In today’s episode of the Marketing Secrets podcast, I dive into one of my favorite strategies: creating and leveraging noise to make your products irresistible. I know firsthand how crucial it is to capture attention in a crowded marketplace, and today I’m sharing insights to help you do just that. We explore the difference between making your own noise versus aligning with noise that already exists in your industry. Both approaches have their pros and cons, but there’s a lot of potential in strategically using trends and events to drive traffic and boost sales.

I share practical ways to capitalize on seasonal and cultural events, whether it's major sports matches or the wave of New Year's resolutions. It’s about harnessing the energy already present and riding that wave to introduce your offers. These tactics may seem simple, but they can be game-changers in connecting with your audience at the right moment.

Key Highlights:​

Whether you’re planning holiday campaigns or thinking ahead to 2025, this episode will give you the clarity and motivation to make your marketing stand out. Don't miss it!

What happens with most people when they first get into this game, they're talking about the achievement like, "Make money. I'm helping you lose weight. I'm helping you have more time." That thing. But to make marketing really, really good, you touch upon the achievement they're trying to get, but then you go down to the transformation they actually desire.

Russell Brunson:
What's up everybody? Welcome back to the Marketing Secrets/Selling Online podcast. Excited to be hanging out with the guys today. I just got off a Zoom call with all of our One Funnel Away members, our OFA call doing Q&As, and we had some really cool things.

In fact, we kicked off the session today talking about figuring out marketing. How to actually market, how to tap into the existing excitement and energy of things that are happening around you to be able to get your message out to more people. Talked about it for 15, 20 minutes, then we did some Q&As and I think there's some really cool stuff in here.

I thought for this episode we would dive into some Q&As. I hope you guys enjoy it. On top of that, if you haven't yet and you want me to answer your question live, you should come hang out with us. All you got to do is go to OneFunnelAway.com. It's 100 bucks. You come in there, you get three months of ClickFunnels for free, and then you get to jump on calls every Friday with me and do Q&As.

If you want to not just hear these things on the podcast, but actually be part of it, go to OneFunnelAway.com and come hang out with us. With that said, I'm going to jump into a Q&A episode with you guys going into some really cool things about finding your message, getting out to the world.

I think you're going to enjoy this one, especially the very last question. I talk about problem, agitate, solve, and start agitating some stuff and I think you guys are going to really enjoy that. Thanks you guys so much and I hope you enjoy this episode.

In the last decade, I went from being a startup entrepreneur to selling over a billion dollars of my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson and welcome to the Marketing Secrets podcast.

Dante:
We have the man, the myth, the legend with us today. Russell, how are you doing today, my friend?

Russell:
Amazing. How are you doing today, this beautiful Friday?

Dante:
Doesn't that just warm our souls? We get to see Russell come on screen. Amazing. Gives me goosebumps. Great to see you, man.

Russell:
You too. Excited for today. Be fun.

Dante:
Yeah. Me too. I'm really excited. Hey, I know we have as always, gang, Russell has got a crazy schedule, so I really want to maximize our time together for this first hour. We're going to talk marketing today. I know we've done a lot over these past weeks and you guys have been really doing amazing putting to work the things that you're learning in the challenge.

We're super proud of you and we want to give you ammunition, things that we can start doing to further our progress. What we'd really like to talk about today is marketing. Russell, I learned from you. Gosh, I was trying to look back at my notes and I couldn't really find it. I think it was six years ago I learned this thing from you.

It was about creating noise around your product. As you taught it back then, basically it's a very simple concept. There's two ways to get your product out there. One, you can create your own noise around your product or service, or two, you can align with noise that's currently in your marketplace and align your product and service with that noise.

This has been something foundational in a personal sense, yes, but as a coach for ClickFunnels, too, as I get to work with all the people. It works for everybody and it tends to be light bulb moments for everybody. Creating your own noise is typically difficult. There's a lot of work and thought that has to go into there. We have to be actually strategic. But aligning with the noise that's currently in the marketplace, well, that's not so easy and that's a fast path to cash. Could you talk about that a little?

Russell:
Yeah. For sure. What a fun thing to talk about to begin the day off. For all you guys, think about this. You've got your products, your services, whatever you're doing, you're trying to sell. Dante is 100% right. The biggest reason why a lot of people don't have success is they create the most amazing thing ever and the best funnel, and then no one ever finds out about. No one knows about it.

Like you said, you can go and you can create noise, which I do a lot of that as you probably see. I get excited about something, I make a bunch of noise and try to create desire in people's heart and their mind, because then they're likely to go and buy the thing.

But what he's talking about, there's an easy way to figure what are the crazy things happening right now in the environment, in the culture, in whatever that you can tap into. When you think about this, this is true. When I'm trying to get an affiliate to promote something, it’s true when I’m trying to get a customer to buy something.

I'm always trying to figure out, I need to create a reason for somebody to buy now. It's all based on this concept. I got to give people a reason to buy now. A lot of times they'll see your product like, "Oh, that's cool. I'm going to buy that someday. Oh, that's cool. I'm going to buy it someday."

I'm sure a lot of you guys probably heard me talking about ClickFunnels for a long time, maybe a year or two years or a decade, and for some reason you didn't do it earlier for some reason. Then I'm guessing based on the fact that we're here today that some of you guys with OFA, I made noise. I got excited about that.

It was like, "Okay. Here's a reason for me to buy now. I want to jump in now, because OFA is happening. I want to get on live calls. I want to do whatever." That was the reason for you to do the thing. If I'm trying to get an affiliate to promote something, if I'm like, "Hey, affiliate, promote this thing." They may or may not do it unless I give them a reason to do it now.

People want to a reason to do something. In marketing, a lot of times you have a product, you have a service, and the goal of marketing is to give them a reason to buy it now. One of the coolest things that Dante wanted me to talk a little about today is just looking at the current trends, looking at things that are happening.

As I'm sure most of you guys all experienced over the last couple of days, we had a really large political thing happening here in the States. I wasn't paying that much attention to it, but I'm sure we all saw it. I think it was $9 or $10 million a day in ads being spent between the two campaigns, and it's hard. Ad costs went up for everybody. It was really difficult.

But I saw, and I didn't capitalize on this, because I didn't want to get political, but I have a lot of friends who are very political and they totally capitalized. They did Trump sells and Kamala sells, and they did that and they were tapping into this noise that was already happening. They didn't have to go and figure out how am I going to generate energy? They're like, "What's the energy that's happening right now?"

They did it in all formats of their marketing. Sometimes it was in the funnel itself. I saw a lot of friends. There were pre-election stuff happening and there were post-election stuff. After election was over, if you're happy or if you're sad, they had sales for both of those. "Oh, if you're depressed today, we've got a really cool thing. It's going to help you." They had an offer there. "If you're really excited today, we have an offer to help you."

It's tapping into this conversation that's already happening inside of the society as a whole. It happens in offer level, but then as you start moving up a little bit, moving up a little bit, it also happens from a marketing level, from a content level, from the things you're putting out there. Videos or podcasts.

I'm a UFC fan. Any UFC fans listening right now? It's funny. There's a handful of UFC commentators that I watch all the time, and one of them I'll talk about, his name is Chael Sonnen. If you guys know Chael, he was a wrestler. He's from my world and he became a UFC fighter.

But what's interesting is his channel, he posts five YouTube videos a day every day. Boom, boom, boom, boom, boom. All he's doing, he's looking what's happening today in the UFC community that people are already talking about. Every single fighter, every single fight coming up, the fight card, the this, the that.

If Connor tweets something, boom, there's a video. Whatever is happening, he's popping video, video. He's just tapping into the stream of consciousness what that world is already caring about, and for him, it's five videos a day on YouTube that he's pumping out.

What's interesting is you can watch. If you go to his YouTube channel, you watch the threads. Every day he posts out five, and this might get 3,000 views, 8,000 views, 2,000 views. But if he hits the right message, again, if Connor is fighting or Connor gets a bruised toe or anything Connor related, because that's a big topic, he posts the thing and that thing will get 80,000 views or 150,000 views.

He's just out there looking at all the current waves. Video, video, video, video, video. A marketing standpoint, it's the same kind of thing. You want to look at what's happening that people are already listening to, they're talking about. Because if you jump out in front of it and you have a message, it's really easy to bleed into that message versus having to go and recreate noise by itself, because there's noise already happening.

For you guys right now, we're at the time that we're going live right now, it's November 8th. What's that? In the next two months there's a bunch of big things happening. Well, we've got the Jake Paul, Mike Tyson fight coming up next week. How many of you guys are going to that or watching that? Come on. None of you guys. This is a big deal.

I'm going. I've got a picture of Mike Tyson wearing a Funnel Hacker shirt, so you better believe that on my flight out there to go watch Mike Tyson and Jake Paul fight, I'm going to be talking about ClickFunnels. Mike Tyson, the Funnel Hacker, and trying to get people to buy ClickFunnels, because I'm going on this thing.

There's a fight happening. It's going to be the biggest, most watched boxing match probably in the history of all time. I'm going to make some noise around that. We've got that coming up. Two weeks later, we got this thing called Thanksgiving. There's Thanksgiving offers, Thanksgiving sales, Thanksgiving things.

What happens after Thanksgiving? Then we have Black Friday right after. Black Friday. I hate Black Friday. I've never gone out on Black Friday. There's a couple years where my ego got so big in our company, I'm like, "We're not doing a Black Friday sale. It's stupid." Guess what happened?

We made way less money. Now, even if you do nothing, if your Black Friday sale was like, "Hey, Black Friday sale. You can buy my product at 100% the same price I normally sell." Just because you say it's a Black Friday sale, there'll be people who are like, "Finally I can buy it now, because it's Black Friday."

We got Black Friday and then, thank heavens for whoever made this up, they invented a new holiday two days later called Cyber Monday, which is stupid, but everyone knows what it is. You can do a Black Friday sale and then a Cyber Monday sale. You tap into that, which is exciting.

In the next two weeks, there's four or five things that I can create YouTube videos about, I can do promotions about, I can create campaigns about, I can create offers about, I can create reasons for people to buy. People are just waiting for a reason to buy. If you give them a compelling reason to buy, there's a good shot they're going to buy.

What happens after that? Then we move into December. December, I've got jury duty in December, so that's happening. I could probably do a jury duty sale. I don't even know. I'll probably get kicked off the jury. I'm like, "Who's the guilty sale. If I can make this guy guilty, I'll give you a 10% off. If he's innocent, you get 20% off." I don't know. I'm sure I'll get kicked off the jury, then I don't have to do jury duty.

But then we've got Christmas coming up 25th. With Christmas, a lot of things there. There's this thing called Hanukkah leading up to Christmas. There's this thing called the 12 days of Christmas leading to Christmas. Then there happens to be Christmas Eve. Then there's actually Christmas. Then there's the day after Christmas.

Then after Christmas, then there's this thing called New Year's Eve, and then New Year's, and then New Year's Day. There's 2,500 things coming up in the next two months that we can tie promotions, campaigns, content around that gets attention. A lot of times we struggle because we're like, "How do we stimulate excitement and attention to our offers, to our videos, to our things?"

Sometimes we're thinking too hard. What I like to do when I look at this, I say, "Okay. I need to give people a reason to watch my video, to promote, to click, to buy, whatever." What's the reason that they're doing something? I'm taking the business thing that I'm caring about. I'm looking at what's something big in social media or online or TV or holidays or something that other people are talking about, and I'm going to figure out. I morph those two things together.

Mike Tyson, Jake Paul fight. What does it have to do with funnels? Everything. Mike Tyson, Jake Paul, funnels. You look at it. How does that happen? That doesn't make any sense. Well, what do funnels need? They need social media YouTube stars. There's a whole story about Jake Paul here. He's a social media YouTube star.

You need a funnel. Mike Tyson happens to have an active funnel inside of ClickFunnels. I got a picture of him wearing a Funnel Hacker shirt. Therefore, Mike Tyson, Jake Paul Fight has everything to do with ClickFunnels. Now, I can tell a story and then weave that back into, "By the way, go get a click funnel shirt. By the way, go try out OFA. By the way, here's Mike Tyson." Blah, blah, blah. Whatever that thing might be.

You guys just got me excited, because literally now I'm going to go and I'm going to contact Tyson's people and see if I can do a share funnel of his funnel that we could give away during the Tyson fight. I didn't even think about that until I just brought that up.

There you go. I'm making a Tyson offer in the next seven days now thanks to you guys hanging out with me here. That's the thing I want you guys thinking through is again, what's the thing that you sell, what's the social thing happening, and how do you weave these things together?

One of the people that I think in our entrepreneurial community that's the best at this, and not from a selling offer standpoint, but from a content development standpoint, is Gary V. You notice Gary, he doesn't have other people in the marketing world on. He's got celebrities, he's got rappers, he's got things, but he's always tying it back to business and entrepreneurship.

He's taking the thing he wants attention about, the thing that's getting attention, and then figure out how to mush these two things together so he can leverage the existing audience that cares about this and bring them over here. The reason why I have yet to be able to beat Gary Vaynerchuk in views and all this stuff.

I've had a mission for the last 10 years, operation bury Gary. How do we get more attention? The reason why he gets more attention than me is because he's more strategic. He literally is going out there and partnering, doing content with these huge celebrities that have nothing to do with what he's talking about, and he weaves it back into entrepreneurship.

Now, he's tapping into this audience and this audience, this movement, this exciting thing that's happening, and there's just so many more things. I hope that gives you guys some ideas, because a lot of times we build a funnel and then we're just waiting for people to buy. Don't wait for people to buy. Give them a reason to buy.

What's the reason right now? What should they do? It doesn't always have to be, by the way, a huge discount. During Cyber Monday and Friday, you'll see people always doing discounts. It doesn't have to be a discount. I hate discounting things as a whole. Instead of looking like I have to lower the price, because a lot of times, too, you'll lower the price.

"50% off if you buy during Black Friday," and all your customers who bought last week are angry. "I paid full price." Instead of thinking how do I lower the price, how do you increase the value? It's like, "Hey, if you buy during Black Friday, normally it's $500 for my course. You're still going to get the $500 course, but on top of that, I'm going to give you these three bonuses if you buy during Black Friday."

That way you can give those bonuses to your past customers so they don't get punished for buying from your earlier. But new people, if there's a reason to buy now, because again, it's all about reason to buy. Anyway, hope that helps set off the tone for today before we jump into some Q&As. Dante, any followups or anything you want me to add that I missed in there?

Dante:
100%. I have a million, but let's try and keep it on track. I think that was an absolute gold nugget, and you guys put a one in the chat if you agree about this gold nugget Russell just dropped, where don't run a discount. Add bonuses to your offer. Bonuses. We've covered this pretty extensively.

We've gone through a lot of Russell's books and his funnels and how Russell sells a physical product book, but adds to it digital bonuses that add no overhead to our business. Add the bonus. Put a two in the chat if you've run a discount, and then that discount created tons of logistical issues in your business.

Your customer support is crazy for two weeks now, because now everybody is all upset. Now, nobody likes you just because you made a discount. In your essence, in your core, I'm trying to serve. I want to get my thing to more people so they can smash these roadblocks and get back to doing big things in their life.

I get it. It's all from a great place. Look at all the twos. I think that was an absolute gold nugget. Just add bonuses and then give those bonuses to all your buyers, because what's the worst thing that happens? They get back into your product and service and they start doing the thing and they get results, and then they want to buy more from you. That was absolutely-

Russell:
Man, he keeps over delivering every single time. This is great. It's a better way to.

Dante:
We've talked about this a ton, too. But you guys, I need you to really understand that the reason we all love Russell, the reason we all trust him, the reason we'll all do what he says is because we've said yes to Russell at some point in the value ladder and Russell over delivered. He over delivered on what he promised us, and then he over delivered again, and now we associate Russell with results.

Russell, would you agree there's nothing special about you. You bleed blue just like everyone else. You put your pants on one leg at a time. Everybody can do this. You weren't born with some special gene that people know, like, and trust Russell because he was born with this. No, it's your works over and over and over again that do that.

Russell:
Yeah. It comes back to the foundational principle our whole company is built on is over deliver. How do we over deliver? How do we over deliver? Napoleon Hill in his laws of success or in Think and Grow Rich, both those, one of his laws is that do more than you're paid for and eventually be paid for more than what you do.

How do I over deliver in every single situation? This is true not just in business and marketing, by the way. This is true in your relationship with your spouse, with your kids, with your coworkers. In every situation it's like, "How do I over deliver in this situation?"

If you guys can get that mantra running through your heads, your marriages will be happier, your kids will be happier. Your friendships, your customers, your employees, everyone gets better if you can figure out how to over deliver in every situation, because if you over deliver, people feel like, "Man, I'm getting the better end of the stick here."

It changes everything. It's simple things that if you just start figuring out how to do that, it becomes awesome. Again, a lot of times just counting. You're under delivering for the people that bought earlier. That doesn't feel good. How to over deliver for them is like, "Cool. Let me hook them up." They get for free, so they're going to be pumped anyway, and then the new people are going to come in and they're going to be pumped. I'm over delivering. Now, everyone is excited and it's win-win all around.

Dante:
Man, absolute gold there. Talking about aligning with noise that's coming up, I think some of the most noise, especially for a lot of our experts here who provide services. I think some of the greatest noise is the noise just coming up now, which is going to be new year. When the new year hits, gang, how many people?

Maybe we even do it. We go to our Facebook and we start posting all this stuff. New year, new me. We've seen it year after year after year. I'm just curious, Russell, over your years, have you learned anything that's like, "Man, every single time the new year is coming, I'm going to run this thing?" There's so much noise that's about to come. How could we align ourselves with that noise?

Russell:
Yeah. I think again, it comes always back to what are the people thinking about right now collectively as a whole. Not everybody, but most people. January, it's goals and your resolution, the new me. I'm figuring things out. You think about any of our products, for the most part, whatever we're selling, we're helping somebody to get a result in some area of their life.

It doesn't matter if it's physical products or info products, but obviously we're on the OFA coaching or expert side, so mostly it's that. Let's say you're helping people lose weight, you're helping people trade money in the stock markets, you're helping people to trade crypto, whatever your thing is.
It's new year. People are making these new commitments to themselves and they're excited.

They're trying to change everything. In fact, I got a friend who every January, he does a time management prioritize your year challenge, a three-day challenge. He does $5 or $6 million every January just doing this stupid thing where they all get on for three days and he gets everyone to sit there and map out their goals and create an outline, fill up their calendar.

It's so simple, but everyone pays him. I think it's 50 or 60 bucks to come to this challenge and his entire audience comes, because they have the result they want to learn from him, but they're coming in January. "All right. We're going to plan. We're going to map things out. It's going to be this amazing thing."

Putting something like that together. How many of you guys, if you sat down and mapped out a 365-day plan or a 12-month plan or a New Year's resolution, or the habits you got to implement in your life to get this goal within the next, by end of quarter. Something. That kind of a front.

Again, if you study a lot of my stuff, I talk about dramatic demonstration. It's a dramatic demonstration. Do a dramatic demonstration. Get people on a webinar or a call or a Facebook Live or something where they're coming in, and this is the reason they're coming is because New Year's. We're planning it out.

The result I want to get is I want to learn how to trade stocks, make money, whatever your expertise is. Fix my marriage, whatever, increase my testosterone. Whatever your thing is. This is the result. We're going to come into the Year's and do a plan and we're going to figure out how to do that thing together.

I think there's a lot of momentum moving into January that anyone in the expert business can tap into. Every New Year's, what are people trying to do? They're trying to change. What is every expert business about? It's about giving people change. It's all about contrast. Taking them from bad to good, from overweight to fit, from poor to broke. It's moving them from hell to heaven.

That's what all of these businesses are. Coming in January and be like, "Hey, the year is done." Most people by the end of the year, that's why the New Year's resolutions. They get to December, January, they're like, "Man, last year I had all these visions to do stuff and I got nothing done.
Nothing changed in my life."

Same thing happens, by the way, in political campaigns. Four years later, still nothing has changed. If your platform has changed in a political election, you're probably going to win. That's the thing. But the same thing as you as the politician of your market. You're fighting for the eyeballs and the attention of your market.

You're coming in and saying, "Look, change. You've been doing this for the last year. Didn't hit your goals. Maybe you did, maybe you didn't. But if you didn't, January, what is this January 6th, we're jumping on and we're going to do a four-hour masterclass to help you guys to get your goal so you achieve this result."

It can be a free masterclass, it can be a paid one, it doesn't matter. But getting people in. Now, there's a reason for them to jump in. You have to map out, "Here's the step-by-step process." It's like, "Hey, do you want my help with it? Cool, buy my course. Cool, join my coaching. Cool, do my whatever thing will help get you on that path."

Anyway, hope that help you guys. Definitely don't miss out on the opportunity to capitalize on big things in January, especially the extra business is so big. Traditionally it's harder to sell stuff in December in the expert world, and January is usually when everybody. January and February actually are the best months.

I did a launch one day on January day, because I was like, "January." New Year's Eve we planned it all. The New Year's day we launched the product. I didn't even think about this. I'm Mormon so I don't drink, so I just assume that everyone is like me and New Year's Day you're up at 6:00 AM doing the same thing, but apparently most people New Year's Eve get sloshed.

We did this launch on New Year's Day and nobody showed up, because they were all thrashed from the night before and it was bad. I would not do a January 1st thing, but January 6th, the next Monday, or even into February. You look at gyms. Gyms don't get filled up in January. They buy the gym membership in January, and then February is when it starts spiking, and then March is when it all drops off.

You got a good six-day runway from January to February to be doing this with the audience and figuring something out and putting something together revolving around the message of change. How you can change and they can set the goals and they can finally achieve the end result they've been looking for, and that your program will help get them from the hell they feel like they're in into the heaven that they're trying to get to.

Dante:
Man, you just really hit the nail on the head. You changed my life with the one simple concept of know thy customer. That's how I say it, but introducing the dream customer. I like to say know thy customer, because if there's eight commandments of marketing, because 10 makes me feel like a heretic, there's absolutely know thy customer. It's where everything starts. But like Russell said, I made a launch on January 1, and it didn't work out. Well, what if your customer is Mormons? Specifically a New Year's-

Russell:
Mormons are up at 6:00 AM New Year's Day. Let's go.

Dante:
It just reminds me of Dan Kennedy, how he talks a lot about a dinner table conversation. Knowing your customer. If you know what they're doing on Saturday night, it typically tells you what they're doing on Sunday morning, and that can typically tell you all you need to know about your customer and how to market to them.

I just think that's gold. Russell, in the expert world, do you typically see that November and December are just lower as far as revenues, because most people are focused on physical products and holidays and gifts, and then that new year hits and that's when it ramps up?

Russell:
I would say yes, but I don't think it's because of the customers. I think it's because of the mindset of the person teaching it. Everyone is like, "December is a bad month," so they take their foot off the gas. I've actually had some of my best converting offers ever hit in December.

I don't think it's a real thing. I think it's a false belief, and because people have that false belief, a lot of people won't go and push during December. But we have an offer launch in November 26th. We have an event December 16th. It still works. People are still buying.

They are more distracted for sure. Sometimes they're saving money and whatever. But one sweet spot just you guys know that works really good is the week after Christmas. What happens is Christmas happened, they bought all the Christmas presents. A lot of people, they got some money for Christmas, they got a bunch of gifts they returned, they have some cash.

A lot of them don't have work that week, so the week from Christmas to New Year's is actually this little secret gold mine that I'm always sprinkling things in and making offers for people, because they've got extra cash, they got extra time. They may be around family and friends and stuff, but at the same time, sometimes they're tired of that.

There's a window there that is actually really ideal. I haven't finished planning our strategy, but my guess is that week I'll do some kind of live virtual event to pitch into something in January that'll be more around the goal setting type thing. There's my strategy for you.

Dante:
Cool. Man, I love that. Everybody should be starting to think about this now. You have your expert templates. Just clone that funnel. Make a duplication of that funnel and let's start building our marketing for the months to come. We've learned that over these years. That's how we have to start thinking.

I know if you're just starting out the challenge right now, timing may not be ideal, but a lot of you have already been in the challenge. You're existing. You have your thing, so let's start building and aligning with the noise that's currently out there. You gave a great example, Russell, of a financial planner, whether it's Bitcoin or actual monies. It doesn't matter.

Right now, there is so much noise around finance. Now that this election has finished, there is so much noise about finance. There is so much noise about where the market is going. There is so much noise about how to read the market trends and make the right decisions.

If you're teaching people, with their actual physical monies, how to invest in stocks or whatever it is, there is noise aplenty that you can align with right now. Start generating leads. Turn those leads into customers. That was awesome. That was really great.

Russell:
By the way, Bitcoin is up like crazy right now.

Dante:
Sure is.

Russell:
I just checked. I'm so grateful five years ago someone told me to buy those Bitcoin things, wherever they were.

Dante:
100%. Oh, man. Okay. Amazing. It's only 12:25, so we have some time to talk to our people. Let's start out with Craig. Craig hasn't had a chance to speak yet and I'd love to hear from him. How are we, Craig?

Craig:
Hey, good morning, all. Great to see all of you guys. I do have kind of a strange question. I'm rushed to try and solve it. Russell, you know about the program that you were offering yesterday. I need to sell about $2,000 worth of obviously funnels by tomorrow at midnight. What funnel am I going to sell to doctors, lawyers, people that need scheduling? Is a scheduling funnel going to be the best one for me to be able to try and pull this off?

Russell:
Is it doctors or lawyers? Two very different demographics.

Craig:
Well, I've got a lot more people that are doctors, dentists, optometrists in my area, because I'm fly over country in the middle of nowhere. But I'm targeting people like that.

Russell:
Even with doctors, dentists, and whatever, that's still three huge segments. I would say pick one. Is it dentist? Because there's a different funnel for each of those. You know what I mean?

Craig:
Okay. Well, with my deadline, I've got to pick one, so I'm going to pick dentists then.

Russell:
Cool. Anissa Holmes is in my inner circle. She has been forever. She's a dental guru. The funnels she uses, she does Invisalign and teeth whitening funnels. What she does is she basically sets up a funnel, she targets the local area right around the dentist office of people that are high net worth, and drives leads in there to get people into Invisalign, teeth whitening, things like that.

I'm sure if you Googled and looked around and started looking at some of her stuff, you could probably find a version of what she's doing or what she's teaching people and stuff like that. I'd probably do a funnel like that, and then come back and go hit up all the dentists around. They don't need to be around.

Any dentist in the world and be like, "Hey, there's this really cool funnel that's working in the dental space right now." It's an Invisalign funnel or it's a teeth whitening funnel, whatever one that you find. I would go look at Anissa Holmes. Again, she's one of the dental gurus who's teaching and doing funnels.

There's probably a couple other ones out there. Start searching, doing some research, funnel hacking, find the structure of a funnel that other dentists are successfully using. Go try to build one in ClickFunnels as a case study and then start dialing for dollars. Start calling people and start showing them the funnels.

Craig:
All right,.I'll go right after Anissa's stuff and see what I can find to put something together, and then I'm going to go to the dentist's office and say, "Hey, here's something I can offer you guys. Maybe we can get you a whole bunch of more customers."

Russell:
That'd be awesome. Yeah. Think about it. One Invisalign customer is worth three, four, five grand for them. It's like, "If I can get you one customer, will you help invest in this program?" Whatever that might be.

Craig:
Great advice. I appreciate that. Thank you.

Russell:
Yeah. No worries.

Craig:
Hopefully I'll be in the group in the next hour and then maybe I'll be inside and be able to get my certifications. Appreciate the help. Thank you.

Russell:
No worries. I'm going from this meeting to that one, so I'll see you over there in 30 minutes.

Dante:
Awesome. You guys stick around after I let Russell go. I'll teach you value ladders based on dentistry. It's exactly how Russell taught value ladders to me back in the day and it's how he taught it in Dot Com Secrets, and I think it'll really help pull everything together for you guys. Let's hop over though. Let's hop over to Maureen. Maureen has not had a chance to speak. How are we today, Maureen?

Maureen:
I'm doing great. How's everyone?

Dante:
We're amazing.

Maureen:
Awesome. Russell, in the VSL video, it's a bit confusing. You mentioned some people confused, but I'm finding myself confused. When you're building the funnel, we have the lead magnet that we offer on the first page. Then you talk about the video that we don't have to create a new lead magnet. You can just use the video.

What video exactly are we talking about? Are we talking about the perfect webinar video? Where does it come from? This is what I'm currently doing. I'm selling an ebook. I have already sold over 100 copies, so we have the testimonials and all that. I want to run ads and I'm building it using the VSL funnel.

I'm thinking I want to combine the ebook and the masterclass, and there are three videos after the first one, so I'm really confused. Where are we getting all these videos, number one? Then what video goes where? Because you have the video on the first page, then you have four videos down that are locked, and then now on the next page there's also a video, so it's a bit confusing.

Russell:
Okay. Got you. On the template, those four videos, those aren't four videos. Those are four screenshots from video they're going to watch in the next page. Saying on the video, the next page, you're going to learn this, this. There's a little screenshot of different parts of the video. Does that make sense?

Maureen:
No. Come again.

Russell:
Okay. On the sales page, there's only one video, but on the page before it, those four videos, that's screenshots from the video they're going to watch. You're basically saying, "Video on the next page, you're going to learn step one, step two, step three, step four." I'm showing a screenshot of clips from the video they're going to be watching on the next page.

Maureen:
Oh, they're screenshots. They're not videos.

Russell:
Yep. Screenshots.

Maureen:
Okay. Then what video goes on the first page? Is it the perfect webinar story, and what video goes to the second page?

Russell:
Okay. Were you on the call last week?

Maureen:
Yes, I was on the call.

Russell:
Okay. Last week we spent the whole time I was talking about that video. That video is the who, what, why, how script, and then we went a little deeper. We took the who and we did the epiphany bridge script. We did epiphany bridge script, what, why, how.

Maureen:
Yeah. I have all that. The epiphany bridge…

Russell:
That's the video that goes right there. That's where you're pitching your book and your master class.

Maureen:
Oh, okay. Makes sense. Then on the next video, what do you put?

Russell:
There's no next video. Then they go to order form. They give you the money.

Maureen:
Ah, okay. In this case, since I'm doing a master class, the master class will be about, it's just the who, what, where. That's the master class, because I've done a webinar before, so I was thinking, "Do I bring that webinar to that video?" Or how does that work?

Russell:
What's the price point you're selling the thing at?

Maureen:
The ebook, I've sold it before for $29, but now then I ran ads, but it didn't work. But organically it works, but when it comes to ads, it doesn't, because it's a tech ebook. Because people, they want more of the video, so I want to combine both a master class and the ebook so that we have-

Russell:
Okay. What price point are you going to sell it then?

Maureen:
I want to combine both of them at $7.99, but I've sold the book before for $14.99 and for $29.99. Just the ebook.

Russell:
Okay. The perfect webinar is if you're selling something that's $1,000 or more, so you don't need something, a perfect webinar to sell a $7 or $15 or $30 even $100 product. All you're doing is that who, what, why, how script, tell the story at the very beginning, and then from there you're pitching the book. That's it. It should be about from a 12 to a 20-minute video there.

Maureen:
Oh, a 12 to 20-minute video of the who, what, where. That is also the masterclass, and then I pitch the book. That's it.

Russell:
Was the masterclass a bonus that you're giving with the book, or you're trying to teach the masterclass?

Dante:
Right. Are they opting in for your masterclass information?

Maureen:
Oh, wow. I think this gets confusing, because I thought the masterclass is the video. The who, what, where. Is that the masterclass or no?

Russell:
Masterclass is something you sell. That's a course.

Dante:
Yes.

Maureen:
Ah, okay. All right. I don't have to do the masterclass, because I've done a masterclass before to sell a $2,000 book. Not course. I can just do the video, the who, what, where video, and then sell the ebook. That's it.

Dante:
That's right.

Maureen:
Thank you.

Dante:
Almost too simple. It's almost too easy.

Russell:
Make it easy for you.

Maureen:
Yeah. But when I was running ads, I honestly couldn't get a sale on the ebook and it was getting frustrating, because people are like, "This is technology. We cannot read a book." But organically, I've sold the book in over 20 countries.

Russell:
One thing I'd recommend for you, if you're selling a straight book, the funnel that we're teaching inside of One Funnel Away might be a little bit different. I look at a book funnel more specific. If you go to any of my book funnels, Dot Com Secrets, Expert Secrets, Traffic Secrets, and look at that, that's probably how I would model it.

That's what I would funnel hack is look at one of those. It's similar strategy. When I drive ads to a book funnel, I don't go to a squeeze page. I go directly to the page that has the two-step order form on it. There's usually a shorter video, because to sell a book doesn't cost, doesn't take a lot.

Usually it's a three-minute video. Same thing. Who, what, why, how, but it's a three-minute video pushing to the book. Then from there, then you can have upsells and downsells for other things. If you're selling just a straight book, I'd probably use a different funnel for that.

Maureen:
Awesome. I can forget the VSL funnel for now and then just build maybe a lead magnet funnel.

Russell:
Book funnel. Book funnel.

Maureen:
Yes. That, but separately to get leads organically, I can do this?

Russell:
Don't worry about it. Oh, yeah. You can do separate. If you're driving ads, I would drive them directly to the homepage of a book funnel. Don't put them through a squeeze page prior.

Maureen:
Ah, okay. Awesome. Thank you so much.

Russell:
Yep. No worries.

Dante:
Okay. Let's hop over to Tamar. Tamar hasn't had a chance to speak. Hey, Tamar.

Tamar:
Hi. Oh, my goodness. Hi, Russell.

Russell:
How's it going?

Tamar:
Thank you. Thank you, thank you, thank you. Wow. This is beyond incredible. First of all, I just have to tell you, I was in tears last week when you gave... I forget what her name. Was it Annie? That story.

Russell:
Annie.

Tamar:
That was one of the most special moments. Oh, my gosh.

Russell:
Thank you.

Tamar:
Quick question for you, Russell. Super excited for the selling online event. I'm attending that. I launched my own business a few months ago. I've been working as a product designer for the past five years in corporate, and I decided to launch my own business doing product and UX strategy consulting.

Grew up in an entrepreneurial family and always wanted to do something in the business space. My dad had a successful company that he decided to sell to Experian. I went from working for an 150-employee company to joining a 20,000 plus Experian group, and I just really wanted to be in a smaller setting where I felt like I could be a more valuable contributor and see the value that I was providing to the team, and my assets could be more implemented quicker, faster, whatever.

Anyways. I saw a huge gap in the industry that I was working in, and that was the gap between strategic alignment with business strategy and product strategy. As a product designer, I was having a very hard time, because I wanted to feel like I was providing value to the company at large.

I wanted to know that the designs that I was working on, the projects that we were doing were going to move the needle for the company, and I wanted to know how are our product strategies aligned with the business objective goals. Basically, for almost my whole career, I was really never able to get that answer, and that's when I realized that there was this huge gap between the strategic alignment.

I wanted to go off on my own, and I'm basically on a mission to empower product managers to increase awareness and to be equipped with the tools that they need to encourage and execute and implement this strategic alignment within their company. There's clearly a huge gap.

I started a podcast, or I should say this podcast started itself. Someone gave me this idea. I teased it out with my network. Within 48 hours, I had 30 responses. I was like, "Yikes. Okay. This podcast is starting itself." I quickly put that together, and now I'm booked through February.

There's an outpour of interest and support around this topic, but when it comes to actually landing leads, I have not been successful. I'm trying to understand. It's very hard for someone like me who's crazy passionate, ADHD, bursting with energy, could just talk to anyone about this all day long.

Russell:
I know nothing about that. Just kidding.

Tamar:
No, nothing. I'm not preaching to the choir.

Russell:
Funnels are the best thing ever.

Tamar:
Right. Exactly.

Russell:
The question is how to find that customer. Is that the question?

Tamar:
Well, I have a group of product managers that I can talk to, but what I have a hard time is I've identified the problem, I know how I can solve it, which is usually with one-on-one coaching and workshop facilitation and collaboration sessions. That is ultimately how you solve it, but a lot of these product managers are in a situation where they don't even realize that they have this problem.

Trying to market to them, to show them that, wait, this is actually something you're struggling with, is very much focusing on the results that I'm going to bring to them. But they don't realize that they need those results, so I'm having a hard time trying to figure out a way to first tell them, "Hey, by the way, this is something you're struggling with, and I know that because I've experienced X, Y, Z. This is what I'm seeing. Sounds familiar, right?" "Oh, yes, it does." "Okay. Well, now that it sounds familiar, why don't you join me?" The process is so long.

Russell:
Yes. Okay. This is what marketing was invented for, by the way, because that's the problem is people have a problem, but they don't know it's a problem, and you have a solution. I can't remember who said it, but there's an old marketing thing, whatever they call it. Problem, agitate, solution.

You find someone who's got a problem and mostly it's like, "Yeah. I got a problem." What marketing does is it takes that problem and it agitates it like crazy. It's like, "Oh, you've got a problem. You're not happy." That's what marketing is, is taking this problem and agitating, agitating until it becomes a little problem to this huge problem.

You're like, "Huh." That's why marketing gets a bad rep, by the way, a lot of times, because we're all out here in any market trying to figure out. Your life is good, but it could be better. In fact, this is the problem you have, and the new agitate, agitate. It makes that problem grow.

When I got into this world, nobody knew they had a funnel problem. No one knew they needed a funnel. It wasn't a thing a decade ago, but I was like, "You don't have a funnel." What's a funnel? I explained it and I agitate, agitate. Eventually, "I have to have a funnel," and then the market needs it.

That's your role as this is to do that. You get this group of people that have the affinity, and it sounds like you're starting that and you're building that. That's a big part of it is bringing people in affinity, and then what your job is to do as the marketer. They have a problem. It's probably a big deal to them right now.

I got a solution that can solve it, but I got to make this problem feel really heavy so that they desire the solution. There's a lot of ways to do that, and everyone has different takes on how they do it, but if you watch really good marketing, that's all they're doing is they're just agitating the problem, agitating the problem.

It could be fun. It could be you telling your stories just like, "Hey, I had this thing and I didn't realize it was a problem, but then when I solved it, this was the result and it changed everything." It's storytelling. Sometimes it could be a long form podcast. It could be short 60-second reels.

But it's just figuring out that problem, and you just got to keep agitating and agitating, agitating until people are like, "Wow. This problem really is frustrating." This is for everybody listening, but how many times have you had something you didn't realize was a big deal in life, and then all of a sudden you got re-targeted on ads you kept seeing over and over and over again.

Eventually you're like, "Wow. I do have a double chin. Wow. My pants are getting a little tighter. I do need to go on a weight loss plan." That's the marketer's job is to agitate the problem until it becomes big enough that they desire the solution. That's just the role that you got to start playing with.

I think you got to find your version of it that you feel comfortable with, that you enjoy, that's fun, that's not sleazy. Because if you're not careful, you'll start hating it, because you're like, "I don't like that I'm trying to poke at this problem." But instead, what's your version of it? Is it humor? Is it funny? Is it story? Finding that and then start testing it with that existing audience. In fact, even interviewing people. What's the problem, and then digging deeper.

Tamar:
That is my podcast. I have three speakers lined up, literally industry experts, huge people, authors of my favorite books. I'm not shy. I have reached out. I don't know why in the world. I'm so humbled. I don't know why they agreed, but they were like, "Sure. I'll jump on the podcast." I have big names. It's definitely going to be awesome. There's clearly a need for this, because I have people who don't have time for me that agreed to do it. Tapping into those industry experts is for sure, I think, going to help to raise this awareness. It’s just…

Russell:
Okay. A couple things. If you read Expert Secrets, I talk about this a little bit. I talked about the hero's journey. There's the journey of achievement that in a movie people are aware of. They're aware I'm trying to achieve this thing, and then the hero's second journey is the journey of transformation.

What happens with most people when they first get into this game, they're talking about the achievement like, "Make money. I'm helping you lose weight. I'm helping you have more time." That thing. But to make marketing really, really good, you touch upon the achievement they're trying to get, but then you go down to the transformation they actually desire.

A lot of times to figure out what that is, when you're interviewing your people, they're probably going to be very surface level. "Here's the achievement. Here's why it's cool." Your job as the interviewer is to go deep. Usually that means is you got to ask why usually seven or eight times. "Well, why did you want that? Why did you want that?"

Usually comes down to this deep, there's a reason. When you can get that part and you can touch that, that's when those things will open up for people. Same thing when I tell my story. Yes, I talk about the achievement, but then always, as soon as I touch upon the achievement that I either desired or I got or whatever, then I stop and I'm like, "But the reason why is this."

I go deep into that part of the story, which is who I wanted to become and the pain that I was in. Because I'm willing to share those things where most people aren't, the rest of your audience will all of sudden hear and like, "Oh, my gosh. I can't believe you said that. That's how I feel, too. I would never tell that to someone publicly, but this person said that."

Now they have rapport with you, because you're willing to talk about who you were trying to become and the pain you were in. When you're vulnerable like that, because everyone has the same vulnerabilities. Very few people are willing to share them. When an expert will come up and they'll show that they got the result, but then they'll talk about what they were actually trying to do.
For me, starting a business had very little to do with money. Even though I talked about I wanted to start a business, I want to make money, the reality is my wife and I had just gotten married. I was a wrestler. She was supporting me. She was six years old older than me. She wanted to start a family, and we couldn't because I didn't have a job. I didn't have any money.

She had to support us. That's why I really got in business. I would see her every single day knowing that all she wanted was be a mom, and that broke me. It hurt me. I was like, "How can I support her?" But I didn't want to quit my wrestling. I loved it. I have to figure out something. I had to figure out something.

That was what drove me on the mission was I wanted my wife to be a mother. That was it. When I share that story with people, then there's connection, and then they're like, "Wow." They have their version of the story that they'll connect with, and that's where you're agitating the problem.
It's not like, "You're not rich yet. You don't have money." No, no, no. That doesn't actually matter in my business. That's my version of it. For you, it's finding that version and asking people the questions to get them to feel that, and then that's where you start getting into people's hearts and that's when things will shift for you.

Tamar:
Then ultimately you end up using the funnel to close a coaching. Is it a package of coaching sessions?

Russell:
It depends. There's a million ways to do it. Normally what happens in the expert world, a lot of people come in, initially it's one-on-one. They'll sell one-on-one stuff for a little bit, and then very quickly you'll get overwhelmed, because you're like, "This is awesome and horrible." Then usually people switch from one-on-one to one-to-many to group.

That's what I did it for a long time, and then the way I do my coaching, if you look at the prime mover coaching program we do, that's called facilitated coaching where basically I have facilitators who facilitate. That's, I think, the ultimate place to get to, but usually it starts with one-on-one, because it's the easiest way and you get the most money quickly.

Then as you start getting the time for free and you get overwhelmed, all the pressure, then it's like, "Okay. Now it's just one-to-many, group coaching, and then facilitation." That's typically the pattern and how you fulfill it depends less on a lot of people are like, "How many hours? Is it five calls? Is it 10 calls?"

It matters less about that and more about the results. How long does it take to get the result you're promising? If you can do it in a one-hour call, people have paid me 50 grand for a one-hour call, because they're like, "I just have this one problem for me." Boom. Done.

Tamar:
Totally 100%.

Russell:
Figuring out what's the value of the problem you're solving for them, then what you actually have to deliver to solve that problem for them. That's the actual key. They don't care about how many sessions or hours. It's just like, "Hey, for us to get this done, it's going to take us two months, it's going to take us six weeks." Whatever that actually looks like. Give them a blueprint what it looks like, and that's what they're looking for is the actual result.

Tamar:
Right. Absolutely. People have said, "Oh, well, do you have a coaching program that I could download?" I'm like, "Yeah. No." Super.

Russell:
Not yet.

Tamar:
Not yet. Exactly. I was trying to find funnels of people who were doing coaching sessions that I could see how they were doing it. Do you have any names off the top of your head of people who are selling coaching packages or workshop facilitation?

Russell:
Yeah. This guy named Russell Brunson does it. He does it all the time. That's one spot. If you said you're going to Selling Online event, that's what we sell at the end of Selling Online event, so you can see what that looks like.

Tamar:
Fine. Super.

Russell:
Richmond Dinh did a really cool, he spoke at the last Funnel Hacking Live about tiny challenges, and then I did a YouTube interview. Worst case, go find the Richmond Dinh YouTube video on tiny challenges. It's a really cool way to do it that's really low risk. Richmond is killing it with those. He does these one-on-one little mini challenges. He charges someone 25K to do five one-hour calls and then he charges people 5K to listen in on it.

Tamar:
That's so awesome. It's like AJ&Smart at their best. I'm an honorary member. Jonathan Courtney. I was a member since 2021. That's awesome. Fantastic. Thank you. Thank you, Dante. Thank you, everyone.

Russell:
No worries. Thank you.

Dante:
You got it, Tamar. Great work. Hey, Russell, it's 12:48. I know I got to get you out of here, so let me do it now before I get too excited.

Russell:
No worries. Yeah. Thanks, you guys. I got to go jump on the other challenge to finish up, but thanks for hanging out today and hopefully you all got one or two things that'll be helpful for you, and grateful for you guys being here inside of the OFA challenge. Hopefully it's been everything you guys need to unlock this part of you.

Again, I'll just end with how strongly I believe that every single one of you guys have been called to God to change people's lives, and this is the process and the path to figure out how to do that, is figure out who your dream customer is. Who are you called to serve, how do I create something that's going to change their life, and then what's the funnel that's going to connect those two things together.

I know that all of you guys are at different points in your journey. Some of you guys are at the end, some guys in the middle, all sorts but I promise you it's worth it to put the time and the energy in, and hopefully we're doing our best to facilitate that. Dante is insanely cool, as you guys know. The challenge is great.

But just keep diving in the community. Keep showing up. For me, when I first started this game, there was none of this kind of stuff. It took me two years of trial and error with no guidance at all to figure out how to sell a potato gun DVD. We've tried to shortcut that as much as possible, but if you keep showing up.

Sometimes we get overwhelmed like, "Oh, man. It's been a month or six months or a year and we're not there." But Tony Robbins always says, we always overestimate what we can do in a year and we underestimate what we can do in a decade. If you keep showing up for your people in a year, five years to 10 years from now, you won't recognize it.

I look back 10 years ago, that was before we even launched ClickFunnels. The last decade has been insane, but it all comes back to just showing up and keep doing it. I'm grateful for you guys, proud of you guys, and I should be able to see you guys. Next week I'm going to be at Mike Tyson, Jake Paul fight, so if I can figure out how to do it remote. But anyway, we'll see what happens next week. I appreciate you guys. Thank you, Dante. I'll pass it back to you to keep hanging out with all these amazing people.

Dante:
All right. We appreciate you, Russell. Maybe I can fire you up before Selling Online. But I know I say it a lot. I'm so grateful for you saying yes to your calling and purpose. I'm so grateful for you being honest about your mission and your journey along the way, because all the honest, true stories are what hit me in the heart. You were the catalyst to that little spark that I didn't even know what was in there, because you did your thing just like you're teaching everyone, man. Eternally grateful. We love you, Russell. Have an amazing rest of your day, brother.

Russell:
All right. Thank you. Thanks, everybody.

Dante:
Awesome.