Hey everybody, welcome back to the Marketing Secrets podcast! I just finished up a fantastic session answering some top questions in the One Funnel Away Challenge, where we dove deep into core selling frameworks and the strategies to make them work effectively. It was a great chance to connect with everyone and tackle areas where people commonly get stuck, especially with the “Who, What, Why, How” script and the Epiphany Bridge.

In this episode, I break down these foundational scripts and how they can evolve to suit different contexts, from short ads to high-ticket webinars. I also cover how to adjust your positioning to boost conversions, plus a look at the “Perfect Webinar” approach and how to maximize it for bigger offers.

Key Highlights:

Tune in to find out how to take these insights and immediately start leveling up your sales strategy!

I'm like, I'm going to become the funnel dude. That's going to be my whole focus. And so, I shift my focus to just that one piece, and that's what I became famous for. That's what brought everyone into my world. But then inside of funnels, I can still teach copy and traffic, and SEO, like all the other things I can still teach, but the lens they come in through is this one thing.

Russell Brunson:
What's up, everybody? This is Russell. Welcome back to the podcast. I hope you guys are doing amazing today. I just got off a One Funnel Away challenge, a Q&A call, and it was so much fun. A lot of you guys know we've been running One Funnel Away challenge now for five or six years, but this year we changed it and broke into two different tracks. One for those who want to become experts in they're industry one for those who want to do e-commerce, and it's been really fun. And so, Trey Lewellen runs the e-comm track, I run the expert track, and there's a challenge and it's amazing.

Anyway, every single week I have a chance to do Q&A calls, and I've been gone for the last 10 weeks doing events, and so it was the first time coming back, so I just did an hour long Q&A call.

It was so much fun. And what's cool about it is, everyone who's in the challenge just jump on there and ask questions. And so, we answered a lot of really cool questions. At the very beginning of it, people were stuck trying to figure out their message and just how to do the VSL funnel, stuff like that. So I spent 15, 20 minutes at the very beginning talking about sales scripts and how to create a VSL funnel. And then from there we did Q&A, and it was so much fun, so insane, so awesome. So I want to share with you guys today, and so this is the Q&A from this time, this week's One Funnel Away challenge. If you are not in the One Funnel Away challenge, why? Do you hate money? That's the only logical reason. You get a live Q&A call with Trey Lewellen and that e-comm stuff every week live with me every single week, plus all the training and a bunch of other stuff.

And right now, we had the best offer we ever had. If you go to onefunnelaway.com, you join the challenge for a hundred bucks and you get three months of ClickFunnels for free. So it's an insane offer. It's the best we've ever done, but you should go check it out. But as you do that, make sure you're listening to the Q&A, because it's going to give you kind of a glimpse inside of what the program looks like. But my guess is for a lot of you guys, your question will be answered during today's call, which will be a lot of fun. So I appreciate you all. Hope you enjoy this Q&A call, and then when you are done, go over to onefunnelaway.com and get started. Thanks 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's 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:
So great to see you guys again. As you know, Dante here. Always a pleasure to be with you. We have the man himself, Mr. Russell Brunson. How are we doing today, Russell?

Russell Brunson:
What's up, everybody? Dante, I'm doing so good. As you know, I've had an event every week for the last 10 weeks in a row. This is my first non-event week, which means the first time I've had a chance to come hang out with you guys for a while. So I apologize, I've been off for a little bit, but I'm hopefully going to be around most of the next, for the foreseeable future. Other than, I'm not going to lie, I'm taking my kids to the Jake Paul and Mike Tyson fight. So I may miss that Friday unless I can get from the hotel room. But other than that, I'm here to hang out with you guys every Friday for as long as I can. So anyway, I'm pumped, man, and excited to be hanging out with you, Dante. And everyone going through One Fun Away right now, congratulations. Hope you're loving it, having so much fun. I love this game and I love being able to share it with you guys. Anyway, so sorry, I'm just having fun.

Dante Torelli:
Me too, man. It's the best time of the week. So without wasting too much of this value time, Russell, we've had a lot of questions recently, a lot of great successes, and something that I've just noticed people are kind of getting hung up on, I don't think hung up on is the right word, but could use a little bit more clarity, is day six in the challenge, the Epiphany Bridge script and how that leads into the what, why, how. So could you talk about this a little bit for us?

Russell Brunson:
For sure. Yeah, this is, again, we have a lot of people who keep messaging and getting stuck on this part. So I want to kind of step back in time a little bit and then, because you know Russell, you got story time with Russell for a few minutes. So if you don't mind, if you can allow me to tell some stories for a minute, that'd be fun. So as you guys are getting into this game, in fact, I'm curious how many you guys are, you're brand new to this whole online marketing game. This is the beginning of your journey. If that's you, either wave your hands or type in number one in the comments, I want to see more of my beginners. Okay, number two, how many has been used for more than six months? If that's you type into two. If you're more than six month type person right now, type into two.

If you're more than a year, type in a three. I'm just going to see, say we've got ones and twos, couple threes. Okay. So what you're going to learn, there's an evolution that happens inside of selling, right? Learning how to sell and how it all begins, and where you're going to go from. And in a perfect world, I would come and I would just drop on you guys, like here's the greatest things in the world, but it can get really, really overwhelming. In fact, some of you guys know, I do a three-day event called Selling Online. I go really deep into selling and persuasion, and how it all works, and eventually you guys should all go through that. But when you want to learn anything, there's baby steps, there's levels to everything. And so for me, when I got and started this game, I started learning a framework, and then from there I learned other frameworks, and frameworks kind of built upon each other and they started growing from there.

And so, that's kind of what we're doing inside the One Funnel Away Challenge. And so, I'm selling anything, the most simple, most basic frameworks, one of the easiest ones to learn and to understand, and to master. It's ones that I still use today, especially if I got compressed time. If I've got 60 seconds on a reel on Instagram or short on YouTube, I'm going to use this script. If I got two minutes to sell something, I'm going to use this script. And it's the most basic one. I learned it originally from John Carlton, who's one of the greatest copywriters of all time. And he used to say, he is like, "If you can just learn the script, you're going to become really, really good at selling anything." So I remember I heard him say that my ears perked up, got my pad of paper out, and he called it the who, what, why, how script. Who, what, why, how.

He's like, "If you could answer those four questions in a sales presentation, somebody will buy from you."

Okay? And so, for example, I'm going to sell something for you guys right now, okay? I'll show you guys the who, what, why, how script, okay? So number one is who, so who am I? Hey, my name is Russell Brunson and I'm here today because... Sorry, that's the who. Hey, I'm Russell Brunson.

There's who. Okay, then number one is what, okay? What do you have for them today? I've got something really cool for you. This is a brand new supplement called Paraxanthine. And this, okay, so who, what? Paraxanthine, which is a supplement, is basically they found the part of caffeine that gives you the energy and they isolate that part of the caffeine. They pulled it out and they took it, and they put it into a pill. And so, you get the energy from caffeine without the jitters and the craziness of caffeine, okay? That's what I have. So who? My name's Russell Brunson, what do I have? I got this really cool new supplement called, I can't even say it right. Paraxanthine.

Who? What? Then why, why do you need this? The reason why you need this is if you are sick and tired drinking Red Bulls and Rockstars, where you get the energy and you get all shaky, because you're like, "I'm 5,000 grams of caffeine," and then you have this nasty crash afterwards and it's destroying your liver and your kidneys, and your whole body's falling apart, but you need it to stay awake. If you are sick of that, but you still want energy to feel awake, you need the Paraxanthine, blah, blah, blah, blah, blah, whatever it's called, because this will help you to have energy, but not get the caffeine high and crash, and all the bad things for your body. Okay, so who, what, why? So who am I? Russell Brunson. What do I have? This right here. Why do you need it? Because it's going to give you energy. How do you get it?

If you want some of this, click the link down below right now. That's it. Who, what, why, how, right? Who are you? What do you have? Why do they need it? How can they get it? So that's the most basic, most simple sales script of all time, right? Who, what, why, how? And so again, if I've got 90 seconds on a Facebook ad and I've got to sell something, I'm like, hey, I'll grab another product real quick. Hey, my name's Russell Brunson and I've got a really cool new product that helps you with your immune support. It's called Bee's Keepers Naturals. You spray it in your mouth to help increase your immune system, helps your voice get better. It's awesome. Do you want one of these right here? Click the link down below, or go to Immunebeekeepersupport.com, right? That's how I would sell this in 90 seconds.

Who, what, why, how? So who are you? What do you have? Why do you need it? How can you get it, right? So that's the most basic. A lot of my ads are that way. You start watching some of my ads, watching my reels, you start seeing stuff, you'll notice that pattern over and over and over again. So that's the base script we use for selling, okay? So for some of you guys, you can do that, right?

But typically when we're using a VSL, usually something's a little higher price point. If I'm doing a VSL, a lot of times my price point's going to be $27, 37, 47, 90. So somewhere in that window. And so, typically I'm going to spend a little more time trying to sell it. And so, what we kind of took is we took that core foundation script, who, what, why, how?

And all we did is we took the who and we replaced the who with the Epiphany Bridge script. So that means that I'm going to spend more time on the who, I'm going to tell my back story. I'm going to tell the Epiphany Bridge story for my who, and then I'm going to transition to what do I have, why do you need it and how can you get it? So for example, that could be something like, hey, my name's Russell Brunson. I'm a crazy entrepreneur. I love trying to take over the world and create business, and all sorts of stuff. But the problem is that a lot of times I'm working late hours, early mornings, I get tired. And so for me, in past, I always had to take some kind of caffeine or something to keep me awake, keep my eyes open. But the problem is I would take it and for a few minutes I'm like, it'd spike my energy.

I'm going all crazy. It's awesome. Oh, it was awesome. But then other times it would crash and I actually got less work done, because by two o'clock in the afternoon, I'm wrecked. My adrenals are shot, I'm tired, I have no energy, and it's really painful. And so, what's crazy is I remember one of my friends told me about this new drink. The drink is called Update. I have like 800 supplements on my desk here. I'm so sorry. These are all supplement stories, it's thing called Update. He said, drink.

This is like a Rockstar, but no caffeine. I'm like, what? There's no way this works. I started drinking it. I remember it was weird, because I drank it and it wasn't that I had tons of energy, but I just wasn't tired. It was this really weird feeling and I was like, wait, what is this?

And he told me, he's like, "This is this new drink and inside this drink there's this really cool thing. It's called Paraxanthine, and the Paraxanthine is the element inside of caffeine that they pull out, and it gives you energy, but it doesn't make you crash or give you the jitters or anything. It just makes you not tired. It's pretty cool actually."

So I started drinking this and it changed my life. It was crazy is I was able to get off caffeine, focus on my entrepreneurship. I had eight hours a day that I could actually work and get stuff done. I felt more productive. I've never had the crash, never felt tired, and it was amazing. It was just awesome, okay? So that's who I am. What do I have? Now, for you guys, say, I've got this really cool supplement that is the supplement form of Paraxanthine, blah, blah, blah, blah, whatever it's called.

Why would you need it? If you're like me and you're crazy entrepreneur, this is why you need it. And who, what, why, how? How do you get it? Click a link down below. Fill up the order form down below and you can get access to it. Does that make sense? So all I'm doing is taking the who, what, why, how script and I'm adding the Epiphany Bridge to elongate the story of who I am to build connection and rapport, because I'm going to have longer to do it. Now, traditional VSL is usually somewhere from 12 and 20 minutes. That's kind of the window of what I use for a VSL, okay? So for a lot of you guys, One Funnel Away Challenge, that's kind of what we're showing you guys how to do is a VSL. That's about that point. Now, one thing for you guys to think about is, what if the things I'm selling is more expensive?

What if it's $1,000? What if it's 5,000? What if I need more time to sell it? The next level, if you look at how we're layering on sales scripts, who, what, why, how is number one. Who, what, why, how replacing the who with the Epiphany Bridge story is the next level. The next level up from that is what I call the perfect webinar. Okay, perfect webinar is weaving in a lot of these different things. I've got my Epiphany Bridge story, I've got multiple stories. I'm telling multiple hooks. I have a more complex way that I create. I do the offer stack, so I have a bigger way that I'm doing the offer stack. So I'm selling something that's more expensive. I transition to the next sales script, which is the perfect webinar script. So again, I could go and give you guys every script right now, but as we're doing this through the One Funnel Away Challenge, the goal is building blocks, building blocks thing upon the next, upon the next, upon the next.

So for the video sales letter, that's what we recommend doing is coming back to that core who, what, why, how script, and then taking the who and embedding your Epiphany Bridge story first. So telling your story and then transitioning to what do you have, why do they need it and how can they get it? And so, that's what a traditional how we do our videos, VSL funnels are, right? And you probably noticed I do that even for seven. I saw someone ask about $7 reports or free plus shipping books. I'm usually doing some version of that same thing, where it's Epiphany Bridge story, what do I have? Why do you need it? How can you get it, right? My free book offers, come on.

Do I have a book? Oh, here's my books. Okay, here's me doing your guys' version of the VSL if I was going to be selling the Expert Secrets book right now, right?

Hey, my name's Russell Brunson and who am I, right? I want to tell you guys my backstory. I came into this world and I wanted to help change people's lives. I was excited, but I was also very introverted and scared. I didn't dare to talk to people, but I felt like I had this calling and this mission inside of me, and I wanted to help other people. And I remember being so scared about just how do I put my face out there? How do I talk? At the time, I had never talked publicly. I stuttered a lot, I talked too fast and people were all sorts of stuff. I was scared to death, but I knew I had this calling, so I decided to step out and actually try this. I went on this journey. I remember one of my friends, he challenged me. He said, "If you publish every single day, it's going to change your life."

And I didn't want to do that. I was scared. So I remember I started a podcast. It was called The Marketing In Your Car podcast. I called it that, because I was in my car every single day for seven minutes on the way to the office. So I take my phone and I literally click record. I would just talk for seven minutes while I was learning. Here's what I learned today, here's what I'm trying now, and I started publishing this podcast. Every day I put it out there, and what's crazy is the first 40 or so episodes, I was really, really bad. In fact, one of my friends one time came and he told me, he's like, he listened to all my back archives of my podcast, to every podcast. He's like, man, "The first 30 or 40, you were really, really bad. He's like about 40, 45-ish, you started getting good, you started finding your voice and it was just amazing. I loved everything after that."

And I realized for me to become an expert, I had to become someone. I had to go out there and actually talk, and learn how to speak and how to present, and it takes practice and repetition. And over time I became an expert and look at what's happened since then. I've had a chance to literally change millions of people's lives. Here's a picture of me on at Funnel Hacking Night, where 5,000 people. Here's me at Grand Cardinal's TEDx event speaking to 35,000 people. Me, shy, introverted, awkward Russell is that chance to influence tons of people, because I learned how to become an expert. Now this is what I have for you today. I took everything I learned over the last two decades and I put it into a book called Expert Secrets.

What do I have? Expert Secrets. The reason why you need this, if you feel a calling, you feel like there's something inside it you should be sharing with the world, then this book is going to help you to figure out how to find your voice, how to package your ideas and your information into something that people will pay for, and then how to put it online and actually sell it. It's what I have.

How can you get it? On the form right here on the side, if you put it in your shipping address, I'll send you this book for free. You just got to cover the shipping, handling. Let me know where to ship it. I'll ship you a free copy. You're going to love this book. It's going to change your life. Fill out the form right now and I'll ship you out your copy of the Expert Secrets book.

So who, what, why, how. Added in who, replaced my epiphany bridge story, telling my story about how I figured out how to become the expert. So that's kind of the sales script we're looking at, you guys. And again, on the low end, if you're doing a free plus shipping offer, it might be five minutes.

If you're selling anything above that from free plus shipping up to $97, I'm looking at 12 to 20 minutes. It's kind of the window of how long that video should take. And then, if you're selling something that's more expensive that, then that's when we would transition more to the perfect webinar script, which is a full 90-minute presentation. But for right now, we're focusing on the 12 to 20 minute version of that for the One Funnel Away Challenge. So Dante, you get all the pieces right? Did I missed anything?

Dante Torelli:
Man, that was gold. That was perfect. A hundred percent. A hundred percent. So are you cool if we open up any questions about that specifically?

Russell Brunson:
Heck yeah, it'll be fun.

Dante Torelli:
Nice. I know Justin has a question on that specifically, but anybody else, if you specifically have a question on your epiphany, what, why, how script, or your video, your VSL, the actual V of the SL, if you have any questions on that, put a one in the chat for me, please. Just put a one in the chat and we'll have a running list going. Justin, you're up first though, brother. Let's talk about it.

Justin:
Hey, Russell, this is super cool, man. It's like I listened to you on all these different platforms and then singing here, and I was at GrowthCon, when that was my first GrowthCon. That GrowthCon changed my life. So that was-

Russell Brunson:
That's so cool.

Justin:
... super cool to have seen that whole thing. But now I am really diving into some funnels for one of my YouTube channels. I have 15,000 unique viewers a month that see my content. I'm trying to sell them material to help them pass an exam to get their insurance license. That's what one of my channels is on. So I have the story who, what, why, how, Epiphany Bridge thing and I don't know, I'm just confused on, I guess I'm getting opt-ins. I got a few hundred opt-ins, but I have one sale and it is $97. So I don't know that going from free and then having the who, what, why, how script being for a $97 offer on people who they're looking for a new job pretty much.

So I don't know if the offer's too high or it's 18 minutes long, maybe it's too long. Also, the call to action is for a free study guide. So click the link below for a free study guide. They go, they send it their email, then it brings them. I was sending them a study guide, but I figured if they get something, they just leave, because they're like, I got what I needed, so how should I structure that who, what, why, how script, and should I do maybe a $7 and a $37 instead of 97 just right off the bat? I don't know.

Russell Brunson:
So how many people saw the offer? You said a hundred people cover, a thousand people, if you got one sell, how many people actually hit the landing page and watch the video?

Justin:
So 300 something hit the landing page and I don't know how many watched the full video, really. I don't think, a lot of them didn't watch the full video. Yeah.

Russell Brunson:
Okay, so the conversion number, then you're looking at that you had say 301 person bought. So we're always working off of conversion rates to make our decisions versus our gut feelings, because the math never lies. And so, on a VSL like that, so $97 offer, so just per perspective, so we have two $97 offers running right now. One of them is a challenge with Catherine Jones and it's converting at 1.5% of people hit the page are paying the $100. We have another one that selling a online event is 2.2% of the people that hit the page are paying the $100. So those are good numbers that we are able to scale drive a lot of traffic to, right? So right now you are at one out of 300 that's with 0.3%, so definitely the conversions are low, so it could be a couple of things. I always tell people it's either the hook, the story or the offer. It's one of those three things. So what's the hook on the landing page, on the page right now?

Justin:
So the hook is on the landing page, I have some testimonials and it's just like, don't waste time with outdated study material. Watch my exclusive study guide video revealing how to ace your insurance exam. And then, that's the hook I guess. And then, to get them to watch. And then, as I go through, I give a little bit of a backstory about how I didn't really struggle with the material like a lot of my viewers are, but I found a way to study and I think that's why I didn't struggle with it. And then I say, here's the way I found, and I kind of show them a little bit of how I study the material for a few different types of life insurance policies.

And then the offers, I'll actually walk them through to give a little bit of the material to show, so they are kind of getting some study help. And then the offer is, I showed you if this helped you guys learn these three types of policies, there's way more content on the exam. I do this for every single piece of content on the exam that you'll need to know. If you want to master your exam the way that you just mastered these three things, click the link below and you can guarantee ace your exam, and if you don't, or guarantee pass your exam and if you don't pass, if you finish this and you don't pass, you get your money back.

Russell Brunson:
What's the cost of the exam?

Justin:
The exam cost is it's $40 for them to take the exam, 40 to 60 depending on the state, and then my course, it's offered for 97.

Russell Brunson:
The course helps them to pass, is it the realtor test? Is that what you said?

Justin:
Life insurance license.

Russell Brunson:
Life insurance.

Justin:
Life and health, yeah.

Russell Brunson:
Okay. And then if they pass the test, how much money, what's the average person make that passes the test, is now in business?

Justin:
92% fail their first year.

Russell Brunson:
So the 8% who pass, how much money do they make in their career?

Justin:
Oh, they'll make over a hundred grand. The ones that make it do pretty well, do well pay for their first year.

Russell Brunson:
And if they don't pass the test, they make nothing. So I think my bet is like you have to make the $100 seem cheap, because their mind, it's $47 to take the test and $100 to learn how to take the test. That argument seems expensive. It comes back to like, hey, okay, what percent of people fail the test, you say?

Justin:
Like 60, 70% failed the test the first time.

Russell Brunson:
Okay, so what you're playing against, instead it's that, look, the average agent makes a hundred thousand dollars a year. 67% of people actually fail the test. And so, it's literally the test is this wall between you and a hundred thousand dollars career, right? I'm asking you to invest $100 to knock down that wall, so you can go get a hundred thousand dollars. That's the argument you got to make, because if $97 seems expensive when you position against a test, it seems really cheap when you position against the earning potential when they pass the test. And so, that's the story you got to tell in your story. Just like, I don't know if you struggle with that or you get client struggle with that, but it's telling that story. They knew that their career is right here. It's like the best career. A hundred thousand a year starting wage.

It's one of the best thing to start with, but this test could be in the way, and they couldn't do it or you can do it, whatever that is. That's the story you're telling is this brick wall that kept hitting, but then when you learn these things, then test became easy and literally unlocked the door to this career. It's like, unlocking doors is a hundred thousand dollars sitting right there, but you got to unlock this door. And some people take the test three, four, five, eight times and they're just waiting and they can't progress in the life until that happens. That's the part of the story I'd be making sure I'm telling, because you just got to make that $100 seem really inexpensive through the story. Then we get to the spot where you ask the money that's like, "Oh, $100 for me to get a hundred thousand? Done. I'm going to go do that." Does that make sense?

Justin:
Yeah. So how should I, since the CTA is to get a free study guide-

Russell Brunson:
The CTA of the video?

Justin:
In my YouTube videos, I'm like, if you'd a free study guide for helping you pass your life insurance exam, click the link below to get access, and then that's the lead squeeze page is submit your email for access to a study guide, and then the next page, the VSL page is where the study guide is. So should I change that or how could I integrate that into getting-

Russell Brunson:
Yeah, maybe change it, like free case study. You said free study guide, free case study on how to smash through your exam, something like that, because then the video becomes the case study, they're opting in for is to actually watch the video versus them opting in lead to get just the thing and then they're leaving, because they got the thing, they're out. Your conversion rate might be really, really good for all we know, it's just they're opting in and they're hitting that page to download, and they're disappearing. They're not even watching the video. You know what I mean?

Justin:
Yeah.

Russell Brunson:
Maybe tweak that a little bit instead and be like, "Hey, free case study about how..." Or even, do you give them the study guide on the, after they opt in the next page, they download the study guide there?

Justin:
I was having it sent in an email, but now it's just the video. I was following One Funnel Away with the template, and I was like, all right, let me just try just the video, because you were saying, kind of combine the offer or what you're giving away, put it in the video. That can be part of it, think part of-

Russell Brunson:
The video is the lead magnet, right? So it's like you make the video provide value. Hey, free video that's going to show you guys how we're able to, the top three things that keep you from actually whatever. The top three things that keep somebody from passing the test the very first time, and now it becomes the video is the lead magnet. Does that make sense? And they come in and they watch magnet, they get the value and then boom, then you're making the offer afterwards.

Justin:
Yeah, that's right. I don't have to have, I mean the study guide, it can really be anything. It's like, hey, this is tips or exact information, so okay, cool, I'll do that.

Russell Brunson:
If you look at most of my lead magnets are the sales video or the webinar, right? A webinar is a lead magnet like, hey, watch our webinar to learn how to blah, blah, blah. It is just a lead magnet and the webinar is the lead magnet that then makes the sales presentation. So I would tweak that just to try that out, because first off, they'll give the existing YouTube people another reason to go back and click again. But then also, it positions a little differently and now they're looking at the video as value versus just like, "I'm looking for my free thing. Where's the free thing? Why is this video?" Now it's like, I'm watching the video where the value is embedded inside the video, you know what I mean?

Justin:
Awesome. Thank you.

Russell Brunson:
Yeah, good luck with that. Hopefully next week or whatever, come back and let us know how it goes. It'd be fun to see.

Justin:
I will. I will. Thank you.

Russell Brunson:
Thanks.

Dante Torelli:
Awesome. Let's hop over to Alex. Alex Larochelle.

Alex Larochelle:
Hey, so Russell great to be here, man. I'm so pumped, honestly. So I've been drinking out of a fire hose of knowledge from you for about the last year, and I feel like it's finally starting to, all of this knowledge and all of this stuff is finally starting to culminate into practical implementation. And so, what I'm doing now though is I've got a offer that I'm going to be actually, I'm developing men into unbreakable leaders. And so with that offer, what I'm curious about mostly is, in your offer stack that you set up in the perfect Webinar and everything, you say have a bunch of different things to add value to the offer. Right now it's a six-month coaching program is what I'm offering, and it's going to be one hour per week, plus access to a free group for the life of the group essentially. So I'm just curious. There is a couple other things that I have ideas to put into the offer, but I'm not a hundred percent sure how to position them, so that they actually match what I'm offering versus just being kind extra pieces, if that makes sense.

Russell Brunson:
Okay. This is actually fun for me, because I'm literally filming a VSL today answering this question like three hours from now. And anyway, I have the book in the other room for the VSL. If I had here I'd show you, but have you ever read the book If You Give a Mouse a Cookie or if you give a moose a muffin? Apparently those are like... Anyway, anybody ever read that book before? If you have wave your hands.

Alex Larochelle:
Oh yeah.

Russell Brunson:
If you haven't, I'll give you the gist of it, okay? So in the story, this mouse comes up to this kid, he's like, "I want a cookie."

So he gives the mouse a cookie, the good mouse eats cookie, and then all of a sudden he's like, "I need a cup of milk."

So he goes and gets a cup of milk, he drinks the milk and then drinks some milk, say, "I got a milk mustache, I need napkin."

So he gets him a napkin. Then he gets a napkin and he realizes his whiskers are long, so he needs to trim his whiskers. Then he realizes he's getting tired, so he wants to lay down and everything starts happening in this whole chain of events, all because he gave a mouse a cookie. So we started looking at our offers through this If You Give a Mouse a Cookie lens, and it's changed everything.

So the core thing you are offering somebody is the cookie, right? It's complete. They're going to eat the cookie, they're going to have it, and they have a great experience. So for me, for example, the core thing that I'm selling somebody is in the ClickFunnels webinar is I'm selling them a training course, or excuse me, I'm selling them. Well, it depends on how I position it, but let's say I'm selling them the ClickFunnels software. So you get the software, it's like, okay, I gave a mouse to cookie, congratulations. You have the software, you can build funnels now, and that's complete. They eat the cookie, it's amazing. But as soon as they eat the cookie, as soon as they get the thing, it solves that problem, but it always creates a new problem. So what happens is they get the ClickFunnels software, "I got ClickFunnels software, it's amazing. I don't know how to use it."

I'm like, oh, well good news. The second thing you're going to get is I'm going to give you guys a course called the Funnel Hacks course. It's going to walk you through exactly how to use ClickFunnels, how to use it for this and for this and for this. It's going to be amazing. They're like, "Oh, this is amazing. Cool. I have ClickFunnels software, I ate the cookie, I drink the milk. But by doing that, it creates a new problem. So I have the software, I have trained how to use the software, but I don't know how to get traffic to actually come to my funnel when it's done."

Like, oh cool, well the next they have is I'm going to give you guys access to my traffic seekers course. It's going to get traffic to actually come into your funnel. So I'm looking at every component of the offer. It solves a problem, but then it creates a new problem. And so, the next component of the offer solves that problem, but then it creates a new problem and it keeps doing that until you have the offer stack, should make it complete where it's like, wow, I have everything I need to be successful. I've got ClickFunnels software, I've got the ClickFunnels, the funnel hacks training, I've got the traffic seekers training, I've got the funnel scripts help me write the copy on the pages. So by the time it sounds like in their mind they're like, "Okay, I have everything I need to be successful." So that's how I always think about offers now, is the first thing you're selling. So for you, you said the first thing's a course, right? Did we lose you, Alex?

Alex Larochelle:
Oh yeah, sorry, my sound is in and out for some reason, but I think I got the gist of it. So basically what you're saying is, so for example, I have the coaching, and I mean part of developing the five pillars is going to be God, business, family, and then health and lifestyle. So if I'm like, okay, we're going to go through those things. So what are the pieces that are going to actually help you become a better businessman? What are the pieces that are actually, and then from that piece, it's like, okay, what is the training that you need, so that you can actually have a clear path and it makes it easy for you to actually do what I'm telling you to do, is that-

Russell Brunson:
It could be that, or if you got five pillars, you could almost even just break up those five pillars into the five components of the offer. What's the thing you're leading with? Is it business? Is it God?
From what you're teaching in the webinar, what's the core message?

Alex Larochelle:
It's mostly going to be about faith, and then that's going to be the core message. And then yeah, I guess that'll be where it starts is with faith.

Russell Brunson:
Okay. And then what are the five pillars?

Alex Larochelle:
It's God, family, business, health, and lifestyle.

Russell Brunson:
So I've created the offer, instead of thinking of it as just one big course, think of it as five components of an offer. So the first thing I'm going to help you guys do is get right with God and figure out your spirituality, whatever, blah, blah, blah. And that's the first thing. Now after you, there's the cookie, right? It's like, now you got the spiritual side of your life figured out, the next thing you want is connection with your family. So the second one you guys is the training that's going to help you with the family, da, da, da, okay? So now you've got God figured out and you've got your family figured out. But the next thing people worry about is, what about, "I don't really have any money. I'd love to have wealth and da, da, da," right? So third, we going to show you how to start a business, right?

Then you start a business. Now you got wealth, you got God right, family right, you got wealth right. Next problem people have is their health. A lot of times people start business, they get unhealthy because they're so stressed working out. So the fourth component we're going to give you is access to the health system, which is now going to help you to have the energy and the vitality, and all the kind of stuff you need, right? And the fifth thing you're going to get. So breaking that down into the offer is probably how I would structure it, because you don't need more stuff, you just need to position it in a way where each part unlocks the next part. Does that make sense?

Alex Larochelle:
Yeah, totally. Yeah. I was definitely attempting to bring other pieces in to be like, okay, this is kind of the core thing is going to be these things. And then after that, you're also going to have this and this, right? But yeah, if I just simplify it a little bit more than that makes a lot of sense.

Russell Brunson:
Yeah. Cool. Everyone's homework tonight is go read If You Give a Mouse a Cookie and think about it when you do your offers, because it makes it so much more simple. We had McCall Jones actually said that on a training and she said that. I was like, oh my gosh, this is amazing. It makes it so much more simple. Anytime I create an offer now it's just like, what's the cookie I'm giving them?

Boom. After they have the cookie, what's a glass of milk? Oh, they need this. Boom, boom. And then makes it really fun to create offers. So hopefully that helps you guys a little bit.

Alex Larochelle:
That's awesome. Thank you.

Dante Torelli:
I'll make you guys a cool little chart too. So read, if you read that book over the weekend, next Monday, I'll give you the framework for it. That is-

Russell Brunson:
And when you guys all see the VSL and the ads coming out, where I'm talking about If You Give a Mouse a Cookie, go comment, be like, "That's the best ad ever," because you'll know you saw it the day I was writing and filming that ad, and that VSL, you guys are sitting here and you know about it for anybody else.

Dante Torelli:
How cool. Awesome. Okay. Hey, let's hop over to JC. JC's got a question.

JC:
What's going on? Can you guys hear me?

Russell Brunson:
Yep. How's it going?

JC:
Oh man, this is great. To piggyback off of Justin, you've definitely been adding so much value to me, so it's great to have you. And on a side note, Dante has been killing it FYI, he's been holding it down.

Russell Brunson:
Dante is the man. So I have no fear when Dante is running stuff. I love it.

JC:
Yeah, he's been holding it down. So I'll dive right into it, because I know we got a few questions. So I followed the 10-day process. I said I'm going to go all in. So I literally got my funnel up and going, this is about day 14 if I'm not mistaken. So I got my funnel going all this week. I set up, was it Clarity? And you might've remembered my question on Monday, Dante, it was like, hey, how do I gauge? Because I haven't really gotten any opt-ins. So I was really just kind of gauging, do I need to change everything? Do I need to shut everything down and start all over? And he said no, just kind of play it out and see where it goes from there. So I will share it real fast and I'll give you context. Well, can I get a, asking me to request so I can share or become a host, or co-host or whatever?

Dante Torelli:
You should be good. Now let's try that. That was different. Zoom is new every week. I think you're good though.

Russell Brunson:
It changed this weekend. I know.

JC:
All right, sweet. So this is, I just did it from when I launched, or from Sunday to whatever. So I got about 237 unique page views. Maybe 30 of those were me, but still a good base. But I don't know if I set up the Clarity, because I'm not getting a lot of recordings. I'm not sure if I set up Clarity correctly, because a lot of these recordings don't show up accurately. The numbers don't match, if that makes sense. So I'll just even go from Monday to today, from when I set it up, I got quite a few page views, but I'm not seeing that in Clarity. I know that's probably more-

Russell Brunson:
I don't know much about Clarity. I don't use Clarity. I don't know what that is, so I don't know that, but I love, can I see the landing page and I'll give you some-

JC:
Yeah, for sure.

Russell Brunson:
Yeah, perfect.

JC:
That was going to be my, so this is where I'm at. So my challenge is the mind challenge. My year's not done. I'm a coach and a consultant, so I work with individuals that want to maximize the rest of this year and I give them 30 days of accountability coaching, so on and so forth. So with that said, I'm not going to be discouraged, technically today will be day one. I have a list of people that are willing to be like my testimonials, or Guinea pigs for lack of better words. So I'm willing to do that this month, because it is a two-parter. I have the first push for November and I do the first challenge November 1st to November 30th, and I do the second challenge for December. So I think what I'm getting at is, my question is should I spend this time, build more testimonials, build more credibility, or should I still double down over this next couple of days before I shut down November, and within that timeframe, what should I do to get more traction? If that makes sense.

Russell Brunson:
Gotcha. Number one, I would do it anyway because again, invite a group of friends in, have some people come in there, do it with them. Because again, you got testimonials, case studies, it is always worth doing. And then you can use that stuff on your landing page. And then number two is for this landing page. So the biggest thing that I would recommend is, it needs a big promise. I see that my MYND challenge, my year's not done, no more excuses. So that's what it is. But what's the big promise? What am I getting at? Why would I want to do this? So that's my question for you, what would it be?

JC:
So what I push, so for the people that, this is my third year doing it, for the people that have done it's building enough momentum to go into 2025 with that, whatever it is, off of their list. So I had people who finally started and finished their book. I've had people that, man, I wanted to lose 10 more pounds instead of starting the new year on a diet. I went into the new year already a little healthier. So the target audience are young professionals, like people who just day-to-day life, but there's stuff that they still want to do. So I guess to answer your question, the why is to finally check those things off the list that they've been wanting to do all the year, and now they're going into the new year with that sense of freedom ready to move forward.

Russell Brunson:
Gotcha. Is this a free challenge or paid challenge?

JC:
Paid. So there would be, I have it priced at $97 and then they have the option to go to VIP.

Russell Brunson:
Okay. Okay. Your first homework assignment is a funnel hack meme. So I want you to go to SellingOnline.com. So this is $100 challenge with the VIP. This funnel is doing 1.5, $2 million a month right now. So funnel hack it, because you're doing the same model I'm doing, right? So number one, look at the very top, big promise. Discover the one to many selling secrets allowed me to sell over a billion dollars online without a sales team. So your big promise needs to be something similar. I mean, not similar, but discover how to go into the new year and no longer have the regret, and the fear, and the doubt of not blah blah, hitting your goals and your dreams. If you've got a vision, you've got something you want to change the world, come on this challenge, because I'm going to take you from wherever you are today to... That's what's in it for them.
If you found someone on the street, my guess is you wouldn't be like, "Hey, come join the TMT and challenge," right? You'd be like, "Hey, this is why you're going to join it."

Just pretend like you're talking to somebody. For me, if I was coming up to you on the street, I'd be like, dude, I've sold over a billion dollars online. I know exactly how to do it. If you want to learn how to sell online, I got this really cool challenge. I'm going to walk you through three days exactly how to do it right? That's how I'd sell someone if I saw them on the street. So it's the same way I sell through copy on a page. So just think about that. What's the big promise? If you saw someone on the street and you want to get them in there, because you know you can change their life, how would you say that to them in a headline, right? And that should be the headline, have a big bold promise of what they're going to get if they come to your challenge, and that's what I'd be leading with.

I think that's what's missing on your page. It seemed too generic. It didn't get to the point where I'm like, oh, if I do this, it's going to change everything. Okay, I'm going to do this. You see this right now. You're like, oh my gosh, if I do this, Russell teaches me how to sell the way he sells, and he's done a billion dollars and stuff. I got to learn, I got to do that. I want to feel that when I see your page, because that's what gets somebody to move, and go run and find their credit card, and run back to buy it, and ask their spouse if they can buy this thing, because they really go back to the spouse and be like, "Look, if I do this thing, man, JC told me it's going to change my life. I want to do this."

And then, the spouse is like, "Yeah, go for it. You need to do this too." But they got to be able to communicate that back to the significant other, to their own brain, all that kind of stuff by just seeing the big promise above the video.

JC:
Yeah, I didn't even have to scroll down. I want to buy this without even having to look at anything else. Yeah.

Russell Brunson:
Everything else is just justification afterwards. Yeah.

JC:
Got it. No, that makes a lot of sense. Yeah, I was thinking of shutting in all... And then, I guess last question before I go, so I've been just promoting it on YouTube, Instagram, Facebook, whatever. I would promote that part of the VSL, like this is the win, the big promise, go here for more information. Got it.

Russell Brunson:
Yeah. If you look at all the ads for this, it's always like, "Russell's world record holders sold more from stage name in the history of all time. If you want to learn how to sell like him, come here, come here."

It's just like, keeps pushing back to this, that thing. You want to learn how to sell online, come over here, Russell's the best. And so, same thing. You got to put your flag in the ground as the expert.

I'm the greatest in the world to doing this thing. This is true. I'm saying this for everybody by the way, all of you guys, especially when you're first getting started as an expert, you have this imposter syndrome. I'm not worthy, I'm not able, it's like the reality is you have to just step up and claim the thing you are. Nobody certified me as the best sales person in the world. I just said I was and I have some proof. I've done good things. I claimed it right. You've just got to claim the thing that you were the best in the world at and position yourself that way, and then the people will come to you when you put that message out there. And so, it's really identifying like, okay-

Dante Torelli:
Magic.

JC:
That was fire. Is there anything else I should add besides that at the top, like the big buy-in? So just even looking at selling online, like I said, I'm going to go through and hack your funnel, but a lot of the stuff, I have the testimonials, I have the framework, a lot of it sounds the same. I just don't have the...

Russell Brunson:
I think the biggest thing you missing is just the big promise. What's the reason why they should join the challenge? That's the biggest thing. And then you can look at, if you go do funnel hack mine, look at how we structure the VIP page and stuff like that. We test these things a million different ways, and so if you just look at the structure of how we're doing it, again, it's working really well at a high level, and so I would just model that for a paid challenge for sure.

JC:
Sweet. I appreciate it, man. I won't hold it up. Thank you.

Russell Brunson:
Yep. Thanks man. Good luck with it.

Dante Torelli:
Cool. And you guys stick with me too. Russell just said funnel hacking. I got to shiver up my spine, because funnel hacking changed my life. So I'm going to give you guys some really quick tips and tricks that JC can use and everybody else with some cool extensions as well, so you can really funnel hack, leverage the success of others. Keep the arrows out of your back, baby.

Russell Brunson:
Hey, can I mention one thing by the way?

Dante Torelli:
Yeah.

Russell Brunson:
We launched as a funnel hacking live. We haven't told the world yet, because we're still working through bugs and stuff, but as you know, we have a new plugin called Barnum PT. If you go to Barnumpt.com, it is insane. But winter right now, specifically for me, is building this new funnel hacking thing where you can store folders and stuff, which will be hopefully coming out next week.

But yeah, it is the most insane tool in the world. Anyway, I love everything we do, but Barnum PT is one of my favorites of all time, so I'm sure sure you'll talk about that. But anyway, it's the coolest little free tool ever.

Dante Torelli:
Oh, it absolutely is. You guys make sure to hop over there. I just put the link in the chat. Barnum, it's awesome. Really quick, let's hop over to... Sorry, I had my list right here. Where did you go? Sabirna, are you still with us?

Sabirna:
Yes, I'm here. Thank you Dante, for-

Russell Brunson:
There he is. Hey, Sabirna.

Dante Torelli:
How's it going?

Sabirna:
... sorry for that. Thank you, Russell. How are you doing?

Russell Brunson:
Doing great.

Sabirna:
Yeah, amazing. I was recently talking at TED Talk and I was mentioning you, because you were the best fit for that. It was about giving the value.

Russell Brunson:
Oh yeah. That's awesome.

Sabirna:
Yeah. I will share with you maybe link if it's interesting, and I was talking about how important is that in sales to give the value to other people, and I gave one quote from you and it was pretty interesting. Yeah. My question is, I'm struggling a little bit with positioning and wanted to ask, what would you recommend to position myself? I'm a sales coach, but we have a lot of topics there and I cannot select the niche or positioning that can make me really successful.

Russell Brunson:
What type of selling do you teach people? One-on-one, face-to-face, phone sales, one to many?

Sabirna:
Yeah, I have a lot of experience in sales one-on-one and it's over the phone, LinkedIn or email. It's mostly bringing them to the meeting and then after that trying to sell.

Russell Brunson:
Okay. What's your unique mechanism? How do you do it different than everybody else?

Sabirna:
The conversion rate is really high, because I see that people, they make it, for example, very long emails. I write very personalized that the conversion is up to 40% coming to the meeting if it's email or LinkedIn message, for example. So it's like what you do on one of many, giving a huge promise and everything like that. I put it just in an email, but in a very personalized level to exact that person, that they feel sometimes they write, like, "How did you know that I have this problem?"

And they come to the meeting, because I did a little bit of research. I know the segment really good. I know what kind of problems they have and when write that, they react immediately. And that's why I have high. And also, with the cold calling, for example, I do a lot of cold calls and from 10 people, eight I can convert to the meeting. Exactly the same process what I do on emails, I take it to the cold calls, really very personalized. It's just not a random call. So very personalized. So that's why that's different.

Russell Brunson:
The unique mechanism is getting people to show up for the sales call.

Sabirna:
Exactly.

Russell Brunson:
Yeah. That's awesome. Okay. That's what I position yourself as, the greatest person in the world at doing that piece of it. And what's cool about it too is because I'm sure you teach a lot of other stuff, the sales call and all the other stuff, right? Same thing for me. When I got started, I got good at all the things in internet marketing. So I'd go and I'd teach people ask, "What do you do, Russell?"
I'm like, "I do it all."

And I would try to, I can teach copywriting, I can teach traffic, I can teach all these different things.

And because I was trying to teach everything, it was really hard to get people to actually buy from me and do anything for me. And I remember going to an event one time, and I remember some guy came up to me after I spoke and he's like, "So what do you do?"

I was, "Well, what do you need? I can do it all."

He's like, "But Jeff Walker, he's like the product launch guy, and this guy, he's like the Google Paperclip guy, what's your thing?"

I'm like, "Oh, I can do both of those, anything you want."

And he's like, "Oh, okay."

And he walked away and he bought Jeff Walker's thing. And I remember having that epiphany. I'm like, oh my gosh, this is so annoying. So that's when I transitioned, and this is back when I was writing the DotCom Secrets book, we were about to launch ClickFunnels. I'm like, I'm going to become the funnel dude. That's going to be my whole focus. And so, I shift my focus to just that one piece, and that's what I became famous for. That's what brought everyone into my world. But then inside of funnels, I can still teach copy and traffic, and SEO, like all the other things I can still teach, but the lens they come in through is this one thing.

So if you identify the same thing, I'm the best of the world at getting people to show up to a call warm, right? Average show up rates are 20%. I'm getting 40, 45%. On a cold call, I'm getting 80%.

And then when they show up, they're way better because of it. So that becomes your lane that you become the best in the world at that thing. Your VSLs, your messages, all things are focused on that. And then when they come into your world, then you can train them on sales calls and traffic, all the rest of the stuff. But narrowing your focus on what your specialty, what unique mechanism is the key to blowing up and actually growing the company.

Sabirna:
Yeah. It's actually acquiring the clients without putting any scent on that. It's actually that what you mean, because showing up, it's high, but closing rate is also high. The main goal of the client is to sell, of my client, to sell them. How many people show up and etc. It doesn't actually really matter for them a lot for them, it matters that they sell a lot without putting a lot of money on paid ads or anything like that, like creating content and etc. That's why maybe I need to then take this, acquire the clients without putting any scent on advertisement or something like that. Do you think it can be a good idea?

Russell Brunson:
For sure. Yeah. I think again, there's a million ways to find unique mechanism. I would just look at what the things you do that are unique that you can talk to, because that's what gets people excited in a really crowded, really noisy marketplace. You know what I mean?

Sabirna:
Yeah. I never heard about talking to someone about this at any events. Do you think it is interesting for also your group in general?

Russell Brunson:
How do you get free leads to, for sales calls? Yeah, sure.

Sabirna:
Exactly. Especially in the beginning, because people, they don't want to spend a lot on Meta ads and et cetera. It takes a lot of money. Is there any way to apply for that? I don't know for any of your events to talk about that, even-

Russell Brunson:
The way I pick my events is people that are in my world, they're in the coaching programs, inner circle, little YC, I see them speak in my internal small events. That's who we invite to the bigger ones. So that's the best way is to plug into our community, start showing up the events, start getting to know you, and that's the way that I pick the speakers from.

Sabirna:
Cool. Okay. Thank you so much. Thank you very much.

Russell Brunson:
Thank you. Great to meet you.

Sabirna:
Thank you. Great to meet you too. Bye.

Dante Torelli:
Oh, so good. Fridays are the best. I think we're going to have time for one more here. Let's hop over to Annie.

Annie:
Oh, we're good. Oh, we're good. Can you hear me?

Dante Torelli:
Loud and clear.

Annie:
I'm so excited. Russell, you're amazing. I love you.

Russell Brunson:
Thank you.

Annie:
I absolutely love you and ClickFunnels. I've been following you for decades and thanks to you, to your amazing One Funnel Away Challenge and the 90-day time that you've given us. I have finally started building my first funnel.

Russell Brunson:
Yeah, let's go.

Annie:
Oh my God, I'm so excited. You don't even know how excited I am. Okay, so if I can show you, I've only done my opt-in page, I'm a little confused with the VSL and the four, I'm using the template you gave us. So the four points at the bottom. So can I share my screen really quick?

Dante Torelli:
Yep. You should be able to, Annie, go ahead.

Annie:
Okay, thanks. Alrighty. Let's see. Okay. Alrighty. So first funnel ever in my whole entire life. So I just followed what I saw in the training and I called out the name of what I call my audience, the Freedom Seekers. And I realize now that I have to work on the headline to give it a better promise, but transform your life and embrace your freedom. So what this is, what I'm offering, I can't get this out of way. My program is actually called Pathway to Freedom, 12 Steps to Life Transformation.

So here's my logo and everything, and I'm a little bit confused about how to do this VSL page, because I see that at the bottom there's four parts, but I have 12 steps. I have 12 steps. My program is 12 steps, and I don't really know how to do this in the sense that should I put step one, two, three, four, and then talk about the fact that there are eight other steps. What is that?

Russell Brunson:
Gotcha. Okay. So the 12 steps are what you're selling somebody, right? They're going to buy that, the 12 steps, right?

Annie:
Mm-hmm.

Russell Brunson:
So what they're opting in for though is not the 12 steps. That's what going to be buying on the VSL page. So what they're opting in for is to be able to watch the VSL. So the VSL is going to have four steps. So who, what, why, how, right? So I would say part number one, discover why I created a cool thing. Part number two, and then number three, why you need it in part four. So basically, you're taking parts of the video on the next page and you're telling them these are the things you're going to be getting when you watch the video on the next page. Does that make sense?

You're not giving them the 12 steps on the next page. That's what they're going to, after they watch the video, then you're going to tell them, "I have a 12 step program, it's amazing. Click link down below to buy the 12 steps," and that's where they're going to be buying from you.

Annie:
Okay. All right. Yeah. So I'm still not very clear on the four parts here, because I mean, shouldn't the four parts be topics that I'm going to be talking about in the VSL and not what, I don't know, I'm just-

Russell Brunson:
Yes. But the things you're talking about, VSL, are the who, what, why, how. You're not teaching the 12 topics in the VSL. VSL is it's not for teaching the training, the VSL is to sell the training. So way I sell the training is you tell the backstory about how you discovered it, talk about what it is, why they need it, and how can they get it. And so, those are the elements that you're talking about here is like, okay, on this video I'm going to tell you guys how I discovered this really cool thing. I'm going to tell you what it is and why you actually need this, and how it's going to change your life for everyone you decided to take action. Those are the four things you're going to be talking about in the VSL. And the VSL then is selling the 12 steps that they're going to pay you for later.

Annie:
Okay. So then I guess when I name these four parts, it has nothing to do with any the topics of my program. It's just like you said, my backstory, what it is, why and how, right?

Russell Brunson:
Yep.

Annie:
Okay.

Russell Brunson:
It basically just hooks to get them to go watch the video on the next page.

Annie:
Okay. Okay. Just one more question then. I don't know how to get this stupid thing out of it. Okay. All right. The next parts of the funnel, well, we have the VSL page, and then we have the order form. I don't have a program, I mean, it's all in my head. I don't have a course, I don't have a book, I don't have any of that yet. It is all in my head. So I wouldn't be selling anything at this point or I don't know, what's the strategy with this funnel?

Russell Brunson:
Yeah, the strategy is you got to start creating the thing to sell. A funnel can't sell nothing, so you got to make something. So now is the time to start creating it, to get these 12 things out of your head and plug them in. So I'd create the membership site, make a different module for all 12 of the modules, and then click record and start teaching it. It's time for you to step into your calling, the people are waiting for you.

Annie:
Okay, but is there a way for me to start collecting leads while I'm making the product, so that I'm not wasting time, I guess? Can I say-

Russell Brunson:
For sure, for sure. And you can even sell something that's coming soon, just like college, university, when my daughter right now is applying for university and they want us to send them money, and school doesn't start for eight months from now, but they're making us pay for tuition now for something that's coming up. So you just say, "I'm doing a course, it starts January 1st," and now you can start driving leads and people start paying for it even, while you're testing and you're tweaking. And then, January 1st is when the first cohort starts, you're going to go through the 12, whatever that is.

And then, that way, and the reality is you could just create one module, create number one, the very first video. Like, when we sold the ClickFunnels offer, I recorded module number one and we started selling it. And then, two weeks later I recorded module two and I added it to members. And two weeks later, so every couple weeks I was adding a new one. So you don't have to have the whole thing finished to launch it either. So you can launch starting January 1st and then January 1st you launch the first module, and then a week later, two weeks later, you launch the second module and you keep just adding to it after that.

Annie:
Oh my gosh, that's amazing. I am so excited. I'm going to start.

Russell Brunson:
I'm excited for you.

Annie:
I'm going to stop sharing so that I can see you. I am so excited that I'm actually doing this and I'm so grateful to you, Russell. I mean, I can't show you more appreciation. I have no words, really. And Dante's amazing. So thank you so much.

Russell Brunson:
Hey, can I give you a gift for being here today?

Annie:
Yeah, of course.

Russell Brunson:
I'm going to give you two gifts, and Dante if you can help me with this. So I want to, for Annie, let's bump her ClickFunnels billing out for six more months. She doesn't pay for six more months, and we also get her access to Course Secrets. It's a course I sell for 500 bucks on how to build a course.

So I want you to go through that as well. That way you have time to go through the Course Secrets, learn how to build the course, and not to stress about monthly payments for six more months after that. So is that okay?

Annie:
Wow!

Russell Brunson:
Early Christmas present from me.

Annie:
You’re going to make my dreams come true! I got to cry. Thank you so much. Wow, thank you.

Russell Brunson:
No worries. I'm proud of you for doing it, so hopefully it gives you a little more motivation to keep it going. So your people are waiting for you to change their lives. So hopefully this helps.

Annie:
Yes, I'm going to help a lot of people, because of you. Thank you.

Russell Brunson:
Very cool. No worries. Thank you.

Annie:
Thank you. Bless you.

Dante Torelli:
That's awesome. And I got you back, Annie. I'm going to reach out to you after this. We'll get you all set up.

Annie:
I'm so excited.

Russell Brunson:
Love that. Very cool.

Dante Torelli:
Oh man.

Russell Brunson:
What a fun day, Dante. We should this every day. This is so great.

Dante Torelli:
Don't tempt me with a good time, Russell.

Russell Brunson:
Oh man. I wish I could stay up for another two or three hours, answer everyone's questions, but hopefully you guys all got value from everybody's different questions and got ideas to help you guys on all your journeys. And like I said, I should be back next, I think next week I should be here and I'll keep coming on as much as humanly possible, so it'll be fun.

Dante Torelli:
Amazing. So guys, please go do, go do the thing, right? I talk a lot about lunch with Russell, the price tag that we used to have, and there's no price tag here. Russell comes because he wants to serve. So please go do, go hit a new roadblock, go find a new part of the journey. You're not able to get over. Go find another question, so that Russell can come behind us next week and the week after. So excited for this man. Hey, I don't want to take too much of your time, because I know you're planning for that new pitch. Where should we look out for the new sales letter, by the way? The give a mouse a cookie?

Russell Brunson:
I'm making it also YouTube video, so I'm going to put it on YouTube as well, probably next week or two weeks. So if you follow the YouTube channel, it's just Russell Brunson, follow there. You'll see the video for there, and then you'll probably see it running as an ad at the same time. So it's going to be fun.

Dante Torelli:
An ad for selling online?

Russell Brunson:
It's going to be going to a VSL for a phone call to get somebody to buy what we sell at the end selling online. So it's our VSL funnel for the backend coaching. Yeah.

Dante Torelli:
Amazing. I can't wait to watch that. Well, thank you Russell so much, man. It's always a pleasure.

Russell Brunson:
Thank you, Dante. Thank you everybody. Appreciate you all. Don't forget you're One Funnel Away. Keep going with it. Appreciate you guys.