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The Russell Brunson Show
The Power of Pricing, Pamphlets & Polarization with Taylor Welch | #Marketing - Ep. 19
00:54:41
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- [00:01]
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- [00:35]
Taylor Welch
Friendly restaurant nearby and text it to Beth and Steve. And it does without me lifting a.
- [00:39]
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Finger so I can get in more.
- [00:40]
Taylor Welch
Squats anywhere I can. 1, 2, 3. Will that be cash or credit? Credit.
- [00:47]
Russell Brunson
4 Galaxy S25 Ultra the AI companion that does the heavy lifting.
- [00:53]
Taylor Welch
So you can do. You get yours@samsung.com compatible with select apps. Requires Google Gemini account.
- [00:58]
Russell Brunson
Results may vary based on input.
- [00:59]
Taylor Welch
Check response for accuracy. This is the Russell Brunson Show.
- [01:06]
Russell Brunson
What's up everybody? This is Russell. Welcome back to the podcast. Excited to be hanging out today with one of my newer friends, someone who really fascinates me. In fact, it's interesting in my high end like inner circle atlas programs, everyone comes back to the meetings and it's fascinating because they all start sharing information ideas from this guy. And we had never actually met in person and everyone's like, yeah, like everyone. Everyone in my world at the high end also is in his high end programs and there's this weird crossover. And so finally like I don't know, six or seven months ago I told Eileen, I was like, eileen, I need to meet Taylor Welch. Like I keep hearing about him, you guys talk about him. Everyone's dropping his ideas and my ideas in the groups and so we had a chance to meet virtually for a little bit and then at Funnel Hacking Live Internationally had a chance to come out and speak. We had a chance to actually hang out for a little bit. Had a great time and now we're doing a podcast because he's got some really cool ideas that I'm excited to share with you guys and excited to hang out. So Taylor, how you doing today man?
- [02:00]
Taylor Welch
Doing great. That was a bold move, bro. Giving me 45 minutes when we had never met before. I was like Russell is brave. I was like, I have to a job or else he's not going to be my friend anymore.
- [02:12]
Russell Brunson
Yeah, you're never coming back. That was your exactly. No, it's fascinating. Kept talking about I Started going and started. And it's funny because Eileen told me later, she's like, yeah, Taylor said, like right now you, you're buying everything he's got. And I'm like, yeah, I'm funnel hacking everything he's doing. I want to understand like how your mind works and what your ideas are and stuff like that. And so it was a very fun rabbit hole to go down and have a chance to meet you and actually talk with you. Which is, which is, you know, obviously made a lot of fun. So I'm excited.
- [02:39]
Taylor Welch
This is so much fun.
- [02:41]
Russell Brunson
We got a million different directions we can go and we probably will go. But I want to start.
- [02:47]
Taylor Welch
I want.
- [02:48]
Russell Brunson
To start initially just because a lot of people in my world, I think a lot of people obviously know who you are, but some may not. Like, how did you get into this whole world of marketing, consulting, all that kind of stuff?
- [02:57]
Taylor Welch
Yeah. Fascinating story. So I, I was on staff at a church in Memphis, Tennessee. And I mean, most people like don't go into the ministry to like get rich and stuff. It's just a mission. But we were struggling so bad. My wife and I, we had just gotten married and I was 20, 22 and the, the church was growing fast and it was, it was awesome. But I started sort of feeling like maybe I wasn't like born for vocational ministry. And, and then I had to figure out what to do with that because, you know, like your whole life you trained for one thing. Yeah. And then you, that thing and you're like, I have no skills. Like, I don't know what to do with anything. Like, all I knew how to do is play music and like lead worship. So I transitioned because of a friend of mine, into just volunteering at the church. We, we had a joke at the time. We're like, they, we're going to promote you to volunteer because it was so many hours, 100 hours, 90 hours a week. And so I went into this real estate organization and I started learning real estate. It was my first like full time non ministry job. And because I was trained a little bit like you, where it's like, man, will this work? Yeah, constant. I just, I took off because I was this kid who was what, I could work 80 hours a week, didn't get tired. I just love to work. And so I grew there for a little bit. And then one day my wife bought a course online about how to get like salon clients from direct mail. I was like, what is direct mail? How do you, how does that work? So I started going through this course. And then I think it was like an ad. An advert or something from. From John Carlton.
- [04:36]
Russell Brunson
Okay.
- [04:37]
Taylor Welch
And the copywriting master copywriters. Yeah, the og. Yeah. And I bought it and I just put it on a credit card. And my wife was like, what are you doing? Like, we can't even afford groceries. I was like, I can figure this out. Like, I don't know what copywriting is. I think that copywriting was like protecting your songs with the US Government. But I think this is a different kind of copywriting.
- [04:58]
Russell Brunson
It's spelled different, so it sounds very similar.
- [05:00]
Taylor Welch
Yeah. Like, how are you making millions of dollars copywriting with the government? I don't understand that. And so I started going through it and learning that everything we see online is written in a specific way. It's not just random. And I started practicing with my wife's salon. So I was like, watch this. Let's buy a direct mail list on a Discover credit card. So she's like losing her mind. She's like, we're going to go broke. I'm like, no. John Carlton said that you could write letters and send them and people will pay you money. So we bought this list. I wrote this letter, and if we're being honest, I like more copied a letter. They didn't really write it. I didn't know how to. How to do that at the time. And we sent it out in the mail. And the longest three days of my life went by after we sent these letters, waiting. And then she. Yeah, I was like, this didn't work. This is a scam. And she got a phone call. Then she got another one. She got another. She got like six clients from 50 letters that we sent out. And I was blown away. I was just completely obsessed at that point. You know, when you just train on something and then it works, it just makes you obsessed with it. And then I bought, dude, everything. Todd Brown was buying his stuff. I hopped into Dan Kennedy's, which you own now, which is crazy. Like, the dkic. I got into that and I just became. I. I turned to the same work ethic I had in ministry, kind of on for learning this new skill set. And I was only at the real estate company for 13 months before I was making about three times what I was making in yearly salary from working weekends. And so I had a conversation with. With the CEO and I said, look, I'm going to go do this thing and transition out and started taking copywriting class. And that lasted for eight months. And then we started traffic and funnels back in the day, which grew ridiculously fast. And then we started in that other one, and then that was. Started. And then about four or five years after that, we were like, you know, doing $3 million a month. And it kind of grew out of control. And then we had a lot of issues from learning how to hire people, because copywriting and management nowhere near the same skill set. So I had to learn all of those issues. But it was really organic. And it just came because I got really lucky. To be born on the cusp of people like you and Frank Carn and people who were presenting information. You couldn't find this stuff 50 years ago, 30 years ago, it was ridiculously hard to do. And so I think I got lucky in that I could go to Google, find Russell Brunson. You know, I read all of your books. They came later, a lot of your stuff, and just learned from these people who had done it already and then started tweaking. So what is. I think what is. Maybe Picasso is like, you have to learn how. You have to learn all the rules so you can break the rules. So I went through that, learned all the rules, and then started experimenting. And here we are, like, 11 years later.
- [08:08]
Russell Brunson
That's crazy. And what's cool about you, like, the way your mind works? Because a lot of people get in this marketing world and they just, like. So they hear. They hear me talk about funnel hacking, like, I'm just gonna copy everybody. It's like, no, it's like funnel hacking helps you understand, like you said, like, the rules and how things work. And then, like, growth comes from, like, breaking the rules and figuring out different ways and different angles and just thinking through things differently. And I think that's what most people don't get to, and that's why they never get to the next levels, because they're not focusing on, like, mastering the marketing of the thing. They're just, like, trying to copy something to make money, you know? And I think what's cool about your mind that I really enjoy looking at from the outside is just how you take in ideas and principles and, like, and morph them into something new that's like, you know, in fact, I want to lead with one of the more interesting ones that I think it's. It's the first thing I funnel hacked. Buying from you, kind of going through the process, but which, again, it's taking a concept that was. That was structured in a way, and you. You broke it and changed it, right? So the revolving pricing method, this is one of the first things I bought a $3. Would you call them a pamphlet or a brochure Pamphlet, Like a pamphlet. We call them pamphlet free plus shipping pamphlet. Um, but we talk about just that concept because they're taking this like something that a lot of people are doing this and you looked at from a different angle. It changed the whole industry. In fact, this is the very first time I started going deep is because, like Brian and Rad, Ryan and Brad came back to my inner circle and they're like, this is stuff Taylor's doing, then Eileen's and never is talking about this revolving pricing method. I'm like, what are you guys talking about? So I'd love to kind of explain a little about what that is, because it's just such a unique way to look at something that changes all the back end of your business after you do it.
- [09:39]
Taylor Welch
Yeah, 100%. So this hit me when traffic and funnels was getting big. It was on like the high ticket model, which I think at the time was like, you have something that's like 8 weeks or 12 weeks or a 12 month mastermind. So people kind of had two different program tiers. They had one they would ascend so they could do an ascension model. But the thing that started stressing me out is every month I really kind of had to backfill the number of clients we did the previous month just to keep the wheel going, which to an extent is every business. But I wanted to figure out a way to break that. I wanted to figure out a way to. I wanted just the passage of time just to be profitable for me. And I was like, I know that you can do this. You can think there's a way to think this through and design it differently. And then my wife actually one day bought a new car. And it sort of. It sort of struck me that you buy the vehicle, but then you are responsible for the. The premium cost of operating that vehicle. Like, you wouldn't buy a, you know, brand new car and then call the dealership and be like, I'm out of gas. Send me a gas card. They'd be like, what is wrong with you that you're responsible for the, the ongoing utilization of that vehicle. You look through nature, and nature is the same way. Things that are unhealthy die and things that are healthy grow. And so it's like, I think we can split this apart into almost modeling what insurance companies and car companies and pretty much everything else uses to price goods, services and etc. And so we created a hybrid system. So when somebody comes in And I'm sure you guys are the same way. There's the bulk of the work on the company is usually in the first engagement, like the first three months, the first one month or six months. And so we charged more for that. So that's like the previous high ticket thing. And then we put a residual on the back end that is tied to the experience included in the product. So for us right now, Chamber is, is one of our masterminds. And, and we started it really low. We just were doing like 15k to onboard and process you and get your data and get your team's data and pull you in kind of like a doctor's office. You know, you go to a doctor, you've got to pay for them to like diagnose everything and look at it. But then the, the solution is, is a different thing. You got to pay for that separately. And so we ended up pioneering a model where people pay us to get in and get access to our tools, our models, our diagnostic tools. We have eight different things that we go through when a business owner joins in the first 30 days and then from there them utilizing that on an ongoing basis has a fee attached to that. And then I also wanted to do like no contracts. So we don't have to do any contracts either. Because I wanted the issues that come to a head with clientele to be brought to the surface immediately. So this the moment that somebody churns. Whether it's month three, month 11, month 15. I want to see that issue. And our data was really dirty with, with TF because people would have a 12 month thing, they would get bored with it in 6 months, but they would never say anything because they had access for a year. So they would just kind of stick in. I wanted to pull that data back up further so we could optimize. So it's, it's super risky to do this because you can have people come in and leave in two months or people come in and leave in three months. But what happens to a machine is like a garden. Like as soon as, as soon as you see like a, a plant that's not looking so hot, you like go outside. It's like the plant doesn't look. One plant is not like the others. That one's like wilting. It doesn't look very good. You fix it immediately because the feedback is, is very up into the optics. And then there was a secondary benefit in that I realized six months in that I had no fixed burn anymore. All my burn was covered from just the membership fees and I think he's like, Brad, this, Brad got all lit up about this. I remember him standing up in London at an event. It was like the 30th of September into the 1st of October. And the second day he came in and he stood up and he's like, look at this. And he's got his phone out and his stripe and he's like, my whole burn for the month of October is covered. I was like, bro, that feels really good, doesn't it? He's like, it's incredible because you don't have to sell anything this month to pay for a fixed cost structure. And so if you do it right, you end up building your client services around this monthly fee to ensure that people want to be engaged. And we find it really easily. Our churn right now is like 7 1/2 percent. Average client retention is 18 months, which I think is going higher. The business is only two and a half years old. Still a really new business.
- [14:44]
Russell Brunson
What's the, is 15 grand up front. Then what's the monthly roll into 8.
- [14:50]
Taylor Welch
To 12% of the onboarding. So we've raised the prices since like once we tested it. Yeah. So if you're going to do 30K onboarding, then you know, 2,500 to 3,500amonth.
- [15:03]
Russell Brunson
Interesting.
- [15:05]
Taylor Welch
Yeah.
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Russell Brunson
What other industries have you guys helped implement that in besides just like what you're doing? Like some of your clients, I'm curious, other, other interesting ways that people are using it.
- [15:15]
Taylor Welch
Chiropractic. It works well in chiropractic, which for them they're just now getting to that point of like you can pay a monthly fee and get like unlimited adjustments. So you have to price it right. Or else you're just underwater. You know, somebody comes every day for an adjustment, you're going to lose, you're going to lose money. But yeah, we have, we have chiropractors who are using it. Obviously consulting is easy because you can, you can build the tools. We have a couple of gyms that are starting to use this. So like when you come in and sign up for the gym, it's like we're going to do these tests and you know, you're, we're going to basically help you set up a plan. But gyms are already on monthly. So the only thing that's different with gyms is you put an onboarding on the front of it. But most gyms are already doing it. So I think it's less of a revolutionary idea for all industries because industries are already doing a lot of this super revolutionary for a consulting program to have both the high ticket structure and the monthly recurring structure at the same time. That's where people are not doing it as much.
- [16:17]
Russell Brunson
So I'm curious because I actually tried, after going through, I tried to pitch it on a thing and it was a little hard for me to pitch because I'm like, there's this thing up front, then there's other thing. And for me anyway, I'm curious how you pitch that either on the phone or at an event or something. Like, how do you structure that when you're actually explaining it? You know what I mean?
- [16:34]
Taylor Welch
Yeah. At events we typically comp the price of the event, so we discount it, discount it down. And then at events too, the only difference with the pitch is like at an event we'll typically take the onboarding and break it into chunks. So like let's say it's, it's you know, 20k onboarding and 1500amonth. So it'll be, let's say somebody paid 5k to come to the event, we'll comp that. And so it's, that's discounted out of it. And then it's 5k for 3 months for the onboarding. But the re, the recurring starts month to. So we 5k then 6500, then 6500, then 1500. And then when people end up, sometimes they'll pause. Like they'll, they'll leave for a second, but then they can come back in and they never have to pay their onboarding again because we already have their data. So there's no reason for us to re onboard them and charge them. So we have a lot of people who will say, hey, I'm, I'm really busy right now. I can't come to any of the events, so I'm going to take a break, I'll come back. And then four months later they'll, they'll come back in because it's like it's $1500 a month for this compared to like 50, 60, 70k everywhere else. And so it almost creates this asset. Like there's an asset that I've paid for. I already have my onboarding covered in this community, so super easy for people to come back in. That helps retention too because reactivation just plays to plays against. Your turn. Yeah, you know, interesting.
- [17:55]
Russell Brunson
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- [19:49]
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- [19:49]
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- [20:35]
I remember back when I was in college, I was first getting this game. There was a guy that had a membership site. I still remember it was $97 a month or no, sorry, $97 to join and it was 20 bucks a month. And so I remember I went and I saved my money because 100 bucks was a lot of money for me back then. I paid the 97, rolled the $20 a month and I kept, I stayed on the membership for like four years because I knew if I canceled and I wanted to come back, I had to pay the 97 again. You know, I mean, it's like it kept me for. It kept me so long and it was just interesting, like the psychology behind how it shifted things. But it sounds like you just keep them, you let them pause anyway.
- [21:11]
Taylor Welch
So when someone leaves, we let them pause just because I'm like, I feel like 97 to like 30 grand is a big, really big jump. Okay, well, if you need to take a break, like you're having a baby or something, like kill your baby and come back. Yeah, yeah, I guess you can pull before you're moving.
- [21:29]
Russell Brunson
People are more likely to come back where a lot of times in a coaching program, if you're in there for three months is not successful. You're leaving, you're not coming back, versus.
- [21:36]
Taylor Welch
What you've got now.
- [21:37]
Russell Brunson
Now it's like they've already prepaid for the first part. Like they still feel a part of it and they, yeah, it's really cool.
- [21:42]
Taylor Welch
Because they lose, they lose all the curriculum. You know, like in, in older, the older model is, is if you, if you paid. You know, I think our first high ticket program was a thing called Client Kit back in the day and clientkit, we ended up getting it to like 12k and it was 12k for 8 weeks. And if you left, you saw access to all the material because you paid 12, 12k for it. But with this, it's like it's different because you're not really just paying for the curriculum. You're paying for the onboarding, the audits. You're paying for us to look at someone's business. Like you're paying a lot to get us to peel back the layers. And then the curriculum, which there's. Right now there's 1100 hours of curriculum. So nobody's going through 1100 hours. It's way too much. It's just exhausting. So we actually go on a. On a QBR system, which is part of the revolving price method, which is every quarter we're auditing somebody again and then pointing them in different directions based on what their business needs, which keeps the wheel going. And then if somebody is like, I need to take a break for a couple of months, they don't get access to all of the curriculum because they didn't pay for that. You know, that that's not just part of being in the community. And so some people even are like, Some people get upset with that. They're. They're like, how I paid 30 grand. How am I not going to have this? So you can have it for 1500 bucks a month. It's yours. It's a membership. Like, you can't Netflix. You can't join Netflix and cancel. Be like, where are all my movies?
- [23:09]
Russell Brunson
They're like, I haven't paid the last three months. Yeah.
- [23:13]
Taylor Welch
Doesn't work that way. You know, that's cool. So it's working really well. We like it.
- [23:18]
Russell Brunson
That's cool. Okay, so I want to. I'm gonna ask you a question. Cause I want people to see this. I'm gonna go deeper on this topic. So the brochure for somebody to go and buy to learn more of the revolving pricing method. Do you know the link or should I put in the show notes or where can say they go to go see this funnel and then we'll talk about that funnel next.
- [23:37]
Taylor Welch
If you go to wealthyconsultant.com and then go to products, the link is. It's right on the page. So it's wealthy, I think wealthy consult, but it's also on the site.
- [23:49]
Russell Brunson
Cool.
- [23:50]
Taylor Welch
And it's $3.
- [23:51]
Russell Brunson
Yeah.
- [23:52]
Taylor Welch
Nothing.
- [23:52]
Russell Brunson
So it's $3. Okay, so now I want to talk about that now. So before, before we started recording, you started telling me, I'm like, stop, I want to talk about this later. So this is not a free book funnel. This is not a. This is. Like you said, it's more like a brochure. And you talked about this concept. So explain in your. To us, like this concept of brochures, how you using them? Like, I want to understand the whole psychology behind it all. It's really cool.
- [24:14]
Taylor Welch
Okay, cool. We lucked into this and then I started studying it. And when I started studying it, I was like, oh my gosh, bro, this is going to change the world. So we call them pamphlets because it's not a full book. It's like revolving price, I think is 50 pages and then we have five or six others. They're 40 to 80 pages each. So it's not a full length book, which is why it's cheaper. But one of my marketing guys was like, we need to do a course on like how to scale your business with pamphlets. I said, that sounds great, let's do it. So we started writing the copy and I started researching it. I was like, bro, you know what's crazy is pamphlets were the, like the way that you got messages out in like the 1700s, we. They didn't write books. Their books were way smaller. And the book industry actually started changing what they would put in the books, the bookstores, because if they were going to go through the labor of putting it on a shelf, they wanted it to be a full length book that they could charge, you know, $20, $12. But like the American Revolution, like, it's all pamphlets. These newsletter things, they're like, you know, 20 to 30 pages at a time. Just chunks of material that are sent out on different topics.
- [25:20]
Russell Brunson
And as somebody who's a book hoarder of the old times, like I literally have thousands and thousands of pamphlets from the early 1900s, late 1800s on all my favorite topics. And you're 100% right. They're really cool. They're small, they're usually very topic based, where it's like, I want to learn this one cool thing versus the book that's got like 12 chapters. It's like, it's like a hardcore chapter on one thing. And that's like both, like from the gospel standpoint, people are using them as tracks to get people in, but then also on the business side. And so yes, I can confirm that's true because I collect them as well.
- [25:53]
Taylor Welch
That is epic. I didn't even think of it to ask you. I should have asked you. It was like, do you have pamphlets in your library? I got some.
- [25:59]
Russell Brunson
They're so fun, dude.
- [26:01]
Taylor Welch
It's almost like when you look at history, you see what civilizations and cultures get used to. And then technology will advance and economics is a piece of technology. So we have to look at economics as the technology in and of itself, like the financial systems of the world. And a lot of cool stuff that we used to do, we don't do anymore because it wasn't beneficial to the profit centers. And so I started writing this page and I was like, dude, Benjamin Franklin used to write pamphlets and he lived like what, 300 years ago. So we're gonna basically position this as like a lost 300 year old technology for getting messages into the world and scaling movements. So how do you, how do you build a movement? Look at the American Revolution. They were all pamphlets. That's what built the movement of the United States, pamphlets. And that's being forgotten because now when people think about publishing information, they think about writing a book. But back then they didn't. It was more rare. They would just write a theme, put it in a pamphlet. And so that's gonna be our big idea for it, is re bringing back this forgotten technology of disseminating information and how to create a movement with a pamphlet.
- [27:15]
Russell Brunson
So was the revolving pricing method, was.
- [27:17]
That the first pamphlet?
- [27:18]
Technically you guys, you did. Yeah.
- [27:20]
Taylor Welch
Yeah.
- [27:20]
Russell Brunson
Do you have more of them right now or is that still the core one you're using?
- [27:23]
Taylor Welch
We have a lot of them. We have a revolving price, we have offer design toolkit, we have automated upgrades, which is really cool. That's our biggest pamphlet. It's like 80 pages. And I'll send it to you because it's awesome. It's our CS director who's a data analyst and so he has figured out in the last year and a half how to basically take a community and run data analytics through it. And so we like know how many times people log in, how many times they send messages on platform, how many times they come to an event. And there's, there's a correlation between. The most fascinating piece of this is the number one data that contributes to retention is messages sent on platform. That's it. Which makes sense if you think about it, because it's community, it's engagement, it's relationship, it's all of these things. And so if we can get somebody to start sending messages and connecting with people inside of our ecosystem, they stay way longer than if we can just get people to events. So that that book goes through all of the like the five human emotions that we program into onboarding and the four different styles of connection that we have to make with clients so that they stay longer and get what they want. And it's just a bunch of data. He's like a big nerd. So it's super cool, but that's $3 too. And then we have a pamphlet coming out in March called Quantum Growth Track, which is about a value design. So everyone is focused right now on how do I 10x, how do I scale to the moon? But then you see a lot of people who can't do it, but they're really smart, like they're brilliant, but they can't get themselves to do what they need to do. And I started studying values, and what I realized is that self sabotage is the brain trying to protect itself from a value that if you scale a business, that's one value. And then if you're a bad parent, if scaling a business means you're a bad parent, that's a conflicting value. And these values just fight to the point where you get so, like, unhappy and so unmotivated. And so it's got a lot of neurochemistry in it as well around, like, dude, what happens to a person when they have no norepinephrine, no serotonin, and no dopamine? That person just falls asleep. Like, they can't do anything. And so people get hooray and they get all excited. But if they don't find the values, no discipline will help a person. Self, self cannibalize for self harm. You know, you can't do it. Like, you can't lay down in front of a train coming on train tracks. Your body will force you to get up off of that out of self preservation. And if we view something that we set as a goal, as a train running out of our head, we will turn it off. And then we're like, what's wrong with me? Why can't I scale anything? It's like, it has nothing to do with your skill. It has everything to do with two values that are fighting each other. And so that's going to be 65 pages. And when's that one?
- [30:31]
Russell Brunson
I want to read that one.
- [30:33]
Taylor Welch
End of this month. I'll say. I'll just send it to you now.
- [30:35]
Russell Brunson
Are you doing this all digital? Are you doing physical or both?
- [30:38]
Taylor Welch
They're all digital. No, physical, no. But maybe we should. After hearing you talk about collecting the pamphlets, maybe we should do physical ones. I'm changing my mind on that.
- [30:49]
Russell Brunson
Even if you just like three bucks for digital or five bucks for the physical or something like, just to, you know.
- [30:55]
Taylor Welch
Yeah, we still do. People love the newsletter too. Do you send the success secrets? Do you send that a physical newsletter or just digital?
- [31:03]
Russell Brunson
No, the Dan Kennedy business, We saw a physical print Newsletter we do monthly and then Secrets of Success is all digital.
- [31:09]
Taylor Welch
Yeah. Yeah, okay. Yeah, we do. We, we get a lot of people who, a couple thousand people who still get the physical newsletter and they kind of love it. It's just a different, it's a different thing. I'll get pictures of people who have it like on their kitchen table and oh yeah, coffee, you know. But I think the pamphlets, you've changed. You've changed my psychology. I think I'm going to do that. I think it's cool.
- [31:29]
Russell Brunson
I still like when, when we first launched. I mean this is pre Clickfunnels, my very first free plus shipping book we put together. I was like, I want something that sits on someone's desk so that every day when they're at the computer they see me. So our first physical book we did was called the 108 split test and just split test results. I mean that's the kind of book you leave on your desk to always like flip through and like as you're making stuff. And I had people years later like I, I see pictures of them like talking and you see it still sitting on their desk, you know. And I think the pamphlets is the same thing. Digital you forget about. But if it's physical, it's like they're just stacking them up and they're, they keep seeing you and every day I want them reminded like oh Russell, oh Russell. You know. And so yeah.
- [32:06]
Taylor Welch
And then in a hundred years it's.
- [32:08]
Russell Brunson
Still a, it's like me should have buy them on ebay, bro.
- [32:12]
Taylor Welch
Like that's the thing. I'm like man, you know there's no physical copies of this stuff. So I'm screwed. So we need to get that out into the world.
- [32:20]
Russell Brunson
Are you injury, like there's this back end thing you want to, you want to sell. So you're creating a pamphlet on the front end that's going to create desire for that thing. Is that how everything is being, is being created?
- [32:30]
Taylor Welch
Yeah, I think about it like, like automobile. I was talking with, with Garrett White about this like a year and a half, maybe two years ago. Which dude, seeing him speak at your event, I was like bro, this is a full grown grizzly bear in the wilds. Dude is just a force but it's like a automobile. So you have your vehicle that is your core premium. Like it's, it's everything that you want for people. It will take someone anywhere they want to go. Which is quite difficult to sell mass market because like not everyone's going to buy a Ferrari, there's not enough of them and it just, it won't work. But then you take pieces of this vehicle, pieces, parts, and you can offer this to the market. So if they don't need, like if somebody just needs to repair a car, they can get on and they can buy the part that they need and do it themselves. But there's a lot of risk and we're very upfront about this. If you want to, like, go into your, like Tesla and just buy a piece and get under there, there's a lot of risk to that. Like, first of all, you could blow up, but you could also break the car. Like you don't know what you're doing. And if you weren't like licensed and certified and trained on how to do it, there's risk involved. And so it's the same concept. Like revolving price is my method of pricing psychology. How do we build the psychology of pricing for an entire business and a little bit of client services, then offer design toolkit is my philosophy on how to build something that people are like they need. But now, now they don't just need it, they want it. So aligning need and want together, then quantum growth track is when people know that they're not moving fast enough and that is, it has something to do with their brain. Well, all of these pieces by themselves only fix like that one thing and there's risk in the improper application of that thing. Just like fixing a vehicle. So what people will do is this has happened last week somebody came in, brand new client, think they're like two weeks old. They bought revolving price like three months ago. They started implementing it, but they missed the piece. So the way that the pricing was set up on the back end wasn't correct. And so they sort of have it, but they sort of don't. And they're like, I should have just hopped in to like implement it and like that. That's the point. Like, you can buy the piece online, but unless you have the mechanic who can actually install it. So that's like ebrad that. It's in the first chapter of every pamphlet. It's just like, look, this is awesome. This will work. It'll do what it's designed to do. But if you aren't trained on how to actually build it, have a conversation with us and we'll tell you if it's. If you don't need us, we'll just be like, do it on your own. And if you do, we'll. We'll tell you because we have a We have a pretty limited cap on our main crew because I don't really want 5,000 clients again. And maybe that's like my values that I need to fix. Like maybe you could program me. But when we had that many clients, it was so exhausting. So now I have the cap to where it's like I can only really work with like 200 people at a time. So there's like a legit waiting list. So people get on the call, maybe we can't help them, but they have to wait a little bit. And that's, that's kind of a different piece of, of revolving price too is like pricing psychology. People always want what they can't have right now. And you have to play with this line because if they can, if they want it, but can never have it, it will hurt your business. But I like the waiting list concept in the middle and that's in the very beginning of the book. So we get a lot of calls that people are just like, I want to make sure I'm implementing this right. And then we're like, bro, your whole business is screwed. Don't even worry about revolving price. Like you have nothing. And then sometimes they'll become clients, sometimes they don't. But it's fascinating how fast these pamphlets move and they're just liquidating at, you know, 100, 150% for a lot of different reasons. I think it's the price. Like $3 is instinct buy. You don't really have to think about it. But it also, it's so specific that people don't spend a lot of time thinking about whether they need it or not. They just kind of know because we're not trying to sell nine things at once. If you need help with your brain, one thing like they know they're self qualifying quickly. And then with the way the ad platforms work, they're only like, you know, then looking for people that are like that, you know.
- [36:51]
Russell Brunson
Hey, it's Russell Brunson and I have a confession to make. When I first started in B2B marketing, I thought I needed to be everywhere at once. Every platform, every ad type. But guess what? That's not where the magic happens. The magic happens where the decision makers are. And that is LinkedIn. LinkedIn ads let you target who you want. CEOs, C suite executives, and 130 million professionals ready to take action. These aren't random clicks. These are people who are already in the mindset to do business. With LinkedIn's advanced targeting, you are not just throwing spaghetti at the wall. You're placing the right message in front of the right person at the perfect time. Here's what blew me away. LinkedIn ads delivers up to five times the ROAS of other platforms. And that's not just a stat. That's scaling power. Imagine your campaigns turning to a steady stream of qualified leads, all while your competitors are busy playing on platforms that barely move the needle. If you're serious about scaling your business, you can't afford to ignore this. Start converting your B2B audience into high quality leads today. And here's the cherry on top. LinkedIn is giving you $100 credit for your next campaign. Go to LinkedIn.com clicks to claim your credit. That's LinkedIn.com clicks. Terms and conditions apply. LinkedIn the place to be. To be. What's up everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. Taylor spoke at our last funnel hacking live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high end coaching program as well. And it is amazing. But to kind of give you some context about this offer he's making for you guys. As you may or may not know, a few years ago JPMorgan Chase did a study and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy's been lately. It's not the time to be gambling with your finances. So Taylor put together this book called the Revolving Pricing Method. And it's awesome. It helps you turn every client you close into a long term profit machine. We're not talking about one time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now here's where it gets even better. Taylor put together an awesome exclusive deal.
- [38:57]
Just for you guys.
- [38:58]
My marketing secrets, listeners. And if you go over to wealthyconsultants.com secrets, you can grab the Revolving Price method book and over $150 worth of bonuses and get this all, it's at 70% off. And I promise you guys, as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com secrets, grab your 70% off deal and let's start turning your clients into long term revenue again. That's wealthyconsultant.com secrets. Do not miss out.
- [39:26]
So in the funnel someone buys that for three bucks, Is that it or do you have upsells and downsells or is it from there to a phone call or what's that part of the business look like?
- [39:33]
Taylor Welch
We do? We have upsells. I think you bought them all. When you went through it, I was like, yeah, Russell just brought nine things. There's a one click. We're using click funnels for it. So there's a one click on it. I think that that is a full length book and I think it's $10. So it goes from 3 to 10. Then the first upsell is 65, 60 to 65 and then the second upsell is 297. That's revolving price. And they all float in that same type of like plus or minus $10. They float around there I think revolving price the last time I checked, which was probably January. I need new data. But the CPA on it was in the mid-30s and the AOV on it was low 40s. So people will buy stuff that's in the campaign, that's in the funnel. Once they buy though, we don't have any funnels that are hitting them, which is because I'm just using salespeople. We just call them and then they get put into. This is really cool. We're pioneering a little bit of AI with our SDR conversations. So I've been training in LLM TF. We have like 700,000 phone calls from that business. So I have so much data on how our market sounds. So we're training this language model on how to just text people and we're testing it really slowly every week. We're finally to the point where we'll put 100 people in once a week, which is like nothing. And we put 100 people in last Friday and have four booked calls Sunday afternoon. And so it's. That's going to be crazy when as soon as somebody buys something they're getting a text from, from us and then that person that, that, that LLM is selling them other stuff and qualifying them and putting on, on an A's calendar. So that's going to be A big piece of what we do with the pamphlets so we can scale.
- [41:32]
Russell Brunson
You know what's funny? I think I'm asking that segment because I did get a text from you last week, and I was like, you did? Been a little while. That's interesting. Yeah.
- [41:39]
Taylor Welch
So probably so, dude. Probably just play with it. Play with it.
- [41:45]
Russell Brunson
That's so cool.
- [41:46]
Taylor Welch
Be like, I don't know how I feel about business. It'll be like, interesting. I totally get where you're coming from. Let's talk about that. Okay.
- [41:54]
Russell Brunson
Next we're talking about. We talked about this before we started recording, but I think it'd be fascinating for people, and even I want to dig in a little more. So in last year, you shifted your YouTube strategy. It's blowing up right now. And. And as I watched it, what I noticed, I was like, you're not just talking about business, you're talking about business and your faith. And I want to know about what you're doing, the thought process behind it, what kicked it off, and any ideas for people who are struggling. Like, we. Our YouTube's been. Been doing well, but not great. Like, it's kind of struggling. And. And I'm wondering if this is my. My problem and you're going to solve it all right now for me.
- [42:27]
Taylor Welch
So. Yeah. What do you think? So here's the story. We. We get a YouTube for about three years. In three years, we got up to, like, to 10,000 subscribers. So it's brutal. It was just a slog trying to figure out what people relate to and what they don't. Last February, one of my video guys was like, what would you talk about if you were just hanging out with a friend? I was like, well, what friends? Like, have we got to qualify me? He's like, just. Just somebody from, like, you know, business. And so he was like, we won't release it. I just want to. I want to capture something from you that's, like, more real. And we can go for 30 minutes to an hour and a half. And so he. He hit record. And I just started talking about, like, what's really important to me, which is the same as you. Like, our faith is going to come up in a conversation. And. And so I did. And. And I started talking about God and poverty and how I think poverty was. Is not the goal. And, like, God has a plan for how to equip people with resources and being a biggest steward. And then the dude releases it publicly.
- [43:34]
Russell Brunson
Didn't tell you? You didn't know it was happening?
- [43:36]
Taylor Welch
I didn't know. Yeah. But he had been trying to get me to talk about, like, spiritual things for a while, like, at least a year. So I called him, and I was like, dude, you. I feel a little betrayed. Like, you told me that we were just going to talk. Like, what could have possessed you of thinking, like, this was maybe a mistake or something? And he said, have you looked at the comments? And I said, no, I haven't looked at the comments. And I started getting messages about this video, which is how I found out that it was released. I started getting messages, bro, that. That episode about God was incredible. I was like, what episode about God? I was so frustrated. And I saw, dude, like, the realest comments on that video. People who were just like, I didn't even know that, you know, you. You talked about this stuff, but this is where. Exactly where I've been. And so I just was like, we'll try this for a couple of months and we'll see what happens. Because I was sort of under the. The idea that I just didn't want to talk about something that was that important to me to enrich myself. Like, I didn't want to talk about my faith just to build a platform, you know? And so we just went with it for three months. And I was blown away by how much people needed the both ends. Like, it was. It was almost like the intersection between business and God was grabbing people that didn't realize that the two worlds could be together at the same time. And so we just kept going with it. And we didn't pioneer, like, what was happening until afterwards, like a year after. In fact, I sat down last month for the first time to try to codify it. Like, what are the playbooks? How does it work? And what I found is any of our clients who have an intersection always do better than the clients who take content to the market that are singular. I don't know why, but I think that it has to do with. There's a layering of lenses. So, like, how Russell talks about business, bro, it's already coming from your faith. But the market doesn't always make that connection. And then when they do make the connection, it's like, look at the. Look at the huge podcasts. And most of them, you'll see they're interdisciplinary. They talk about multiple things and connect them in the. In the middle. I was just listening to, you know, Cal Newport. Yeah, Deep work. And he's got this thing called Deep Questions. He's like, super interdisciplinary. And then Dispenza, and then Tony, and I was like, bro, I think that this is a secret because when somebody just comes talking about business or when somebody just comes talking about, like, physical health, there's. There's always a gap in the market that is preventing people from seeing themselves in your story. But when we layered them together, so now we have three buckets. God, business, and money. And those three things. So you usually have, from our study, you have a big macro principle type of category. So for us, they'll be like, God. Every time we talk about God, we're talking about it from a big principal standpoint. Spirituality would be like a big one. And then you have something in the middle that is like mass market. You only really have three mass markets. You've got health, wealth, and relationship. So you pick one of those three that's kind of like mass market. And then the third one is, is the rapid changing to keep you really fresh. So it's where the market changes really quick. Like AI Business changes really quick. But these buckets are interchangeable. So you have some people who can talk about business. Like, for me, business is on, like, the. The right end of the spectrum. It. Whenever I talk about business, I'm talking about something that happened, like right now. So I'm never talking about, like, principles. I'm talking about, like, this is an example that just happened. And it's very quick, just for relevance purposes. But then you have some people that talk about business, that business is the macro principle thing. And they're like, really relevant thing to the right is like crypto, you know, because that changes all the time.
- [47:41]
Russell Brunson
So the.
- [47:41]
Taylor Welch
The categories are more of a layering. Every time I talk about God, I'm at this level. Every time I talk about business, business, I'm at the bottom level. And every time I talk about money, I'm in the middle, which is like the mass market. And YouTube's super, super touchy because people come to expect the same thing the same way every time. So we're building it like a TV show. So you all see, like, event recordings on YouTube from. From us. I know Myron crushes that with. With events, but he does a lot of live streams. You don't see, like, behind the scenes. You don't see. You only see one thing. And it's because, like, when people get. Imagine if you're like watching Yellowstone or something, and then episode two, season two is. Is like behind the scenes, people be so confused. Like, I want to watch the episode. So they get into these episodic rhythms. And as long as you don't disturb that episodic rotation. They'll just keep coming back and coming back. And we do long form. This is really long form. So people will watch it on, like, their TVs, theaters, and watch it there. But that was a big. That was hard for me because I wanted to do like one time. It's like this. It's like a podcast. And then one is a behind the scenes. You know, it's like me on a trip. And then one is like a. An event recording. And our video guys were like, nope, we studied this. This is not going to work. Because people will get so confused and overwhelmed. They never know what they're going to get. And so when we changed that plus the layering, it started blowing up. And it's like, you know, 30,000 subscribers a month. 30 to 40. We haven't spent any ads on it. And it's just weird. Like, as a marketer, like a paid marketer, I'm like, wait, it doesn't make sense. I was like, it doesn't compute. Like, yeah. And so it's. It's kind of fascinating once you get it. Yeah.
- [49:31]
Russell Brunson
When you're preparing for those, do you do a lot of prep ahead of time, or is it more like you start the camera, you know, kind of know the direction you're going. How do you start?
- [49:38]
Taylor Welch
I know the direction I'm going, and I have some bullet points. And if I'm talking about something I'm not really comfortable with, I have more notes because I have about it. But if it's like, you know, we're gonna. We're gonna have an episode on, like, what God thinks about money. I don't have any notes because I'm just like, I know what God says about money and, and how it works. And I have a guy in the room too, that. This is another interesting piece. It's the producer, which we just sort of accidentally did. Like, it was not me talking to a camera. He's the producer. And so this would be really interesting even with. With you, because there's so much in our heads all the time that, like, if we just go and just start talking, it's making a lot of sense. But it's over the head of, like, most of your audience. Like, they're not actually at Russell Brunson level. They're not fully understanding, especially if you're in flow. And so what the producer does is he just slows us down and be like, what is that? Can you explain that for people? Like, what does that mean? Like, what is. What do you. When you say a funnel what is, what are you even talking about? What the cpa, whatever it is. And that makes the episodes long. But dude, our average view duration went from like two and a half minutes to like channel wide. It's like 35 minutes an episode, which is really, really, really high. We're in the top, I think we're in the top 2% of YouTube channels in the world based on view duration, which is crazy. It's like 1400 1.4 million hours a month and people are just watching two hour videos sometimes. I've got a comment a couple weeks ago. They're like, I've binged all of your YouTube episodes in the last week. I'm like, dude, how like 2x speed.
- [51:31]
Russell Brunson
Times did you get fired?
- [51:34]
Taylor Welch
Like that's crazy. But do they just get into this? Like it's the episode, then that goes to the next episode and you just get really comfortable like watching a TV series. And that's how we binge. Like people will binge Game of Thrones in a weekend, which is ridiculous. Like you just literally sit on your couch the whole weekend and watch Game of Thrones. They're doing that on YouTube? Yeah.
- [51:54]
Russell Brunson
That's so cool, man. This has been fun. So I got three big takeaways for me and hopefully everyone for the episode. Like revolving pricing method looking pricing structure. Number two, ruin the pamphlets topic based, very simple front ends to bring people into the world. And number three, looking at YouTube through a different lens of like how do you find the different modalities or different, different things and layer them to. And I'm sure with that too, it's interesting. Like we were kind of talking about this before, but it's like when you're doing that in YouTube, there's like, there's a section of your audience now who loves you more because it's like you're talking about. And there's a section who probably doesn't like you, but either way they're both commenting more which then feeds the algorithm. Everything else starts happening versus when you're just talking about a business principle, for example. And it's like, yeah, it's really good. No one's commenting, but no one's excited. Like the like weaving in. The second thing either brings in controversy, positive or negative. Either way it's good for the algorithm, right? Which makes it.
- [52:49]
Taylor Welch
And then you have like these haters that are on your videos and then you've got your fans that are arguing with the haters. And dude, there's chains of like 200 comments of just a threat and it's like my crew fighting with some new person. Yes. It's weird. You like almost learn to talk about the things you're afraid to talk about because other people are afraid of it too. And then they just like resonate with it hardcore.
- [53:12]
Russell Brunson
Yeah, that's really cool. Okay, well, my next YouTube video, I'm gonna spend some time and I'm bringing a second thing and see if I can. If I can have similar results.
- [53:20]
Taylor Welch
Man.
- [53:20]
Russell Brunson
I'm excited to actually try that out. It'll be. It'll.
- [53:23]
Taylor Welch
Let's go, bro. Be fun.
- [53:24]
Russell Brunson
Awesome, man.
- [53:25]
Taylor Welch
I'll bring it to come with you.
- [53:27]
Russell Brunson
Okay. Dude, this is. This is really fun. I appreciate you jumping on. So for those people, I think the first thing everyone should do is go. Is go get the revolving pricing pamphlet because they're going to first off get that but they're also going to see the pamphlet funnel. And number two, then they should all go subscribe to your YouTube channel. Is the YouTube channel just Taylor Welch is their name on it?
- [53:47]
Taylor Welch
It's YouTube.com taylorawelch and the TWC book, we do have a link for you. It's wealthyconsultant.com Russ.
- [53:56]
Russell Brunson
Yes. So there just in time.
- [53:59]
Taylor Welch
Cool.
- [53:59]
Russell Brunson
Thingssold.com Russell put it in the show notes down below as well. But that's awesome. Yeah. So they have a chance to go through that process and see I think from a couple things. Number one, like learning the model better is really cool. But number two, I think seeing your pamphlet funnels are really unique. It's funny because I mean, you know this in the consultant world. But a lot of people come to my world and they're like, I want to launch a book funnel and then they spend two years trying to write a book, you know, or they have AI write a book. It's like this is such a more powerful, simple way to do something and it's more topic based so it's easier for someone to say yes, I want that or no versus let me explain why you need these 19 chapters of whatever.
- [54:35]
Taylor Welch
Right. It's less overwhelming for you and the audience. Like the. It's less overwhelming on both sides. Yeah.
- [54:42]
Russell Brunson
So fascinating. I'm gonna go through all my old pamphlets now and yeah, it's gonna be awesome. So. Well, thanks man. I appreciate you. You're awesome. Anything left for my. Anything else? My people, they should go to. To connect with you besides YouTube and the. The funnel.
- [54:57]
Taylor Welch
That's it. Thanks for being you, man. I look up to you. So a lot of people do.
- [55:02]
Russell Brunson
Well, thank you man. It was really fun at FHL to sit there and, you know, for those who know off camera, before you got on stage, we sat and talked about religion stuff, and it was cool because you were asking about my beliefs that I asked about yours. And it's kind of fun to. To the first time hanging out last we talked about. So I. I think it's really cool, man. I appreciate it, and it's fun, so love what you're doing, and thanks for hanging out, dude.
- [55:22]
Taylor Welch
I appreciate it. Oh, man.