Russell jumped on a live Q&A with ClickFunnels members to tackle some of the most pressing questions entrepreneurs face as they prepare to launch their offers, their funnels and their traffic generation strategies. The call is a free bonus to any active ClickFunnels member, as is the full One Funnel Away Challenge!

In this session, Russell kicks things off by discussing the power of priming and meditation with Tony Robbins. He tells a story about the power of his experiences in meditation with Tony Robbins and explains why these practices are essential for entrepreneurs, helping to set the stage for success and maintain focus amidst the chaos of running a business.

Then he dives deeply into the questions from entrepreneurs, including…

Tune in to this episode for a wealth of information that will help you refine your funnel strategies and achieve greater success in your business!

A lot of times that's what you have to do in a business. You don't throw the whole business away, it's just these little tiny dial turns that make it so much more clear. Then that's where success happens. I just want to show you those dial turns to help you to be successful, gain that confidence to help you to keep moving forward.

Russell Brunson:
What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I just jumped off one of our live Q&A calls with the One Funnel Away community. I had so much fun and anyway, there's some really cool calls on here, really cool questions about traffic, about figuring out what do you test first, your hook, your story, your offer, what do you... Anyway, a whole bunch of really, really cool things. And so I thought, "Wow, I just got the call and I'm excited, I'm going to grab this and we're going to plug it on the podcast so you guys can listen in on these live Q&As."

And if you guys want to be part of the live Q&As, number one, if you're a ClickFunnels member, log into the members area, go to the training section and I do these calls live every Friday. You could come on, ask your questions. If you're not a ClickFunnels member yet, if you join the One Funnel Away Challenge, go to onefunnelaway.com, for $100 bucks, you get, I think it's a three-month trial to ClickFunnels and you get the whole One Funnel Away Challenge, which gives you a 10 day challenge with me. And then on top of that, then you get live calls every single week with me to ask your questions. And so anyway, if you're not a member yet, go jump over to onefunnelaway.com, go register, come get on these calls, have some fun.

But for those of you guys who wanted to listen in on today's call, that's what I got for you for today. So hope you enjoy it. A lot of fun Q&A's. Hopefully there'll be something in here that is going to be beneficial for you. And with that said, I will talk to you guys all again soon. All right, bye everybody.
In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in 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.

Dante Torelli:
Russell, how are we doing, my man?

Russell Brunson:
Dude, I'm doing so good. And can I share a real quick story that's just... You brought back a memory to me so I didn't know you were starting with Tony and priming, but I had a really unique opportunity during Covid and the lockdowns and stuff. We were in Florida, I think for Tony, and he invited me and my wife and a couple people to his house and they took us into their house, him and his wife Sage, and we went into their meditation room and for about five or six of us, they did a guided meditation like that with us where Tony was doing the voice and his wife was singing and it was the most crazy spiritual, emotional experience in my life. Anyway, you just brought me back to that moment. And anyway, it's kind of cool.

So as you guys were doing that with Dante, I didn't know that was happening, but I'm pumped about it. I know sometimes things like that, I always thought those things were cheesy and weird and I'm like, "I'm an entrepreneur, why am I doing this stuff?" And then later you're like, "Oh, this is why I'm doing these things." The mindset, your psychology is so much more important than the tactics. All the tactics we're going to talk about today are going to be fun, but they're all stuff you can read in a book, we can find it on YouTube. The mindset's the hardest part. The stuff between our ears is the hardest thing for us to figure out. And priming is such a powerful thing that Tony does and teaches and anyway, so that was awesome, man. Anyway, just wanted to-

Dante Torelli:
I'm glad-

Russell Brunson:
...share that story because it brought me back to that moment.

Dante Torelli:
I love you sharing that because you feel emotions or you feel real things and it's like, I like you Russell, I always felt conflicted about that because I have a faith and it's like, oh, well, I don't really think universe. It's not universe. To me, I think of it as a higher power, but it's not nonsense at all. How good do we feel right now, just doing that every single day? And I just want to challenge you guys. If you've never done that before, I would love to see you try that for a week. Try that every day for a week. Start next week, start on your weekend and don't just do it when it comes into business, do it when it comes into your person. All the things that you do, all the people that rely on you to do the things that you do. It's just amazing and I think we're going to do that a lot more gang. Really excited for it.

So we have Russell here with us and I don't want to take too much time. We have some great questions and we cannot wait to hear the man himself answer those. I saw a couple really great questions that I'd love to highlight and cannot wait to hear how Russell feels about that. And then from there, we'll knock out some raised hands. So if you have a question and you didn't add it to the spreadsheet, feel free to raise your hand now if you don't know how to raise your hand, Zoom always has an update and they always tend to make things more difficult than they were on the previous update, don't they? So if you want to raise your hand, click the react button at the bottom and then once you click react, a little pop-up shows and there'll be an actual button you click that says "Raise hand." So feel free to do that.

First question we have is from Renee Roca, and let me get this in the chat so everybody can watch. And do me a favor, gang, just make sure your mics are muted. I know Zoom doesn't make it the easiest thing in the world and half the time it un-mutes you without you saying a thing. So just keep double check to make sure that they're muted. Let's put this question in the chat so everybody can follow along with it and I will take care of that one while we read it. This question is from Renee Roca. Renee says, "I started this business two years ago. I have 24,000 followers on Facebook and close to 10,000 email addresses on my list. I have a juicing program that I'm enhancing now based on the fast product creation you presented during the OFA training." Thanks a lot, by the way. Wasn't that great? "What is your recommendation for starting to monetize my audience?"

Russell Brunson:
Ooh, good question. So obviously I have probably a dozen follow up questions I would ask if we had her right here. Just trying to figure out has she been monetizing, is it making money, all kinds of stuff, but typically this sounds like what's happening is she's been building an audience but hasn't really started asking for money yet or not consistently or that's what it sounds like. So I think I look at people who market their business online. There's people who go, they create a funnel and they buy ads to it and the ads start coming. There's people who build a following and they send those people to a funnel to go buy something or whatever the thing might be. The biggest thing is we were trying to stimulate growth and excitement, all that kind of stuff.

This is something if you've been to the last two Funnel Hacking Lives, we've talked a lot about this, but there's this principle called the dramatic demonstration. It's doing something radical because you can go and post your 24,000 followers and 10,000 emails like, "Hey, go to my funnel and check this out," but if they've seen it before in the past or it's something you've been running for a long time and it's not new, it's like, "I got to do something to stimulate excitement and growth and get people pumped and fired up about this thing." And so we create what we call a dramatic demonstration. And think about this. Before I launched ClickFunnels, so this is 10 years ago, prior, I would roll out a new funnel, a whole new, not just a funnel, but a whole new business through a funnel every 90 days. We had funnel after funnel after funnel and I loved just building and creating and launching and that's what I kept doing.

And I remember we launched ClickFunnels, Todd, who's my business partner, a lot of you guys know Todd, one of the things he told me is just, "You have to focus, Russell for at least a year on just ClickFunnels." And I'm like, "Okay, I'll try." So I spent the first three or four months promoting it like crazy and then everyone who was on my list or my following, they heard about it and they either bought or they didn't buy and it was just stagnant and nothing was happening. And I was like, "Ah." So in my mind, I wanted to go do something different. That's what us entrepreneurs do a lot of times is instead of figuring out how to re-stimulate growth, we wanted just shift everything because it seems easier to move on. And Todd was like, "No, you promised me." He's like, "I spent two years building the software, you have to focus on it for at least a year." I was like, "Ah."

So then I was like, "Okay, how do I get people excited about ClickFunnels even though I've talked about it 500 times in the last three months?" And then I was like, "Okay, we have to do something different." So I started putting this cap in my head of like, okay, what's something exciting I can do that I can talk about that will stimulate something exciting that someone's going to want to come and participate in? And then the answer is still ClickFunnels, right? So for example, the One Funnel Away Challenge. We launched the first ever One Funnel Away Challenge. ClickFunnels has grown the spot where, we're at 50,000 members and we plateaued and we spent six, seven months trying to get past this plateau. Nothing was working. "God, we had to figure out some way to stimulate growth." But again, everyone in my community heard about ClickFunnels at the time, everyone on my list, all my followers, and it's like, "How do I get this?"

And so we're like, "We should do a challenge, we'll call it the One Funnel Away Challenge." And so we launched the very first One Funnel Away Challenge, and that was a dramatic demonstration. "You're one funnel away, let's figure out what that funnel is, let's help you create it." And that took ClickFunnels from 50,000 members to over 100,000, doubled the size of our thing by having a new dramatic demonstration to the same audience that I'd already been talking to over and over and over again.

Right now we're promoting the Challenge Secrets Challenge, which is us doing dramatic demonstration about the fact that you can use challenges to make money. And by the way, the answer is you need ClickFunnels to be able to run the challenge through. I'm doing an event, another dramatic demonstration mid August called Selling Online. It's this whole thing, how to sell online. It's a dramatic demonstration, but guess what the answer is? They need a ClickFunnels account. So it's just thinking through in your business, what are other things that you can do to get people excited? Every book I write, .com seekers, expert seekers, traffic seekers, those are all types of dramatic demonstrations to get people to pay attention to something really exciting, but then the answer is ClickFunnels, right? It pushes back to the core thing.

So for you, Renee, if that's where you're right now and you're trying to figure out how to stimulate growth, I think, okay, here's your core product and inside your core product there's going to be a lot of different benefits or features or different hooks. It's like find one that's unique and then do something, do a dramatic demonstration around that. And a dramatic demonstration can be simple as you going live for an hour. You're having people register to hear you talk about this new topic. It could be something bigger where it's a big webinar, it could be a three-day challenge, a five-day challenge, it could be live event. It doesn't really matter. It's just throwing out a hook that's unique, that's different, that's going to get people to be interested enough to go and register. And it just gets them to re-raise their hands, re-gets their attention and then gives you the ability to talk about things that got them to raise their hand and then from there, transition it back to the product, to the service you sell. So hopefully that helps a little bit.

Dante Torelli:
Oh yeah. Oh yeah, that was awesome. I love that. We have another great question here I'm putting in the chat. This one is from Sy. Sy says, and I really want to talk about this for a moment. We've had this question quite a bit in the One Funnel Away Challenge and ever since Alex Hormozi launched his leads book, it's been the talk of the town among the community. So here's the question from Sy, "Can you add too much value to a funnel? Is there a scenario where you might hold back value for alternative offers?"

Russell Brunson:
Cool. Yes and yes, you can add too much value. So here's the first time I experienced this because the things backwards because I'm like the guys, I was like, "How do you over deliver? How do you over deliver?" But sometimes over delivering actually causes so much confusion that people won't move forward. I remember when we first launched ClickFunnels. ClickFunnels was just, it was just the click funnels and a year into it, we rolled out... Anyone here have been around since, I mean, we're decade old, so anyone here since year one? Yeah. Okay, who's that? That's Mark G and Mason and okay, so remember, year number one ClickFunnels was just a funnel builder. And year number two, we finished Backpack and Actionetics, which is our email and our affiliate platform.

So we launched those and they converted really well and I changed my webinar, the Funnel Hacks webinar, and I was like, "This is going to be so crazy because now they're not just getting click funnels, they're also getting Backpack and Actionetics. I changed my demo and I showed more of what I was doing and we launched this webinar and it bombed. And I was like, "How's it bombing? I just gave them a whole bunch more." And I was like, "I must've messed up. Maybe I had a bad day. Maybe the traffic was wrong." So I tweaked it around, launched it again, didn't work. Launched it again, it didn't work and so then I went back to the three webinars we had done that didn't convert very well and I changed the hook a little bit, re-promoted, got a bunch of people back on and I went back to the original where it was just very simple and it out converted. And I was like, "Oh my gosh, it's so confusing."

Then fast forward when I wrote the Traffic Secrets book, which is three years ago, I wanted to take everything I'd ever created and make the greatest offer of all time and I'd forgotten that lesson from eight years earlier or whatever it was. And so I created this offer and the stack slides were insane 'cause it was just like, "You get this and this." And I was like, "You have to be a moron to say no to this," right? The subtitle of Alex's book is, "Create offers so good, you feel stupid saying no." So that was in my mind like, "They'd be stupid, they'd be a moron to say no to this." And sure enough, we launch it, going through the offer stack and didn't convert.

And I remember actually reaching out to keep offers, I was like, "Hey, just curious why you didn't buy." And they were like, "That seems overwhelming. There's so much stuff, I don't even know what to do." And I had this realization. I'm like, okay, over-delivering isn't necessarily about here's everything, right? If that was true, me taking you to the library would be over delivering because you have every book known to man, you could be anything you want. Can be over delivering. Here's the entire library. The problem is you walk in the library and library cards are free because it's so overwhelming. There's so much stuff that nobody ever does anything. And so what's over delivering actually is giving people the simplest path from A to Z. So it's not like, "I have 45 bonuses." It's like, "Here are the four or five things that are going to get you the result in the least amount of time." That's actually over-delivering. And so thinking about it a little differently.

And again, I've made that mistake multiple times. Even I was talking to Bari Baumgardner who, her and her husband are the ones who run Funnel Hacking Live and they do all the big events around the world. And one of the things that they told me that were interesting, she's like, "When people are selling their high-ticket offers, if they have more than five to six deliverables in things they're going to get, it kills the conversion rate because people get overwhelmed." And so for them it's always like there's five or six things. And so there's this fine line of we think that value means more stuff, but value a lot of times means less time, shorter, faster implementation. If I can give you the secret to a billion dollars on one piece of paper, that's more valuable than me taking you to six years of college. You know what I mean? So anyway, hope that helps and may simplify your life as well.

Dante Torelli:
Yeah, I think so too because something I've seen so many times is, "Oh, I need to over deliver. So Dante, can you go over my stack?" And there's 15 things on it and then we start talking about their customer and the problems they're having and where that customer is on the value ladder and it's like, well, they only need three of these. Everything else is nonsense. It's overwhelm. They get rid of it and boom, conversions out the wazoo. That was awesome.

Russell Brunson:
One interesting thing, if you look at Stacey and Paul Martino, they did this really cool. When they first built their business, they sat down and they mapped out every framework they wanted to teach. I think there's, if I remember, 417 or something like that, these are all the frameworks and the same thing. If we give these people everything at once, they're going to get overwhelmed. So they built their value ladder and they literally said, "Okay, this step of the value ladder, here's the 12 frameworks that we're going to give them. And this step here, we introduce these next 18, then over here we give them four more."

And it's really cool because as a customer of theirs, I went through their whole value ladder and each thing is cool because they would teach these four or five frameworks in this level in the course, but they'd reference like, "Hey, the level two now is when you do blah, blah, blah, blah, blah. And here's where we go three steps deep. There's three other frameworks we're going to introduce around this one topic, but right now you're not ready for it. We have to get mastery here and then you'll be ready for the next one." And so it was like I didn't feel like they were holding stuff back. I felt like, "Okay, I'm going to master these so that unlocks the next set of frameworks, the next set of frameworks." And I went all the way to their value ladder to the point where my wife and I went to Jamaica and did their whole high ticket experience on the beach and everything and it was amazing.

But it was just looking at that and I felt more valuable because I wasn't overwhelmed. I got each piece as I needed it, each thing unlocked the next thing and took me down the, she calls it the yellow brick road. I call it the value ladder, but same thing, it's taking them down this customer journey where you continue to serve them and keep unlocking the next steps for them.

Dante Torelli:
And I know we talked about this a lot, gang, but I really want to drill it in because hopefully this would be some ah-has for some of you. Just like your business is a value Ladder, so is your customer's personal life. They're currently here, they want to get to here. They have to take steps to do that. We can't just do everything at once. It's like if you want to go do math, if you don't know what two plus two is, you're not just going to go to do a calculus equation. It would mean absolutely nothing to you. If somebody gave you the secrets to being a calculus master, it would mean nothing to you because don't know two plus two. Remember, along with your business being a value ladder, so is your customer's journey to get from where they are to where they want to get to. And that's what we think about.

Russell Brunson:
It's interesting because my highest level mastermind is called the Atlas Group, and they pay $250,000 a year to be in it. And we're meeting together next month in Arizona for three days. And I've always thought in the past, "Wouldn't it be cool to sell access to the recordings, what we're talking about?" But for most business owner, for most of you guys, right after you sat in that room, you're like, "What are these guys talking about? These are the weirdest things." But as you get your first funnel launch, then you start growing, you start scaling, you start getting traffic, you start hiring teams, eventually people in that room, all of them are businesses, $10 million to $100, somewhere in that window.

And so the things, the conversation we're having, are less about offers and traffic and funnels and more about how in the world do you motivate your team to do stuff? How do you get people to show up? How do you scale on the CPA networks? How do you create offers for coal track? There's just different conversations. And so it's the whole milk before meat concept, right? You got to get people milk until they're ready and prepared for meat. And so that's, I think, a big part of the value ladder is you're actually helping your customers more. You're not hiding value from them.

Ezra:
Dante, Russell, can I say something on that?

Dante Torelli:
Sure. Who's that?

Ezra:
This is Ezra. I asked the question about value.

Dante Torelli:
Go ahead, Ezra.

Ezra:
Yeah, so I guess what I'm hearing then, you don't want to give them too much, but you still have to guide them or educate them about the value of the thing. Is that accurate or I'm still missing something?

Russell Brunson:
Are you asking in the sales process, you educate them on the value?

Ezra:
Yeah, so remember you were saying don't give them too much. Some people may get overwhelmed. So even if you give them one or two or three things, you still have to do the work to educate them about the value of that thing, correct?

Russell Brunson:
100%, yep. Yeah, if you don't tell, because back to hook, story, offer, if you just give them the offer, no one's going to buy, right? Or very few people will buy. So it comes back to the hooking them and then telling the story to increase the perceived value of the thing you're going to offer. And then there's usually a story about each element of the offer as well, right? So yes, you're still having those things in there. What we're saying is don't have 15 items in your offer stack. Have five, and then from there, yes, if you're following the perfect webinar, things like that, then very specific to that, increasing the value for-

Ezra:
Excellent. All right. Thank you, guys. Appreciate it.

Russell Brunson:
Yep.

Dante Torelli:
An example of that is GERU. GERU is a really cool funnel simulation software. So if I was going to give you a stack, and I learned this from Russell, I learned this from Russell so many years ago and it's been the greatest thing I ever learned, I'm not just going to go say, "Hey, and you can also get GERU when you say yes today." No way. I'm going to bring in a problem that people have. Isn't it really difficult when you're trying to talk to a new client and you don't really have any way to run numbers or give them any real true forecasting and then because of that, they don't really say yes to your offers? We now have the solution, right? It's just setting up and showing people what the thing is and why it's beneficial to them.

Russell Brunson:
Yeah, amazing.

Ezra:
That's awesome. I'm glad you said something about GERU because the client I'm going to meet with later on, I'm going to show them the flow of how their funnel is going to work and what the results they can expect. So yeah, that's a good point. Thank you for sharing that too.

Dante Torelli:
Awesome, awesome. Okay, next question. Let's keep this train moving and grooving. This is from... Sorry, where did that go? This question is from Michael Hype. What a cool name. I want to take that one. Michael says, "Russell is hosting free webinars and creating free challenges on the core offer topic, the best way to gather traffic and then sell the offer at the end of the webinar and challenge. Similar to your approach." And then he says, "What are some key elements that make these strategies effective for you? Are there anything better than challenges or webinars in your opinion?" He's also in a similar niche.

Russell Brunson:
Cool. So yes, I do think that creating a free event, event, dramatic demonstration, whatever you want to call it, is the best way to turn traffic into money. That's why I do so many webinars. The next question is, what's better, challenge or webinar? Totally depends. If you ask me or you ask Pedro, two different things. I do challenges, I do webinars. I personally like webinars more because I'm a webinar guy. I like being able to create a 90 minute presentation from registers, they watch a presentation they buy or they don't. If you ask Pedro, they owe this. He's a challenge guy. He likes having someone register, three to five minutes of challenges, then make an offer at the end. The reality is they're just different tools in your tool chest. They both work great. I've used free challenges, paid challenges, book funnels, webinar, they all are just different tools. So more so is like which one do you like the most?

For me, the thing that's the fastest, easiest, most consistent is webinars, but that's where my background is and so that's where I always default to. So for you it's just what's the thing you want to do? What tool do you like the best? Figure that out and then double down. But 100%, especially if you're in software, if you follow the linchpin model, that's how we sell software. The linchpin model has solid continuity, it's the best thing. So if you haven't read that book, I'd go read that book and then really double down from there.

Dante Torelli:
100%. And I really want to just showcase what Russell just said there. He's tried both. He's done both. He understands both of the tools in his tool belt. I was going to say webinars. I mean, let's be honest, we're speaking to the world's highest paid speaker, he gets paid more than President Donald Trump when he goes to do an event. So yeah, Russell crushes webinars. It's his bread and butter. How did he get there though? Russell, can I ask you a question? Did you just wake up one day and become a webinar master?

Russell Brunson:
Yeah, it was a lot of days, not just one. It was a decade of me at events going stage to stage and then 10 years of me doing webinars and tele seminars, all sorts of stuff. But it's definitely a skillset you all can learn. Hopefully you all do.

Dante Torelli:
100% and we just have to start. So I would like for you to look at your circumstance and your situation and see what's the best thing. Challenges, the sweet spot's three to five days, so if you think that that is the best tool and vehicle for you to get your customers the results you need, let's start there. If you think it's a webinar, start there, but we start with one, then we can try the other options. We can see what works best, then we can master it. And from there we're just Russell Brunson ourselves. Love this gang. Who's having a blast? If you're having a blast, let me know about it in the chat. I have the coolest job in the world. I am absolutely blessed.

Russell Brunson:
Let's skip the spreadsheet and talk to people here and let's do that. That'd be more fun.

Dante Torelli:
Oh, I love that. Yeah, come on with it, Russell.

Russell Brunson:
They're showing up. Let's hang out with them, right?

Dante Torelli:
Heck yes. Let's start with Renee. Hey, Renee.

Russell Brunson:
What's up Renee?

Renee:
Oh my God, I'm here.

Dante Torelli:
Great to see you again.

Renee:
Russell, I know I tell you all the time, you have changed my life. Thank you so much. I have launched, oh my God, I'm in your course secrets. I am an introvert, so been like, I know I needed a course, I know I got good skills. I got Phoenix all trying to get my services. So I launched the funnel and I just would like to know what am I supposed to be looking for? How do I know the numbers, the funnel, and then what would I do? I just think I got the answers, start doing webinars next for the course. So you probably don't have to answer that unless it's a different answer to what I should be doing next.

Russell Brunson:
You have the course done and you have the sales page and stuff all done as well?

Renee:
Yes.

Russell Brunson:
Okay.

Renee:
Because of you.

Russell Brunson:
Have you driven any traffic to it yet?

Renee:
I just, today was the email. I was nervous, so I pre-launched an email sequence. It gave me three days and today is the first email. It's only going to my list right now of about 250.

Russell Brunson:
Okay, cool. That's kickoff and then that fast traffic. So you're actually lucky because in 30 minutes from now we're starting the traffic call at Core Secrets, module number six. So that's the step you're at. I would say for you it's like though, before you go build a webinar because that's a whole other process and a whole other thing, if you've done everything to this point, I would start getting traffic now and again, there's a million ways to get traffic. So the question's like what's going to be the low-hanging fruit, the thing you can do easier and faster?

So for me, I think about this a lot of times if you look at in Hollywood when a new movie comes out, how do they launch it, right? Yes, they buy ads. Yes, they do stuff, but the core thing they're doing is the attractive characters of the movie, they go on a speaking circuit. They go on all the different TV shows and they talk about the new movie coming out, whatever. In our world, we have something very, very similar, but most of us, at least me, I haven't been able to yet get on all the big TV shows, but what's a lot easier is getting on people's podcasts.

So I would look at the market that you're in right now and I would go and start contacting everyone who's got a podcast and be like, "Hey." And think about this, getting on a podcast is similar if you were trying to get on TV. If I was going to try to get on the Today show or Good Morning America, I don't know, I don't watch TV, but whatever those shows are, what I would do is I would go and usually you'd hire somebody to do this for you to a big TV show, but they create a media packet for you, but with some hooks like, "Hey, if you bring Russell on the show, Russell's really good at talking about how to start a business online." And they usually have three or four show ideas that they create and they would go pitch that to these different shows. And if the producer of the show sees them like, "Oh, that's actually a really good story," then they bring me or whoever onto the show.

So for you it's the same thing, it's like, "Hey, I have this product I'm going to sell." What are three or four or five different hooks that you would have that you could talk about on a podcast or on someone's Facebook Live or on something that'd be interesting to the audience that then would translate back into your course? So you figure those things out. And so again, if it was me, I think, lets say I'm promoting Secrets of Success. I'm like, "Old book about Napoleon Hill. I spent $1.5 million on a book." I'd find four or five these different hooks, and I would go to these podcasts and be like, "Hey, my name's Russell and I'm a big fan of your show. I listen to every single thing. Hey, I would love to be a guest. I've got three or four show ideas I think would be really unique for your audience. Would any of these fit. If not, what do you think you'd be looking for?"

And I'd send that out to every single podcast out there in my market, every single person who's got an Instagram. I would just start reaching out to people. And it really is the numbers game. I think what people don't understand is it's not just like you ask five people, you get five yeses. It's like you ask 100 people to get one or two yeses. And so it's just knowing that. It's a numbers game and don't get hurt. If someone says no or they ignore you, don't feel bad about it. Happens all the time. Happens to me. Every time we launch a product, I build the dream 100 list of about 1,000 people and I contact all of them, I make personal videos for them, I make clips for them.

Renee:
I've done that.

Russell Brunson:
And even from that, I only get a couple dozen who are like, "Yeah, I'm going to promote this thing." And so it's just a numbers game going out there, but that's what I would probably start doing next because it's like it's free traffic. It's easier. It gives you the ability to keep telling your story and practice that and perfect it. And on top of that, obviously keep telling your story also. Until you get on different podcasts and things like that, pretend like your Facebook page or your Instagram is the podcast, and then go live and test out these different stories. Test out these different hooks.

Test out the ones that you're potentially going to pitch to a podcast because you don't want the very first time you ever tell this story is when you're on the podcast, right?

For me, before any of you guys will have heard a story, I've told it a dozen times to my wife, to my kids, to my employees. Maybe I'll do a podcast episode about it. I keep doing that before I ever make it a live story just because I'm practicing it and seeing if it lands, see if it makes sense to people. And so I would start publishing right away and then go start looking for places you can plug into.

Renee:
Awesome. Yes.

Russell Brunson:
I'm excited for you. I can't wait.

Renee:
Okay.

Dante Torelli:
Sorry, I'm muted. Yep, first day on the job. My bad gang. Great question, Renee. Thanks for that. Ryan, you're up my man.

Ryan:
Hey, thank you, Dante. Appreciate it. Russell, good to see you again. My brother's the chiropractor next door in Idaho, we met in the building there that you're in. So good to see you. Dante is the man, by the way. You need to pay him more because he is so phenomenal. I just want to let you-

Russell Brunson:
Dante, you keep telling everyone this? Everyone keeps telling me this.

Dante Torelli:
Hey, I'm not doing it Russell, just listen.

Russell Brunson:
When I get off these calls, what are you pitching everybody on?

Ryan:
Talk about personal touch, the guy's got it down. I really do appreciate him. Love your books, read and listen to them all the time. My biggest thing is in creating funnels with my business, I'm always trying to evaluate, you talk about hook, story, offer, where do we evaluate to make a change? We can't change all three at one time because it could mess the whole flow up. You say it's always one of those three things, so which ones do we change a little bit, a lot, before we go to the next one and so on. How do we evaluate hook, story, offer and make the changes?

Russell Brunson:
That's a good question. I don't know if I have a really good science to it. I think part of it's just gut, looking at it and "Ah." Sometimes it's, and I don't know if you've been on any of Trey Llewellen's calls, Trey is much better at this than me, but Trey literally gets the phone and he calls all the people. When he's launching a new campaign, he'll do the traffic and he's calling like, "Why didn't you buy the episode? Why didn't you buy Episode Number 2? Why didn't you?" He's asking people all these questions. Introverted Russell has never done that. I'm not going to lie, but that'd be extremely useful because you start finding out why people are doing things or why they're not doing things.

For me though, it's more like the introverted Russell, I'm just always testing stuff. I'm always throwing little ideas out there and that's how... I'm throwing out different hooks, I'm finding something that's resonating more and I'm like, "Okay, that one's resonating. Let me double down on that." Or if I'm telling the story and people aren't buying, it's like, "Okay, I don't want to fix the whole offer because that takes a lot time for me to go figure out new things to sell and that kind of stuff. So I'm probably not going to shift the offer immediately. I'm going to try to just tell different stories. Did I not tell it right? Did it not provide enough value?" Because I can tell a story, I can practice it, either I can go Facebook live, I can do a podcast, I can just practice the story or see if the story's landing and then usually can be the third would be the offer because that's going to be swapping things out and changing things.

Good example, last month we did a webinar at salesfunnels.com and the hook was great, tons of registrations, tons of show ups, but the conversion was not where it needed to be for it to be a successful webinar for us. And so it was that same thing. I'm like, "The hook was right, but maybe the hook was too good because it was getting the wrong people on," so we had to go through the massage and we had to re-tweak the hook to make it, it's weird, not as good because it was getting the wrong people. Make the hook a little worse so it gets the right people in. And then I went through the whole webinar. I remember filling like I feel clunky parts where it wasn't quite right. We pulled a bunch of stuff out, we changed some stories and massaged it and then the offer felt clunky as well, so we pulled some things out and organized it and they did a second version. So it was me testing all the things and the next version has done better and we're still testing different things.

But I don't know, I wish I had it super clear. There's a feel of it and just testing for me that I keep putting things out there and then over time, you get better and better. I'm not sure if you feel this, when I tell a story, I can tell if it's landing or not. Right now, my last explanation to you did not land because I can feel I it didn't nail it. Not that this is a selling opportunity, but if it was, I'd be like, "Okay, that didn't quite feel right. Let me try telling it again." I go grab someone else like, "Hey, let me tell you this story real quick" and I try it again like, "Ah" until I felt like, "Okay, that felt really, really good." You know what I mean?

Ryan:
Okay, cool. Last question is did you nail your 360 yet? Because you've been posting things about it.

Russell Brunson:
If I would've nailed it, you would've seen it. I promise you that.

Ryan:
Thanks very much, bud. Good to see you.

Russell Brunson:
You too. Thanks, man.

Dante Torelli:
Yeah, it was a great question Ryan. And on top of what Russell said, I would just like to throw out Microsoft Clarity. You can go to clarity.microsoft.com and Microsoft Clarity gives completely for free, screen recordings and heat mapping. So you can have a heat map of your funnel. Like, "Oh, the hook is red. The hook is good to go, it's red." The story is red, maybe the offer is blue. You can really see where people are going and where they're dropping off. Furthermore, we have the screen recordings and man, Ryan and everybody else, I would tell you launch your funnels and have Microsoft Clarity on your funnel. But I can show you guys launch with Clarity because now you make your initial launch and you're going to get that data and it's no longer has to be a guessing game, right? It no longer has to be like, "What do I feel?"

Literally go watch exactly what your customers do, see exactly where they're falling off. And then that's the thing you go attack. You relaunch it, now you can see, "Oh great, everybody's moving past that part. Oh, they're hitting a hurdle here." And a lot of times too, Ryan, it's really wild, you'll watch these recordings and you'll see people clicking things that are so clearly and obviously not buttons. So then you have to take that and say, "Okay, well I have to redesign it so we can avoid these things." Microsoft Clarity will be a game changer for all of you guys here on this.

Ryan:
That's why Dante is the man.

Dante Torelli:
You're far too kind, Ryan. Thanks for the question. Let's hop over to Alanda and if we have time, we're going to go to Daniel, but Alanda has been rocking and rolling just setting the world on fire. Let's hear about it, Alanda.

Alanda:
Hey, hey. So first and foremost, Russell, thank you so much for everything that you do for all of us. I'm so grateful to be here and excited. My question is, I need a really good hook. My classmates know what it is that I do. I mentor graduate nurses who've been out of school upwards of 18 years. They've graduated with their bachelor's degree and they failed their examination. I don't use the word fail, but they use the word fail. Failure is when you stop trying, I tell them that, but up to 18 years I'm able to get them through the national examination to practice as registered nurses. I need a really strong hook to put at the top of my funnel. And I was wondering, because Dante had coached me about two weeks ago, use something that's bold. Do I go in and say, "Have you been out of school 18 times? Have you failed the exam nine times?" I need a really strong hook. I think that's where I'm stuck.

Russell Brunson:
Yeah, well first off, I do think that's strong to call it out. I always try to mind to figure out how do I call out the right person so the right person's like, "Oh, that's me" and the wrong person's like, "That's not me." You know what I mean? Garrett White had a funnel, this is four or five years ago and it was really cool because it was like, it's niche and yeah, so "Attention married," so not everybody, you got to be married "businessmen who are frustrated with their sex life," that was his thing is like boom, boom, boom. And all of a sudden it's like that segmented down to that's the person. And I think your call out was really, really good. So I do think calling that out's a great hook.

Second thing is there's a lot of headline templates. One of my favorite ones, and I use this, I would say probably 70% of my webinar headlines are some version of this, but it's how to without. So it's, "Attention, blah, blah, blah, blah. I'm going to teach you how to," and then you insert the thing they want the most, "how to finally get your nursing degree, even if you 18 years in a row." And then without is the thing that they fear the most, "without spending more money" or "without blah, blah, blah," whatever the thing might be. Whatever their biggest fear is. So I would try the call out and then how to insert what they desire most without thing that they fear the most.

In fact, typically, if you look at my webinar slide templates, my very first headline is always how to without. I'm like, "How to make this how to without," because it's the simplest, easiest, most powerful. And then if I can't do that, then I mush and try different versions, different headlines, see if I can make something better. But I wrote a headline yesterday for an event we're doing, and literally I used how to without for this big event we're doing next month.

So anyway, that would be probably my recommendation, but it's also just testing those things and putting them out there. And if people aren't clicking on that, it's like the 18 years things not working. Maybe it's like think again, you said this, not your words, but there's like listen to what their words are. If they're saying, "I'm failing, I keep failing," Listen to the things that they keep saying and those are the words and the phrases you want to bring into the hooks. The audience will always tell you what they will respond to if you're paying attention. So I'd go to the forums and the message groups and the places where they're talking and just how are they explaining it and then use their words to attract them.

Alanda:
Okay, thank you so much.

Russell Brunson:
Yeah, no worries. Good luck with everything.

Dante Torelli:
And Russell, when you're running how to withouts, how to is a headline, without is a sub headline, correct? Or do you sometimes just do it all in one big headline?

Russell Brunson:
It depends. It could be both ways. A lot of times I'll make the how too big and the without smaller just aesthetically looking or if not, a lot of times I'll make without all bold, without or underlined, so that pops out. It's a separate part of the phrase.

Dante Torelli:
Absolutely. And the event you're talking about coming up next month, are we talking about Funnel Hacking Live International?

Russell Brunson:
No, we're doing a little pre-challenge event in between. Anyway, so you guys will see soon. I was bored, so I'm like, we could do a quick three-day challenge and have some fun. So we're doing a fun thing next month. You'll see. Everyone will see.

Dante Torelli:
Super excited. Okay, and it's 12:44 gang. Russell, as you guys know in the Core Secrets training, Russell's going to go talk about traffic and that's going to happen very shortly here at the next coming of the hour. So we have to get him out of here quick. But does anybody have one final quick question? I can see you guys.

Russell Brunson:
Mark's got a dramatic demonstration question. He keeps showing his sign. I see there's something with dramatic demonstrations there.

Dante Torelli:
Mark is so funny with this sign. I love that. Put it back up, Mark. Let's see it.

Mark:
Awesome. All right, this is fantastic. So great to meet you. So my question is, so I'm a realtor that works with investors. A lot of parts of the country, it's too expensive to buy homes at cash flow for an investment property. So my question was, you were talking about the dramatic demonstration. I was thinking maybe going live on Facebook, going to a house, touring the house, talking about it, what rent would bring in, what things needed to be upgraded, that sort of thing. And then maybe I've never gone live, but my question was do you think that's a good idea? Can you take questions live? I guess because I'd be on my phone out in the field, you'd follow me? I wouldn't be at a desk, I'd be out.

Russell Brunson:
Yeah, sure.

Mark:
And how long should it be?

Russell Brunson:
Yeah, I'd say 100%. If you look at Pace Morby, he last year did over a hundred million dollars year three in the business, right? And what Pace does, he told me this, he's like, "Everyone else talks about real estate deals they've done." He's like, "I take people to my properties." He's like, "Hey, I just bought this house right here, check it out. Let me show you inside." And he walks them around and he's in the field showing the stuff, proving that he practices what he preaches. So 100%, the more you can do that, the more live the better. As far as how long should it be? There's no right or wrong. It's just right now it's you building relationships, building connection, showing people that you know what you're talking, all those kind of things. So it's like keep talking until you're tired of talking. Just keep doing it while they're listening. There's no right or wrong. I think I click record and just go and see what happens.

Mark:
Now, and how many times? You do it once a week? Several? I mean, I don't want to wear people out, but-

Russell Brunson:
You can never wear people out.

Mark:
Okay.

Russell Brunson:
Think about this. Let's say you have a following of 1,000 people or a hundred thousand or a million. If go live right now, I might get 500 or 1,000 people to show up from my million person following. If I go live every single day, it's only 1,000 people ever actually saw it. The nice thing about going live, you can't really overdo it unless people stop showing up or people aren't there. So yeah, I just do what feels comfortable. If you get excited, go live and if you're nervous, go live. Just start the process of doing it. And that's the key is just jumping out there and starting.

Mark:
And then last question, I don't have much of a following in this genre yet. Do you promote it with a Facebook ad and also I do have a fairly large email list, so would you send out an email, "Hey, I'm going live this date," and then also advertise it or just do it somehow organically?

Russell Brunson:
I would do the email right now. So in Facebook you can say, "I'm going live" or Instagram, "I'm going live." And then sending email out to your list saying, "Hey, go here to register for live. This Thursday I'm going live," and promote it and get people to come register for it. That's how I kick it off. And then over time you can buy ads. Usually it's easier to buy ads to the replay than the live one. After we get done, we'll buy ads as people watch the replay, but it's hard. Ads are weird. It's hard to run ads to get people to register for them specifically. At least we haven't had a ton of success with that yet.

Mark:
Got it. Okay, great. Awesome. Thank you so much.

Russell Brunson:
Yep, no worries.

Dante Torelli:
Great question, Mark. And also

Daniel Plummer:
One more, Dante? Can I ask that one more real quick.

Dante Torelli:
Yeah, let's do it, man. Come on. Daniel Plummer, get after it, sir.

Daniel Plummer:
All right, thank you so much. My question, I've just reread .com Secrets, I've reread Traffic Secrets, so I've fixed my traffic. I'm almost finished with Expert Secrets and so I'm transitioning, I've had a podcast on Facebook Live for nine months straight, so I feel I'm going from a reporter to framework builder and I'm doing it on cryptocurrency. I was going to run some Facebook ads, but I already see a lot of people doing that. Do you have any suggestions on maybe which direction I should go to reach out to a large audience?

Russell Brunson:
Well, if a lot of people are doing something, it usually means it's working.

Daniel Plummer:
Okay, so I should run some Facebook ads.

Russell Brunson:
Yeah, a lot of people think that's a bad sign. For me, it's like I would never get into a market that wasn't hyper saturated because there's a reason why it's hyper saturated, you know what I mean?

Because a lot of people in there, it's working. So yeah, I would say don't shy away from that. I would say if it looks like it's working, go test that. And then the other thing, if you've been doing lives for nine months and you have that experience, I'd also be trying to figure out how do you do collabs with some of those people? How do you get on their YouTube channel? How do you get on their podcast? How do you start weaving your way into their audiences as well? Because then it's just free traffic based on they're buying ads and they're building an audience and now you're leveraging all of their effort and ad spend to push people back to you as well. You know what I mean?

Daniel Plummer:
Yes. Is there any particular Facebook ad type that you would recommend doing? Like the flexible ads?

Russell Brunson:
I mean, so I don't run my ads manager. I talk about it in Traffic Secrets. Obviously, I find someone to do it, but for me, it's just the creative. That's what I focus on, what's the creative? What's the pattern interrupt that's going to get somebody to click on what I'm doing? So pattern interrupt, you think about this, whenever you figure out a pattern interrupt, that's when things blow up. But then everybody copies it and the pattern interrupt becomes the pattern and you got to figure out the next thing. So for me, I'm always trying to figure out I'm doing what other people are doing because it's working, so I model that, but I'm always trying to figure out the new pattern. A lot of times new patterns looking back six months or a year or two years ago because people forget about stuff so fast. So even going back to someone's newsfeed and scrolling back a year and looking like, what did their Instagram look like? What did ads look like a year ago, two years ago? They stopped running.

And trying those things works really good because people are always moving on to the next thing and they forget about the thing that's working. In fact, you're going to see next two months we have two new funnels coming out that are funnels that we did pre-click funnels, pre-Facebook ads. That's how we built lists prior to Facebook and no one's done one in 15 years. And I was like, "What's the new pattern interrupt?" I was like, "What was I doing 15 years ago?" I'm like, "I forgot about this. Everybody forgot about it." And so you guys will see two funnels. When you see them, you're like, "Where did Russell come up with that? He's a genius." It's like, "No, 15 years ago this is what we did to build the list, and now I'm just going back in time because this is now the pattern interrupt. Back then it was the pattern, so everybody did it, but I haven't seen a single person do it in over a decade." So it's looking for those things and jumping into them.

Daniel Plummer:
Thank you so much, Russell, I appreciate it.

Russell Brunson:
No worries.

Dante Torelli:
And really quick gang, this traffic is something that is always questioned. So if you had the same question as Daniel, I'd love for you to just put a two in the chat. It's just for my knowledge so I can learn a little bit more about you and what you need and I can fill the holes in the gaps. But for everybody who is saying too in the chat right now, I want to remind you guys, if I'm not mistaken, it's day 10 in the One Funnel Away Challenge on the expert track. John Parks himself actually runs through how to make your first ad. He runs you through the Facebook ads manager and then I forget the guy's name, but we have a really, really awesome guy that talks about reels and short strategies that we can all start implementing right now today. I believe day 10 of your challenge.

Russell Brunson:
And there's this book I wrote one time called Traffic Secrets that's really good to teach you how to traffic too. So I don't know.

Dante Torelli:
Yes, it's excellent.

Russell Brunson:
Oh, and by the way, Dante, do you have the ClickFunnels members area open?

Dante Torelli:
I don't know, but I can in just two seconds.

Russell Brunson:
I'm going to show you something you may not even know about. You guys okay if I over-deliver real quick? I'm pretty sure it's in here, 99% sure. So after the One Funnel Away Challenge, I built another challenge called the Fill Your Funnel Challenge that we never really launched or anything, but it's in the members area. So you guys can go and "I don't know how to fill my funnel," go in there and just watch that challenge.

Dante Torelli:
Okay, let me, got it. I got it right here.

Russell Brunson:
Yeah, right there. So Fill Your Funnel. So this is the full 30 day challenge we created. Someday we're going to launch it, but all the content's in there, so if you guys want more ways to get traffic, you should just go click on that button and then do the things.

Dante Torelli:
100%.

Russell Brunson:
I go crazy building the course and I forget to launch it and sell it. But yeah, there's a ton of really good things that systematically take you guys through a process to get more and more traffic into your funnel. So that's a freebie in there for you as well. So hope you enjoy it. Anyway, with that said, I got to bounce though, because I got to jump on the Core Secrets. We're on module number six, last module, which is about traffic. But I appreciate you guys. Sorry this summer's been crazy. I've been traveling a lot, so I've been missing some of the Fridays. We're getting close to the end of summer, then I'll be back here every week more consistently. So I appreciate Dante though, jumping in and crushing it. I get so many comments from everybody on the planet about how great Dante is. So anyway, I appreciate you guys and it's been fun hanging out.