Storytelling, Niching, and Selling: Q&A from the Selling Online VIP Session!

Summary

Podcast Summary: "Storytelling, Niching, and Selling: Q&A from the Selling Online VIP Session!"

Podcast Information:

• Title: Marketing Secrets with Russell Brunson
• Host: Russell Brunson | YAP Media
• Episode: Storytelling, Niching, and Selling: Q&A from the Selling Online VIP Session!
• Release Date: December 16, 2024

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Introduction

In this engaging episode of Marketing Secrets with Russell Brunson, Russell delves into the pivotal strategies of storytelling, niching, and selling through a dynamic Q&A session from the Selling Online VIP event. Tailored for entrepreneurs and business owners, the episode offers invaluable insights into refining marketing approaches to effectively reach high-caliber clients, simplify complex offers, and maximize sales potential.

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Key Topics Discussed

1. Storytelling in Marketing
2. The Power of Niching Down
3. Strategies for Selling High-Ticket Offers

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Q&A Highlights

1. Attracting High-Caliber Clients for a Live Streaming Studio

Guest: Sebastian Jimenez
Timestamp: [02:21] – [07:52]

Question Summary: Sebastian, who operates a live streaming studio similar to ClickFunnels, seeks advice on attracting high-caliber clients who are typically not inclined to spend extended time on webinars.

Russell’s Advice:

• Identify Client Pain Points: "If you want to track like that caliber people that are making a million dollars a year and beyond, right. You just gotta look at like what is it that they're like, what are they desiring?" ([03:10]).

• Develop a Unique Framework: Create something distinctive that addresses their specific needs, such as teaching them how to run live events effectively.

• Leverage Existing Successes: Use case studies, like Barry Baumgartner and Eileen Wild, who attract high-end clients by offering specialized knowledge and frameworks.

• Offer Value-Driven Hooks: Even high-caliber clients are willing to engage if the "hook" is compelling and directly addresses a crucial aspect of their business.

Notable Quote: "You gotta create something like that that's gonna make showing somebody how to run an event in their business." – Russell Brunson ([03:26]).

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2. Simplifying a Complicated High-Ticket Offer

Guest: Miro
Timestamp: [08:05] – [13:31]

Question Summary: Miro runs a Personal Brand Accelerator offering comprehensive services to scale personal brands to seven or eight figures. The complexity of the offer, comprising multiple components, poses challenges in pitching it effectively.

Russell’s Advice:

• Focus on a Unique Selling Proposition (USP): "What you have to do is find the one unique thing that nobody else is doing that you can specialize in…" ([09:13]).

• Event-Based Selling: Structure high-ticket offers around events that emphasize the unique aspects of storytelling in selling, thereby creating a concentrated value proposition.

• Streamline Messaging: Simplify the offer by highlighting the most critical components, ensuring that the pitch remains clear and focused.

Notable Quote: "For you, I would try to figure out what's the one unique thing that nobody else is doing that you can specialize in, even though you can do all other stuff." – Russell Brunson ([10:00]).

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3. Choosing an Avatar and Segmenting the Market

Guest: Karen Duncan
Timestamp: [13:17] – [20:41]

Question Summary: Karen, with a diverse portfolio of successes across various sectors, struggles to identify a specific avatar for her high-ticket $10K offer and how to effectively segment her market.

Russell’s Advice:

• Prioritize Passion Over Profit: "Long term, the stuff, like, you get burned out. Long term, what are you passionate about?" ([15:56]).

• Start with a Sub-Niche: Focus on a specific area that excites you the most, such as health, to build a strong foundational market.

• Build a Movement: Create a compelling vision that resonates deeply with your target audience, making your offer more attractive.

• Utilize Tangible Offers: “Sick parents have sick kids. Like, if my wife saw that. My wife's really healthy... it's a great hook.” ([19:01]).

Notable Quotes:

• "Do what you are passionate about. What you want to wake up every single day and talk about?" – Russell Brunson ([17:00]).
• "Host a focused event, focusing on a primary trait of the offer." – Russell Brunson ([18:08]).

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4. Avoiding Costly Business Mistakes

Guest: Belle Beguli
Timestamp: [28:04] – [34:07]

Question Summary: Belle inquires about Russell’s most significant business mistakes and the lessons learned from them.

Russell’s Advice:

• Hire for Skill, Not Liking: "I would hire someone based on who can solve the problem, not who I like personally." ([30:43]).

• Monitor Financials Closely: "Not watching my numbers close enough… our team now has spreadsheets to watch in real time." ([32:31]).

• Adaptability in Presentations: Even when not allowed to pitch directly, use the perfect webinar framework to provide value and capture leads externally.

Notable Quotes:

• "Speed things up and have success in business is it's so much better and faster when you look at a problem and say, okay, who already knows how to solve this problem?" – Russell Brunson ([33:19]).
• "You spend money to buy ads. You get the right people, qualified people." – Russell Brunson ([40:48]).

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5. Lead Generation in the Finance Sector

Guest: Clive Bucher
Timestamp: [34:13] – [41:46]

Question Summary: Clive, a self-employed finance broker, is struggling to generate leads beyond referrals and seeks effective funnel strategies for the finance industry.

Russell’s Advice:

• Build a Movement: Shift from outbound tactics to creating a compelling vision that attracts clients organically. "Build a movement and a webinar and a presentation all wrapped around that." ([39:39]).

• Use Webinars Effectively: Conduct webinars that set a vision, pre-sell your services, and filter out unqualified leads through takeaway sales where clients apply to work with you.

• Positioning as an Expert: Emphasize what sets you apart from traditional services, showcasing the unique benefits and success rates of your offerings.

Notable Quotes:

• "You change the whole dynamic. Now you're chasing people versus them coming to you." – Russell Brunson ([40:05]).
• "What's the hole in the wall that your people want? That's what I'd be asking myself." – Russell Brunson ([40:28]).

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6. Managing a Multi-Step Course Structure

Guest: Rebecca Calibert
Timestamp: [42:48] – [52:41]

Question Summary: Rebecca, an architect, has developed a 12-course program guiding commercial business owners through the property development process but struggles with low traction due to the complexity of multiple offers on a single landing page.

Russell’s Advice:

• Simplify and Focus: Start by niching down further within your market to create a more focused offer that addresses specific pain points.

• Implement Survey Funnels: Utilize survey-based funnels to segment your audience based on their current phase in the property development process, directing them to tailored content and offers.

• Create Specific Messaging: Develop distinct messages and sales videos for each segment to resonate more deeply with their unique needs and stages.

Notable Quotes:

• "It's way too broad. So I would do is I would come down and like, how do we shrink it down to like…" – Russell Brunson ([46:51]).
• "What you have to do is find the one unique thing that nobody else is doing that you can specialize in…" – Russell Brunson ([49:36]).

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Insights and Conclusions

Throughout the Q&A session, Russell Brunson emphasizes the importance of niching down and storytelling as foundational elements for successful marketing strategies. He underscores that specializing in a specific market segment not only allows for more targeted and effective marketing but also enables businesses to command premium pricing by addressing the unique needs and desires of their audience.

Key takeaways include:

• Passion-Driven Niching: Align your business focus with what you are passionate about to maintain long-term motivation and influence.

• Building Movements Over Selling Products: Creating a compelling vision or movement attracts clients organically, fostering loyalty and higher engagement.

• Simplifying Complex Offers: Break down intricate services into focused, manageable segments to avoid overwhelming your audience and to enhance conversion rates.

• Effective Use of Webinars: Leverage webinars not just as sales pitches but as platforms to provide value, educate, and attract qualified leads through strategic follow-ups.

• Strategic Hiring Practices: Prioritize hiring individuals who possess the necessary skills over those who may simply be personally likable to ensure operational efficiency and effectiveness.

By applying these strategies, entrepreneurs and business owners can refine their marketing approaches, attract higher-quality clients, and ultimately drive substantial growth in their ventures.

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Notable Quotes from the Episode

1. Russell Brunson on Niching Down:

   "If you want to track like that caliber people that are making a million dollars a year and beyond, right. You just gotta look at like what is it that they're like, what are they desiring?" ([03:10])

2. Russell Brunson on Specialization:

   "What you have to do is find the one unique thing that nobody else is doing that you can specialize in, even though you can do all other stuff." ([10:00])

3. Russell Brunson on Passion in Business:

   "Do what you are passionate about. What you want to wake up every single day and talk about?" ([17:00])

4. Russell Brunson on Hiring and Financial Monitoring:

   "It's so much better and faster when you look at a problem and say, okay, who already knows how to solve this problem?" ([33:19])

5. Russell Brunson on Building a Movement:

   "Build a movement and a webinar and a presentation all wrapped around that." ([39:39])

6. Russell Brunson on Simplicity in Offers:

   "It's way too broad. So I would do is I would come down and like, how do we shrink it down to like…" ([46:51])

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Conclusion

Russell Brunson's insights on storytelling, niching, and selling provide a robust framework for entrepreneurs aiming to elevate their marketing strategies. By embracing specialization, crafting compelling narratives, and simplifying complex offerings, businesses can effectively attract and retain high-value clients, ensuring sustained growth and success.

Transcript

[Russell Brunson]

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[Clayton]

New customers on first 3 month plan.

[Russell Brunson]

Only taxes and fees extra special beats lower above 40 gigabytes on unlimited. See mintmobile.com for details. What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. This week we are doing another the Last of the Year, the last selling online event of this year. So if you have yet to come to selling online this is your last shop. Go over to sellingonline.com we start this episode should be dropping on Monday and the live event starts Tuesday. It's Tuesday, Wednesday, Thursday and then Friday. We do actually special VIP Q&A day. So I was actually share with you some of the Q&As from the last Slung online event. They're very interesting and cool and I think there's a lot of value for all you guys. We've been hearing really good feedback on all the Q and A calls. You guys liked hearing those and hearing behind the scenes of stuff. So we're gonna give you guys some Q and A calls from the last Slung online event. But I highly recommend going and registering and coming to the next event. Again. It's this week's last one of the year if you come and teach you how to create a one to many presentation, how to create a level 10 offer and how to create a virtual stage and it's the best of it. I do do not miss it. It's a hundred bucks best hundred bucks your life and it'll give you the foundation you told launch into the new year. So that said, thank you so much and I hope you enjoy the Q and A episode from the selling online event and we'll see you guys all 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.

[Clayton]

Let's just get right into it, Clayton, who do we got?

[Russell Brunson]

The first person we have is going to be Sebastian Jimenez.

[Clayton]

Sebastian, what's up? Let's bring Sebastian on camera. Hey, what's up?

[Sebastian Jimenez]

Hey Russell. So I run a live streaming studio kind of like similar where you are right now. We've had some people from your inner circle coming through. We've had Devon do AMC for them. My question is how do I reach these people like that, these high caliber people that have like high end live events. They're not going to spend 90 minutes on a webinar for me to sell in the studio. So like how do approach like with your funnel structures, with your strategies? I don't attract people like inner circle type of clients. You're trying to come to the studio.

[Russell Brunson]

Level to come and do events in your studio, is that correct? Right, yeah.

[Sebastian Jimenez]

So we sell, we run the studio basically and we run the, the technical part for them. So they come in, they do their, you know, their event and we run the technical part, like the zoom part, all the technical side of things.

[Russell Brunson]

Very cool. So a couple things like if you want to track like that caliber people that are making a million dollars a year and beyond, right. You just gotta look at like what is it that they're like, what is, what is their pain point? What are they desiring? Right? What is the problem they have for most of them especially nowadays, like most people know they want to run events or they don't. I look at Barry and Blue. So Barry Baumgartner and Blue, they help us run funnel hacking live when Covid hit. They're the ones that built Tony's studio and their own studio and stuff like that. And the way they get people to come in their studio is that they teach people how to run live events, right? They have a course, they have a framework and they teach the thing, someone goes through the thing and then from there they upsell people like hey, come do the event with us over here. I watch Eileen Wild. They're very similar. Eileen teaches people public speaking and then people pay her for public speaking. She has a $250,000 consult day. They pay 250 grand for the consultant on how to Structure an event, and then from there they go and they'd run an event, and she'll come and speak at and stuff like that. But it's like, that's what you gotta do. You gotta create something like that that's gonna make showing somebody how to run an event in their business. Right. So maybe. I mean, you said that people like that wouldn't spend 90 minutes on a webinar, but I think you'd be shocked. I sell people in the inner circle after spending 90 minutes on a webinar, so they will, but it's just like, the hook's gotta be right, Right. So it's like, you got to find someone who maybe it's like they're an author, but they don't have an event yet. Or they're. They have a webinar but not an event yet, or looking like they've got part of the value ladder, but they're missing this piece of it that you have. It's like you coming in and teaching that framework of, like, how inserting this piece would be the missing link for them. Right. Does that make sense?

[Sebastian Jimenez]

So I'm looking. Yeah, I'm looking. Like, for example, one of our clients is Andy Stickle. He's in your inner circle, and he knows how to run the webinars better than me. I mean, he's one of your best students, and they make a lot of money when they come here. I feel like I can't teach him anything on how to run the webinar, on how to run the event, but I can help him run the technical part, and that's kind of what I'm struggling because I can't teach him how to run the event itself. I can help him.

[Russell Brunson]

Why not? Have you. Have you watched people do events before? Do you know, have you learned any unique things by running people's events? Running in the back of the room.

[Sebastian Jimenez]

On the table part?

[Russell Brunson]

Yeah.

[Sebastian Jimenez]

Not running the actual webinar, kind of like, you don't know.

[Russell Brunson]

I think a big part is like, that's gotta be your role, man. You gotta start figuring out what's the unique thing that you bring to the table. Right. Barry Baumgartner, she brought out her framework for how they run facility events. That's the unique thing that people come to her to learn, and they wanted to have them do the events for them. Right. If you want people to come to events, you've got to have some secret sauce, some kind of framework, something you do that you've discovered, you learn. And if it's not you, it can be your clients. The way I got into Dan Kennedy's Mastermind originally is I bought a CD course that was all of Dan's clients talking about growing their business. I was like, that's amazing. So if you got people doing events, every time someone comes to an event, you should come and interview them. What are the top 10 things that you do in your events that are different or something? You can become the reporter and you're the one who's doing these things. You have the event structure. So you could be interviewing other people who are doing events and that could be their unique frameworks and unique ideas you're bringing to the market. But that's what you gotta do. Cause that's what's gonna set you aside from everyone else versus them. Just, you know, setting up their own studio like I did, or not doing it at all or whatever that might be. And so that's what I'd be looking at.

[Clayton]

Could I absorb a second?

[Russell Brunson]

Yeah.

[Clayton]

I think one thing too is sometimes there's a very small tweak between making something a level 10 opportunity. Right. Is one of the things that I think you may have a limiting belief about is you just mentioned inner circle or just a specific group of people, how many other people out there? And yes, of course we need to niche down, but there might be other people too that you can reach out to that you can teach how to run these events, add that secret sauce, et cetera. But I mean, I think there's some nuance between level 10 opportunity and what Russell said too. With the hook.

[Russell Brunson]

I think the level 10 opportunity would be because eventually I'm looking at building out a bigger event center. And like, I keep thinking about this, like, how do I get. I try to let people pay me to do an event and that's okay. But I was like, the bigger opportunity is like, find the best people in the world and have them come to events for free in my office, right? Like, hey, you guys can use my facility. We'll do run the whole thing for you. We'll structure, we'll help you the back of the room sales, do everything. We just want 20% of sales. So instead of like running my room for, you know, 30 grand for the day, it's like, man, come do the event for free. We'll run everything. And you do a three million dollar pitch, we get 20% of that. And now it's like, that's a level 10 opportunity. I think. So it's just restructuring how you're doing the fulfillment of it as well, for sure.

[Sebastian Jimenez]

That's awesome. Thank you.

[Russell Brunson]

Yeah, awesome.

[Clayton]

Thanks, man. Give a hand. That was a great question.

[Russell Brunson]

That was good.

[Clayton]

That's a unique opportunity too. All right, let's keep going. Clayton, who else we got?

[Russell Brunson]

The next person we have is Miro. Miro.

[Clayton]

All right, Miro, welcome out. What question do you have for Russell?

[Miro]

Awesome. Yeah, thank you so much for doing this, Russell. So my question is I have a very complicated offer with a lot of moving parts and I'd love to hear you simplify it and hear how you would pitch it.

[Russell Brunson]

Okay, cool.

[Miro]

So I run a personal brand accelerator. Essentially we give six figure personal brands every single input that they could need in order to scale to seven or eight figures. So we build their offer and market selection, we do their personal brand identity development, we do their content strategy, we build their content team, their ads team, we place their setters, their closers, their triage, we build all their back end systems and funnels. It is productized the entire service. So it's still running very leveraged, net 80% margins. But there's so many moving parts. We essentially give personal brands everything they could possibly need to scale the seven or eight figures. And I need a simple way and effective way to pitch that.

[Russell Brunson]

Gotcha. How do you pitch it right now?

[Miro]

We'll help scale your. We'll help you turn into the most liked and trusted authority in your industry by giving you your personal brand, every single input it needs to create an output of seven or eight figures a year, from building your offer and market selection to your attention and lead generation mechanisms, to your backend sales systems.

[Russell Brunson]

Gotcha. So I see what, like the struggle you have is. I see this with a lot of people is like they have the ability to help somebody do everything. And I used to have that struggle myself. When I got started in this game. I got really good at all the pieces. I go copywriting and this and that, like copyright and traffic generation, funnel building, like all the things, right? And I would go and I would try to like sell that to people. I remember being in an event and the same event. Like, I spoke at that. I remember Jeff Walker spoke at it and Perry Marshall, all these different people, right? And someone in the back of the room asked me, so what do you do, Russell? I was like, I do it all. I know, but like, what's your thing? And I was like, I was like, I do them all. Like, yeah, but like Jeff Walker, like, he does product launches. If I want product launches, I'm gonna go to him. I'm like, well, I can do product launches. Like, yeah, but Jeff's the product launch guy. And then, like. And Perry's the PPC guy. And so. And so. And like, everyone had a thing and like, what do you do? I was like, I do all these things, but better than all of them, like, I can. I can do everything. And the guy's like, oh, cool. And then he went over and he bought Jeff Walker's thing because he wanted to launch a product. And that was when I had the realization. It's like, I can do all the things, but if I can do all the things in people's minds, I can't do anything. And so for me, what it morphed into is like, I'm going to become the funnel guy. That was the thing I was most obsessed with. So I've niched down on this thing. But then inside of funnels, what do I do? I do copywriting and traffic generation and all the other things. But there was one focal point that was unique that I was able to come in and coming to the market hard and heavy. Like, I'm the person. And it's funny because when I came into this role, everyone was like, Russell. Eventually, when I started taking that lane, everyone's called me like, russell's the funnel guy. He's the funnel guy. But then they came into my world and they bought everything else. So for you, I would try to figure out what's the one unique thing that nobody else is doing that you can specialize in, even though you can do all other stuff. Because soon you start saying, we do this, and say, and. And. And. And then it's just like, and my back consistent. And my friend, you can't be good at all these things. Even if you are, it's hard for them to believe that, right? So it's like, what's the. Like, I'd be like, what's the one unique thing that every person in that world wants the most? Right? That you can, like, make an argument like, this is the most important thing. Like, I always make the argument, of all the things, the funnel's the most important, but inside the funnel, the copy is the most important inside, you know, like. But, like, I gotta be able to in the market, like, divide the market. Like, this is the most important thing. And that becomes my thing that I lead with. And after they come into that door, then I can do all the other things. Does that make sense?

[Miro]

That makes perfect sense. So with the last two minutes, and I'm glad you said that because that's kind of in My suspicion. And I have the one thing I kind of want to niche down towards, and I want to hear if you'd be open to telling me how you would kind of pitch that.

[Russell Brunson]

Okay.

[Miro]

And so that is essentially the most important thing for me with the personal brand accelerator has really been selling through storytelling, which I kind of referred to as storytelling with the clients. Now, how would you kind of frame an offer that really, you know, a high ticket offer around story selling that people would be willing to Pay, you know, 10, $15,000 for?

[Russell Brunson]

I mean, it's. It's similar to what we've done last three days. I would. If I was trying to do a 15,000 offer, I would structure a three day event very similar to what you just experienced, with that being the focal point, right. When you guys looked at, like, what was the main result I was trying to give you guys at this event, right? It was like learning how to sell one to many. So I would do the same structure in my event, but I would do, hey, I'm gonna teach you guys how to do story selling. Like, how to. How to not feel like a salesy car salesman person, but how to tell stories in a way that motivates, inspires, gets people to want to follow you and give you money and build your brand, like that kind of thing, you know, and then the vehicle, if you're trying to sell $15,000, like, it's usually. It's usually like this structure of an event is how you sell higher ticket like that. And so I would then just weave it in into an event like this, three days where you're going through each of the different pieces, the goal of each piece. These training sessions introduce an idea and then create a gap that then the offer eventually fills the gap over there. So if you just kind of really think like how we structure this event and then just taking those pieces and rebuilding it around story selling, it would be very, very similar.

[Clayton]

Perfect webinar framework, like 100%. If you follow that, where you're telling those stories, you have the vehicle, you're giving the internal, external, false beliefs, destroying all that. It would be huge.

[Russell Brunson]

Yeah.

[Miro]

Thank you so much, guys. Really appreciate it.

[Clayton]

You're awesome.

[Russell Brunson]

Good luck.

[Clayton]

Thanks, Muriel. Let's give him a hand. Great job. All right, Clayton, let's keep this party going.

[Russell Brunson]

Who we got? All right, next up we have Karen Duncan.

[Clayton]

Karen, what's up?

[Russell Brunson]

Karen?

[Clayton]

Oh, looks nice.

[Karen Duncan]

Russell, can you hear me?

[Clayton]

Yep, we got you.

[Karen Duncan]

Oh, my gosh, I'm such a nerd. I've been following you since you started in, well not since you started 2014. But here's my question. I love you. I'm so grateful for you. I'll just say that I have, I have been stopped by so many things and I. My big question really is how do I choose an avatar based on all the results that I've achieved to solve a high ticket problem for 10k offer out of the gate and then how do I, how do I segment the market? Like do I start broad or go go niche? And what I mean by that is like you know, let's just say I owned a health clinic so I could help health clinic practitioners, you know, grow their local business. But I've also spoken on stages and in front of like Tony Robbins and stuff. And then I've also sold Windows and Doors where we took a company from 3.2 million to 6.4 million in 18 months in annual revenue. Like I have all these results, I've gotten in all these different areas and I'm just like where the frick do I start and how do I know? How do I analyze the market to know who needs the offer, who wants it? Like I could do credit repair and doctors apparently have terrible credit so they can afford it but do they even care about it? Like does that make sense?

[Russell Brunson]

Yeah. What do you like the most?

[Karen Duncan]

Yeah, I like health the most but I have this false belief that you can't make enough money in health and once you do health you can't go back to sales. And my original like all the stuff I have in my click funnels membership, you know, area is like rapport and prospecting and icebreakers and sales and pre frame and all of these other like I think higher paying skills which can.

[Russell Brunson]

You do marketing to health professions. So you kind of have your foot in both worlds. Like there's the sub niche is two different markets blending together and it's the cross section.

[Karen Duncan]

Yes. So I've like, I could help say healthcare local businesses because that's what I did for 25 years. I could help local healthcare businesses, you know and I actually had a great idea for like exit, you know, how to exit your brand, how to start your brand, how to open your own clinic, that kind of stuff. Because I've done all that. Right. But then I taught my first business workshop and the feedback was I'm a better parent because of you. And I'm like what? Every single form was like, you're a better parent, I'm a better parent. And I was like, well I don't know, parenting. I suck at parenting. My kids are horrible. I mean, a joke, but, like. But I had people call me back, like, a year later that someone got shot at their school. And they were like, I got through this with my daughter because of you. Like, crazy powerful stuff.

[Russell Brunson]

Okay. So what I say, that's awesome. So that's the side. That's like a side bed. I get people all the time too. They're like, I started going back to church because you, Russell, I started doing, like, same kind of things. It's like, I didn't tell him to go to church. Just the fact I do. The people like, oh, Russell did. And so, like, there's this cool side, like, ripple effect of, like, you being you. You're gonna change people's lives in ways that don't make any sense logically. And that's okay. You don't have to go build businesses around it. Like, I'm not building how to go to church company. I'm just pumped that people are going to church. Right? Like, and that's awesome. So. And it's funny. Same thing. I'm a better parent because of you. I'm like, I'm same with my kids. I'm really struggling with my kids right now. Teach me what I taught you. Cause I have no idea. I think the biggest thing this comes down to everybody, though, like, sometimes we stress about what's the right opportunity for us to get into. And when all said and done, there's like, the short term is like, I'm gonna figure out market selection and da, da, da. The thing that's gonna make the most amount of money. But long term, that stuff, like, you get burned out. Long term is like, what are you passionate about? What do you want to wake up every single day and talk about? I would rather go, like, the thing that's going to fire me up over the next decade versus the thing that makes the most sense on paper in the next six months. Because there's a trend or there's a hot market or I can prove the numbers, the metrics. As long as, you know, there's money in the business. Which health market, there's tons of money. So it's one of the three top three, right? Health, wealth, relationships. Boom. Now inside the health market, that's what it is. Do you want to teach health or you want to teach marketing? Which one fires you up? And so I would just, every single time you're trying to decide, just stop for a second, like, which one would I do for free? Do that one. And then next thing, which would I Do for free that one and just keep going down that path. Because there's like the short term that I think we're always trying to optimize for. But I've been doing this now 20 years, and I can tell you the times when I, like, optimized towards what I'm pumped about is that when it got most exciting. And what's crazy is right now, people. It's funny because people like, well, Russell, you picked the funnel world, which is this huge industry. I was like, 20 years ago, this. No, I made this injury for industry in the ground up. I did events where I got two people to show up and I'm talking about funnels. And they're like, what is he talking about? Right. But I was so passionate about it that eventually it built the industry. So do your thing that you're obsessed with and you'll build the thing that you want around it and all the side benefits will come and you'll change people's lives and you'll be pumped about it. But just focus on the thing that, like, fires you up the most, because over the next decade, that's what matters the most, you know? And so that's what I'll be focusing on.

[Karen Duncan]

That's awesome. And if that was the thing, the thing I talk about the most is probably how to make your kids healthy. Fix autism, ADHD and metabolism for the parents, because sick parents breed sick children. That's just the way it is. But I feel like. I feel like health changes so much that you can't. It's just a trend. Like Kaylin, you know, every nine months or nine times a year, people are going on a diet. Well, part of what I teach is going to be nutrition, and then they're going to phase out of that and then it's going to be irrelevant, you know?

[Russell Brunson]

Yeah, I love it. You could talk about that for decades and decades. Never run out of stuff to talk about, you know, I mean, so I think start, like the hook you just gave, like, was a mittens. Sick parents have sick kids. Like, if my wife saw that. My wife's really healthy. She's like, very. If she heard that, she'd be like, sucked in. Like, because she. Even the healthy people are like, I want to make. Like, I don't want to make my kids sick. Like, so healthy people will go for it. The people who aren't like, it's great hook, great angle, huge market you can.

[Karen Duncan]

Sell, but not a 10k offer.

[Russell Brunson]

100%, you can do 10k offer, have people come out and you help rebuild their entire life. Like, you can launch 10k offer tomorrow. Be like, hey, I'm going to have five people come to my house. We're spending a week at my house. We're going to walk you guys through how to restructure your life, your kitchen, your finances, all kind of stuff to help your sick families. 100% people pay for that. I got a dude that I know who charges 10k to fly out and lift weights with them for the weekend. Like, you start building you as the person and they fall in love with you. They'll pay whatever you want to come and get a piece of you in a more intimate setting. Does that make sense?

[Karen Duncan]

That's amazing.

[Russell Brunson]

Yeah.

[Clayton]

You're doing better than you think you are.

[Russell Brunson]

Karen.

[Clayton]

I can already tell, like, you're passionate about this. Just keep going after it. You're worth more than ten grand and now just go sell it. You know what's funny? Awesome. Let's give it up for Karen. By the way, that was awesome. You know, this reminds me of is Heroes 2 journey to, like, all this focus so much on, like, you know, you always talk about Lightning McQueen, like, Piston Cup. Piston Cup, Piston Cup. But then his friendships and, like, these relationships change. Like, look at how you're affecting these people's lives. And they're saying, like, my kids are better and everything is better. I think about Joe here in the audience. Same type of thing that he's been struggling with is like, hey, this, you know, initial thing and then the secondary, you know, you can do both.

[Russell Brunson]

Yeah, yeah. It's crazy. Like, I think the ripple effect of, like, putting ourselves out. There's really interesting people at felt like of my wife in tears. They're like, because of your marriage? My marriage is stronger. And Cliff's like, what? We didn't do anything. And they get. But the fact that you're married and you both seem happy, like, that's rare. And so because of that, like, we realize we could be. And it's like, it's this weird thing where by you serving like you serve in all these ways, you weren't planning on that. It's just like these hidden benefits of you impact, stepping into your calling and. Yeah, anyway, it's fun.

[Clayton]

Yes. Keep going, Karen. That's awesome.

[Russell Brunson]

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[Clayton]

All right, Clayton, who else we got? Let's go.

[Russell Brunson]

Next up, we have Christine Burke.

[Clayton]

Christine, how are you?

[Christine Burke]

Hi.

[Belle Beguli]

Thank you.

[Christine Burke]

So I train civilians to work with the police to identify unknown human remains and identify suspects using genetic genealogy. And the other opportunities, I don't want to say competition, but the other opportunities are colleges, traditional college and community college. And looking at doing funnels and presenting my offer, I've had a pretty good success. But it may be in my own mind. The issue is the piece of paper and the certificate from the college. And I wondered if you had any ways to maybe present that. So when they go to the college site, it's very cut and dry. It's not a funnel. It's not a. Like, here it is, you know, 101, 102, and here's the price. And they're like, okay. Whereas I want to do things a little different, get them to know me, and, you know, buy into the psychology as you present. So do you have any ideas how to overcome that? Even if I need to.

[Russell Brunson]

So the question is, you're creating something that's competing with traditional universities. You have a Course they've got. They've got a degree. Right? That's your. You're asking us how do you. So it's not a degree.

[Christine Burke]

We both offer a certificate, but I believe the, you know, the institutional whatever might be a deterrent because people want.

[Russell Brunson]

The institutional certificate or whatever.

[Karen Duncan]

Correct.

[Russell Brunson]

Cool. So this is all just a positioning thing. So. Because if you look at like institutions and their certificates and their degrees and you look at 99% of certification programs on the planet across the world, they were all built by marketers like us. Like, they're not built by the. In fact, I remember, I think the hair. It's the hair care industry. These hair care industry. Like they were showing the certifications and stuff and they went back in time and the person who created certification was not. Had never done hair before. They were marketers. Like, we should certify things that became like the industry standard. Like, it's just. It's just a positioning thing. Like you position against that. Like, there's these universities who are certifying people in this thing. And like, you know, like Annie Grace, look at her, she's got the alcohol addiction. Like she's. Because she's fighting against AA. And so like her stories are just like, AA's got a 1% success rate. You know, I've got clinical trials where like a 63% whatever her number percent success rate, it's almost like showing that like Stacy Paul Martino, same thing like traditional marital counseling. It's like if you go to the marital counseling, it's like you drop from. Like, I think it increases your chances of divorce or something. Like they have the stats like, hey, if you're 60% divorce rate in America, but you get counseling and jumps to 70% or something, and our students right now are at 1%. So you gotta like throw rocks at the other. The other version of it where it's just like, hey, cool, you got the certificate, but the thing doesn't actually work. Or you can go over here where we've got the clinical studies and whatever. I don't know what you have yet or what you're working towards, but finding those things where you can show the success states and success rates and then creating your own certification program. And then there's just positioning, like you positioning against the opposite version of it. And then, yeah, it's all, it's all in our mind. We're like, why just create this thing? It's not real, but it's like in the mind of the world. Like it's. That's what Every. That's. Everything is just created. Right. So it's just you positioning it in a way where people, like, they value it. That makes sense. Yeah.

[Clayton]

And I think one of the things that you said, too, during this week, you were having that podcast with Myron, and you brought up Annie, and it was like, what is the alternative? Like, what's the cost to do that? Like, you know, you could go to AA or you could go check yourself into 25,000 rehab. Like, you saw the college close here. How Russell does that? The alternative is expensive, and it takes a lot of time. How can you shortcut that and get the same type of result?

[Christine Burke]

Okay, awesome. That's kind of what I'm doing. I'm trying not to throw too big of rocks, but just using my experience and the fact that I'm doing it instead of teaching it, you know, theory. Actual practicality versus theory. So thank you very much. Feel good, and I'm ready to go, so thank you.

[Clayton]

Awesome.

[Russell Brunson]

Go. Go for it. Go change that industry. I love it.

[Clayton]

Christine. Let's give it up for Christine, guys. That was awesome. All right, Clayton, let's keep it going. Who we got?

[Russell Brunson]

All right, next up, we have Belle Beguli.

[Clayton]

Belle.

[Russell Brunson]

Hey. Hi. Russell.

[Belle Beguli]

I'm excited. You just answered my question, so I'm asking a different one.

[Russell Brunson]

Okay.

[Belle Beguli]

What's the most costly mistake you've made in business?

[Russell Brunson]

And what did you do to turn it around?

[Belle Beguli]

And what lessons did you take from it?

[Russell Brunson]

Ooh, good question. I would say the most costly mistakes for me have been tied around building a team. I would hire. Sometimes I would hire people. And this is funny, because Chris is my friend, so I shouldn't say this right here, but six years, so I worked out. Yeah. But, like, when I first got started, like, I was doing this thing by myself, and, you know, an entrepreneur, you're juggling, like, 50 balls. Like, you're learning copywriting and Traffic generation, how to build a course and how to do customer support. You're doing everything. You're, like, drowning, right? And you're like, I need help. And so I just started hiring all my friends and family members because I'm like, help. And then they come in, and, like, they weren't good at the thing, and I had to teach them, and I trained. It was so hard. I think that was. That's been. And I still, to this day, make that mistake. A lot of times where, like, I'll hire someone based on, like, I like the person, whatever, versus, like, how do you find people who are already good at the thing? You're trying to get done right, like bringing in people who already have the skillset versus bringing someone you like and try and teach them the skill set. I think it's one of the biggest things, like there's we can talk about this event. Sometimes I'll do a session on who, not the how, which is a Dan Sullivan question. Right? So it's like a lot of times we spend so much time trying to figure out how to do this, how to do this, and we get in this like procrastination loop of learning because trying to figure out how, how, how. Whereas the reality is to speed things up and have success in business is it's so much better and faster. When you look at a problem and say, okay, who already knows how to solve this problem? And go finding the who's and that state that shaves off decades of time. A lot of times, you know, it's why we do coaching. A lot of times, like for me, it's like, you guys can go figure out how to do this or I'm the who can help you write them on one to many presentation. Come in here. We're going to show you how to do it right. But it's true to all areas of life. Like traffic generation. I see a lot of people, like, I'm going to drive traffic now and then trying to like, I'm going to go learn Facebook ads. Like, okay, you could do that and spend next six months doing that. Or like, who already knows Facebook ads? You can go find and partner with them or hire an agency or like someone who already can do it, they can get you to the finish line faster. You know what I mean? That's probably the most costly mistake. The second most costly mistake I would say is not watching my numbers close enough. Like driving traffic where I just like, I'm spending money on ads and I'm forgetting it. Like not watching it, where all of a sudden it's like you come back and it's like, we spent $10,000 and made 100. Like, God, I need to be watching it day by day, hour by hour, like making sure. So our team now is like, it's like they have spreadsheets. They're watching in real time. It's like stock trading. Almost like they're seeing what's happening. Because you never know, like when you're wasting money and stuff like that. It's like you'd be able to turn things on and off because you should never be spending money unless it's profitable all the time. You know what I mean, so those are probably the two, the two biggest ones. I would say you got more time. Do you have any other follow up questions? Oh gosh, yes.

[Belle Beguli]

If you were asked to speak in an event but not allowed to pitch, what would you do differently with the perfect webinar framework to have people seek you out afterwards?

[Russell Brunson]

Very cool. So the first year of ClickFunnels, the big event at the time was called Traffic and Conversion and they asked me to speak at it. I was like, yeah. I was like, I need 90 minutes. You get 60 and you can't sell. I was like, what? This is insane. So what we did is I took my perfect webinar and we burned it on this is DVDs back in the day. Nowadays I put it on a USB drive, we burned on a DVD and we paid for a booth. And so I got on stage and I did my perfect webinar all the way up. I did the first hour and then I would normally transition to clothes. I was like, now unfortunately they won't let me sell anything, but I've got a booth in the back and I've got a CD and the CDs got this entire presentation if you want to rewatch it. Plus I made a special offer for you guys on that CD or the DVD or whatever, if you go back to the booth, they'll give you a free copy of it and then they'll answer questions and we push people back to the booth, we hand out these DVDs. We got everyone's, everyone that got the DVD, we got their name, phone number, email address. And then after the event we texted them a link to the webinar, we emailed the link to the webinar and we called them and we just tried to get people to go back and rewatch the presentation. And most of them, they'd watched the hour long presentation. They were excited, but they felt unfulfilled because it was just. And her mosey, tell us what he's talking about. He was there in the room, watched the hour, didn't get a bye, freaked out, and then later came back because he loved to train so much but like felt like I need something. Like all these false police have been crushed, but I got no way to like implement the tactics now. And he ended up showing up later and like people kept showing up later. So that's how I did is just use the hour to blow their minds and then push them to a booth or some other way to capture the information where you can then have the conversation externally.

[Clayton]

You know what I. For the first couple years that I was here, you had me running a speaking team.

[Russell Brunson]

Yep.

[Clayton]

And it's so funny. Some people will give you the full 90 minutes. Some people let you speak to sell. Others are like, no, you only get 60 minutes. You may only get 20. What's cool about the perfect webinar and this perfect sales presentation is you do it five minutes, you can do it 20. It's like accordion, right? Is you make sure you have all the components, but then maybe those stories are condensed or maybe they're longer, depending on how this goes. Right. So you can stretch it or condense it. But one of the things that always seem to work is we sometimes push to strategy sessions, like at the booth. And if you have a team or not, like, if you're willing to take that time one on, one, after, yeah, it's one too many. But that's how you get people in the door. You could do the stack and the close at the booth one on one and just get it done, or a book to call or something like that. There's a lot of different ways that you can do that where you can still have that stack and close after the fact. Even if they don't let you do it on the stage.

[Russell Brunson]

I'd make sure you find from the promoter what they allow you to do, because we had someone at this last year's funnel hacking live who did not get permission, and then end the presentation, push people to a link, and that person will never speak for me again. And so also, you be careful. Like, you got to respect the host of the person as well. So I had time like, hey, can I push people to an opt in? And sometimes you can, sometimes you can't. When all said done, even if you just give the presentation and blow their minds, people will find you.

[Clayton]

Totally.

[Russell Brunson]

The right people will hear it and they'll be like, I gotta follow this person. They'll jump in and dive into your stuff. So I do a lot of stuff where I don't pitch. I try to give as much value as possible, and those people end up watching my YouTube channel or coming on Instagram or whatever. And then you have the ability to serve them.

[Clayton]

It's all part of the top of the funnel.

[Russell Brunson]

Yeah.

[Clayton]

Right.

[Russell Brunson]

Bringing them in. Great questions.

[Belle Beguli]

Thank you.

[Russell Brunson]

Am I able to share this on.

[Belle Beguli]

My podcast or socials?

[Russell Brunson]

Go for it. Yeah. You have my permission. Thank you.

[Clayton]

Awesome. Way to go, Belle. Fantastic. Give Bell a hand. All right, Clayton, who else we got?

[Russell Brunson]

All right, next up, we have Clive Bucher.

[Clayton]

Clyde, welcome out. What's your question? Hi guys.

[Clive Bucher]

Thank you for the opportunity. My question is I have been self employed for about 11 years and my question is, is it possible to create leads in the finance? Because I know a lot of marketers, I think, you know, also roleplicat and all these guys, they talk about creating leads in real estate and all this stuff. I tried everything. I, I bought courses from Tony, I did everything. And I just want to know, is it possible for a normal broker who try to, you know, sell insurance, bankruptcies, whatever, to create leads and what is the best way, what is the best funnel and all that stuff? Because I'm thinking about also to buy Prime Mover. I don't have problem fortunately with money, but for me it's not the why, it's the how. And I need to know if that is possible because we just work with referrals and yes, that is the question.

[Russell Brunson]

So is that getting leads for as an agent, a real estate agent? No.

[Clive Bucher]

You want to create beats and turn them into finance.

[Russell Brunson]

Gotcha. Yeah, gotcha.

[Clive Bucher]

Because I think when we talk about insurance and all that stuff, I think we have to go through storytelling because people are not interested in health insurance. But I started with 21 and if I start something, I want to scale it and sell it and then yes, that's the way.

[Russell Brunson]

Gotcha. So Brad and Ryan, who are in my inner circle atlas programs, they've won a 2 comma Club C award. So they have dramatically modeled the business. They went from referral based businesses. I showed their picture on day one, their picture and they came back and they basically followed the process. They're like, instead of just selling finances, let's build a movement which is like step number one. So it's like they created this movement and their T shirts like Rise up and Live free and they help people get freedom in 10 years or less. It's like, yes, first off, 100%, you can. Second off, they've done it. They built $100 million company on the back of it in the last handful of years. But it was coming through, not just selling anything. It could be finance, real estate, insurance, it doesn't matter. It's coming back to how do we build a movement of people? We give them a vision, something that they're coming after. I sell software that helps people build funnels, for crying out loud. That's the most boring thing in the world. But I change it to like, we're funnel hackers, we're changing the world. I created a movement out of it and it's the Same kind of thing, right? So if you're finance or health or whatever, it's like, how do you create a movement? How do you get people rallied around something? Right? So for Brad and Ryan, it was how to become financially free in 10 years or less. That was the movement, rise up and live free. And that was the messaging. And they filled events, they filled webinars, everything with people coming in. This is what we want. We want to rise up in free. We want to be financially free in 10 years. And it was. And then the fulfillment was like, oh, yeah, we're gonna help you. Like, you gotta buy insurance and like, whatever. All the insurance and real estate. Well, all the stuff to do on the back end. Right. But the front end was 100%, like the vision of the end result that we're gonna get because of the thing. Right. I don't sell funnels. I sell the vision of what funnels will give you. Right. People don't want to buy a hammer. People want a hole in the wall. So what's the hole in the wall? What's the thing they actually want? And the hammer is the vehicle, right? Finance is the vehicle to give them that thing. Funnel is the vehicle that gives them the thing. But the hole in the wall is what they actually want. Right? So what's the hole in the wall that your people want? That's what I'd be asking myself. And then we build a movement and a webinar and a presentation all wrapped around that. That's how you get people to come into you. Because trying to sell leads into, like, we're going to teach financial management, or like, that's so uninspiring. That's what everyone tries to do. It's like, no wonder no one's following, you know, no one's going in your funnel because that's not exciting. You know what I mean?

[Clive Bucher]

What is your experience? What kind of way is the best way? Like, there are companies, they create leads and they call them for a consultation, and then they want to help them, you know, reaching out their goals. Or is it more like when you talk about the webinar, do they sell through the webinar so that people can buy something? But actually we sell the insurance products, so we need to do some consultation with them. Do, you know, do you have some expertise or experience with that? Or do you have to figure out on my own 100%?

[Russell Brunson]

Yeah. So this is the difference. So again, prime movers. Prime movers about setting a standard and drawing people towards you. Right? So me outbound calling People I would never do for Infinity Dollars. Right? Because now you're chasing. You're shifting the whole dynamic. Now you're chasing people versus them coming to you. So what happens on a webinar, you set again, you set the hole in the wall, the thing that they want, right? They come to webinar the register. You do a presentation where the presentation will do a couple things. First off, it pre sells somebody. It disqualifies the people who are not qualified. It does all the sifting and the sorting and the end of the webinar. Instead of maybe doing a value stack, here's the offer you're going to get from there. You push them to the phone call. And this is the positioning. We call this takeaway selling. So I'm doing is, I'm repositioning. So instead of like, I'm going to call you and try to sell you insurance, it's like, this is what we do. We only work with this type of client. This is our standards. This is how we work. This what we do. And if you have interest in. Now you spend an hour with me on a webinar. If you have interest in working with me, go apply. We don't pick everybody. Here's an application. They fill an application. Then the phone call is not like, hey, we're selling insurance. It's just like, all right, we only work with the best of the best. Tell me why we should work with you. And it shifts it from me chasing you to a takeaway sell, right? And then it's what happens is the webinar. The webinar does all the sifting, the sorting, the pre selling, the positioning. It positions you separately. And now someone's coming to you and then they're begging similar. Like, what's Robert Kiyosaki's financial dude, Kenneth?

[Clayton]

Are you saying Stephen Covey?

[Russell Brunson]

Anyway, he speaks at all Robert Kiyosaki events. He's like this. He's like. He's a financial planner, right? And he's got the same tool set everyone else does, right? But we tried to hire him for something, and it was like insane. Like hundreds of thousands of dollars for same thing that the traditional guy locally would. Would be begging to do for free, right? And we paid him because he positioned himself as the dude, right? Like, we flew to Arizona to meet the guy, Keith Cunningham.

[Clayton]

That's right.

[Russell Brunson]

We flew clear to Arizona. We flew over 500,000 financial planners in the air to land on this guy's ping to pay him 100,000 times more money because he positioned himself as the dude. And what did he do? He sold me the same thing that anybody else would have sold me, but he was the dude, so I was willing to do that. Right. And that comes from the positioning. That's what the webinar does. Right? Right. I'm drawing people towards me. Prime movers. I'm not chasing people, drive them towards me. Presentation does the sifting, the sorting, the positioning, the posturing. Then they come and apply. There's a takeaway sale. Why should you work with me? They then tell you, and now you like that. It shifts the whole dynamics of the business. And now you can spend money to buy ads. You get the right people, qualified people. You're not wasting time talking to the unqualified. You're only spending time on the right people who are ready to invest with you right now.

[Clive Bucher]

Thank you very much. And just one question. This is the major way, or do you also recommend to, you know, learn some different ways for that?

[Russell Brunson]

This is the major way. Yeah. I mean, don't turn off referrals. Yeah, they don't. There's levels. Right. And there's. How do we get more leads? How do we sell more back? And what's the next thing we sell? And how do we send. Like, there's more strategies afterwards. But to get from where you are now to the first 10 million, like, that would be I blinders on there and focus on that. For sure. Nice.

[Clayton]

So client, be the dude. That's it. That's the answer right there. Be the dude.

[Clive Bucher]

I do whatever it takes. So I. I think prime mover is the next step, and I thought I'd do it on my own. And then I create a marketing team to give this stuff away and. And that. I can control that. That stuff too.

[Clayton]

No, come do it with us, man. We're here for you.

[Russell Brunson]

We've done it before. The process is. The process is already. The trails been trailblazed for you. Just come jump in and start running with this.

[Clayton]

Let's give Clyde a hand. Thanks, Clyde. Great job.

[Russell Brunson]

Okay. I have to tell you, I was just looking on ebay, where I go.

[Belle Beguli]

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? Ebay has all the parts that fit my car. No more annoying, just beautiful. Whatever you love, find it on eBay. EBay. Things people love 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%.

[Christine Burke]

Reduction in project duration per year.

[Russell Brunson]

Unleash the potential of your [e-mail] Atlassian.

[Clayton]

All right, Clayton, who else we got? Let's keep going.

[Russell Brunson]

All right, next up we have Rebecca Calibert.

[Clayton]

Rebecca, what's your question? Good to see you.

[Belle Beguli]

Nice to meet you. So I am an architect by trade and I've created a course outline that walks commercial building commercial business owners through the property development process. My problem is that process is really long. It's like two or three years long. So I've broken it down into like 12 courses, which is kind of like a 12 step process, right? And I did that so that I could capture different audience targets during different phases of construction, right? There might be a group of people that are just looking for a piece of land. There might be another group of people that I can target that are like hiring a general contractor, right? So I don't want to just try to capture people at the very beginning, but I'm having a hard time resolving the fact that my landing page only needs to sell one thing, right? Like I have these 12 courses and everybody says like, if you give too many offers then it confuses your audience and they don't buy anything. And so I have this landing page and it shows all my courses and all the steps so they can kind of self identify where they need to go. But it's not really getting any traction and I don't know how to manage that.

[Russell Brunson]

Cool. All right, I got good news for you. I know how to manage that. So I have something a little different problem in my business, but similar where people come to my world and we have different, like 100 different types of businesses that could use funnels, right? And they're coming in, it's just like if I give them one message, it's like over. Like, you know, here's how I use as an author, but I'm a dentist, like, oh, well, you know, it's hard. So I have to different messages. So what we've done in the past that works the best is using a very simple survey funnel and new click funnels. If you guys haven't used the new clickfunnels, we have this new survey element that is insanely cool. It's one of the cool like anyway, I could geek out about it for 20 minutes, but it's really cool. But basically what it does is you have a landing page that comes in and it has a general message like, hey, congratulations though. What we do for a living is we help people in the business. Do da da da da insert like the thing that you guys do the best in the world. But people come to us at different stages. Some people are at this stage, some are at this stage. And I want to take you guys through a quick survey to find out where you're at so we can make sure we answer your question, make sure we can serve you the right way. And you have just a basic survey thing, right? And you ask them half a dozen questions. And from there, if you see it in clickfunnels, it's like it builds this graph, right? So here's the first question. Then from there, depending what they ask, it takes them to one of these 12 questions and you can build out a whole question like a tree of it structure and it ends up dropping on the right page. And on that page then you have a video. It's like, cool. It looks like you are phase three right now. Let me explain phase three. This is what you guys need right now. And then you go and you have a sales video very specific just to that phase. So we did in clickfunnels we had a survey and same thing, we had 10 different business types. They would go and they would pick which type they were. And then from there we took them through a couple questions and they would pop out a page and it was like, cool. It looks like you are in the network marketing space. You are a B2B business owner. We have a case study for. And they put an email address for a case study. And then we take them to the next page was a video. And the video case study of how it works in their specific market is basically a sales video. So like cool, you're a network marketer. Let me show you how funnels work for you. Da da da. Explain it. And then I make them an offer and then down below there's an offer for them to sign up if they're in that space. That makes sense.

[Belle Beguli]

It does. It's a little overwhelming. What I'm hearing is 12 videos for 12 courses and then also segmenting out the who I'm targeting into other sales videos. That's a lot, right? Because yeah, you kind of answered my follow up question which was, you know, I am selling to Daycare owners, restaurant owners and doctors. Right. They're all unrelated. None of them self identify as property developers, even though that's what I'm teaching. So how do I create, how do I create awareness that they need to learn this stuff and how it's going to save them so much money, it's really going to save them tens of thousands of dollars. But how do I create that awareness and that desire on their part?

[Russell Brunson]

So what I would do first because doing the survey thing, you got a little overwhelmed, I could tell. So let me simplify this. So right now what you're doing is you are trying to serve the entire market, right? And the segments of the market and the other markets and stuff like that. And so you're trying to. You're way too broad. So I would do is I would come down and like, how do we shrink it down to like. So look at all the categories that you, that you're in, right? Is there one that like you have a really, really solid case study for like daycare or something? Like, is there one that's like what would you want that you're the best at? Or do you have daycare?

[Belle Beguli]

Yeah.

[Russell Brunson]

Okay, daycare. So my guess is if you just focus on daycare, even though there's a million other things you could do, there's probably a 10 million dollar, your business just in daycares. And then you could do other bike. I would just like for right now because simplify everything.

[Clayton]

Just.

[Belle Beguli]

Yeah, it's overwhelming.

[Russell Brunson]

Now you're having just a webinar. And now what's nice is it's easier and less expensive to buy ads because now you're just targeting daycare owners or future daycare owners. You have a webinar that's just speaking to daycare owner. Everything's very specific, very simple, very easy. And so your ad costs will drop dramatically, your sales will increase because they're not coming to a webinar. And you're like, this works for this and this and like, oh, and it does work for daycares too. It's like very specific. Like this just works for you. You know what I mean? Okay, that's what I'd focus on right now. And then within daycares, they still have the 12 different markets or is it simple?

[Belle Beguli]

Yeah, they do. Yeah.

[Russell Brunson]

How big, how long is these course?

[Belle Beguli]

About two to three years is what the typical process takes right from when you first put together a business plan and find a location to moving into the building.

[Russell Brunson]

So the person you're finding, they are pre daycare. Or they've got. They're renting, they're trying to buy. What's the. What's the avatar look like?

[Belle Beguli]

It could be anything. Generally, they already own one and they're building another. Right. They kind of do these, like, little miniature areas. Like, they can. They target a community, and they kind of kind of saturate that community with their brand.

[Russell Brunson]

Mm, okay.

[Belle Beguli]

Yeah.

[Clayton]

So follow up question. Like, I know dentists who own their own building. Like, they end up owning the strip mall. Is that kind of what you're talking about?

[Belle Beguli]

Some people do that as well, too. Right. If the property is too big for what they need and it makes business sense, they'll.

[Russell Brunson]

Yeah.

[Belle Beguli]

I mean, extra.

[Clayton]

I kind of feel like there's still one thing, like, are you a business owner but tired of paying rent? You know, then maybe you kind of get into this thing where you're renting out other things. You could maybe niche down to that. Like a business owner that has a physical space. And another thing that I want to say is, you were like, man, those 12 videos, that sounds overwhelming. What could be overwhelming is taking all these different people who are in different versions of the. Of the business and having that conversation station 100 times. If you can record this once right now, you basically cloned yourself where now this is happening 12 different times. Yeah, it's 12 videos. But if you really go write these scripts and go just film the videos and put it out there, it's one time.

[Russell Brunson]

And the reality, too, I would say is, like, when I did that, the first, like, three minutes of the video was custom for that segment. Right. But the other, like, 90% of the video was just the same video.

[Belle Beguli]

Oh, yeah, yeah, That's a good point.

[Russell Brunson]

Congratulations, you're a dentist. Let me tell you about funnels. Then there's a jump cut, and it's like the other video I was pitching funnels all the way. So there is genius.

[Belle Beguli]

Thank you for that. Yeah.

[Clayton]

And then who? Not the. How. Let somebody else edit that. Like, if that's overwhelmed, you find somebody who's a good editor, throw them that stuff and say, do it.

[Russell Brunson]

Yeah, I want to come back. I want to come back real quick. So I'm going to go a little longer because this will be helpful for other people, too. But you're saying the course takes three years to fulfill on, which is, like, overwhelming when you're trying to sell somebody something. It's like we're trying to sell them speed and time and access. Like, I'm trying to figure what's the win for Somebody that's shorter. Right. Because my goal, obviously with all you guys coming into my world, I want you guys here for the next decade. So I've got a decade worth of stuff to sell you to send you to all sorts of things. Right. But I'm not selling you guys Inner Circle and Atlas and FHL. I'm just picking one thing that's very tangible. $10,000 Prime Mover Foundation. We come in here, this is. There's a beginning, there's an end, there's a result. This is the tangible thing we're going to get. And so it's not overwhelming because you guys all know it's like, hey, I can get this done. Six weeks, six months, I have it forever. But it's very tangible. And if I serve you like crazy, then you're going to want the next thing, the next. And again, we've got people, Ben me for two decades now buying everything. But I don't ever pitch that because that seems like if I offer yesterday, it's like, hey, for the next 10 years, you guys can be like working with me. Like, oh, that's like, yeah, yeah.

[Belle Beguli]

That's why I broke it down into 12 courses. It's not, it's not two to three years over for each course, but the 12 courses equals the two to three years.

[Russell Brunson]

Right. What's course number one? Do they all need business planning or.

[Belle Beguli]

And, or location secrets? Like I have one called Location Secrets.

[Clayton]

That sounds, that sounds sexy.

[Russell Brunson]

Yeah, that's the offer, right? Be business secrets.

[Belle Beguli]

Yeah, the location secrets. One is the focus that I like.

[Russell Brunson]

Yeah. So I would pick whatever those two or three things bundle and that's all yourself. I would even tell them about the rest of it. The three year plan. I would just focus on the pain they're in right now, what you can do to get them out of it quickly. Because when people are buying from you, they're buying speed, they're buying access, they're buying a shortcut, Right. And so focus on that first shortcut, like where your business plan done. Get your location. We're going to da, da, da. Here's the three or four things you need right now. And that becomes what the webinar is focused on. So, so after us going over time, I say pick a niche. If it's daycares, selling a packet of the first three or four courses that get them the big result that they can see tangibly, it's going to be a big win quickly. And that'd be the focus point right now. And master that. And then from there, then you can upsell people to sell them more stuff, and then we can niche into a secondary niche, and then we can have quiz funnels. But the short term, I would just focus on one market, one message, one offer, and let's just go master that, crush that. And then from there, after you start having success and people come in, then.

[Belle Beguli]

We can start build on it. Right? Just keep building on it. Okay.

[Russell Brunson]

All right.

[Belle Beguli]

Thanks so much. I appreciate you.

[Clayton]

Way to go, Rebecca. That was awesome. Rebecca Hand.

[Russell Brunson]

I want to spend a little time on that because I think a lot of people have that problem. I had that problem when I first came in again. I was like, I can do this for every business in the world. Like, I'm a. I'm a marketing generalist. And it's funny because Dan Kennedy was my first mentor. And so Dan was a marketing general. He was like, marketing for all kind of businesses. And I remember I started doing intermarketing for all businesses because I was like, that's what Dan Kennedy's doing. And it was so fascinating because one day I had a conversation with him and I can't remember what I asked him, but I remember the answer. So the answer was, I was basically trying to figure out, like, if he was to start over again, what would he do? He's like, if I was to start over again, instead of being a generalist marketing all people, I'd be a specialist. He's like, the people I coach, they basically take the Dan Kennedy principles and they become. Become the Dan Kennedy of the dental market or the chiropractic market. Or he's like, you, Russell, you're the Dan Kennedy of the Internet marketing market. And he's like, you guys have it so much easier because you can be very, very specific on all the training, right? Here's how a chiropractor would do the Dan Kennedy system, how a chiropractor would do funnel building. He's like, it's such an easier path. And then it's easy to buy ads because you're just buying to chiropractors. I gotta buy ads to all businesses and my landing pages, and it's so much more work. And I was like, I wish I would ask Dan Kenny that message before I, you know, earlier in my career and I look at now in the funnel world, right? Like, I'm serving all businesses, which is a lot, and we got to spend a lot of customer acquisition. But inside of our world, we've got people who are the funnel gurus of the dentist market and the chiropractor and like all those kind of different things. And they have it so much easier than me.

[Clayton]

It's like the medical field, like you have general practitioners, right? Like the medical doctor, like, oh, my kids got a flu. I go to that one. But then you have people who are spine like. Or dentists or orthodontists. Like they're specialists for a reason. Why don't, why don't we do that more with this? You make a great point.

[Russell Brunson]

Yeah. And just niching down, I mean, it's niching down 101. Like the smaller, the more, the more defined you figure out your market to be, the easier it is to find the people and to target them and the cheaper the ads become, which makes you win easier.

[Clayton]

I got one more question for you on that too. Like, but what about the people who are like, I've already heard a lot of them, like, who's your target market? Well, it's everybody. And they think that if they don't niche down, they're going to make more money because they're going to this casting this big wide net. What would you say to that?

[Russell Brunson]

Think about this. Like if you were to walk into a store, right, And I'm a wrestler. I think about the segments I'm in, right? And if I walk in, it's like. And there's like health food, right? Health food's a huge market. Something. Oh, health food. Like, cool. I'm going to buy stuff. I'm going to buy very specific things. But if I walk into a health food store and there's a section, it's called health food for Wrestlers and it's stuff that's very specific for wrestlers. And the price is probably 4 to 5x because it's premium, because it's specifically for wrestlers.

[Clayton]

Advil for migraines.

[Russell Brunson]

100%. I would buy the wrestler specific thing. That's four to five times more because it's speaking directly to me. Same thing with books, right. You can buy a general marketing book or marketing for wrestlers who happen to be Mormon. I'd be like, this book's speaking to me. It's $400 for the book. But it's like, this is my book written, this author wrote for me specifically. I'll spend a huge premium for the specifics. And that's what you understand. We keep thinking having the masses is the key. But the problem with the masses is you can't charge a premium because it's the masses. And then you're competing against everybody else versus in a segment. I look at people Right now, it's crazy. I can't tell the person's name. You guys know who this person is. But I will give you the case study because it's insane. So this person, in our world, you would all know who this person is if I told them. They sell to a very specific audience and they. I'm trying not to give away. This person is. It's so good though. But they did a webinar presentation and they sold a hundred thousand dollar offer where they were going to build. They positioned it as a. As a machine that sells tickets to a thing that you want, like to an event or something. Right. We would call it a funnel. They called it a machine that sells tickets or whatever. The offer was $100,000 to build a funnel for them that they didn't call a funnel. 18 people signed up off the webinar. $1.8 million. I was like, so that's the same thing that I would sell for $1,000. But because they niched it down to their niche, they could charge a premium, $100,000. 18 people bought one webinar. And I was like, I am working way too hard. So that's the power of specialization. But the market's so much smaller. There's way less people. Those people will spend 100 times more money in the thing like that. There's a premium when you are the person and you can be more specific. So the fulfillment and the training, so much easier. Anyway, so there's The Russell rant. $100,000 funnels. Just call them something that aren't funnels.

[Clayton]

We've got a facilitator, Chris Davis, on our team. And he always has this, like. Because it comes up often, he literally has like. As far as laughing about Advil for migraines.

[Russell Brunson]

Yeah, it's this.

[Clayton]

If you look at the ingredients, it's the same thing as ingredients that he brings up.

[Russell Brunson]

I have migraine. I must pay. The more expensive.

[Clayton]

There's the pain, right? You're in the pain. You're like, well, that's specifically for it. And then you go grab it and it's just genius. Like, I think there's so much power in that.

[Russell Brunson]

Yeah. So interesting.

[Belle Beguli]

Yeah.