everyone's asking, ooh, where'd you get your windshield wipers?

[Unknown]

Ebay has all the parts that fit my car.

[Russell Brunson]

No more annoying, just beautiful. Whatever you love, find it on eBay. EBay.

[Dutch Bros]

Things people love.

[Clayton]

Clayton, who we got next?

[Russell Brunson]

All right, we got Jonathan Mitchell up here.

[Clayton]

Welcome back. Hello, hello, hello.

[Unknown]

My gosh, I love it. Just the golden nuggets and so much levity. Love your group, Russell. All right, so the question, I have the follow up questions and by the way, the last question will be about creating movements as I indicated. So in the new YouTube ad campaign, once we optimize our current YouTube campaign, we do plan to launch a second YouTube ad campaign to offer access to our new free school community. And training starts to increase our email list to first gen families. We'll then run webinars to enroll these members to our coaching program. So my first question is in the new YouTube ad campaign, can you suggest how we can present our offer For a free school community and training.

[Russell Brunson]

Yeah, super easy. So check this out. Hangoutwithrustle.com that is our where we drive people for school. That video, hangoutrustle.com is also our ad. Right now it's costing us $10. Wait, is John here? I think it's $10, $5. It's costing us $5 to get some of your register for our school group. Right now it's that video is the ad which pushes to hangoutwithrustle.com we're averaging $5 per registrant and then the school group. The goal of the school group is to get people to selling online event. And so that's the funnel for us. Right. Which is crazy because right now it costs us to get someone to register for this event right now. What was the price? It was like one. It was over 100. It's like almost like one. It's under 200 but over 100. Yeah. So first us to get a registration for the selling online event. It cost us again, it's like 150 or something. Ish. Right. So right now it's costing us $5 to get some of the school group. So we're doing the math right now. We're trying to run it this next month to see but we'll find out. So it'll be $5 per register. So if we get how many, what's five into 150. What's the math on that? 100 people?

[Clayton]

30.

[Russell Brunson]

30 people.

[Clayton]

Yeah.

[Russell Brunson]

Yeah. So 30 people. So if we get one out of 30 people who joined the school, if they join us in selling online events, it's actually cheaper for us now than to drive ads directly to the selling online event. So obviously they're different funnels, but that's the metrics and the math right now that we're playing with this month currently. So we just started testing that like a couple weeks ago and it's like, this is crazy. It's costing us five bucks to get to school, join us in school. So we don't know the numbers yet on how many, what percentage of school people join us on selling online. But that's the metric of the funnel. So next month we'll be optimizing that really heavily. So that's what I do. Like just copy us there. Hangouts Russell.com make your version of it and.

[Unknown]

Yeah, got it, Got it. So I just reread the script that the marketing agency gave us for the video ads. I noticed that their framework contains the hook two secrets, obviously, strategies and an offer. But I noticed there's no story, so I didn't, when I read it. Okay, I recorded there's no story. So when I rerecord the video ads for the second campaign, should I use my origin story even though it will increase the duration of the video ad?

[Russell Brunson]

Yeah, so it always depends on where the ad is running. Like for Instagram you're trying to do a 60 second ad, it's going to be a faster version. But if you're on YouTube, you can do, I mean some of our best converting ads for this event, even like five minute video ads. It's like five minutes of me telling the story, teaching stuff like that. So you can go longer 4 minute ads and it still works. In fact, a lot of times nowadays longer form video ads with more content in them are doing better for us. So for sure you can do that.

[Unknown]

The final question, and this is the one that is the dearest to my heart, one of our mission is to counter the Supreme Court's ruling that banned the use of race in admissions. This year enrollment of minority students dropped significantly at the elite colleges. Our goal is to counter that and we know the framework. We've been doing this for over 15 years. How would you suggest to build a movement around that?

[Russell Brunson]

So the political side's hard for me because I have a belief that politics and government can't do anything. So I feel like they're the worst run business in the world. So trying to effect change there I don't think is even possible. So the question is how do you affect it on the other side? I think it's creating people. It's you developing people who can get in and do the things. Like that's what I'd be focusing on because I think you could kill yourself trying to create something that's going to create a movement that'll change governments. I don't think it'll, that's not the intent at all.

[Unknown]

Okay, we, we're building, we're built for over a decade, young people who are going to continue to get into like the most elite colleges. So we have the framework, the mindset, training, everything.

[Russell Brunson]

You know, I think, I think you lean into that story. Like now you've got like now you have a thing, right? This, like this in the Expert Secrets. I call it title Liberty. Like here's the title of Liberty, here's the thing that you're going to rally. It becomes a rallying call for you guys, right? It's like I would leave my message like, did you know that on this Date the Supreme Court did this. This is why we should be angry, and this is why we should care. And this is why now we got to step up and, like, you know, and, like, showing it's decreased because of this. Like, we're not gonna let that happen. Our people are different. Like, come into our community, come into our tribe. And like, in our tribe, we've got X amount of people that are getting admitted and that kind of stuff. And, like, using this whole us versus them, that would be the play. Because again, it's not going to change there. But now you can use that as this rallying call to get the people to come to you so then you can help them. And now you have a metric of like, hey, as a whole, admissions have gone down this percentage in the country, but our people have gone up. Like, Stacy Martino does this really well in the marriage industry. If you look at the divorce rate across the country, it's this. But instead of our program, it's this. Right? And that's. That's the thing you're trying to try to show. That's really cool, actually. I love that I would. That I would tell that story 100 times over to get people angry and riled up and. And motivated to, like, to beat the odds.

[Unknown]

I love that. You know, it is like the elite colleges, enrollments have dropped, but in our community. Okay. They've actually increased. We've got even more kids getting okay to the dream college. Love that. Thank you.

[Russell Brunson]

Love it.

[Clayton]

Awesome. Thanks. Jonathan, give me a hand.

[Russell Brunson]

Cool.

[Clayton]

Let's go with the new person who we got, Clayton.

[Russell Brunson]

All right, we have Pat gets here.

[Clayton]

Pat, how are you?

[Russell Brunson]

How's it going?

[Unknown]

Hey, I'm doing good. Russell, thank you for hosting this online event, man. The. The knowledge and golden nuggets you guys gave through this whole event was amazing. I was not expecting as much from you guys that you guys did, so thank you very much. So I got a huge mission I'm on. I'm actually a first nation Algonquin native that's actually becoming the youngest chief of my reservation. So I built this company hunting for greatness the native ways. And it's to promote, reconnect humans back to mother nature, promoting our heritage and culture to the world. Because I'm from Canada, and Canada, the indigenous, is the foundation of our country. Like, that's the original people and everything. And so I've spent the last four years building my funnels, building my business and everything up. And I've hired, like, it's. I wish I would have found you prior to me doing all this other stuff because it's cost me a lot of money and took me a lot of time to actually find people that were good at making the funnels and stuff. And so my stuff, my stage I'm at right now is I have the funnels. But like after going through your course, I've learned so much more that needs to be implemented in with the funnels and then the one to many presentation. So I'm now trying to build everything up to what I've learned from your online course and with me having the fun funnels. And the only thing I need to do right now is work on the webinar. The one too many presentation. What would your advice be right now for me to focus on and just get. Get all the things together tied and get it working for it. Because I do have the base, the foundation. I just missing that one piece now on the webinar and I just want to make sure I nail this perfectly to get it out there.

[Russell Brunson]

Cool. So that's awesome. First off and super cool mission and everything. I love it. I would say a couple things is number one is it's something I built a bunch of other stuff. Don't stress about it right now. Sometimes I get people come to my world and like I learned so much and they try to fix like all the past stuff right out of the gate and then they get so overwhelmed in that it's just like. And then they. It just comes kind of fizzled away. Right. So I would say it's like go back and fix those things later. Like focus right now. Like the new thing that's gonna be the driver that's gonna fit. Then learn it in a way where you can like perfect it, right? So. And again, the process I would follow if I would use the same process to take everybody through the Prime Mover foundation program, right? Step number one is like, okay, what's the offer that we could that we need to create? That's gonna be the one to many offer that's gonna crush, right? It's module number one. It's like figuring that out and getting the offer. It's like, hey, this is the offer. It's gonna be this price point going to fit. This is the new opportunity we're introducing to people. This is going to be the first thing, right?

[Unknown]

So Russell, I do have already my offer with it. So I'm like, I'm on that like next stage prior to the offer. So I already have my offer. I already have like what my mission is all about in that now it's to perform fact your webinar, like your one to many presentation. Because like this was the first time I've actually even heard about this process.

[Russell Brunson]

Right, Very cool. Well, and then step two, the module two then is like going through and like creating the thing, right? So it's like for me and we talked about training like module number one. The whole thing is we're just creating the offer stack slide. Like that's the end deliverable from the entire first event. Second event is all about figuring out the head, like the hook for the presentation and the three secrets, right? So it's. So by the time first two modules are done. Excuse me, only have four slides, five slides done. It's basically five slides. Those five slides drive the entire rest of the thing, right? So it's like you're building a house. It's the foundation, it's the things like that. Now we have that and then after that, every module after that it's like, okay, origin story, building the origin story, building out slides. Okay, now it's secret number one, building it out, building out slides. So instead of like taking and like filling in the details and then by the time it's done, you've got the presentation, that's creating the funnel to launch presentation and then it's off to the races. And so that's kind of the steps in the process, but that's the structure, you know what I mean? So if you have the offer now, it's just going through and building the presentation around it and then rolling it out, launching it, man.

[Unknown]

All right, thanks Russell. Greatly appreciated, man.

[Russell Brunson]

No worries.

[Clayton]

Give him a round of applause.

[Russell Brunson]

Yeah, very cool.

[Clayton]

All right, Clayton, who we got?

[Russell Brunson]

So cool. Next up we have Whitney Prude.

[Clayton]

Whitney, welcome back.

[Dutch Bros]

Thank you. Am I unmuted?

[Russell Brunson]

Yeah.

[Dutch Bros]

Okay, so my, my next question is just follow up to what I was asking previously. So when you said in terms of my weight loss offer, instead of rolling someone into a coaching program to have like, you know, $200 offer, $150 offer, like what do those offers look like in like companies that you've seen that have been successful to break even on the front end before they're, you know, enrolling people into their higher ticket like coaching offers.

[Russell Brunson]

Yeah. So Caitlin's. So what Caitlin's was. And again, top of my head, I don't remember specifically. It was basically. So she had the, she had the app. It was an app that they created through, I think Goodberry was the company. And basically in the app it gave them like recipes Workout plans, a couple of things like that, right? And so the app was $27 a month. If you signed up for a trial, it was a free trial for seven days and $27 a month. So when they got to the webinar afterwards, it was like, hey, you get lifetime access to the app. So that was the big thing, lifetime access to the app. And then they were just figuring out everything else was digital things. It was like, I can't remember, but there's like 10 different bonuses. Like one's an ebook, one was a recipe book, one was a, like a workout plan. Like there are all the different things that someone would want in the weight loss market. Like all the deliverables of something like that. Another good one if you look at fit to fat 2 fit. Drew Manning. Drew Manning. I was thinking Drew Canoli. Yeah, Drew Manning. So Drew Manning is fitttofattofit.com I think, and he's the guy who gained a bunch of weight, then lost it, then gained, but same thing. His old offer was a ketogenic offer. So it was like, here's the ketogenic weight loss plan. That and there's the ketogenic recipes and there's the ketogenic. There's all the things you would need to be able to get that first result. But it's like we're handing it to you and then you kind of do it on your own, right? Because look at like the progression of offers. Like I look at my world. Like the first offer I sell something typically is a book which is like, here's a book, go read it and you're on your own, right? And it's like, hey, the next level, like moving up a value ladder. The second level is like, cool. If you want more help, then we've got the home study course, which is like now it's like there's videos and the interaction, more case studies. And taking the next level, right? Next level then is like group coaching and then one on one coaching, then masterminds. We're taking them up a thing like that. So typically that offer is like, here's a bunch of cool things, but you're on your own. Good luck. Hopefully you can go to execute on it. And then what most people do is they get it, they go through part of it. But then they're like, I need accountability, I need coaching. So it solves the. It gives them the information they need. But then the next thing you're selling is typically a accountability. It's coaching. It's. It's the next the next level of it, Right. Okay.

[Dutch Bros]

So like with mine, when I bring them into my coaching program, we'll customize like a nutrition plan for them. So we don't want to do that in the front end offer. The front end is just like, hey, here you jump in. Like, you can track in the app. Here's some workouts, here's like a meal plan, some recipes, like, yeah, we'll figure it out.

[Russell Brunson]

Yep. Front end is more generic. Here's all the stuff you need. Good luck. Back ends are more customization, accountability, coaching, stuff like that. Okay.

[Dutch Bros]

And so then I have one other. One other question for you. So I mentioned that I had published a book and you have like this book funnel where you do like.

[Russell Brunson]

Ship.

[Dutch Bros]

It book for free, but you pay shipping, whatever. Like, what are the logistics of that? Like, how do you even. If you have to like pay for the book itself, but then ship shipping, you know, like, how does this even work? That you even break even?

[Russell Brunson]

Yeah, good question. So the logistics is like, everyone always asks me, what's the print on demand book producer you use? There's no good print on demand book publishing guy. Like, print on demand's way, like they charge you 30 bucks a book to print on demand, right? So what happens is you end up going, you buy a thousand copies or 500 copies or something, right? So you print a bunch of them. And there's a lot of sites you can do it at, like Amazon got CreateSpace, there's 48hrbooks.com, you can do it. There's a company that you hire and they print a thousand of them or 500 of them or 100 of them. And you ship them to like, you ship them to yourself. And you can ship them out. There's shipping warehouses you can ship them to, who will ship them, right? So there's the book cost, but again, the book funnel you don't like the book you lose money on. So if you look at any of our book funnels, it's like when someone registers, they buy the book for $7.95 shipping, handling. But it cost me that much just to print the book, right? And ship it, right? So you lose money and then there's an order form bump, usually for like an audiobook or a course about the book or something. There's another upsell, usually for 97, $197, where there's something else, right? So there's different offers that try to get you to break even. One thing that we're shifting all of our book funnels to right now. We've had some guys in our inner circle that are crushing it with this. But like this challenge right now, this challenge is going to become the upsell for most of my book funnels. So someone will buy the dot Com Secrets book and then the first upsell will be like, hey, how would you like VIP access to the selling online challenge? Right. And they sell that as a thing. If they say no, that'll downgrade. Just general mission tickets and that'll be the offers inside of our funnel. Because they buy the book now, they're going to come to an event where we can make the next offer. So it's always looking like, how do you create a funnel in a way where it monetizes itself, but it sets them up for whatever the next thing is you're going to try to sell them as well. You know what I mean?

[Dutch Bros]

Yeah. So. So a book is basically just a flashy object to get people in. And you're making all of your money on the one time offers.

[Russell Brunson]

100%. Yeah. My. There's not money in books. But there is. Like, you get customers, right? People raise their hand, they come in. Especially people who read books. People who read books are the best buyers because they've spent so much time with you. Right. Like we talked about earlier, like someone watches eight hours of your videos, they're more likely to buy. If they spend three days reading your book, they're more likely to buy. So it is good in that, in like turning somebody into a customer. But there's not money in the front end at all. Yeah, the money comes. The next thing, you sell them.

[Dutch Bros]

Sure.

[Russell Brunson]

Okay.

[Dutch Bros]

Thank you.

[Russell Brunson]

Yep.

[Clayton]

Thanks, Wendy. All right, Clayton, let's keep it going, brother.

[Russell Brunson]

All right, next up, we have Clive back.

[Unknown]

Clive, thank you for the follow up. My question is when I want to win 2 comma club award. Like you talked about, the guys, the financial guys that won the 2 comma Club Award. But in order to win that award, people have to pay me money through the funnel. But I just offer a free consultation because we get the money from the insurance. And when I do this webinar.

[Russell Brunson]

Do.

[Unknown]

I have to scale it in that way so I can feed my employees? Because I have 50 employees in my company. So those are the two questions. Because I cannot win. Because I just want to. Yes, this is the first question.

I'm sorry, I know how that works.

[Clayton]

So I think this is sometimes hard. Like the funnel is the top of funnel. Right. And sometimes in that funnel, it comes down to a book, a call, or a one on one Conversation. So the way we usually handle like the two comma club award is if somebody think of like you're in front of a jury or something. Can you explain how this customer came through that funnel?

[Russell Brunson]

Excuse me.

[Clayton]

So if it does go book to call, you can just show, hey, here's the registrations for the webinar. We booked a call. We'll usually just ask for some of those. But it does have to go through a clickfunnels page page. So it's pretty easy to do. We have a whole application that's not unique, but it does have to come through the front.

[Russell Brunson]

And the other thing you think about like with, with Brad and Ryan and those guys, like they sell a course on the front end because it's not just, I'm selling financial services, like I'm teaching you guys how to like rise up and live free. Like that's their mission, that's their thing. So it's like, it's more than just financial services, one component of what they're selling. So people are buying in, they're buying into this movement, this product, this course. And inside the course, they do teach financial services services. And they sell insurance and other things like that. Right? Like I know Garrett Gunderson. He's like, he's got a coaching program. I paid him $25,000. $25,000. You get access to him and his team and then you get with the team and the team's like, cool. You got to buy financial services here and you get, you set up your ESOP through here. You set up your. And they just connect you to all different pieces. But you're paying them for access to all the other financial services they have. And so there's other ways like that where you monetize up front and then the back end become all the financial services too.

[Unknown]

Okay, so I understand it, right, that they sell a coaching and maybe they can use also these clients also for the consultation. Because that would answer my follow up question. I could reduce my ad cost because I can sell them also some valuable knowledge with that teaching product, with the information product. Is that right? And the second question is, you talked about copy the webinar. For example, If I have 50 employees and I have also some manager and stuff, how can I feed them? Should I copy my webinar or should everything go through my webinar? Which I have to do it actively to feed my employees. Because my goal is also to feed my employees because I'm not alone.

[Russell Brunson]

Yeah, I wouldn't teach, I mean, to teach all your Employees how to do their own webinars would be a nightmare. Yeah. I say you do the webinar and you're pushing people to the next step. And then that's where I'm assuming they come in and they're coaching or helping or doing fulfillment. Right.

[Unknown]

Okay.

[Russell Brunson]

Okay. Yeah.

[Clayton]

Perhaps they can be the ones that are taking the phone call. When somebody books a call, are they all going directly to you?

[Unknown]

The idea is I create leads so my co workers can call, call them and do the consultation.

[Clayton]

Another thing you do is simply around Robin.

[Russell Brunson]

Right.

[Clayton]

If you do book to call, then it goes and you have a list of people who want to book a call. Then they can call them back or whatever and just round robin it.

[Russell Brunson]

Yeah. Put them on a calendar. All the calendars together.

[Clayton]

Yeah. And just feed them evenly or. But if somebody closes better, you figure that part out. But that's pretty easy with a book to call.

[Unknown]

And the frequency is like depending on how much clients I get in one webinar, for example, I live in Switzerland and maybe for somebody in that niche, it's possible, I don't know, to create 2,000 people for a webinar. But I think somewhere is the gap and I have to figure out where is the gap and from then on I should figure out what is the frequency because of my employee, because you know what I mean?

Yeah.

[Clayton]

I think volume to your webinar though, like if you can't feed that webinar, obviously you do it less frequent, you know what I mean? But there's also power in just doing it over and over and over. So that's kind of another chicken and the egg thing.

[Russell Brunson]

Yeah.

[Unknown]

And what kind of funnel would you recommend me for that webinar funnel? Webinar funnel, yeah.

[Bogdan]

Okay.

[Unknown]

Thank you very much. It was helpful.

[Clayton]

Awesome. Thanks, man.

[Russell Brunson]

Looking for a pickup truck to get just about anything done? Look no further.

[Unknown]

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[Russell Brunson]

Most powerful Silverado ever with next level towing capability and technology. It also offers game changing versatility with the available multiflex midgate and tailgate. Which means Silverado EV helps you carry large, bulky and oddly shaped items up.

[Clayton]

To nearly 11ft in length.

[Russell Brunson]

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[Clayton]

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[Russell Brunson]

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[Clayton]

All right, should we go to the new person? I saw a new one come in. I want to make sure that they get theirs answered as well.

[Unknown]

Yes, let's do that.

[Russell Brunson]

So next up we have Jason.

[Clayton]

Jason, what's up?

[Russell Brunson]

Hey, what's up?

[Unknown]

Am I not on mute? Look at that. Hey, guys, first of all, just want to say thank you. I'm a little bit newer to this community. I've been following you, Russell, for probably four or five years, and I've always wanted to get into this, but I was really into my other business. I had an Amazon agency that I did for 12 years, and I just sold that a couple years ago, and I'm finally done with them and retired for, you know, six months or so. And I was crazy. And so I got all these ideas and I, I got three new businesses that I'm planning. And, and anyway, I, I, I need some direction, man. Honestly, that's like, I'm obviously a little bit new to this. I'm, I'm also in Utah. I actually went to high school with Ben Care. So that was super cool to see.

[Russell Brunson]

Yeah. Yesterday.

[Unknown]

What's that?

[Russell Brunson]

The Viewmont High, right?

[Unknown]

Yeah, Viewmont High, dude. Class of 2000. Anyway, so I have basically three businesses. I have this nature's approach business that's like, it's, it's hot and cold rice packs, kind of generic. One of my clients gave it to me, but I'm not, like, super into that. But it's a good business. It sells well on Amazon and I'm trying to figure out how to sell it off of Amazon. And I'm trying to, like, figure out how do I use your. Use what? You're teaching to do that, to do that off of Amazon, and I'm just confused about that. It's not really my passion, but it sells well. I've tried some different things off Amazon and everything's failed. My website sucks all that. So I don't know what to do there. My second business, I'll just tell you these real quick. My second business I'm just about to launch is called Little Links. It's a little youth golf club. It's an oversized, like, massive golf club. And we are producing our first 4,000 units, and I'll have them in the next couple of months. And the idea was it's for like ages 2 to 6 and the idea was to mainly sell it on Amazon. But like, this has opened up my mind to a new possibility of like teaching parents, because I always have parents. Like, how did you get your boys into golf? We're a big golfing family. I have five kids, three boys that are competitive golfers. And so like, I feel like maybe that's a way. I don't know if there's a big market for that. That's one of my questions. Like, how do I find if that's a really good market? I want to teach little kids, like through videos how to like just the basics, the fundamentals. I have a six year old that is legit prodigy. So good, he wins all these tournaments. And so I'm thinking about getting him on there and like teaching the kid. The parents like how to get their kids into golf. It's just different. So I'm really passionate about that one. I love, I love that. I'm excited to do that. I love golf.

[Clayton]

Do you have a specific question around that one, Jason?

[Unknown]

What?

[Clayton]

Do you have a specific question around the golf one? Maybe we can focus on that one real quick.

[Unknown]

Well, one of them is like, I know this is a lot of this is around training and I have a product and I know, I've seen, you know, you can maybe this is like super basic. But everything I've heard so far is about like training people and coaching people and like how to do that and not just like a physical product. I'm planning on designing a lot of products for kids and, you know, getting them out there. But I assume there's funnels for that.

[Russell Brunson]

Yeah, for sure. I'll jump in. I got two ideas for you. So number one, especially like on the rice pack business, anytime you try and migrate from Amazon to a funnel, the person who's the best in the world in our community, that is Trey Llewellyn and he's inside your ClickFunnels account. There's two One Funnel Way challenges. One's for E Comm and one's for experts. I teach the expert one. Trey teaches E comm. It's a 10 day challenge that's just like you can log in and watch 10 days worth of videos. And he does Q and A calls every Tuesday and he's the best in the world, E Comm. So I would like have you or some of your team plug into that and just go watch Trey's 10 videos plug in. But he's the best on the planet. Ecom funnels. So like rice pack, all kind of stuff. He'll show you how to blow those up really, really big. So that'd be like for those kind of businesses, for the kids, sports, like that kind of thing, 100%. Like, I think there's an E Comm version where you could just sell the thing. But I do think that there's a bigger business where, again, especially if you're gonna be developing other products for that market and for those things, like 100%, I'd be focusing on how do we build a movement, how do we build an offer, how do we build something that's helping parents and kids or something around that, right? And then creating presentations where you can get people coming in on the coaching side. And then inside of that world, then you have all these other offers, physical products that help facilitate that. Right? So, I mean, without knowing too much more, I wouldn't know exactly how it all fits together yet, but that'd be. That'd be what we're trying to figure out, right? How do we turn this into a movement around, if it's parents and kids, if it's, what's the commonality amongst the products that you want to develop, you know, like, what's the movement we create around that? And then from there it's like, okay, now we know that now, what's the offer that gets those people in? What's the presentation? Bring them in. And you have a really unique thing. We have the same thing when I bought Brandon and Caitlin's ladyboss business, right? They have the info product coaching that brings people in the world, but then the majority of money came from the supplements they were selling to these people, right? So there's like the physical products that fed into the info coaching business. And like that yin yang is what gave so much profitability to that company.

[Unknown]

And how do I figure out if there's really a big demand for that, like getting your kid into golf? Like, it's been really hard for me. I've spent last 10 years, like figuring out, like, what to do, what not to do. But, like, how do I really figure out if that if there's a good market for that?

[Russell Brunson]

A lot of it comes down to like Russell Brunson 101 funnel hacking, like, what are other. Like, what's the market look like? So I know the golf market's amazing for a lot of things, but I've never seen like for kids, you know, So I think I'd be going out there, like looking up golf market, what's happening Other people doing something similar, they're not. And that's how I be kind of going out initially is just like testing the water.

[Unknown]

The last thing I got to get this out there. The third opportunity is, and I especially want to tell you guys, because we're both members of the church, Mormon, if you will. It's about genealogy. I'm actually just a sales rep for this guy, but he does professional research for basically mostly for the members of the church. But. But really anyone that wants to do genealogy. And it's like, totally new. I don't know if you've ever heard of that before, but I became a client myself about a year ago, and it's been totally amazing. And I got to be able to talk to you more about this because I wrote yesterday that I will sell Russell Brunson this. This genealogy professional research.

[Russell Brunson]

But.

[Unknown]

And I thought, like, how do I create a. A funnel and a perfect webinar for that? I would love to sell that one to many. And it's starting to come together. But it's so niche, right? You got to be pretty much member of the church. I just don't know. Is that too niche? Do I just have to trial and error it?

[Russell Brunson]

What do you think? Could you. I mean, genealogy is not just a church thing. Is there a bigger market? I don't know what the offer actually is. So the offers. You give them some names.

[Unknown]

So the offer is basically professional research. You're paying, like, just an hourly rate to have them clean up all your lines. They go into familysearch, they clean up basically up to, you know, 12 generations. And then they start doing original research where they're finding new names, new ancestors, and then going, you know, they. They reserve them, and you go do temple work. And it's been totally amazing. Like, I love it, but I'm not that good at it. So I hired them to do it, and they found hundreds of names, and it's. It's been an amazing experience. But yeah, so the offer is that bigger ticket item. Like, they just pay, like, on a quarterly basis, however much research they want done. And. And then you meet with them every quarter, and you basically go over the results.

[Russell Brunson]

That's cool. I mean, it's the same. It's the same game plan. Right? It's just. It's figuring out what's the offer look like. Writing webinar. It comes back to the framework. Chris keeps saying, right. You know, the Mormon LDS market is a huge market with a lot of money. So it's like, you don't have To. I mean, it's a niche, but that's what we want. We want niches, right? So we can target the people. And I think you create a presentation that shows that, like, helping people understand the value in it, and then, you know, creating desire. That's the whole game, right? Creating desire. What do they need? What do they want? And then reverse engineering, like, what's the offer going to be? Cool. What are the false beliefs? We got to break everything talked about. It's just reverse engineering and plugging into that offer. So it's the same process. So I would say for you, as you said, you jumped into the program already. I would look at that, like, picking either the kid one or that one. Pick one just to learn the whole process on. Because if you try to do two at once, it's going to be like, twice as complex to try to figure out. Pick one. It doesn't really matter if it's the genealogy one. Cool. It's like, just do the process once, because you're going through a whole process once, and you'll learn it, and then it works. Doesn't work. Doesn't matter. Now you have the skill set. You can do it over and over again. And genealogy is very much like, at least a tangible, like, you know what it is. The other one seems more fuzzy still. Like, I don't really know how this fits in. So maybe do the genealogy one and just go through the process, Go through the modules, creating everything through there, and just roll out and see what happens. And I. I'd be up for buying that. I want to buy it for two reasons, actually. I have all my old dead authors. I buy all their books, and I want to do genealogy on all of them. So you're going to upgrade me on, like, a 500 pack of all my favorite people. So mission accomplished. You sold. Russell, let's go.

[Unknown]

Yes.

[Russell Brunson]

Perfect.

[Clayton]

We'll see you then.

[Russell Brunson]

Thanks, dad.

[Clayton]

All righty, Clayton, should we take this one New one?

[Unknown]

Yes, let's do it.

[Russell Brunson]

All right, so next up, we have shot Chef Cigar.

[Clayton]

Chef, how are you?

[Bogdan]

Hey, Russell, thank you so much for all the amazing value that you have provided. Yeah, I was a chef in 2000 till 2017, and after that, I burned my bridges. I logged in with my old account, so I still show Chef. Okay. So first thing I ever learned building online something was on Click Funnel, so that was the first platform I ever used, and stick with that since then. So just to give you a little bit of background and context, so I started my online journey with affiliate marketing and Running Facebook ads. And then I saw all the gurus are making more money with teaching the programs. So I started to build my own program. Then I sold a couple of that. Then iOS 14 changes, et cetera happened and I realized that I was not making enough money. So I stopped teaching that. Then I looked for public speaking myself and I did that. Then I started running public speaking courses. I have been doing them virtually and I'm going to do them in person from next October. No, sorry, this October. And in terms of creating online courses and selling, I've been doing things on and off. I've done two cohort at high, not high ticket, I mean mid ticket price, which is 3,000 bucks. But I realized that with ad cost and conversion, I wasn't really converting a lot of people. So I wanted to pick your brain here. So making courses and teaching people how to sell programs. I have two ideas and I'm biting in a bit of conundrum. The first one is make a low ticket offer with which I already built the funnel, etc. $34 product with auto bump one time upsell and then second OTO. And then once they've gone through the small ticket program, then you know, upgrade to the $10,000 program which is high ticket. Or just stick to the high ticket model. You know, do the webinar which I found like for me it was turning out to be expensive. I would do everything by myself. Just have one VA to help me with this. Or could I do something like in a school community, put my all people from public speaking leads and online course lead together, give massive value over there and then upgrade them. Or it could be like I focus only on speaking part of it and teach people how to do webinars because I do webinars. I've been doing them for a while. Take that side of the business, something of that sort.

[Russell Brunson]

So what makes you the most money right now?

[Bogdan]

Public speaking.

[Russell Brunson]

Does like actually doing public speaking or teaching public speaking?

[Bogdan]

Teaching public speaking.

[Russell Brunson]

Okay, how much you charge for that?

[Bogdan]

So my basic level program is a 497us. That's the beginner level. And then 1997 which is 2000 for you know, the higher ticket one.

[Russell Brunson]

Cool. So this is what entrepreneurs like to do. We have this thing called ADD where we do something and it's successful and then we move to something else. And I don't know, I do the same thing. So I understand it. So this is not a dishonor. Not all of us, but we have this problem. And what's crazy is like if we just stop, everyone's like, what's working? And then we just, like, shift our focus back on that, it would probably work even better. Because right now we have one thing that's working, and then you have eight other ideas for things. And all of those are great. So, like, school groups, great. This is great. All of them, great. They're all gonna do good, but we do all of them, then none of them become great. They all just kind of drop right? And so I'd be like, if something's working, we're getting traction right now. It's like, cool. Put on blinders, shut everything off. And this is just focus on public speaking. And let's see how much we can grow that again. Back when I first launched my inner circle, everyone came in, almost every single person in your circle had eight businesses or ten businesses or whatever. And so when I forced everyone to do the very first show, I'm like, you gotta pick one baby and kill all the rest. They're like, what? But I love all my babies. I'm like, I know, I get it. I'm the same way. We gotta kill all the rest, focus on one baby and one baby only. And then so I tried to get everyone, like, focus on creating a webinar, creating an offer, one to many presentations, and let's launch it. And so they would all do that. We spent all the focus, and everyone created an offer webinar. They launch it, and then they come back like, I made 100 grand on my webinar. What's next? I was like, cool. You're not allowed to do anything else to that Webinar's made at least a million dollars. Like, but what if I wanted to? I'm like, stop. You have something that works. Just focus on that until it's made at least a million dollars. Then we'll have the conversation. And they would fight me and fight me and finally go back and they do that. They get a point where they did the webinar got to a million bucks. They come back, hey, who made a million bucks? What's next? I'm like, now you're going to take that webinar and get it to $10 million. But I wanted it like I want. I'm like, no, you have something that's working. If you prove to make a million dollars, the same thing will do 10 million if you just keep focusing on it. And it's like this weird thing we want to keep. Like, as soon as we're like, okay, we did it, what's the next thing? It's like, just focus on the thing. So I would say you've got something that's working. Until that thing makes a million dollars, don't do anything else. Just optimize, tweak, optimize, tweak, optimize, tweak. When it makes a million dollars, then you're gonna ask me the same question. I'll tell you to do that till you get to 10 million. And again, I'm taking my own advice here. We literally just killed five businesses last month. I'm like, I do the same thing. I keep bringing new businesses in. Stop, Russell, stop. Just focus on the thing that's working. So that's what I would say for you, for sure.

[Bogdan]

Okay. Thanks, Russell. That makes my focus very clear, because I had different coaches, and, you know, I've been trying to do multitasking, and, you know, I like to build and then test it a little bit and then burn shitload of money and then try another one and then another one. You know, in this market, there are, like, heaps of models. Yeah, yeah.

[Russell Brunson]

So I was telling that to you, but I was selling to everybody else, because everyone here has got the same. Everyone's like, oh, no, I got to kill all my babies too. Like, this was not just for you. This was for everybody. So, everybody, that's the advice.

[Clayton]

Let's give Chef round of applause.