The Coaching Framework That Built ClickFunnels (And How to Build Yours) | #Success - Ep. 53

Summary

Podcast Summary: The Russell Brunson Show

Episode: The Coaching Framework That Built ClickFunnels (And How to Build Yours) | #Success - Ep. 53
Release Date: July 16, 2025
Host/Author: Russell Brunson | YAP Media
Duration: Approximately 30 minutes

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Introduction

In Episode 53 of The Russell Brunson Show, titled "The Coaching Framework That Built ClickFunnels (And How to Build Yours)", Russell Brunson shares invaluable insights into building a successful coaching business. Drawing from his extensive experience with ClickFunnels and coaching thousands of entrepreneurs worldwide, Brunson outlines a step-by-step framework that aspiring coaches can implement to achieve consistency and success in their ventures.

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Understanding the Entrepreneurial Journey

Russell Brunson begins by addressing the common struggles faced by new entrepreneurs and coaches. He emphasizes the importance of shifting focus from merely making money to genuinely changing people's lives. As Brunson states at [03:16],

"if you do it correctly, you get paid a lot of money... and it gives you the ability to change a ton of people's lives."

He warns that while financial success is gratifying, true fulfillment comes from making a meaningful impact on others. This foundational mindset is crucial for sustaining long-term success and personal satisfaction.

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The Cycle of Seeking Results

Brunson illustrates the typical cycle entrepreneurs go through in trying to achieve their desired outcomes. He uses relatable examples such as dieting and starting an online business to demonstrate how individuals often face repeated setbacks before finding a path to success. He elaborates:

"People try and start online businesses. I don't know the actual statistics behind it, but my guess is probably similar, probably eight to 10 times per year, someone who's trying to get the result of starting a business, getting freedom, that they go on this path and they try and they try and they try." ([05:00])

This cycle of trial and error mirrors the experiences of many of Brunson's customers, underscoring the universal challenges in the entrepreneurial journey.

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Transitioning to Coaching: From Personal Success to Teaching Others

Once entrepreneurs achieve their personal success, Brunson advises them to consider coaching as a way to replicate and share their success with others. He highlights the distinction between being proficient in achieving results and being effective in teaching others to do the same:

"Have you ever seen that before in your life? I had some wrestling coaches, some of the greatest wrestlers in the world, but they were horrible coaches." ([09:42])

Brunson emphasizes that coaching requires a different skill set focused on guiding others through a proven process rather than solely executing it oneself.

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Developing Your Coaching Framework Hypothesis

Brunson introduces the concept of a Framework Hypothesis, a foundational step in creating a successful coaching program. This involves:

1. Identifying Your Success Steps: Reflecting on your personal journey to outline a step-by-step process that led to your success.

2. Testing the Hypothesis on Yourself: Acting as a "human guinea pig" to refine and perfect your framework through repeated trials and adjustments.

He shares his personal experience with ClickFunnels, noting how he iteratively tested his funnel strategies to ensure their effectiveness:

"I went back and I created another product, following the exact same steps I did for the potato gun dvd. I went out there and I launched it, and guess what? It didn't work... I kept tweaking it till eventually that new funnel I launched actually started having success." ([15:36])

This iterative process of hypothesis formulation and testing ensures that your coaching framework is robust and adaptable.

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Proprietary Naming: Making Your Framework Unique

After establishing a solid framework, Brunson underscores the importance of giving it a Proprietary Name. This unique branding differentiates your coaching program in a crowded market. He cites examples from his own work:

"Every one of these systems. I have, like, one that's called the Perfect webinar. I have one that's called the Epiphany Bridge." ([21:00])

A proprietary name not only enhances brand recognition but also fosters ownership and authority in your niche.

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Validating Your Framework with Real Clients

The next crucial step is validating your framework by applying it to others. Brunson narrates his collaboration with Drew Canole, founder of FitLife TV, as a case study:

"I flew out on my own dime, went to his office... we mapped that out with them, and then they had a new supplement coming out called Organifi... they went and they put it all together. They did a ton of work on their side. They launched it and it blew up for them." ([18:30])

By successfully implementing his framework with Drew, Brunson not only proven its efficacy but also built credibility through tangible client success stories. He emphasizes that such validations are more persuasive than personal testimonials:

"If you have some success with Russell, you totally should. And there's a button down below that said, apply to Work with Russell. ... People saw Liz's video, popped open, filled out the form, and that coach program kept growing and growing." ([19:00])

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Building Credibility and Scaling Your Coaching Business

Brunson elaborates on how client success stories amplify your coaching business. By showcasing real-life transformations, potential clients can see the tangible benefits of your coaching, thereby increasing trust and desirability. He shares his journey with Liz Benny from New Zealand as another example of how client success becomes a powerful marketing tool:

"Liz is hugely successful right now... she was being introduced to my coaching pages, filled out the form, and continued to grow her business exponentially." ([19:30])

This cycle of providing value, achieving results for clients, and leveraging their success stories is fundamental to scaling a coaching business effectively.

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Key Takeaways and Final Insights

Brunson concludes the episode by reiterating the core principles that underpin a successful coaching business:

1. Achieve Personal Success First: Before coaching others, ensure you have personally navigated and achieved the results you aim to teach.

2. Develop and Test Your Framework: Create a detailed process based on your success and rigorously test it to refine its effectiveness.

3. Brand Your Framework: Assign a unique, proprietary name to your system to establish authority and differentiate your offerings.

4. Validate with Real Clients: Prove your framework's effectiveness by helping others achieve their desired outcomes, thereby building credibility.

5. Leverage Success Stories: Use client testimonials and case studies to attract new clients and scale your business.

Brunson emphasizes that while technical aspects like funnels, traffic, and copywriting are important, the cornerstone of a thriving coaching business lies in consistently delivering results for clients. He encapsulates this philosophy with a quote from Zig Ziglar:

"If you help enough other people get what they want in this life, you'll get everything that you want."

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Notable Quotes with Timestamps

• [03:16]
  "If you do it correctly, you get paid a lot of money. And it gives you the ability to change a ton of people's lives."

• [09:42]
  "Achieving the result and coaching someone else on how to get the result are two different skill sets."

• [15:36]
  "I kept tweaking it and testing things till eventually that new funnel I launched actually started having success."

• [21:00]
  "Every one of these systems. I have, like, one that's called the Perfect webinar. I have one that's called the Epiphany Bridge."

• [19:30]
  "Liz is hugely successful right now. ... They continue to grow their businesses because they followed the frameworks I taught them."

• [22:18]
  "All we're selling people are results. If you give me money, I can give you this result."

• [23:00]
  "If you focus on just getting really, really good at getting people results, they will come to you."

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Conclusion

Episode 53 of The Russell Brunson Show serves as a comprehensive guide for aspiring coaches aiming to build a sustainable and impactful business. By sharing his personal journey, Brunson demystifies the process of creating a coaching framework, testing it rigorously, branding it uniquely, and validating it through client success. His emphasis on shifting the focus from financial gain to genuine value creation provides a foundational mindset for long-term success and personal fulfillment in the coaching industry. Aspiring coaches are encouraged to implement Brunson's strategies to not only achieve their business goals but also to make a meaningful difference in the lives of their clients.

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Subscribe to The Russell Brunson Show to gain more insights into marketing, selling, personal development, and the strategies that shape success in business and life.

Transcript

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[Russell Brunson]

What's up everybody? This is Russell. Welcome back to the show. I hope you guys are doing great today. Today I actually want to share with you guys a presentation that I did at one of my Atlas members events. They run one of the biggest challenges and events in Spain. They do these events where they go for like four or five days in a row, seven days or 24 hours a day. It is insane. They get hundreds of thousands of people to register. And so last year I had a chance to be part of it and this year they asked me if I'd be part of it again and obviously I jumped on to support them and it was a lot of fun. And anyway, I wanted to give you gu to this recording because I think there's a lot of really cool things from you. So if you are a coach trying to start a coaching business, try and figure out how to turn your frameworks into something that people give you money for. Trying to figure out how to get your first client. We're going to be talking about that during this session and hope you guys enjoy it. If you do enjoy it, let me know in the comments. Take a screenshot of you listening to this and tag me. I love seeing that. And other than that, I appreciate you guys and I hope you get a lot of value from this episode on the show. This is the Russell Brunson show. Hey, this is Russell Brunson and first off, thank you so much for having me here. I'm excited to spend the next 30, 30 or so minutes with you guys helping you in your coaching businesses. Obviously you have so many amazing speakers that are speaking over the next few days and I was trying to think what are the things I could bring of value that might help you guys on your journey. And so I've created something kind of unique specifically for you guys and I hope that you love it. Before we get started too much if you don't know who I am. My name is Russell Brunson. I'm the co founder of a really cool company called Click Funnels that we launched about 10 years ago and we've helped hundreds of thousands of entrepreneurs from all around the world to create and launch funnels to change people's lives, to create movements and we've helped train experts in almost every industry you can dream of. And so I'm gonna share with you guys the things that I've kind of learned on my journey as I was trying to figure out how to become an expert and things I've taught other people. And hopefully it'll help you wherever you are in your journey.

[Audience]

Okay.

[Russell Brunson]

I know a lot of you guys are just getting started. Potentially, this is the beginning of your journey, and you're trying to figure out, like, where, what do I sell people? What do I teach them? What does that actually look like? Or maybe you've got something kind of creative, but it's not working. People aren't buying it, or maybe they're buying it, but they're not having success with it. And so I'm walking through kind of what I've done over the years to be able to figure out, how do you create something that's actually going to change people's lives and something that people will pay you money for? Cause if you figure out those two things, this game becomes a lot of fun. My favorite thing about business is the fact that when you do it correctly, two things happen. Number one, if you do it correctly, you get paid a lot of money, right? And so we're going to talk about that a little bit. But number two, if you do it correctly, it gives you the ability to change a ton of people's lives. And for those of you guys who haven't made money yet on the Internet, I don't want to ruin it for you, but what's gonna happen is you're gonna make some money, and you're gonna think that that is going to fulfill you. And then you're gonna find out really quickly that it's not a very fulfilling feeling. And you're gonna be like, oh, no, I had this goal to make a bunch of money. I made a bunch of money. I don't feel any different. Like, I don't feel what I thought I was gonna feel.

[Audience]

Okay.

[Russell Brunson]

It happens to most entrepreneurs on this journey. They start because they wanna build a business and make money, and they get the money and they feel empty. I've seen this over and over and over again for decades. Happened to me. It happened to so many people. But then what you're going to find when you start shifting your focus from how do I make money to how do I actually change people's lives? Like, that is where fulfillment comes from. That's where you're going to have those experiences where it's like, oh, my gosh, I Changed this person's life. And that feels like the feeling you're hoping for. And so I don't want to ruin surprise for you. I know you guys are starting the business now, trying to grow, but just, you know, long term, like, the focus on actually changing people's lives is the key. And so this process will help you to create the products that people are gonna buy, but more importantly, the ones that are actually gonna change people's lives. So that's kind of the game plan. You guys cool if I jump into that and have some fun? All right, so the first thing you have to realize is when you're starting any kind of coaching or expert business, right? Usually the way it works, it starts like this. Here is a picture of you, okay? I've drawn this a million times. It's the most simple drawing. But this is you. And there was something that happened in your life where you wanted some big result, right? So I'm over here. It's the top of the mo. And this is the result you desired, right? You wanted this thing. And so this result could have been a lot of things, right? It might have been like, I wanted to lose weight. I wanted to make money. I wanted to trade stocks. I wanted to learn how to cook. I wanted to learn how to fill in the blank. Whatever your wildest dreams and desires are, right? This is the result you wanted. And what happens for most people is because they have that desire, they're down here. And again, this is you. And you go on this journey, you start going to try to achieve that result, right? And what happens? For the most part, we go on the result, and immediately we hit it, right? No, that never happens. That's never what actually happens in your life. What happens instead is, like, you start on the path to go towards this result. You're going. And all of a sudden, like, you realize you went the wrong direction, and boom, you hit a dead end. You're like, oh, it didn't work, right? And then you start over from scratch. You go back to home, and then you start again. You go on this journey, you start going towards the result. I'm gonna figure it out. I'm excited. And all of a sudden, ooh, and you get lost over here, and it dead ends again, right? You're like, dang it, I'm gonna try again. So you go back to the beginning, you start going, and you're trying again, and then you get lost again. And it keeps happening over and over and over again, right? And this is the pattern that most people have, okay? The reality is this is happening for your customers as well. When somebody is coming to look for you. It's very rare that this is the first time they've tried to achieve the result that you're promising them, right? Usually they've tried a whole bunch of different things. I had a chance to buy a women's weight loss company a couple years ago, and I remember when I was talking to the founder of it, she told me that the average woman in America, I don't know if it's the same in your part of the world, but in America, the average woman goes on eight diets a year. Eight times. Eight times. They know they want the result, they want to lose weight, and they go, okay, I'm going to try the Atkins Diet. And they go, oh, and it fails, okay, I'm going to go try the Carnivore diet. And it fails. I'm going to try Paleo. And they try these things over and over and over eight times a year, okay? People try and start online businesses. I don't know the actual statistics behind it, but my guess is probably similar, probably eight to 10 times per year, someone who's trying to get the result of starting a business, getting freedom, that they go on this path and they try and they try and they try. How many guys, what I'm talking about, how many guys have experienced that, right? You've gone to this dead. Maybe you guys are there right now. You just got done with the dead end. You're back at home like, okay, I'm going to come to the summit. I'm going to come to this event, see if I can figure out finally how to get the result that you desire, okay? And so that's what happens in the typical lifestyle cycle and probably happen for you as well, right? But then over time, you start getting better and better and better, and eventually you figure out the path, right? It's the path from going from where you are today to actually making it through all the clutter and getting to the result and that you desired the most, right? And you did it, you achieved it, you made money, you lost weight, you got a six pack, you traded stocks or Bitcoin or whatever your thing is, right? You figured out how to do it, you got the result, and it's like the most exhilarating thing, right? You got. I'm a wrestler. So for me, like, whenever I think about winning, the feeling, for me, winning is when you win a wrestling match afterwards, you shake their hand and then the ref would raise your hand. So for me, it's like that raising my hand. Like, I got the feeling I did it, I won. I accomplished it. Right? And it feels great. How many of you guys have won something before? It's like, this feels amazing, right? So that's what happens. You go through and you finally figure out you get the result you want. And then for some reason, you come back and you're like, I want to be an expert. And this is where we're going to pick up the conversation.

[Audience]

Okay?

[Russell Brunson]

Because you figured that out. And what you have to understand now is you found something on this journey. You found the most valuable thing in the world. What you have found is you have figured out the map.

[Audience]

Okay?

[Russell Brunson]

You have this map. And the map takes you from where you are today and took you all the way up here to get the results. And so that is. That is what you have. That's where we're starting this journey. So you guys have gotten a result. You want to coach people once. Now you're going to come back and you're going to figure out, how do I take that result back and help other people to get the same result as me? Knowing full out, the most people you're going to be serving have been going on this journey. They tried this one and this one. They kept failing. Right? And so they're in that same spot that you were in earlier, and this is where you're coming to them.

[Audience]

Okay.

[Russell Brunson]

Now a couple other things that I think are important to understand. People always ask me, like, Russell, I don't know who, like, who am I going to sell this to? Who's my dream customer? Who's the person that I'm supposed to serve with my product or my service, my coaching, right? And so this is the big key to understand the person that you are supposed to serve is basically, it's you five years ago. It's you when you very first started this journey.

[Audience]

Okay?

[Russell Brunson]

Now, for some of you guys, this is gonna be hard. You have to go back and remember, like, okay, what was happening in my life? Like, what did I feel? What was the pains and the frustrations? What were the stories I was telling myself? What were the things I was trying on this journey that didn't work? Right? Cause these are gonna give you all the assets and tools you need when you get to actually starting marketing and selling it. We're not gonna get too deep into that during this session, but I want you guys to think about that, because when you realize that the person you were called to serve as you five years ago, it's like you Already know you went through the same path they're going through. You figured out a step by step process to get the result. And that's the key.

[Audience]

Okay?

[Russell Brunson]

You're coming back to them saying, look, I found the map. Let me show you how I got from here to actually getting the result. And you're coaching somebody through that process and taking them on the journey, okay? That's all the coaching basically is. It's kind of fun. Okay? So now what I want to talk about is for a lot of people, they go through that and they're, okay, now I'm going to go, I'm going to be a coach. You know, maybe you're doing coaching or consulting or you're doing group coaching, or maybe you want to create a course or write a book or something. And this is where people kind of struggle is they achieved it for themselves, but now they want to go in there and try to share with somebody else. And I'm sure you guys all know this. A lot of times there's somebody who's really good at what they do, but they're really bad at teaching it. Have you ever seen that before in your life? I had some wrestling coaches, some of the greatest wrestlers in the world, but they were horrible coaches. I had other guys who, they weren't that good actually wrestling, but for some reason, they're really, really good at coaching it. These are two different skill sets. You actually achieving the result and. And you coaching somebody else on how to get the result are two different skill sets.

[Audience]

Okay?

[Russell Brunson]

So my job today is not to help you to figure out how to get the result. You guys already figured out how to get that result. My job is to teach you how to actually teach that result. Because if you can break it down into a simple process to help someone else be successful, that's how you become a great coach.

[Audience]

Okay?

[Russell Brunson]

And the better coach you become, the more people will come to you, the more clients, right? When I learn this process, I'm going to be sharing with you guys. You know, it takes some trial and error as you will see as going back and forth. But after I started having some success with it, then people started saying, man, Russell's really good at getting this result. And then more people came and all of a sudden people started showing up and it became a lot more fun. It became easier to get clients because I had a process that was working and I knew exactly how to teach it consistently time after time after time. Okay? So now we have this kind of the foundation here. Now I want to talk about what your job as a coach is, you are creating a framework for their success. A framework or a map? It's a framework. It's basically a step by step process to get them from where they are today to the result that you're promising them. That's it. That's when. All said and done, that's all you're doing.

[Audience]

Okay.

[Russell Brunson]

All we're selling people are results. If you give me money, I can give you this result.

[Audience]

Okay?

[Russell Brunson]

That's all that you're really doing in any kind of sales argument. And now it's like, how do I take them on this journey? Okay, if you've been following me for any amount of time, you know I always talk about as you're growing and scaling your company, the most important thing is finding the who, not the how. Who is the person that can help you drive more traffic. Who is the person that could be your CEO. Who is the person that could build your funnels. Understanding the who will dramatically speed up the growing and the scaling of your company. Now, the best place to find the who's who can help you with your vision is Indeed. When it comes to hiring, the right who's Indeed is all you need. Indeed gives you the ability to stop struggling to get your job post seen on other sites because Indeed's got a sponsored job listing where you can stand out in front of your dream hires. With these sponsored jobs, your post jumps to the top of the page for your relevant candidates. That means your funnel builder is going to see it. That means the person driving traffic to your funnels is going to see it. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up. Indeed. And that makes a huge difference. In fact, according to Indeed data, sponsored jobs posted directly on indeed have 45% more applications than non sponsored jobs. One of the things I love about Indeed is it makes hiring so fast. You can post the job and within minutes you're getting applications who are coming in looking to become the who inside of your business. Prior to that, I was often posting my help wanted ads on Facebook and Instagram and getting tons and tons of responses from unqualified people who had no idea what they were doing. Whereas Indeed, again, they're only being seen by the exact person I'm looking to hire. Now with Indeed sponsored jobs, there's no monthly subscriptions, there's no long term contracts. You only pay for results. They may be wondering how fast is Indeed. Well, in the minute I've been talking to you. So far, 23 hires were made on Indeed across the Indeed network. So there's no longer need to wait any longer. You can speed up your hiring right now by going to Indeed. And listeners of the Show Get a $75 sponsored job credit to get your job more visible by going to indeed.com clicks just go to indeed.com C L I C K-S right now and support our show by saying you heard about Indeed on this podcast. Indeed.com clicks, terms and conditions apply. Are you hiring? Indeed is all you need. All right, so here's the steps. Step number one, okay? The first thing that you got to do is now that you've gone through this path, you have to create what's called a framework hypothesis.

[Audience]

Okay?

[Russell Brunson]

So a framework hypothesis, just like a scientist, if a scientist is going to go do some science experiment, the first thing he does, he creates hypothesis. I think that if I do this, this, this, and this, then I think it's going to be successful. So they make a hypothesis and they test it and they see if it works. And if it works, awesome, then it's real. If it didn't work, like, hey, why didn't it work? Oh, this didn't work. Let me come back. I'm going to make a new hypothesis and you test a new one, right? And so you do it over and over and over again, okay? So the first thing that you got to do is you got to come back and remember back in time. Okay? If I was to go back five years ago, what were the actual step by step process that I did to be successful? Okay, I'm going to build out again. It's called the framework hypothesis. So step number one, I know that I had to do this step. Then step number two, I did this step. Step number three, I did this step. Step number four, step number five, step number six, right? So these were the steps that I did to be successful. Therefore, this is my framework hypothesis. I think that if I take somebody else through this process, they're going to be successful, okay? And so what most people do is they don't even identify that. So step number one is like actually identifying what are the actual steps to get somebody the result.

[Audience]

Okay?

[Russell Brunson]

That's the first thing. You better know those. You better know, like, here's my six step process to do this, here's my 12 step process to get this, here's my 13 step, like whatever it is for you. What were the step by step things you actually did to go from A to Z, okay? So that's the first thing to kind of figure out.

[Audience]

Okay?

[Russell Brunson]

Now the next thing that we like to do, step number two in the process, after you've created your framework hypothesis, then step number two is say, okay, based on that, I want to test this hypothesis. And what initially happens is, usually you want to test it on yourself. Now, obviously, you've gone through this process once. It's like, okay, I've done this once. I'm successful. But the reality is, you want to test it on yourself as many times as you can. So I don't know what it is for you. For me, in my world, the thing that I'm an expert for is I help people to create and launch funnels, right? That's my world. I know how to do funnels better than any other human who's walked this planet of all time. That's my claim to fame, right?

[Audience]

Okay?

[Russell Brunson]

But the reality is, I remember me, I was trying a whole bunch of stuff, right? I was trying to sell things on ebay. I was trying Craigslist. I was trying a bunch of stuff that didn't work. And eventually, the very first thing I did had success was my potato gun dvd. You may have heard that story. It's my very first funnel I ever created. I launched it, I had success, and I was like, this is amazing. Now, what I didn't do right then is go launch a coaching program. I have one successful funnel. Let me teach you exactly how to build funnels. I wanted to become a master. I wanted to become an expert at it. So I said, okay, I had success once. Let me see if I can duplicate these results more than once. So I'm gonna go back to the drawing board. I'm gonna figure out what's my framework hypothesis. What was the first thing I did? What was the second thing, the third thing? So I figured out, here's this process, okay? Here's the step by step process of how I have success. Let me try it again. So I went back and I created another product, okay? Following the exact same steps I did for the potato gun dvd. I went out there and I launched it, and guess what? It didn't work. I was like, wait a minute, this doesn't make any sense. I followed the path the first time, and it worked for potato guns. Why is it not working this time?

[Audience]

Okay?

[Russell Brunson]

And for me, at first I was like, oh, man, this doesn't even work. Like, I was all frustrated, right? But I was like, okay, was this the right framework? Maybe I missed something. I started going back, okay, why is it not working. I'm like, oh, I forgot. For this to work, I had to do this product research back here. I forgot, like, I did a bunch of keyword research here. And then I found a market, you know, and I went back through and I was able to look at, like, why is this not working? I'm like, oh, I forgot this. I didn't add this. And I kept tweaking it. So I came back and I would tweak things and test things and tweak things and test things till eventually that new funnel I launched actually started having success. I was like, okay, cool. I've got Potato Gun dvd, I got Zip Brander. I've got two different products now. They're successful. Let me try this again. And I'm becoming the human guinea pig. I don't know if you guys follow Tim Ferriss. Tim Ferriss is one of my favorite authors. Tim became famous at the very beginning of the whole biohacking movement that you see nowadays. But what Tim would do is he started testing all these ideas on himself. So he literally gets blood tested every day. And he'd go do crazy things. He gets blood tested, do these supplements, gets blood tested. Try this. So he was becoming a human guinea pig, learning all these things in real time, according to his own body, his own blood work, everything to learn all this cool stuff. And then from there, after he was a human guinea pig with thousands of different tests, then he wrote this book about, here's all the things I did to help me to be more successful. So I always think about that when I go through this phase is like, I'm becoming a human guinea pig. I don't want to test out my philosophies on somebody until I've proven they've actually worked right? Because if someone gives me money, I want to make sure I'm going to get them the result. Worst thing, someone gives you money and you lead them on a path like this. You do that, you lose your credibility. It's gonna get hard to get new clients, all sorts of stuff. I need to figure out how to make sure I can replicate the success for myself. And I do it again and again and again. I keep testing it on myself, and I launch a second funnel and a third funnel. And during this process is where you're learning all the intricacies. I remember during this time. At the time, most of my businesses were in very specific consumer markets, so, like, potato guns, weight loss, things like that. And then I got some clients who came to me who were like, they wanted to do it like a chiropractor or a dentist. I was like, oh, I got the path. So I made the whole path. We tried to launch it, and it didn't work. I was like, wait a minute, this is different for traditional local businesses than it is for a digital business. And then I had an E commerce guy, hey, we have an E commerce store. I want to do the same thing. I'm like, okay, let me show you the path. We plugged it in and it's like, this doesn't actually work for e commerce stores, right? And so I started learning like, okay, when does my framework hypothesis? When does it work? When does it not work? Right? And making tweaks and changes, the tweaks and changes. And so from that I figured out, okay, and if I'm selling e commerce, it's the same framework, but this is the nuances, the tweaks it makes. If you're doing E commerce, here's the nuances you make. If you're a dentist, here's the tweaks you make if you're a chiropractor. I started learning how my hypothesis would work with different business models. Now for me, fast forward a decade later is when I wrote the Dotcom Secrets book. And if you've read the Dotcom Secrets book, if not, go read it. It's my first book I ever wrote. But it's the result of me testing this hypothesis over and over and over again realizing there are laws, there are patterns that work consistently over time. That's the thing you as a coach, you have to understand is what your job is, is you're recognizing the patterns that are working, right? And then you're helping other people to implement these patterns into their business, into their life, into their health, whatever it might be, right? And so for you, though, it's like you got to figure out what the patterns are and get really, really good. So now it's fun. If I could have almost any business owner in the world come to me, doesn't matter what kind of business you're in, they can tell me other business. I'm like, okay, I've got a dozen patterns that I know work. Oh, E commerce, it's gonna be these two patterns work the best for E commerce. Oh, you're brick and mortar. Oh, you're doing high end coaching. Oh, you're doing. And I pick the frameworks that I know work consistently for those things and then I can plug them in and it's just like, now we know exactly, boom, how to get the actual result. Okay, so that's what's happening during this whole, you know, step number one, creating the framework hypothesis. And number two is testing this hypothesis on yourself over and over and over again.

[Audience]

Okay?

[Russell Brunson]

This is the part most people miss. Most people, they read a book about something and they put a flag in the ground like, I'm a coach. And then they coach people, and the people get lost in these paths and they don't have success. Okay? Again, you want to figure out a way to get people to be successful. It's the key.

[Audience]

Okay?

[Russell Brunson]

And so this step is crucial for you to understand. You gotta test your stuff over and over and over again on yourself.

[Audience]

Okay?

[Russell Brunson]

All right, Next step, step number three. Now, so step number one was creating a framework hypothesis. Step number two is testing your framework hypothesis on yourself becoming a human guinea pig. And then number three in the process is after you've figured out the step by step process, then you need to give it a proprietary name. It's got to be your name, like your unique wrapper that you have around this thing to make it unique. So you think about this. The reason why that's so important is because there's a lot of people who sell this result, right? And they might be selling different ways, but what's unique about yours? If I'm going to be selling coaching or framework, I got to have my own proprietary name for what it is I'm doing. If you studied any of my stuff in the past, you know, I have proprietary names for almost every one of the frameworks I teach, right? Every one of these systems. I have, like, one that's called the Perfect webinar. I have one that's called the Epiphany Bridge. I have all these different frameworks of things I teach. Every time I teach them, I give it a proprietary name so that it's mine, so that I own it so it's not just like everybody else's, right? If I was gonna go and launch a weight loss company, I would look at, like, what are the other names? Like, there's Paleo, there's Keto, there's Atkins Diet. There's a million different diet names, right? If I was gonna launch a new name, I would find a way, like, how do I name this framework? Something different that's unique so I can talk against all the other options that people are trying. One of my favorite, there's a guy in my Atlas program, Jeremy Miner. Some of you guys may know Jeremy. He is a sales trainer. And there are a lot of sales trainers on the Internet. Tons of them in Every different industry. And Jeremy, when he came in, he brought his sales formulas and frameworks and stuff, and obviously they're amazing. He's one of my favorite sales trainers, actually, I've ever met. He's that good. But I think what makes him most unique and the reason why he has so much success in the marketplace, he's not just another sales training guy like everybody else out here. He created a proprietary system called nepq. And NEPQ is his. It's the proprietary framework that he created. If you go inside of it, like, yeah, there's a lot of sales principles that people find in other frameworks, but this is his proprietary thing. So the third step is after you've figured out your process, like, what is the actual framework? What are you titling it? You may think as dumb. Who cares? This matters more than you ever understand. After you have the framework, then you own it, and then people start referencing your framework. They start referencing you over and over and over again, right? And so it's important that you've got this proprietary framework. Think about the best books out there, right? Think about the guy that wrote the Five Love Languages book, right? Tons of people in the marriage and counseling world all reference this book. They all call it the Five Love Languages. It's his proprietary name that he used. Now, all these other people who are using it and talking about it all lead back to his book, his coaching, his programs. So you have to think about that, like, what are you gonna call it? What's your proprietary framework name? Okay, so that's step number three here.

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[Russell Brunson]

All right, now I'm going to move on to step number four.

[Audience]

Okay?

[Russell Brunson]

So we've done a couple things right. We. We created a framework hypothesis. We went and tested it. Step number two, we tested ourselves over and over again until we perfected it. Then, number three, we gave it a proprietary name. Step number four. Now, and this is where most people aren't willing to do this step, but this step is key. Step number four is you have to go and prove it now on somebody else, it worked for you. You got the result the first time, you were able to replicate it a bunch of times over and over again. Now you got to go get that result for other people. I see a lot of people, they go through this process to create a framework, and they start trying to sell it. You can do that. But if you want to be very successful, you got to make sure this works for other people. And again, we're not gonna get to the selling side of this business right now. But if we were getting to the selling side right, me saying, hey, I made a million dollars, let me show you exactly how I did it. That's strong. But what's way stronger is like, hey, I had some success building a business, but I helped these 12 other people do it, and I want you to tell their stories. And these people are all telling their stories. That's such a more powerful sales argument. Now you're talking about how great you are. Someone can look at you like, well, you did it because you're superhuman. You're Russell Brunson, you're Tony Robbins. They'll look at you as like, well, you have something unique that nobody else has. But if you can get the same results for other people, that proves that you are a good teacher. It proves you're a good coach. It proves that you're not just spouting off things, but you actually can help other people. So that's one of the most valuable assets. And so for me, I remember if I go back in time, this is before we launched the click funnels business. I had been doing funnels for a long time. I had launched. I think I did the math. One day, it was like 80 or 90 funnels I had launched. I had done this more than most people ever do in the lifetime, right? And so we had all these results of us doing it. Then I started writing the dot com secrets books. I'm writing the book. I'm putting all the frameworks in there. I tested on myself, and then I realized I'm like, these things are all in my head. I know they work for me, but they work for other people. I don't Even know if they do. So I started thinking, I'm like, hey, somebody who buys this book who eventually buy my coaching. What does that person look like? What does my dream customer look like? Who do I actually want to serve? Who is me five years ago that I would love to actually help that person? And so for me, at the time, I had gained a little bit of weight. I was a little chubby at the time, and I was trying to figure out how to lose weight. So I was following all the influencers. And there's one guy that really spoke to me. His name is Drew Canole. He had a company at the time called FitLife TV. And he was awesome, right? I remember watching his stuff, and he was talking about juicing and all sorts of stuff. I was like, I really like Drew. And so I just randomly messaged him one day, hey, man, you're awesome. I. I do this stuff with funnels, and, like, I'm kind of this nerd over here, and I'm trying to find someone to coach. Can I come coach you for free? And he messaged me back. He's like, hey, yeah, I've seen your stuff online. And he's like, well, what's the catch? I was like, no catch at all. I just wanna improve my stuff works. Can I come and I coach you and your team for free? He's like, well, I guess, but, like. But, like, what's it gonna cost? I'm like, no, I'll pay my own flights, hotels. I will come and just coach you guys for free. He's like, but, like, what's the. Like, there's gotta be some catch or something, right? It's like, literally no catch. I just want to prove. I gotta prove this stuff actually works. Like, I know it works for me, but I need to prove that I can actually coach somebody else through the process. And so finally, after a whole bunch of back and forth, it's like, fine. Like, sure, go for it. So I flew out on my own dime, went to his office, met with this team, and I didn't realize at the time that the team, they'd been struggling. They'd built a big business, and they had kind of fallen apart. And, like, anyway, they basically. They showed me their numbers, and they're like, we're about, you know, a month and a half, two months away from closing the doors. I was like, oh, crap, okay. And I didn't have this verbiage at the time. Like, I always tell people now, like, you're one funnel away. You're one funnel away. But If I would have, I would have said, don't worry, guys, you're one funnel away. But we don't know which one is. We gotta create a couple just really quickly to figure this out. So we sat in the room and we figured out a new funnel for their coaching funnel for their. Like, their info product funnel. We mapped that out with them, and then they had a new supplement coming out called Organifi. They hadn't actually been like, we have this new green drink. And so I showed them. I'm like, here's how I did my stuff. Like, I looked at my frameworks. Like, oh, here's my supplement framework. Here's what I did. Boom. I walked through exactly all the steps for how I launched my supplement. I gave him the playbook, the framework, the everything. And then after I left, they went and they put it all together. They did a ton of work on their side. They launched it. We did voxers and phone calls back and forth, helped guide them along the line. And they ended up launching this thing, and it blew up for them. It became a much bigger business than the coaching business. They've had a ton of success for the last decade now selling organifi. And it was cool. And so I was like, oh, my gosh, this is so cool. Because my frameworks work for me. It works for Drew as well. After it blew up, Drew sent me this amazing video, and he's like, the video was really cool. He's like, hey, Russell came out to our office. We were struggling, and luckily for me, he was willing to help us. He helped us put together a funnel. We launched it and changed everything. So he made that video. It was the coolest thing. I took that video back, and I was launching my coaching program at the time. I ended up writing about Drew in the intro of the Dotcom Sneakers book. I told his story, and then I launched the book, and then I created a page for my coaching application. And the page was so simple, it was the easiest page in the world. And the headline said, I'm looking for more of my dream customers. Fill out this application to see if you qualify or something. And I put a video of Drew telling the story. Okay, Nowhere on this page am I even on the page. My face isn't there. There's no video of me. It's just Drew being like, hey, I worked with Russell Brunson. This is what happened. This is before the. After huge results. If you have a chance to work with him, you totally should. And there's a button down below that said, apply to Work with Russell. And then they click on the button, it would pop open, fill out a form, and then someone from my team would call them and we'd sell them coaching, right? And that was the funnel. Very simple. Two pages. That was it. One video, Drew telling his story. And so we launched it. And then guess what happened. People came, they saw Drew's results. They're like, wow, look what Russell did for Drew. I wonder if they could do it for me. They signed up for my coaching. They came in, I started having success with them, right? I would take people like, hey. They come to my world and like, hey, what's the issue? Oh, you're in e commerce. Cool. Here's my e commerce framework. Boom, boom, boom, boom, boom. Help them launch it, have success. And then guess what? I'd say, hey, you have some success with this. Can you make a video, tell them about your story? Like, sure, of course. You just helped me have success. I would love to. They make a video telling their story, they send it back to me. I put up on a page looking for a few more of my dream clients. Click here. If this is you, boom, click. It pops up. They fill out the form. Boom. More people join the coaching program. Eventually, we got one from someone named Liz Benny. Some of you guys may know Liz Benny. Liz Benny is down in New Zealand. She fills out the form, we pick it up, she joins the coaching program. I'm talking to Liz the very first time. She's like, I want to be a coach like you. I was like, okay. I was like, what you used to do is a webinar. She's like, how do I do webinar funnel? I was like, I happen to have a framework. It's called the perfect webinar. Okay? And here's it. So I took her through the journey. She went through the entire process, right? She wrote a webinar. She launched it to the world, blew it up, had her first six figure month, grew from there. And Liz is hugely successful right now. But that was kind of. I had a chance to be a little piece of the journey at the very beginning when she launched this whole thing. And then she actually flew from New Zealand out to Boise, Idaho, where I live, and we recorded a video for her. And her video was just telling her story. Like, hey, this is what happened. I was really struggling. I worked with Russell. It changed my mindset. It changed my everything. We launched this business, then it changed, right? I put that video on a page. I'm looking for a few more dream clients. If this is you, apply down below lizbene video. We send traffic there. People saw Liz's video, popped open, filled out the form, and that coach program kept growing and growing. That became, if you guys know, my back end coaching program, I have a program, it's $50,000 a year called Inner Circle. And I have one that's $250,000 a year called Atlas. And like, that funnel is the thing that brought all these people in, just other people saying, I had success with Russell, I followed his frameworks and they actually worked. And if you want to work trustful, you should click the link down below and fill out the form. So that's it, you guys. That is the real magic. That's the big secret sauce behind how this whole thing works. Everyone keeps worrying about, like, all right, what's the algorithm look like? How do we write copy? How do we do all these kind of things? Those things are okay, like, they're incremental in what you're trying to do. But if you really want to be successful, right, it's getting people results. That's it. You get people results, everything else will come to you. Zig Ziglar said, if you help enough other people get what they want in this life, you'll get everything that you want. Okay, it's true. It's like you figure out how to help as many people possible, you get overpaid for the rest of your life. That's the key. That's why you guys are coming into this coaching business, why you want to do it, why you want to pursue it. Okay, so I want to come back and say, if you're going to do this correctly, start at the very beginning. Go through the process like I explained it to you, right? Go through everything. So again, first step is obviously you got to go get a result. If you haven't got a result yet, if you want to be a coach on some market, you got to figure this out for yourself. You got to go get the result first. Go back and do that. If you don't have a result yet, you can go and build funnels for someone else who's an expert. But someone's got to have a result. That's what you are selling, is the result, the map to get the result. Number two. Then you go through and you figure out what is your framework hypothesis? What do you think is the process to get that? And then you go try to replicate on yourself as a human guinea pig over and over and over again until you start learning it, perfecting it. Figure out the nuances, the things that are working things that aren't working. You get that figured out, then you come back, give it a proprietary name so it's your framework, your system. Then you take that and step number one is go work for free. Find two or three or five of your dream customers and just serve your face off. Do everything you can to help them be successful. If you get one person, two people, three people, start having success with the frameworks that you created, then it's game over. This business becomes so simple and so easy. Then your customers will tell the story, you highlight it, you show them. People click on links, they come to the page, they join your coaching, and you do that over and over and over again. So that is the real secret, I believe, behind how to be successful in the coaching industry. All the other stuff is good, good funnels, awesome driving traffic's, awesome email sequences. There's so many other little things, but this is the bulk of it. If you figure this out, you can do almost everything else wrong and you'll still be successful. People will come to you if they find out you're the person that can get them results. I look at who are the coaches that I've hired over the last decade? Who are the people that I've sought out to try to find stuff? Sometimes I see them from an ad. Yeah, I mean, we buy a lot of ads. We spend over a million dollars a month in each of our businesses buying ads. We see those things over and over and over again. And so that's one way, but more likely than not, it's like I hear about them from other people. Other people talk about like, did you see so and so? Oh, so and so did this so and so did this. You keep hearing these stories over and over and over again to the point where it becomes really hard to not get people to come to you if you focus on just getting really, really good at getting people results. I look at my business right now, the why we're still successful, we keep growing is because we're really good at that one thing we're really good at getting people results. They come to me with a product, a business, a service, whatever it is, we can help them to create and launch a funnel and help them be successful faster than anyone else on this planet, I believe. And that's why we've been doing this for so long. I hope that that helps serve you guys as you are going through this expert journey, as you're figuring these whole things out. Have fun in the journey. Don't be so stressed about I got to make money really quickly. Instead, figure out, how can I serve people? What's the way that I can give people the best value, help them get the results. And if you shift your focus to that, all the money will come to you. But if you're focusing on chasing the dollar and trying to shortcut things, it's going to be really hard to be successful in the long term. Sure, I've seen people out there who can go and they can, they're slick sales people, they get some money up front in the short term. But if you want to be here for the next year, five years, 10 years now I'm 20 years into this business. If you want to be here for the long haul, it comes down to you really getting good at getting people results consistently over and over and over again. It comes back to like, to do that, you got to have a framework. You got to test it like crazy, right? Give it a proprietary name and then test other people for free, get their results and then share that to other people. And that's how you change the world. Hope that was helpful. Thank you guys so much for allowing me to be here today. I'm going to pass it back to the MCs and we'll see you guys all again soon. Bye, everybody.