In this episode of the Marketing Secrets podcast, I share with you another segment from the Selling Online Event, where I had the pleasure of interacting with a range of entrepreneurs at different stages of their business journeys. From building mentorship programs to selling books to libraries, this episode is packed with advice on scaling, making strategic decisions, and optimizing business models. Each question brought forward a unique challenge, and I shared my thoughts on how to approach these situations, offering actionable solutions that apply across various industries.

One of the central themes was the importance of creating value through partnerships, whether collaborating with industry leaders or using your platform to attract key players. We discussed effective collaboration models, licensing content, and scaling through community access. Another highlight was how to refine sales funnels, particularly for B2B and high-ticket offerings, where it’s essential to shorten the buying cycle by getting all decision-makers on board for presentations.

Key Highlights:

This episode is loaded with strategies for growing and optimizing various business models, making it essential for anyone looking to take their business to the next level. Tune in for some actionable takeaways you can start using immediately!

As soon as you can learn how to communicate, you no longer have barriers on your income. You can use that skillset all over the place. I think that's what I'd be really focusing on is learning how to communicate, how to persuade. All those kind of things are so valuable in any role you want to have.
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Russell Brunson:
What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast.

Excited to have you all here. Well, you have asked for this. You've been begging for it, so back by popular demand, we're going to be doing another rapid-fire Q&A show. Again, this came from on the backside of the very first ever Selling Online event we did. Anyway, it was a lot of fun.

I had a couple episodes doing these, and so I think I did six or seven hours of Q&A rapid-fire, two minutes at a time, and we busted through them, and we covered a lot. In fact, towards the end, we had 30 or 40 people who had the ability to ask questions. They're like, "I got so much value from this. I don't even want to ask a question anymore. I don't even know. I figured it all out."

That's what today's episode's going to be. It's going to be a lot of fun. For any of you guys who want to come to the next Selling Online event, if you missed the very first one, I got good news for you. We are actually going live next week and I'm doing live again. I'm excited. I had so much fun last month doing it, I decided to go live. September 23rd through the 27th the event's happening. Basically all day 24th, 25th, 26th, we're going deep into it.

We're talking about selling online, how to do subconscious selling to reprogram people's false beliefs so they'll actually buy your products, but even more importantly, how to get them to actually fulfill on the things you're selling them and a whole bunch of other cool things. It's going to be amazing. I just want to invite you guys to come hang out. If you haven't yet, go get a ticket at SellingOnline.com, and then hope you enjoy the Q&A session.

In fact, maybe if you upgraded Selling Online, you can come and get your question answered live. I don't think this next time will be quite as rapid-fire. Two minutes. We got less people. We raised the price on the Q&A so we could actually handle it and not do so many, but if you want to get your Q&A's as as well go register for the event and there's an upsell where you can get your questions answered live by me during the next Selling Online event next week.

Appreciate y'all. Hope you enjoy this episode, and we'll talk to you soon. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars of my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. All right, let's keep it going Miles. Who else we got?

Miles:
All right, up next we have Mike Cook.

Russell Brunson:
Mike, how are you? Great hat. Love it.

Mike Cook:
Very good. Good guys. Hi Russell.

Russell Brunson:
Hey.

Mike Cook:
Hey. Our program, I've spent most of my life in metal fabrication business, and our plan is to create a community, a young men's mentor group that will help young guys get into the business from a fresh start. Then we have three different levels that we're building, so beginners, then a mid-range version that helps guys really zero in on specific skill sets, and then all the way up to building their own business and the mentorship around the business structure and everything.

This was a 2025 plan. I feel like I need to get started on this right away. We haven't got all of our course material created yet. My question is, I have considered doing a collaboration with other guys in the industry that already have content, and maybe because I've heard you pitch that idea a while back. If I were to do that, to get this thing kicked off quick, how would you recommend structuring the profit share in that? For example, if I went to 10 other guys in the industry and had them create parts of the material and do a collaboration, how would you do that?

Russell Brunson:
Very cool. Okay. My first default would be give them nothing, because what you're giving them is access to your platform. You look at my speakers who speak at my stages, people who contribute content to my courses, I don't pay them. They're doing it because they want access to my community. McCall Jones, I actually talked to her manager. She's going to come out for the next one of these events, because there's two sessions I want her to teach, and I'm paying her nothing because she comes and she gets a chance to speak to my entire audience.

Some of you guys will go and start paying her and giving her money, and it's great exposure for her. That's the first pass. Okay. Now, sometimes the majority of people say yes to that in my position, like, "I'm doing an event, there's going to be 5,000 people or a thousand," or whatever the thing's going to be. "I'd love you to contribute here. Would you be willing to?" Majority of people say yes to that. Okay? Because that's the value you're bringing them is you're giving them access to a platform.

There are people who say no to that. The next phase like, okay, can you create this thing and I'll license it from you? I'll pay you whatever, some set fee where it's licensed, and you create the content. I a license where I can use it forever, and that's the next level up. I might pay someone a thousand bucks, or 500 bucks or 5,000 depending what it is to create something. I'll license it for a lifetime and then it's there, and I have the rights to use that forever. I've done that as well like Childers Chunks, which is in the members area for Selling Online for the primary foundation members.

It says 25,000 a course. I licensed it from him, and now I paid him one time licensing fee. Now it's in the members area for all you guys for forever, right? That version, that's the second version. The third version, which is the worst, is coming back and saying, "Okay, for everyone who sells, I'll give you X amount of... If I sell a $1,000 course, I'll give you $50 for every $1,000 course. That'll pay for your thing."

That's the third tier, which is the worst, because then every time you sell something, if you've got 10 people, you got to give $300 away to other people for every single sale that comes through and that's the worst version. I would try pass number one. They say no, try pass number two. They say no. Decide if you want to do number three or just find somebody else, or just sell it first and create the content as you go, which also works as well.

Mike Cook:
Okay, thanks Russell. Solid gold. I appreciate you.

Russell Brunson:
Awesome. Thanks man.

Miles:
Great question. All right, up next we have Brad Fish.

Russell Brunson:
Brad, how are you?

Brad Fish:
Hey Russell. Thank you. It's nice to be here. Great. Three days. I appreciate all the content, all your energy. All this enthusiasm is very infectious. It's very helpful. Thanks. I'm a book seller, so I have a different question for you. I love my job. I am a sales rep selling to schools and public libraries. My company is a distribution company that works with hundreds of publishers, so I sell thousands of books.

I don't want to create my own business doing this. I'm an employee. How do I use the ClickFunnels bag of tools to help me in my existing day job to sell more books?

Russell Brunson:
You're selling books to schools, you said?

Brad Fish:
Schools and public libraries.

Russell Brunson:
Okay, good question. Who's the buyer, the actual customer that buys from you? Is there a certain role?

Brad Fish:
The librarians in the schools or public libraries? I also sell to educational resellers.

Russell Brunson:
Mm-hmm.

Brad Fish:
But y business is basically one-to-one. Its traditional selling, and my territory is the United States, so I can't do one-to-one and be successful or be big. I have to figure out one to many.

Russell Brunson:
I don't know this market at all, but are there library and Facebook groups, or email lists or podcasts, or things that people have congregated librarians together?

Brad Fish:
Yes, there is. Lots of things including national conferences and state conferences and all of that, yes.

Russell Brunson:
Oh, very cool. Then it's the same game plan. You bring all these people together and get them on a presentation or a webinar or a class or school or something. It's you congregate those people together so you can make the presentation. You one sell this presentation versus one for every single person over and over. Right?

Brad Fish:
Right.

Russell Brunson:
That's really cool.

Brad Fish:
Okay.

Russell Brunson:
No one's probably ever done that before, have they?

Brad Fish:
No, no. Not the way the business works.

Russell Brunson:
Until now. I would look at what do librarians want? What's something exciting for them, or do they have something to look up to, or is there new book coming out or something? Even doing a giveaway like, "Hey, we've got this," I don't know, like, "A signed copy of Harry Potter." I don't know, something the library would geek out about. Be like, "Get on this webinar. We're going to talk about this. I'm going to give one of you guys a free copy of this thing," or whatever. From there that's the hook to get them all in, and they have a chance to make a presentation to them. Get them to sign up and then send some of the free gift or the free, whatever that thing might be.

Brad Fish:
Okay, that's fantastic. Thank you.

Russell Brunson:
One other idea, I don't know if you follow. Reid Moon is a guy who owns a bookstore down in Utah, and he just every day shows a book and tells a story behind old books. He's getting 10 million views a day on his TikTok and his Instagram, on him just telling stories of old books. Anyway, just a thought. Even, I don't know, telling stories about books would attract people who are into books.

I don't know if it attracts librarians or not, but just looking at him, there might be something there.

I don't know how to draw the line correctly, but he's a dude who's making old books really, really cool. Now he just sells really, really expensive old books and makes tens of millions of dollars doing it by telling stories about old books.

Miles:
I would assume that some have requirements, maybe some schools have to get a certain new curriculum. Are you selling those too?

Brad Fish:
Not textbooks, but regular trade books.

Russell Brunson:
Well, that might be something is like, hey, this person just published this. This is how you can get your students and everybody else involved in these trades faster. That might be a good hook too, is say, "Come learn about these new resources that are available." That could be a cool hook.

Brad Fish:
Great, thanks. I appreciate it.

Miles:
Yeah, very cool.

Russell Brunson:
All right, Miles, let's keep it going. Who we got?

Miles:
All right, up next we have Tommy Bennett.

Russell Brunson:
Tommy, welcome to the party. What do you got for Russell?

Tommy Bennett:
Hello. Okay. I'm an online snowboard coach and I specialize on doing physical products such as backpacks, goggles, snowboard jackets, that kind of stuff. I also do an online course. The first question is what are some continuity ideas that I can make a subscription model based on physical goods that is still specialized for winter?

Russell Brunson:
Interesting. Yeah, because your business is probably very cyclical, right? very much like winter time feast and famine, and feast and famine.

Tommy Bennett:
It's not sick. Then it's not a business, right, so I'm like, "Ah, what do I do?"

Russell Brunson:
Making continuity. I wonder if it's like... I know that in that space there's the gurus, the experts, right, and stuff like that. What could you do that's like the stuff they do off season to prepare for the on season, or do-

Miles:
I've got a thought on this.

Russell Brunson:
I'd love for you to lead him.

Miles:
When people are doing this, a lot of times if they're very serious about snowboarding or whatever, what are the things that they're also doing in the off season? For example, my family, every Saturday we're up skiing, and then when the summer comes, we're mountain biking. Most of these people have that same common interest, and if you're selling goggles, then maybe it's sunglasses for the off season, or different types of things that may be the same. I would do some type of poll or something to your current database.

Russell Brunson:
What do you do in the off season?

Miles:
Exactly.

Russell Brunson:
Yeah. Surveying them like, "What do you do in the off season," then from there, make a community where it's like... Because I don't know, I'm a wrestler, so I identify as a wrestler, but during off season I lift. There's other things we do. It's almost like if you call it the off season or something, it's like here's all the sports you do in the off season, but it's still for the core group. That's kind fascinating.

Miles:
Exercising.

Russell Brunson:
Yeah. Not only physical product, but exercises. There's a lot of-

Tommy Bennett:
Preparing?

Russell Brunson:
Yeah, like coaching or schooling kind of opportunities. What are the best exercises to make sure that your legs are ready for snowboard season or whatever. If not you're going to totally lose out-

Tommy Bennett:
Yeah, and that's been one of the biggest problems is reality is a lot of people snowboard seven days a year, so they don't work out to go snowboard. They just snowboard seven days a year. That's been one of the struggles. Same with an online course, it's like, "Ah, well I only snowboard seven days a year," so trying to find that subscription model has been such a headache.

Russell Brunson:
It's a great niche, but there might be just a little wider niche in there too. It might be action spots. You know?

Tommy Bennett:
Yeah. Cool. Well Russell, if you ever want to learn to snowboard, let me know. I got you.

Russell Brunson:
I'm in, man. I've done it once and it was awesome, but I was really bad at. I got destroyed going downhill. It was awesome.

Tommy Bennett:
I grew an online following and got a couple hundred thousand followers, so it's been a fun adventure. I appreciate all your notes.

Miles:
Oh, that's awesome man.

Russell Brunson:
Awesome Tommy, great question. All right Miles, let's keep going. Who we got?

Miles:
All right, up next we have Matthew Ma.

Russell Brunson:
Matthew, great to see you. What do you got for Russell?

Matthew Ma:
Thanks. I'm a real estate broker with over 17 years experience and I actually have a tech background in Certified Funnel Builder. I'm setting up my linchpin and continuity and using an extension model. I want to ask you, how would you set up the offer stacks to show agents how to go from zero to a hundred million dollars in gross sales?

Miles:
That's a great question.

Russell Brunson:
How do you create the actual offer? Is that what you're saying?

Matthew Ma:
Yeah, the offer stack.

Russell Brunson:
Cool.

Matthew Ma:
For example, I can help agents with marketing sales and tech and show you each level from zero to 10, 10 to 25, and 25 to a hundred million. I have agents who have got to 85 million plus already, but I need to create an offer stack that works for each level.

Russell Brunson:
Very cool. Remember Justin, he sold the company to Bill Allen, but they were the real estate market and so they had... It was all like six figure flippers, seven figure flippers, eight figure flippers. That was the result of each level of their coaching programs. Then that's what it was, they pitched people to six figures. They kept talking about seven figure, eight figure, nine figures. It's like seeding the seed.

When you get in that process, the goal is to get to six and everyone knows as soon as you hit six, then you send to the next level and they resign for the next one and keep doing like that. I’d almost figure out how to break it down those ways so people see the ascension and the value ladder, but all the core marketing focuses is on the bottom tier, getting people into that. Then from there the natural ascension happens afterwards. Does that make sense?

Matthew Ma:
Yeah, that makes sense. Yeah, you're creating a through line up and then showing each level, and then the skillsets for that level.

Russell Brunson:
Yeah. In fact, if you ever watch... Man, Alex Charfen did a presentation for us called the Billionaire Code, but the coolest thing about it was he showed here's all different levels, here's from zero to million, million to 10, but here's the opportunities, the weaknesses for each one. Making a front-end presentation like that almost too, they're seeing the different tiers and they self categorize like, "I'm in this tier right now," but then they know this is where it's going to happen.

Here's the tools, here's the strengths, the weaknesses, all kind of stuff so they are aware of it, and it's easy to get them into that tier and then move to the next tier and next tier and so on and so forth.

Matthew Ma:
Okay, perfect. By the way, I actually read all your books, listened to all your podcasts for the last year, binge watched everything, and I'm part of a certified and then prime mover movement and talking to a brand about it too.

Russell Brunson:
Oh, amazing. Very cool.

Miles:
Awesome.

Matthew Ma:
Cool. See you in inner circle soon. Thanks.

Russell Brunson:
Awesome. Thanks for having me in the community, man. I appreciate you. Awesome. Great stuff. All right, who else we got?

Miles:
All right, up next we are going to be reading a question for someone who doesn't want to come on camera. This is Toshihiro Yamagia, and this is what they said. "My product is accessibility overlay software as a service tool like UserWay. The target is universities and other educational institutions, banks, listed companies, and public institutions. Those are the main targets. Next, nursing homes, retirement homes, medical institutions, hotel industry, et cetera.

My question is what type of funnel is best suited to create? What patterns can we consider in the funnel that will allow us to recoup our advertising costs quickly? Since our target companies are mainly B2B and public institutions, we think that the person in charge of conducting the search will likely not have payment authority and will not make the purchase right away. Therefore I think that the time to recoup the advertising cost is going to be long, but I want a quick recoup.

Russell Brunson:
Cool. Yeah, so one of the things you deal with when you're doing B2B, especially higher ticket things where there's a decision maker but then it's also somebody who's got to buy, it is definitely a longer process. Traditionally they've got to have a presentation, things like that.

We've seen a lot of success with inside the community, people who have similar business models, is they are driving people to a book-a-call. The book call happens. To shorten the buying cycle, the key is getting all the decision makers on that presentation. For example, when we were first selling back when they were selling on the phones, the problem we'd have is the sales guy go through the whole sales presentation with whoever was on, and then the person would like, "Oh cool, that's awesome. I'm excited. I need to talk to my wife." What?

That person would go try to pitch it to their wife and they did a horrible job pitching it, right? We started doing things like we only do the call if both decision makers or husband and wife both need to be on the call at the same time when we do the call and we do one presentation. I would try to structure it where it's like you book the call. We're coming around with the presentation, but you have to have both people on the call to be able to make the decision.

That's a criteria for actually scheduling and having the call, making it a thing. Then you give the presentation, which is literally just a perfect webinar going through the presentation. Both decision makers are there. Then you can close it. Because it's hard. It's not a traditional B2C where you're able to do a really simple, "Here's a $20 SLO. Here's a this, here's a that," because that person, they're not buying an impulse buy on the thank you page, right?

They're trying to figure out if it's the right fit for them so they can pitch to the decision maker, but the worst thing ever is having that person then pitch it to the next person. It's structuring in a way where it has to be both people. They both have to be on the call. That's how you shrink the time span and then get it to the spot where you can get sales happening fast.

Miles:
B2B is kind of interesting. Tell a quick, quick story. When I was trying to get funnels... I did finance for a long time, I was trying to get funnels. We got to do webinars, we got to do all this stuff. I had to take my business partner with me to Funnel Hacking Live, do you remember this?

Russell Brunson:
Sure.

Miles:
Anyways, I think there could be a total angle here for the people who are not the decision makers to give some product to them that allows them, hey, here are the best ways that you can get your boss to help you and your business. Then showing them how to maybe approach their boss like, "I need you to get on this call." It could be something like that.

Russell Brunson:
We did something similar. We sold it at 10x, the 3.2 million. When everyone bought, we gave them this little envelope and he opened it, and there was a letter that said-

Miles:
Let your spouse see?

Russell Brunson:
Yeah, to the spouse and it says, "Hey, I know your spouse just signed up for a thing, they're excited. You're probably freaking out about the investment. Here's the QR code. Scan this link or go here and you'll see the same presentation." My presentation's done. We put it online and that way when they got home and they're like, "I spent $3,000 honey," they're like, "What? I'm going to kill you." They hand the the letter to the spouse, spouse watches the video and then I'm selling it. The spouse is like, "Oh yeah, you should totally have done that."

Miles:
So genius.

Russell Brunson:
You can do something similar as giving... The person doesn't get the decision maker on, giving them a copy of the presentation or they saying, "Hey, when you pitch us to so-and-so here's the eight slide deck. Here's how you're going to pitch it," and helping them to not screw up the sale.

Miles:
Yeah.

Russell Brunson:
What a good question. Hopefully that helps a lot of other people too. I know we took a little bit longer than that. Let's keep going Miles. Who we got?

Miles:
All right, up next we have Jason Mallow.

Jason Mallow:
Hey, guys.

Miles:
Hey.

Russell Brunson:
Jason, good to see you.

Jason Mallow:
Thanks. My question is what ideas can you give me to help my customers have a paradigm shift to reframe what's typically a grudge purchase into something a little sexier and help them see the value in it? Some background context, I own an auto repair shop, and so typically nobody's excited about buying auto care, but everybody needs a car for transportation. Over 18 years of doing the business, I've realized that I need to put something together that's similar to the model you guys use in the SaaS business, and I call it TAS, transportation as a service.

Basically I'm trying to get people to sign up for a multi-year plan for their vehicle so that they're paying on a monthly basis instead of paying for services every time they come into the shop.

Because a lot of times people don't have any way of planning for that. They don't know what the costs are going to be ahead of time, so I'm trying to put together a program where I can plan it out into the future for them, sign them up for a three-year program so that they're only coming to my shop for the services of that they need.

Russell Brunson:
Got you. Cool. The hard parts about this is this is what they need, not necessarily what they want. That always makes it a harder sell. My question is how do we wrap in what they want as well and make it basically as free as possible? This was my deal. I'd be looking at what are other partnerships with other companies I can do where when they join this membership site, they're also getting discounts here, coupons? Whatever the other thing is, lead gen for these other companies to plug it in.

Because now it's like you're giving them what they want, which is discounts or blah blah blah, or whatever the thing might be, and then you're giving them what they need. I'd figure out how do we structure something like that. When you're selling this thing, it's like, "Hey, this is the thing. It's a three-year plan," it's blah, blah, blah, whatever. But on top of it it's basically free, because now you can eat at these 10 restaurants for free or you get 50% off going to this, or whatever those things might be. Now it's like, "Oh, the stuff I do anyway, and I get this." It structures it. That's how I'd try to figure out. How do you tie wants into the offer stack to be able to sell the need? Does that make sense?

Jason Mallow:
Okay. Yep. Sounds good.

Russell Brunson:
Anyway, hope that-

Jason Mallow:
Thank you.

Russell Brunson:
... puts you down the rabbit hole. I don't know exact answer, but somewhere along that's what I'd be thinking is how to wrap wants into the need. Because people buy what they want, not necessarily what they need.

Chris:
I got ideas on that too, but we don't have time for them. If you're in this, this would be so much fun to dive into in the Q&As, is figure out what that stack or that offer looks like for this type of thing and how to add this. I had an offer.

Miles:
Chris is a car guy, he loves this business.

Chris:
I love cars. Anyways, so go to sellingonline.com/gojason and let's-

Russell Brunson:
That way you can get him on the live calls and go with Chris and geek out with him.

Chris:
It'd be awesome. All right, miles, let's keep it going.

Miles:
All right, up next we have Ryan Cole.

Russell Brunson:
Ryan, good to see you. Look at that hardware, Ryan. What's up?

Ryan Cole:
Hey guys, thanks. Yeah, so my question here is if you had to get a brand new network marketing team that sells a four-week, cellular health refresh, which is like coaching, supplements, and a blueprint, that then auto enrolls into continuity, if you had to get them actually hitting their targets of sales and getting people under them within the first 90 days, what would you do to ensure that they crush it?

Russell Brunson:
Very cool. Well, most network marketing programs, they have a lot of those things we didn't, right?

Fast action. The first 90 days you qualify for this level and if you don't do in the first 30 days, you don't do it, you lose out the ability to ever be in this founding members pool of blah blah blah. They're always having things like that to increase urgency and scarcity. Obviously the tried-and-true methods that those guys are doing, I would be looking at modeling those things, right? That's the first thing.

Number two is for me it always comes down to an offer. Offer is everything. I'd be like, "Hey..." If you insert the thing you want them to do, do blah, blah, blah, hit these five things, this is the offer I'm going to give you, and then you're bribing people with an offer. Anyone who gets this done in the first 30 days, you're going to get... First thing, you have a chance to come out to whatever, our leadership retreat. Number two, you're going to get free product. Number three, you're going to get my top 10 places I get traffic sources.

Number five, we're ensuring my lead selling whatever. But creating some really good, irresistible offer that you take away that gives them the desire to run fast, as quick as possible, right? I talked about yesterday during the advanced session about the fact for us sell tickets, the only way we can sell tickets for events is adding something then taking it away.

That's what I'd be doing is we're giving you something, but then we're taking it away in the first 30 days and when it's gone, it's gone. Creating something like that where it's so irresistible, they're going like crazy. Last day, calling, whatever they need to do to get that because that thing means so much to them to be able to have access to it.

Ryan Cole:
Awesome. Thank you so much man. Appreciate you guys.

Russell Brunson:
No worries. Good to see you man.

Chris:
Great question.

Russell Brunson:
All right, miles. Who's next?

Miles:
All right. Up next we have Christine Saint Laurent.

Russell Brunson:
Hi Christine.

Christine Saint Laurent:
Hi. I am going to say hi to Chris as well, because we're going to meet on Monday.

Chris:
Let's do it.

Christine Saint Laurent:
Yeah. Very generous of you guys of doing this. I'm going to take five seconds to just say thank you, and then I have one question that is super important. I've been dedicating my life for 30 years in health and wellness, and my niche is Ayurveda, which is the medical branch of yoga, and I always have to simplify that. I am well known in French. I have best-selling books. I have TV show and everything. Now is my question. Given the current budget constraint, because Zuckerberg took everything in the past two months so my cash flow is really low truly, but I do have a community and that's why I'm here and my offer will be ready in two weeks.

I'm going to fast-forward prime mover thing. Given the current budget constraint, what are your top strategy to quickly generate revenue from my established community, and how can I efficiently promote my presence now in the US market without starting from scratch? Because I am not from scratch. I have lot of the experience behind me too.

Russell Brunson:
Very cool. Step number one, like you said, Dan Kennedy send the bill to the herd. Go with your existing audience, and obviously making them an offer. Traditionally, especially if they've seen your offers in the past, if you want to make a quick cash windfall, make money quickly, it's creating a new offer they haven't seen before. For me, if I need to make some money quick, I can't go and, "Here's an offer I've been selling forever," and sell it again, because people are like, "I've seen that a hundred times. I'm not going to buy it."

I'd be thinking like what's the new offer I can create and put together? Especially with the experiential, maybe you don't have to create something brand new, but it's like, "Hey, we're doing this cool thing. You're coming to my house. You're coming to my whatever, and we're going to do this cool three-day event," or something that you can sell quickly for a high ticket that the right people from your community would go crazy to have that experience, right? That'd be the first thing I'd probably try to do something like that.

You can put an offer out without having to work super hard, just test the waters and see if people say yes. If not, tweak it and try a couple of versions. That'd be as far as getting cash coming in really quickly. Again, I don't think if it's an existing audience who knows, loves and trust you, you don't have to go through to create the whole slide set. I would do a me or Caitlin style, the perfect webinar where you just go live, show them. Make them an offer. Show them what the experience is going to be like.

"We're going to be here at my house or here at my hotel," or whatever the thing might be. You know. That'd be a fast way. As far as moving into an American market, bringing your credibility over, I think it's taking the stuff you're doing and taking your clips of you on TV and running those ads. You're taking stuff so you're leveraging the street cred you have in this kind of a market. Finding the influencers in this market and starting new partnerships and plugging in with them, where you're able to co-brand with people who have existing audiences and you're able to show...

In fact, bringing other influencers from the States in a similar market and say, "Hey, I can take you to my country, if you're taking my country," like doing cross swaps where they get exposure to your audience, you get exposure to theirs. Within two or three of those you'll have access to the entire American audience pretty quickly. Does that make sense?

Christine Saint Laurent:
That is awesome. That is awesome. Thank you so much, really.

Russell Brunson:
No worries. Good luck on it.

Chris:
Can't wait to see you on Monday, Christine.

Russell Brunson:
Congratulations.

Chris:
Love it.

Miles:
All right, up next we have Theo Godson.

Russell Brunson:
Theo, good to see you. What do you got for Russell?

Theo Godson:
Okay. Hi Russell, Theo Godson here. In 2022. You gave me an advice that about focusing on the vehicle rather than worrying about serving a wide market. That advice was a game changer for me.

I needed to structure my belt entrepreneur, which basically segments African entrepreneurs into insiders, professionals, and partners, allowing me to serve them more effectively through gamified experiences.

I've been using the linchpin strategy to launch belt starting with a summit in November. I'm also using the dramatic demonstrations to build momentum. My question is, how would you structure a high impact, once mini sales funnels within this framework to resonate with a diverse market like Africa where we have cultural, economic, language differences and that are very significant?

Specifically how I can use storytelling, dramatic demonstrations to build deep connection, drive mass adoption, and then position build as a leading entrepreneurial platform in the continent.

Thank you so much Russell. Your guidance so far has been invaluable. I'm excited to hear your thoughts on this and how I can take this to the next level.

Russell Brunson:
Very cool. I don't know if there's anything magical I'll tell you other than it's trying a lot of different things. It's throwing out different hooks for dramatic demonstrations, like what's going to resonate with the audience. It's trying one. If you look at the last three months of my business, we launched the Think and Growers challenge. We did the Info Riches course. We've done the Selling Online event. We're just throwing out lots of different funnels to see which ones work. Then when one works, then we double down.

Like, for example, this event. By the way, this is probably the highest front end, most profitable event we've done in five years. I'm like, "Oh, that hook, that angle works really, really good. I'm going to do it again and again." Right? It's like we're just throwing different hooks out into the water and then just trying things, having fun, trying different angles, different dramatic demonstrations.

When one works where it's like, okay, that message was correct. Let's triple down. One Funnel Away was the other one. Five years ago we launched One Funnel Away, and it was one of a hundred funnels we launched that year, but for some reason that one is just like it resonated and it worked and it was like, okay. And so for the next five years we ran that One Funnel Away, and we're still running it today. But it was aggressively being run for five years.

It's the same thing is just keep doing what you're doing, just keep testing things, and then the ones that resonate more for some reason it's like, okay, I found a hook. That's the right one. I'm going to go deeper. I'm going to go deeper. Let me go deeper. My goal for this event next month is at 5,000, a month after that having 10,000. I want to have 10,000 people a month going through this event experience until it stops working. That's my goal now that I... Again, you nail it and then you scale it. It's like throwing hooks out there so you finally nails. Boom, now let's go scale it. Hopefully that helps?

Theo Godson:
All right. Do you have a specific timeline you are testing these new things before you try another one?

Russell Brunson:
I have ADD, so every month we have at least one coming out. I'm just trying. I have different businesses too, so I'm trying one in the Uncanny business, one in the Secret Success business. I would say if I was just focusing on one business, probably once a quarter I'd be trying something new. That's probably more realistic. It doesn't always have to be a huge three day event or five day event. Sometimes it's just like my birthday.

I did a birthday bash two years ago just like, "It's my birthday, come hang out." We just did it, and it was fun. Right? Even try little things like that. If I thought through this more, I probably should have done a 90-minute selling online, a webinar first just to see if it would work. I really want to try a paid challenge, so that's why I did this. But I probably would've tested it smaller first before I went all in. Yeah. I'm also testing podcast episodes, Instagram reels. These things I'm putting out that are also testing little hooks. We're looking at what resonates. Then we can go a little deeper on those ones.

Theo Godson:
Okay. Thank you so much.

Russell Brunson:
Great question. Thanks Theo. All right, Miles, let's keep going.

Chris:
Congratulations.

Miles:
All right, up next we have Elizabeth T.

Russell Brunson:
Elizabeth, good to see you. What do you have for Russell?

Elizabeth T:
Hi. It's Tritch. I know it's a tough word, Tritch like hitch. Thank you Russell, for answering my question. I'm a science-based certified dating and relationship coach and I have my offer, but my challenge is naming the offer as well as naming the master class or sales presentation. The end result they'll get, what I teach them is I teach my framework. I teach them how to choose wisely, how to connect with the person, how to captivate the person's heart and their mind, and then how to get into a loving, committed relationship.

Russell Brunson:
End of the day they're trying... The goal is getting them into a committed relationship. Say the mark again that you said the very beginning?

Chris:
Relationship and dating.

Elizabeth T:
I'm a science-based certified dating and relationship coach.

Russell Brunson:
Science-based, certified dating and relationship coach. It's dating through the lens of science, scientific something?

Elizabeth T:
Yeah. Yeah.

Russell Brunson:
Okay.

Elizabeth T:
Science meaning I teach a lot about laws of attraction, about your thoughts become things, things like that.

Russell Brunson:
Very cool. Okay. Do you have case studies right now of people you've taken through this process?
Elizabeth T:
Yes.
Russell Brunson:
What's the most interesting, weird, unique, different case study you've got right now?

Elizabeth T:
I give my clients two deal breakers. For this particular person who lived in Hoboken, he had to live or want to move to Hoboken, and because she's 5'10, he had to be six feet. I know that's a stereotype, but she's tall and she likes to wear heels, so I understood that. We found him. Yeah. She actually found him the fourth week of us working together online.

Russell Brunson:
Interesting. Okay. It's like how to magnetically find your dream spouse even if the Prince Charming you've been dreaming about seems impossible today. Have your friends and family told you to give up on finding your Prince Charming or Princess Charming or whatever? I'm going to show you guys a case study how I simplified somebody, how I found someone whose Prince Charming had to be six foot and had to live in Hoboken, blah, blah, blah, and we were able to find that person and get them married in less than four weeks by following a very simple process.

I think it's something, like not giving up on your Prince Charming or your whatever, despite the fact everone's telling you this. This what you do instead. Some angle like that I think would be interesting. I hear it all the time. Even my wife, when we got married, she's like, "Yeah, I always wanted to find my Prince Charming, but I decided that it was going to be possible to find them, so I married Russell."

Chris:
Ouch.

Russell Brunson:
I was like, "Oh, I thought I was your Prince Charming." But it's like a thing inside of people's minds and I became her Prince Charming, and now she's very impressed with me, I think. Anyway. Does that help a little bit?

Elizabeth T:
What would be a good title? Because I know it needs to be irresistible and sexy.

Russell Brunson:
Prince Charming's Secrets. Is it for women or for men or for both?

Elizabeth T:
For women.

Russell Brunson:
For women, yeah. Prince Charming's Secrets, or No More Kissing Frogs Secrets. I'd look at some play off of something like that that's in there. I always tie secrets to everything I say so you can use that or tips, or I don't know. Yeah. I think you try that, you put some ideas out there and see if they resonate with people. If not, you can tweak them or change them, but it's just kind of play with that a little bit. You can even-

Elizabeth T:
That would be-

Russell Brunson:
What's that?

Elizabeth T:
Go ahead.

Russell Brunson:
You could even go to AI and be like, "This is the offer I'm doing. Give me 22 ideas for names for the course." I use AI all the time now for stuff like this. If I get stuck, I get in my head. I sell courses, this is this. Give me 22 ideas based on what Russell Brunson would say. They're like literally as if I did... It's funny. I did that like, "Well, how would Dan Kennedy write this? How would Jay Abraham write this? How would Russell Brunson write this," and sure enough they write it. I'm like, "Dang, that sounds just like me."

Chris:
That’s pretty cool.

Russell Brunson:
Yeah. I would play with that a little bit too.

Elizabeth T:
I'm guessing that would be the masterclass, but shouldn't the offer be the result or the title?

Russell Brunson:
The title of the offer, or title of the webinar?

Elizabeth T:
The offer.

Russell Brunson:
Title of the offer. I think you're overthinking it. I think you're stressing about it too much.

Elizabeth T:
Okay.

Russell Brunson:
For me, the offer, what was the offer's name yesterday? I don't even know. I guess Prime Mover Foundation, but we had Fountainhead was a thing. Each thing has its own component, but people aren't looking at... It's not nearly as important, the naming of it, as much as the result they're going to get. I bet half of you guys don't even remember what Fountainhead even means, but for me it means something. I love this name. Most of you guys are like, "I don't know why he called it that. It just makes no sense."

But I'm going to learn how to do one-to-many selling. There's a really cool offer that seems exciting and the they're in. Usually that's more for us as the creator. We're more worried about that than the actual audience is. I wouldn't stress as much about it as much as just creating it and putting a name that means something to you so that when you're pitching it, you're like, "This is why this is important to me." Then people will buy into that as well.

Elizabeth T:
Great. All right, awesome. Thank you so much. I appreciate it.

Miles:
Next up we have our boy Michael Faber.

Russell Brunson:
Michael, good to see you. What do you got for Russell?

Michael Faber:
What's up guys? Good to see you guys. Appreciate you. First, thank you guys for this. This has been amazing. Second, we modeled our second steps pretty much after how you have them. It's like courses and online things that get people to our events to get people to our mastermind, to get people to our one-on-one. But we've done it straight organically and in Vegas, where they actually get to walk across the stage. It's going to be really cool, so thank you for that opportunity.

Russell Brunson:
Awesome.

Michael Faber:
With the organic way for events, we're at the Gaylord in Nashville. I know you're familiar with there because I went to your events there.

Chris:
I love it there.

Michael Faber:
They moved our room to where we have a hundred more seats, so we go from 250 to 350. What are some organic ways that you would see about moving an event like that? The ideal clients: empowering entrepreneurs, entrepreneurs that want to leave a legacy.

Russell Brunson:
To move the event, or to get more people to the event? What was the question?

Michael Faber:
To get more people. We have a hundred more seats. Typically I can fill a 250 pretty easy. I'm just looking for how to get another a hundred people in the room.

Russell Brunson:
One really cool campaign we've done in the past, I haven't done it for a while, but it's the scholarship campaign. What you do is you say, "Hey, room size increased. We're going to be whatever, and we're going to give away a scholarship," and have a contest for people who want to come. If you want to come but you're not be able to come, come and tell us why. Just like a scholarship application, why you should win one of these free seats.

What happens is you get your entire community coming, and literally selling you on why they need to be in the event. You make that public though for everybody, so you have all these people submitting why they need to come to the event, which is crazy. You have them register for chance to win. What happens is they submit it in front of everybody, they go register for chance to win.

You end up getting 500, 600 people who have registered their name, contact information, phone number, because you're going to call them if they win. Right? You do a big event. You bring the person on. So-and-so wins! You tell that person. "Yay!" The person wins. Everyone celebrates for that person. Now you have 500 new leads of people who wanted to come who just told you why they needed to be there, how it's going to change their life.

Then you call them on the phone and be like, "Hey, sorry you didn't win, but as a second place prize, I can give you 50% discount," and boom, boom, boom, boom. Close everybody else right there. It's like one of the quickest ways-

Michael Faber:
Thank you.

Russell Brunson:
... to fill a room when you need to, when you're in emergency crunch time. I've seen that play work a lot of times really well.

Tommy Bennett:
That's awesome.

Russell Brunson:
Thanks Michael. All right, who do I got, Miles?

Miles:
All right, next up we have Vishal Sharma.

Russell Brunson:
Vishal, welcome out, what do you got for Russell?

Vishal Sharma:
Yeah, Russell. I actually in my day job work with attorneys as an expert witness, and I can do the dream hundred strategy, and identify the attorneys, and market to them, but my problem is that I am the product. They're hiring me so I don't have a back end in this line of work. That's one question.

The other would be then obviously, I mean there are other areas of interest, and should I build a funnel in those areas? I'm struggling with that, but maybe the first question is more important, what could I do in the attorney space, if anything?

Russell Brunson:
Right now they're just buying you a hundred percent.

Vishal Sharma:
They're buying my expertise. They're buying me as an expert. That's what I do. I've been doing that for many years. I'm an independent consultant, so I can identify the dream clients and I can reach out to them and apply some strategies, but at the end of the day the end of the funnel stops at me. I'm not even sure what I could do in such a case.

Russell Brunson:
Have you ever trained other people how to do what you do?

Vishal Sharma:
Actually, I was just thinking about that. Should I help other expert witnesses do that? That was a thought that crossed my mind. Now, I have done a few expert witness assignments over the last 10 years. There are people who have done 100, 200 assignments, but I have my own unique way of doing things.

Russell Brunson:
I would say-

Vishal Sharma:
I don't do penny assignments. I do high-end ones, so maybe that's a possibility.

Russell Brunson:
I have two ideas for you. One idea is I would look, like what if you created a certification program where you would certify people on your way to actually do it? Certification programs, you can sell those for 10, 20, 30. It's a high ticket thing for them to be certified, because you're giving them a new career, right? You certify people through your methodology and your processes.

Number two, now you have a bunch of people who you've trained how to do it, so you can go out there and you can create a funnel where you're selling this as a service and they can pay you to do it for this huge high crazy price right here, or for a less price you can pay the people I've certified and the certified people, you split it 50/50. It's like, "Hey, I got you a client. Here's 50%. You go do the work. I keep the other 50% because I'm the one who brought the client to you. I certified you."

Now it's like the best of both worlds. If someone wants to pay you a ton of money, you do it. If not, you get 10 people certified, they go out and do it for you, and now you've got a couple different offers there and it gives you time, freedom where you're not always having to do it every single time. Does that make sense?

Vishal Sharma:
Yes, absolutely. I would have to, however, find a way of positioning myself. Because as I said, there are experts that have hundreds of assignments. I have maybe 20, so I have to figure out what qualifies me to certify them and so forth. But that's a different problem.

Russell Brunson:
Hey, here you go. I'm officially going to qualify you to certify them. You're now officially qualified. If you look at almost any certification program, if you go back, even like the big medical ones, you look back in time. If you go back to the history of almost any certification program, the person who began it 100% of the time is a marketer like me and you who said, "We should sell a certification program," and it became a thing. There's no legal things like you have to have these things to be certified.

I can certify people being a funnel builder. You can certify people like, "Officially, I give you official certification to be able to do that." There you go. Congratulations.

Tommy Bennett:
Permission.

Russell Brunson:
You have permission. It really is. If you go back in time, almost every certification program is a marketer like me or you who's like, "Hey, we should make some money on a certification program," and then it becomes a thing. A hundred years later, no one even knows. That's a certification program. What created that? A marketer like me or you a hundred years ago, 50 years ago. That's the reality of the situation. You are officially able to certify people. Congratulations.

Vishal Sharma:
Thank you.

Chris:
Thank you Vishal.

Russell Brunson:
I've certified you to certify people.

Chris:
That's awesome. All right, Miles, who we got?

Miles:
All right, up next we have Dorothy Mashburn.

Russell Brunson:
Dorothy, welcome out. What question do you have?

Dorothy Mashburn:
Hi.

Russell Brunson:
Hey.

Dorothy Mashburn:
I am an interview and salary negotiation coach and my business is career advancement and salary negotiation for executive women with mission to close the pay gap in corporations.

Russell Brunson:
Ooh, so good. So good.

Dorothy Mashburn:
Thanks. How can I reframe my market similar to how you did for yourself, the website, landing pages, moving to funnels? What ideas? Because the career coaching market is pretty saturated. It's pretty shark infested.

Russell Brunson:
Yeah. Interesting. I think the question I would ask you first is what do you do that's different, or what's your process unique from what other people are doing? Do you have your own angle or own direction of how you're targeting it or how you're-

Dorothy Mashburn:
Yeah. Yeah, absolutely. It would be more like you have to rewrite the rules of the game, carve out your own table, and then negotiate your value like a boss. Part of that is you may have to leave your current job. Loyalty doesn't pay, that kind of message. None of it is like I came up with it, but the whole program is a program I call Resolute.

Russell Brunson:
Mm-hmm. Gotcha. I don't know the market well enough to know. As much as I feel like... I don't know. How's the business right now? Are you getting clients and leads? Is it leads that you're struggling with? Is that why you're trying to figure out a different way to position it, or where's the actual problem... You're trying to solve between this, and I'm curious if there's a different problem that's actually there.

Dorothy Mashburn:
I have a high end offer, so high ticket coaching for four months. I have six clients, but I'm trying to figure out how to scale this thing without burning myself out.

Russell Brunson:
Yeah, what's the price point right now for it that you're selling it for?

Dorothy Mashburn:
5,000.

Russell Brunson:
Okay. Okay, great. What I would do is instead of trying to reframe the whole market, because I don't know if necessarily you need that right now, but I think it's coming down to creating a version that's lower ticket that you can start mass producing, right? Because again, what will happen, let's say you create a 500 to a thousand dollar version. You start pushing that and you start to get a point where you've got 100, 200, 500 people that have bought that.

That's when all of a sudden your value suddenly dramatically increases. The best way to increase what you are charging your end clients is you become more of a celebrity. The way you become more celebrity is by more people knowing who you are, right? Creating that front end thousand dollar version where you can be paying ads. You have ads running. People are seeing your face. It is branding position as the expert. That's what increases the perceived value of you in the long term.

First off, you make a lot of money on this frontier, but then you can charge way more. You could even... Again, we talked about it before, you could start hiring coaches who are running things below you and things like that. Right? I look at my business. When I first got started, people were just buying Russell, right? Then eventually that was my inner circle. I moved up a step and I brought in two common connects. We brought in coaches, and then everything shifted up and kept shifting up.

I think that's the next step for you, is you need to have this bottom tier so more and more people are coming into your world. Then you can raise your prices, be more exclusive, bring in a level in between now where there's people coaching. Maybe it's $10,000 and they got somebody who's coaching them through your processes, right? Then at $30,000 they get access to you, and it starts building out more of a full value ladder. Does that make sense?

Dorothy Mashburn:
Yeah. Yeah.

Russell Brunson:
But I think that's the piece you're missing, is you need to build that demand for you as the personality by having a lower ticket that you can sell a lot more of it. Does that make sense?

Dorothy Mashburn:
Yeah, so like a thousand dollars through a perfect webinar-

Russell Brunson:
Yep.

Chris:
Absolutely.

Russell Brunson:
... course. Okay. All right. Thank you.

Tommy Bennett:
Great question Dorothy.

Russell Brunson:
No worries. All right, Miles, who we got?

Miles:
All right, up next we have Katty Lopez.

Russell Brunson:
Hi, Katty. Hey.

Katty Lopez:
Okay. I sell personal image styling sessions and programs. I have sold them through live presentations in other people's event and through client referrals. My vision is to free women from the fashion trap that makes some of us think that to be relevant and avoid criticism, we need to follow every single trend, and the others to think that fashion or personal image is superficial and completely quit to it.

To achieve that, I have created a new type of salon, the outfit salon, which is a place where you go to create great outfits with the clothing you already have. My goal is to make the image consultant industry as popular as the hair salon industry. How to create crazy demand for my outfits alone?

Russell Brunson:
Very cool. Is your outfit salon, is it a physical location then? Yeah, it is. Okay. Is the goal just to figure out how to get more people in there, or is the goal to transition to move and it goes across the whole world?

Katty Lopez:
Both.

Russell Brunson:
Both. Okay. The salon you have right now, do you have a lot of people coming into it? Is it profitable? Is it making money right now?

Katty Lopez:
No, not really. I have sold maybe three or four sessions.

Russell Brunson:
Okay. What does someone pay for a session?

Katty Lopez:
$55.

Russell Brunson:
Okay, very cool. They got to be local to be able to do it.

Chris:
Could you do it virtually?

Russell Brunson:
That's a good-

Katty Lopez:
Well I do it also online. Yes.

Russell Brunson:
How much do you charge for it online?

Katty Lopez:
55 too, because they are, I don't know if you know this concept, dry bar. This is a hair salon where you only have blow dries. I have the same thing, but for the outfit. People comes with a preset outfit and I tell them how to style them so they figure and their goals are flattered and-

Russell Brunson:
Very cool.

Katty Lopez:
... they can achieve them.

Russell Brunson:
Okay. First thing is you got to dramatically raise your prices, because right now you think it's only worth $60 a session. It's worth more than that. The way you do it, you got to look at a price. You got to tie it to the correct price of what the alternative is. I have a shopper who once a year takes me shopping, and we go to these expensive places and it buys me stupid things that I would never buy my...

For example, this sweatshirt with the teddy bear. "It's so cute. It's a nice teddy bear." Do you know this thing costs? This is like an $800 sweatshirt. I would never in infinity years buy it, right? I spent $800 on a sweatshirt because he's like, "If you wear this sweatshirt, it looks cool." I don't know, it's stupid, right? But that's what-

Katty Lopez:
You can go to Target if you want.

Russell Brunson:
Yeah, that's what other fashion consultants said. That's what you're selling against, right? You're saying, look, if you want... My prep, my pitch would be like if you want to look like you just spend $35,000 with a private shopper and you do it with the clothes you already have in your thing, I can show you how to do that, and it's only going to be $200 a session or $500 a session." That's what you're selling against. You have to look at what people are actually spending for that right now.

This is an $800 T-shirt, but my one day a year I go shopping with this guy, I'm literally dropping 40, $50,000 in a day in clothing. That's what a personal shopper's doing, so that's what you got to sell against what you're doing. You're getting the same experience where it's free with the stuff they already have. Obviously I'm not like a normal person, but if someone doesn't want fashion, you're still looking at 2, 3, 4, $5,000 for someone to go and actually get a complete makeover.

That's what they're looking atm and so that's what you got to price against. You're coming and saying, "Look, it's going to be 110." They're not going to pay $5,000 the traditional person's going to make you spend in their time, plus the clothing you got to buy. You already have the clothing, and I'm going to show you guys how to do it in a way that's more authentic. You, you're going to feel good about it and... Right? Now that's worth $500 a session easy.

Chris:
There it is.

Russell Brunson:
Versus the $5,000 they're paying, right? That's the biggest thing. Now when you get that figured out, now you can buy ads. Now you can do things because now you have enough profit in the actual offer that you can spend money on ads. Right now, if you're spending $50 a session, there's no way you're ever going to be able to grow it, because there's no money for advertising. Does that make sense?

Chris:
Awesome.

Russell Brunson:
Very cool.

Chris:
Great question. Great question.

Russell Brunson:
You could save me some time. Can I hire you? That way I can fire Bart and not spend so much money on my clothing?

Chris:
That's awesome.

Russell Brunson:
Anyway, it's ridiculous. But yeah, now you guys know about my teddy bear T-shirt. That's why I have to wear it so often, because it's like I got to-

Chris:
Break it down to what it costs every time you wear it.

Russell Brunson:
Yeah.

Chris:
Yeah. I love it. All right, Miles, let's keep it going.

Miles:
All right, this next one, I'm going to be reading the question, is from Adam Miros, and this is about his business. "I'm selling a three month online marketing program for $4,000. I have a lead magnet, which is a free training, and a call to book page. I sell for 30 to 60 minutes on a sales call. I get about 1500 leads a month, but most of them, or 50% of them, are unqualified, meaning they don't have enough money and they are new coaches."

"My offer is for coaches who already have paying clients but don't have a predictable system for getting new clients. I'm doing 20,000 a month and want to scale to 100k. Thank you so much. Now the question is this, how to target my funnel to more successful qualified leads and not beginners? Ideally, first steps, options, and ideas for my type of business."

Russell Brunson:
Awesome. I have two thoughts for you. Number one, the bait we put out into the world is who we actually end up attracting. Okay? One thing fascinating about this event, by the way, this is speaking to how great you guys all are, the caliber of people who join this event is different than the caliber of people who join some of my other stuff. The reason why is because the bait I put out there was like, are you selling something online? Do you want to sell more of it? Sellingonline.com, right?

That was the bait we put out there, so the caliber of people who came were different, and we can tell that from the conversations from the group, from the conversion on the offer. All those things are different because we put different bait in the market and different people were attracted to that, the right people, great people, which is why you guys are all here. Right? That's the number one thing to think about is the messaging you're putting out is going to attract the people in there.

Number two is the process you can get from 20,000 to 100,000 a month could be as simple as just like... Right now you're spending 90% of your time talking to unqualified people. What I started doing is what are the barriers I can put in the way that get the unqualified people not to have a chance to talk to me? One barrier might be instead of going directly from VSO to application, what if I put them through a webinar? Now they got to spend longer time with me and then I'm pushing into the application. Sometimes I might start charging for the application. Instead of giving away a free application, charge a hundred bucks for the application.

What's going to happen? You charge a hundred bucks for the application, the wrong people are not going to apply. Your apps will go from, let's say you get 1500 apps a month, you're going to go down to a hundred apps a month, but it's a hundred right people. Right? Now you're making a hundred dollars on each app. Now I have a hundred dollars to spend to get an application. I can start increasing the traffic I'm spending to it, because I'm getting upfront money from the paid application. Shifting from a free application to a paid application is a great way to kick out the tire kickers.

You go from 1,500 calls to 150 calls. You get the right people, and now I can spend more money to get the right people. Then I go from a hundred calls to 300 calls, and now I'm at my $100,000 a month because I'm only talking to the right people, I'm only spending time with the right people. I'm getting more of the right people versus having more mass applications.

There's a couple of quick things to think through. Changing the bait, or make sure the bait's correct. Putting a paywall in front of the application. Two levers I would play with really quickly, try to get you there without having to scale a sales team and all that other kind of stuff.

Chris:
Yeah, that's awesome advice. All right, who else we got?

Miles:
All right, up next we have Gaber Kirston.

Russell Brunson:
Gaber, good to see you.

Chris:
Hey, man.

Gaber Kirston:
Hey Russell, I'm a huge fan. I started learning about funnels to help me with my mission. I have a free app called Bliss Compass. It allows you one click journaling by combining time and mood tracking so you can identify the stress and joy sectors in your life. I feel this is important because this is not taught in school, but it's key for a successful and well lived life. That's why it is free. I'm currently JVing with related businesses, like doing webinars together, promoting their offers, and I'm plugging my app in as a bonus. I would be looking for other strategies to promote the app by keeping it still free.

Russell Brunson:
Very cool. The app's free and you have paid upgrades, aside, or is that the model?

Gaber Kirston:
Well, I don't have a paid offer right now, but I'm plugging it into other people's offers as a bonus, just like an affiliate.

Russell Brunson:
Are they paying you for each sale or how does that work?

Gaber Kirston:
Yeah, yeah. Basically my app is the hook or a new angle they can promote from, and we are doing this webinar together. I have some relevancy to their offer and then, yeah, I'm getting some share of the sales.

Russell Brunson:
What percentage do they give you to sell? Curious.

Gaber Kirston:
I have offers that I get like 20 to 30%, but it's like a hundred dollars offer, what we are talking about.

Russell Brunson:
Gotcha, okay.

Gaber Kirston:
Yeah, so it's not much. We have to scale.

Russell Brunson:
Is the question to find more people to partner with, or is the question how do you do this outside of those other people so you can just have your own?

Gaber Kirston:
Yeah. How to make it more scalable, effective? Because I have running costs obviously.

Russell Brunson:
Yeah. Okay. Well, there's two different directions. One is to scale. You got to find more partners. If you're trying find more partners to do it with, I would just go back and... When I do the webinar, it's converting. For example, this event when it's done, Ben Harris, you guys met earlier today, he runs an affiliate program for us, he's going to go through and show all the stats, the numbers, everything like that. We're going to take that and we're going to start sending that to every single person who has an email list in our space, have them be part of the next one.

If you've done it five or six times, showing the stats, show the numbers, and then take that and start mass marketing to your dream 100, trying to get more and more people to do it with. That's one obvious option.

The second one then is like you coming back and making your own offer, where now you are not tied to somebody else's success, which is great to do, but also how do you have one where it's like you have your own $300 offer where the app's part of it and now you can just market it externally from everyone else? That way you can start buying ads, growing and scaling, and a hundred percent control your own destiny and not have to rely always on other people.

I would probably try and do both those plays if it was me, because I want more control on one side, this side, and then I also want more distribution partners on the other side. Those would be the two things I'd be really focusing on targeting to keep growing and scaling what you're doing. Does that help?

Gaber Kirston:
Yeah, that's really helpful. Thank you so much.

Chris:
Great question.

Russell Brunson:
That's awesome.

Chris:
Great question. All right, Miles, who we got next?

Miles:
All right, up next is another one that I'm going to be reading. This is from Dominic. He says, "I help faith-driven people and the general community to start, grow, and succeed with online business for socioeconomic transformations." His question slash statement is, "I want to attract my clients, especially Africans, so they can have financial and life transformation to impact their communities. What should I do?"

Russell Brunson:
Okay, so you want to attract more Africans, is that right?

Chris:
Yeah.

Russell Brunson:
I'd say, again it comes back to whatever bait we put in the market is who we attract. For me, for example, when we first launched ClickFunnels and stuff like that, I was doing events pre ClickFunnels. If you came to a Russell Brunson event, it was like 95% dudes, 5% women. I was like, "I want more women here. And so what do we do?" Well Liz Benny came into our world, had success with her so I started taking Liz, her story, and that became a front end hook I was putting out there.

We talked about her and she was on the ads, she was on the webinars. All of a sudden more women showed up. I was like, "I want more diversity," and so we found people in our community from different diversities and started putting their stories out there. Now if you look at a ClickFunnels event, a Russell Brunson event, it's like a mixing pot of every race, nationality, sexual preference. I guess it's a party. It's the coolest thing in the world because we highlight people from all the different places we're trying to bring people into our world.

For you it's like if you want more, if it's African-Americans or Africans or whoever you're trying to do, find those case studies and highlight them, teach them, put them up on a pedestal, and those people will attract more of those people into your world and into your community. That's true for any of you guys. With Kaylen Poland, the biggest problem she had with Lady Boss is that Kaylen, at the time she was a 24-year-old girl with tattoos and carrying guns.

Those people came to her, but the moms weren't coming to her. All these people she couldn't get into her world. She found people who were successful, who were moms, who were these people and she put them up and told their stories and put them on pedestals. All of a sudden it took it from people following her into her business that were just like her, to all of a sudden she opened the whole world by featuring other people as the case study.

Looking at your market, who's your dream customer? Who do you already have as your dream customer? Highlighting them, put them on a pedestal, that'll attract more of those people into your community and into your world.

Chris:
That's a perfect answer. You've done this too. You can tell that potato gun story only so many times on ClickFunnels, but now all these other success stories too. Two Comma Club awards.

Russell Brunson:
It was like Gabe Schillinger came in and was successful in the music market. I'm like, "That's amazing," so I took his story, blew it up, and now, I don't know, we've got 30,000 musicians on the ClickFunnels platform. I don't know how to play any music. I got no skills, but Gabe did and that story opened that whole community to us, so on and so forth.

Chris:
Awesome. Okay Miles, let's keep going.

Miles:
All right, this one-

Russell Brunson:
Ask one question real quick. What's our plan for lunch breaks and stuff?

Miles:
We don't have very many questions left. We can either take a quick little break, stuff our faces, or finish these up.

Russell Brunson:
How many have we got?

Miles:
Probably about seven or eight left.

Russell Brunson:
Let's keep rocking then.

Chris:
Let's do it.

Russell Brunson:
Let's go.

Miles:
All right. I am pretty hungry though. All right, so this next one is Javier Garcia. I'm going to be reading the question again and don't know much about the business, but it says, "Thoughts about a freemium model. Free community and then sell paid plan, or is it better to have a low ticket entry level and then upsell them to higher ticket, more exclusive program, without the free community on top of the funnel?"

Russell Brunson:
Cool. The reality is there's a million ways to play this game and most of them work. People are like, "Should I do a free book funnel?" Yes. That works great if you got a book. Should I do a webinar funnel? All the things work. I think what a lot of the creators inside the school, for example, is obviously pushing this idea really well, and it's been interesting watching them.

If you noticed right now, we are leading with the free community that you guys are in right now and it's like there's something there. In fact, I have a friend who, he launched a free community three years ago and it was a Facebook group. He came in and at the time... I've known him for 20 years. He's a great marketer. At the time, nobody really knew who he was and he came, he started serving his face off for a year.

He was just making this community, dropping gold after gold after gold. He didn't sell anything for a year. After a year everyone who was everyone showed up at this group, because all the cool stuff's happening here. Everyone showed up to the group, and then a year two he's like, "Hey, I'm going to sell a 25,000 mastermind group if you want in. Here's a Google doc." It was like a half-page Google doc with an order link, and he sold like 350 people in at 25 grand that fast.

No sales call, no webinar, no hook, no nothing. Just from a community. Me three months ago, I was like, "That was really, really smart." I'm like, "We had a Facebook community that blew up and it became..." Anyway. ClickFunnels Facebook group went from this really cool thing to 300,000 people and it's chaos in there. I feel like I'm at... I don't know. It stresses me out.

I was like, "I want a place where I can curate a really good community." Again, I kept going back and forth where to do it at. We decided to figure it out to do school for this community. This Selling Online community is a free community. You're going to notice my goal over next year is put a hundred thousand people in there, and I'm going to give so much value in that group that it'll be insane. You buy somebody else's course and you'll be like, "I paid three grand for this course and Russell's free Group's way better."

That's my goal is just to blow everybody's minds, because I want all you guys to have so much success that you feel so much reciprocity, you feel guilty not giving me money to come into Prime Movers, and Prime Movers Mastermind, and Inner Circle and Atlas. That's my plan.

I think it's a good strategy, is come and serve people. Serve your face off in a group for a while, and then people will naturally... The reciprocity, the water sends, I'm a hundred percent up for that. I think it's a great model. Is it better than doing a freemium? No, you should do both. I don't just do one thing, I do multiple things, but it's a great strategy.

You'll notice for the next three or four months if you start watching them transition. We were waiting to launch this community, but you'll notice that’s why I bought Hangoutwithrussell.com. You'll notice the call to action. All my socials will be like, "Hey, we're socially interacting on the platform. You want to hang out with me? Come hangoutwithrussell.com. We have a conversation happening over here. Come over to my house over here."

In fact, if you read Traffic Secrets, there's a chapter in there we talk about this, where the goal of social media is social media needs to be social and then have a lot of fun. Then invite people back to your home. Hangoutwithrussell.com is like, come to my house and come see with the cool stuff we have. Then in that group we can sell you, upgrade you. We can send you. All kind of stuff will happen off platform in this really cool community we're serving like crazy. That's the model right now that I'm playing with. I haven't done it yet. We're going to find out, but-

Chris:
That's awesome.

Russell Brunson:
... it's feeling good so far.

Chris:
That's great.

Miles:
All right, up next we have Zara Johnson.

Chris:
Hey Zara, what do you got for Russell?

Zara Johnson:
Hi.

Russell Brunson:
Hey.

Zara Johnson:
I handle the digital marketing for my family's business, which collectively has gained over 400K followers on Instagram and more on various other platforms. We've had some great success with webinars for our supplement brand focused on weight loss, and we're currently building a webinar and high ticket challenge for our mentoring slash coaching program for young entrepreneurs. How would you recommend we implement an affiliate program?

Russell Brunson:
Very cool. What's the price point, what you're selling right now?

Zara Johnson:
For the supplements, no supplement is over $30.

Russell Brunson:
Okay. Are they signing for a continuity version where every month they're getting it?

Zara Johnson:
No. No, that's one off. The webinars on the supplement end are free, so they're free webinars.

Russell Brunson:
Okay, cool. The affiliate game's fun, and we'll probably do a bunch of trainings inside the conversation, nominations stuff, traffic going deep into affiliate programs. I can talk about this for 10 days because every affiliate's different. The way you structure things are different. Looking back at... Dan Kennedy always tells me this. It's like what are you willing to spend to acquire a customer? That's the first question we have to ask ourselves, right?

Right now for this event, I'm willing to spend probably $200 or so to get somebody to come to an event like this. I know that's the value. You figure out what you're willing to spend, and then you reverse engineer it from there, right? Some affiliates it's like, if we're willing to spend on paid ads, again $20 to get a customer, I can go to say, "Listen. I'll pay you $20 for every time you sell something."

Or if it's like right now on Facebook we're spending $3 a lead, I can go to an affiliate and say, "I'll pay you $2 a lead if you send leads to me." You can pay affiliate per lead. You can pay them per sale. Sometimes you can pay them a percentage of the sale. We have some of people who are affiliates for ClickFunnels where they get someone to sign up for $97 a month. If they get someone to sign up for a trial, we pay them $200 just for getting that trial. They don't get any continuity, but they get the $200 up front.

We're spending that much for Mark Zuckerberg anyway, so I'll pay an affiliate that, and they get the money up front. But every affiliate is kind of different. The biggest key is for you figure out, what are you able or are willing to spend to get a customer, from there, and looking at what you're spending on other platforms or other ads. Then you go start recruiting affiliates and making that offer to them.

What's interesting is everything we talked about making offers to a customer, it's the same thing we're doing. We're making offers to get an affiliate to promote us, right? If you look at when we do an affiliate launch it's like hey, if you promote it, first thing you're going to get is this and you're going to get this, and you're sort of bribing them through an offer to get them to promote what we have. Yesterday, if you guys saw, I bribed all you guys to promote our event, right?

I was like, "If you promote the event, first thing, if you get one person to buy, I'll give you a free VIP ticket." The top 10 or top 15 affiliates, you're going to come and be in person in the room next time we do it. Plus you're going to get a hundred percent commission. We make a really good offer for affiliates. The same way you make offers for customers, you make offers for affiliates, and that's how you start recruiting people then to start promoting whatever the product is that you're going to try to sell. Does that make sense?

Zara Johnson:
Makes sense. Can I ask-

Russell Brunson:
I know it's just like a little scratch on the surface. We can go so deep on that, but hopefully it'll get you on the rabbit hole.

Zara Johnson:
It does for sure. Can I ask one more for myself?

Russell Brunson:
Sure.

Zara Johnson:
In terms of what skills or people would you recommend young entrepreneurs master in order to reach your level of success within a decade?

Russell Brunson:
Oh, good question. I think the biggest thing is learning communication. Learning how to speak, learning how to persuade. All the stuff we talked about last couple days is so important, because it doesn't matter what role you're in. Let's say I want to be on the ads team. The ads team has to understand and persuade when they write ads. Say I want to be a copywriter. I want to be a presenter. I want to be a course creator. Even if you're creating a course, you have to understand psychology, because that's how we get people to actually have success with we're selling them, right?

It's really learning that communication stuff. For me, I was lucky. Before I started this business, I spent two years in New Jersey knocking on doors trying to convince people. I tried to sell people on my beliefs and religion, but that was the best training program in the world for me. It's like learning how to spell, learning how to speak, learning how to communicate is the most powerful thing. Even if it's as simple as just getting out your phone and practicing Facebook lives or practicing going live.

Just doing that stuff to learn the communication skills, because that'll serve you in your own business, other people's businesses. It is such a powerful, valuable skillset. Right? I talked about Myron's four levels of value. The third level of value is communication. As soon as you can learn how to communicate, you no longer have barriers on your income. You can use that skillset all over the place. I think that's what I'd be really focusing on is learning how to communicate, how to persuade. All those kind of things are so valuable in any role you want to have.

Zara Johnson:
Thank you so much.

Chris:
Great question.

Russell Brunson:
Yeah. No worries.