In our first Selling Online Event, I tackled an intense rapid-fire Q&A session, answering over 80 unique questions from audience members in under 5 hours. This was hours of non-stop insights, light-bulb moments and epiphanies, with an average of 3.5 minutes per question!

While attendees who wanted to “Ask Russell A Question” were required to pay a premium on top of their ticket price, I'm giving you a sneak peek into the event that I believe will set the standard in the industry for years to come - SellingOnline.com.

At the start of this session, I dive into the key takeaways from rooms where I’ve spent a high price-point to hear the opinion of my mentors, so that hopefully you as the audience can walk away with actionable insights you can apply immediately.

These segment of just 24 rapid-fire questions cover a wide range of topics, including:

It's rare to get my perspective on such a diverse array of questions, and I hope that the lessons you'll learn might just be the spark you've been waiting to hear. So join myself and facilitator Chris Cameron as we jump in and answer the top questions on my audience’s minds!

And if you're ready to elevate your selling game, don’t miss out—join us at the next event on SellingOnline.com!

I remember I was so nervous and anxiety and I asked my question and it was fine. But what I realized I didn't understand is that the value I got was literally listening to everybody else's questions. That was infinity times more valuable to me than anything else. And then I've been running Masterminds now for a decade where we bring people, they pay anywhere from, we have 25,000 in our Mastermind, a 50,000, 150,000 to $250,000 one. The consensus consistently every single time is every single person's like, "I got more value by listening to other people's questions. I did actually getting my question answered." And so that's the biggest thing to look at this like, yes, a bunch of you guys have a chance to answer a question.

Russell Brunson:
What's up everybody? This is Russell Brunson and welcome back to the Marketing Secrets podcast.

Right now, I'm actually in Sedona, Arizona on top of, I don't know what's this called. It's like an apartment house thing that we're staying at for my Atlas Mastermind. So my Atlas Mastermind group is our highest level group inside the Inner Circle. People spend up at $250,000 a year to be part of this group. And we rented out this entire, it's like, I don't know, it's like 30 condo things. Each one has its own little house and we have the whole resort booked out, and we're having the Mastermind meeting here this whole week, and it's the same which got day number one. It was most beautiful, coolest things ever. And on top of each of these little houses, there's a spot where there's a bed and a fire pit, and you can look up and look at the stars.

So that's what we're doing right now. We're on top of this little house looking at the stars in Sedona, Arizona. Anyway, it's been an amazing day, but I wanted to shoot guys a quick message because as my faithful podcast listeners, I also want to hook you up with really cool things and you may or may not know, but last week, we did an event and it was something we put together. It was just something different and exciting and unique. We launched it and the funnel is literally the highest converting funnel I've had in probably five or six years. And then the event, it turned out to be a four-day event. It was a three-day event we're, from 9:00 to 5:00, teaching people how to sell online, how to increase your sales, and went everything from story selling to breaking false beliefs to rewriting into the perfect webinar, to the which funnels you used, how to get traffic.

It was one of the coolest, anyway, one coolest events I've ever done and the feedback afterwards was insane. In fact, we have 450 people have submitted full-blown testimonials after the event about how great it was, and it's awesome. So good that we're actually going to be rerunning this. I'm going to do the event live again at the end of September. So if you want to attend the next one, we're going live again. If you go to sellingonline.com, you can register. The event's a hundred bucks for a three-day experience. And then what we did, you'll see it in the funnel. So again, you should go and funnel hack me because if you want to see one of my highest converting funnels of all time, you can go to sellingonline.com and see it. So number one, go funnel hacking, go look at it.

But number two, the upsell on thank you page is basically a VIP day. So day four is a VIP day where everyone comes on. And basically, for $197, people can come and they can watch the VIP day, and then for $497, they can come and they could actually ask a question. And what's crazy? Again, I didn't know until we got into it, but we had 144 people who paid to get a question answered. So we're opening VIP day four, and we're looking at all the questions and I was doing the math. I'm like, 144 questions. If each person gets three minutes, it ends up being, I don't know, doing the math on that. If we didn't have any breaks or if it's just back to back to back, it ends up being, I don't know, 12 hours or something. And so we shifted it to give everyone two minutes and I was so nervous.

I'm like, am I going to be able to has some ask a question and get answered in the spot where they leave fired up and excited? I don't know if that's even possible, but we have to do, worst case scenario, we'll do a second VIP day. I don't know something, but let's just try to do it. So we started at 9:00 am. We opened it up and basically started doing Q&A. And so every person who had paid for the upgrade, they're all in huge Zoom wall. I saw their faces and they all raised their hands, and we did the first person and the second and the third. We put a two-minute countdown clock, ready to say go. And so they'd ask the questions as fast they could. I would try to answer as quick I could, and we did it for five and a half hours, which is nuts.

We stopped once for a five-minute bathroom break in the middle, but then we skipped, went through lunch, kept going, because there's no time for lunch. We're not going to get through everybody, and it takes five and a half hours to get through everybody. And it was one of the, I don't know, I think it was funny because there's some people in the way like, "Oh, I only get two minutes to ask a question," da, da, da. By the time it was done, I was like, "Holy cow, that was insane." And people watching it were just like, "That was one of the coolest things we got to see. A hundred plus questions get answered." And everyone like, you can not be in that room and not get 1 or 2 or 5 or 20 ideas from just listening to everybody's else's questions if you answered or things that... Anyway, a lot of people actually didn't ask their questions.

They came on like, "You completely more than answered all my questions. I got nothing else." I'm like, "Cool, thanks. See you tomorrow." Anyway, it was insane. So obviously, I'm not going to post the five-hour Q&A for you guys because that's insane, but I thought it'd be fun to show you guys some of it. And obviously, everyone who paid for the full Q&A, they paid $187 to go to watch it and be part of the live experience was really cool. But I wanted to give you guys a glimpse of it because number one, it was really fun and really cool. Number two, hopefully gets a couple of your questions answered. Number three, hopefully inspires you to go to sellingonline.com, register for this next event, pay upgrade to get a question answered, and then come to the VIP day at the end of September and come ask your question, which would be a lot of fun.

So anyway, it was a lot of fun. So anyway, that's kind of the backstory of this episode, and what we're going to do is we're going to let you guys in on, I don't know, somewhere from 45 minutes to an hour worth of Q&As. You guys, you do math. You're going to hear 25, 30, maybe 40, I don't know how many questions we get in that time. We kind of need a cross-section of different questions that would be fun for you guys and hopefully give you some inspiration and ideas and hope you get unstuck. But if you want to learn how to master selling, one-to-many selling, not one-on-one.

I'm not a one-to-one sales trainer, I don't do that. But if you want to learn how to do one-to-many selling, that's what this event's all about. So again, if you go to sellingonline.com, what a good domain name, huh? Sellingonline.com, you go there. For a hundred bucks, you can register for the next three-day event.

If you want to buy the upgraded VIP day and get your question answered, that's an option too, but you don't have to. Either way, I hope you join us for the next event. So with that said, I'm going to leave this here. I'm going to jump over to Q&A and hope you guys enjoy a section of the Q&A from our VIP day at this last Selling Online event. Thanks so much you guys, appreciate you, and let's jump right in to some questions. 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. I've been doing this for a long, long, long time, and I remember the very first time I joined a Mastermind group, it was Dan Kennedy's, I paid $25,000 to be in this group. Dan Kennedy wasn't there. It was Bill Glazer.

Anyway, I got there and I remember when I had my moment. I got on stage. You didn't have a chance to ask your question. I remember I was so nervous and anxiety and I asked my question and it was fine. But what I realized I didn't understand is that the value I got was literally listening to everybody else's questions. That was infinity times more valuable to me than anything else. And then I've been running Masterminds now for a decade where we bring people, they pay anywhere from, we have 25,000 in our Mastermind, a 50,000, 150,000 to $250,000 one. The consensus consistently every single time is every single person's like, "I got more value by listening to other people's questions. I did actually getting my question answered." And so that's the biggest thing to look at this like, yes, a bunch of you guys have a chance to answer a question.

I'm pumped for it. I'm here all day. I'm ready to rock and roll. I told my wife we're going until I pass out or until we get all 144 questions answered. So I'm here for that. But just realize a lot of times, the value's going to come from listening to the other questions and getting the ideas for other stuff. Yeah, that's kind of the game plan. Sometimes I may elaborate on an answer where I might be like, I'm going to go longer because I know that it'll serve everybody if say, oh, this is very specific. I go extra two minutes, three minutes. It's going to help even more people and sometimes it'll be faster. So we'll just kind go play it by ear and see how it all goes, but I'm excited for today. I feel like I'm in my living room hanging out with you guys, so I'm going to be super comfortable.

Chris:
You should get comfortable.

Russell Brunson:
I hope you're okay with that.

Chris:
I told Russell, I said our first questions going to appear by the end of the day. We're going to be totally leaning way back. We got our microphones on, so that might not be easy. All right. So are you ready for question number one?

Russell Brunson:
Let's go. Let's have some fun.

Chris:
Should we get on the clock? Okay.

Russell Brunson:
All right.

Miles:
Yep, we're ready for this everybody. So this is our very first question. We have Kim Erwin coming on two minutes to ask. Well, it looks like there's two people there, so they will ask their question. You guys should be unmuted. The time is yours.

Chris:
Kim, ask your question. Good to see you, by the way.

Kim Erwin:
Russell, this is my husband, Sean. We're doing this together. We are very involved with SOS. We love SOS. We are actually, Justin has probably told you about us, we were working on a corporate initiative with that. And our big question for you is this, since we are working with companies, how would you drive traffic? We're trying to figure out how to capture the attention of companies on a larger scale. Would you do webinars, live events? We're trying to capture...

Sean:
Yeah, what would you recommend?

Kim Erwin:
Yeah.

Russell Brunson:
Great question. So you look at the companies that have done what you're trying to do, right? It's like Franklin Covey, Tony Robbins, and Dean. They're launching a version right now. So you have to understand when you're trying to get a company to buy something that goes out to a whole bunch of people, it's tough to do a webinar or something because the decision makers aren't necessarily the end users of the thing, right? Decision makers might be the HR person, might be whatever. So for me, it's like if I knew what that was, I would go back to Dream 100 like Chet Holmes' style. If you read the Ultimate Sales Machine, it's like you're figuring out here's the 10, 20, 30, a hundred companies that would be dream ideal. Where again, you get the one person. Whoever the decision makers in the company, if you get that one person, it becomes a hundred or 500 sales or a thousand sales, whatever.

And that's how I would start focusing on it and literally going to LinkedIn, finding those people's names and then start creating a campaign where I'm aggressively targeting them from direct mail to phone calls to all this kind of stuff. And then you can get those people onto a webinar, but it's different. It's going to be really hard to go buy ads to target the person who's the decision maker inside of a company. It'd be more so on my side. It would be like a LinkedIn play Dream 100 aggressively attacking those people to get their attention. And then from there, it could be a phone call, it could be getting them on a presentation, but that's kind of the way I would start targeting it.

Kim Erwin:
Perfect. Thank you so much. I appreciate you.

Chris:
Thank you. Excellent.

Russell Brunson:
That was awesome. Two minutes, we've got it.

Chris:
This is going to be the hardest thing though, Russell, is to give your answers in time, because you have so much that you can elaborate on, but I think you'll have time throughout the day as these questions come and say, I can build on that. All right, Miles, who we got next?

Miles:
Yeah. Next up we have Anuuma Earth.

Chris:
Annuma, good to see you. Hey, what is your question for Russell?

Anuuma Earth:
Hey, my question is I have a $97 membership, a 12K certification program, and a 15K mastermind. I wanted to know what is the number one thing I should focus on to scale to 10 million the fastest?

Russell Brunson:
Very cool.

Anuuma Earth:
And I signed up yesterday.

Russell Brunson:
Awesome. We're excited to be working with you.

Anuuma Earth:
Two days ago. Thank you.

Russell Brunson:
So there's a couple of ways to look at it. The way I look at it, before we launched ClickFunnels, I had a $10,000 offer and a 25,000 offer and we did wealth. It was growing, but it wasn't until ClickFunnels came out, and we had a thousand offer that we were doing these webinars every single week. It was consistent and it was growing and it was growing this base of fans really, really big. And so what happened though that I wasn't expecting is that by doing the thousand dollars offer, all these people started popping up to the 10 and the 25 and almost overnight, those things got filled up to capacity like that. But it didn't come from me like driving traffic to the 10 and the 25,000 offer. It was having the thousand offer that I keep driving more and more people to.

What happens is you get more customers. It builds about anticipation, it builds with that pressure.

People are seeing you serve and all of a sudden that audience now, it pops up to the next level. In fact, if you look at what we're doing right now with the school group, the goal of the school group is to have this really cool group that we're providing tons and tons of value to get more people to want to start popping up because this is so valuable. So if it was me, I would focus on the, you said the $97 a month offer, is that what it was? I would do a webinar, something a year old version of that. So 12 months for 97 or whatever, make a really solid offer there and focus all the ads and the effort there, knowing that's going to build this huge groundswell of people now who are then going to want to naturally send up to the other ones. And that's why, if it was me, I should be focusing up.

Anuuma Earth:
Okay. Thank you.

Chris:
Which I think is perfect too, that you signed up for Fountainhead as well. That's what we're going to go through is focusing on how to build that presentation to do an annual product for that monthly membership. So you're in the right place. Awesome.

Anuuma Earth:
Awesome. Thank you.

Russell Brunson:
Very cool.

Chris:
Cool. All right, Miles, who else we got?

Miles:
Awesome. So first off, I will pronounce names wrong, so please forgive me in advance, but our next one up is Kay Nuacurada.

Chris:
Hi, Kay, how are you?

Kay:
Hi, how are you? Good morning.

Chris:
Doing great.

Kay:
Can you hear me okay?

Chris:
Yeah.

Russell Brunson:
Yep.

Chris:
We can hear you. What's your question for Russell?

Kay:
My question is, so I just recently found out about Russell two weeks ago and Myron. So I'm completely new to this. I'm still struggling kind of identifying my perfect avatar. So from there, I also wanted to know what would be my top priorities knowing that I'm starting completely from ground zero.

Russell Brunson:
Very cool. First off, congratulations on finding us early because some people find us three years later like, "I went through all this crap before I found what was real." So happy for you. So the biggest thing, I always tell people, traditionally, who your dream customer is is you five years ago, right? Because you figured out some results, some kind of process you're having success with, and so you're coming back to that person. So for me, it always starts me going back five years. Where was that five years ago? For me, for example, whenever I'm creating an offer, I think about, when I was a kid, everyone called me Rusty. Before, I didn't know my name was Russell until I was in second grade, but as 12-year-old Rusty, I was obsessed with this stuff. I was ordering junk mail, I was reading it, and I was obsessed with how to make money when I was a 12-year-old, right?

So I always think about 12-year-old Rusty. So when I'm writing an offer or creating something, when I was doing this event, I'm like, what would get 12-year-old Rusty to want to go buy this thing? What would the offer where he would go beg his mom and dad? So my parents who I go beg them for their credit cards that had to have this thing. And that's the lens I create every landing page through, every offer we're creating. And so if I would think about that, what would the things five years ago you would've been crazy like, I want, I need this, this would solve all my problems right now?

And then from there, it's like I would go start finding some of those people and start serving them just for free, even go find someone and say, hey, this is the result I can help you get. Let me start helping you and get some reps in actually serving someone to help them get that result. And then from there, you get the confidence like, okay, now, I know how to do this. Now, I can turn this into a framework, I can turn it into an offer, I can turn it into something else. So that's how we get started is really jumping in and start serving some people and getting that confidence and belief in yourself from there.

Kay:
Awesome. Thank you so much.

Chris:
Great question. Awesome. All right, Miles, let's keep it going.

Miles:
All right. Up next we have Kit Pang. Hey, Kit, how are you?

Kit Pang:
I'm good. I've been so excited for this for the whole entire year. I'm like, yeah.

Chris:
Yeah. Well, let's have it. What's your question?

Kit Pang:
So the bottom line question is basically, Russell, how would you sell this or the marketing or the funnel? Let me give a little bit of context. So I help executives overcome public speaker anxiety. So we have a product when they finish watching a presentation, it's a lecture afterwards, they break free from public speaking anxiety. There's no practice, no working on speaking skills. It's basically a lecture. So how would you sell that?

Russell Brunson:
Do you charge for lectures, or lecture's free right now?

Kit Pang:
We charge for it. We charge for it, but it's been very farfetched so people in the past, because it is just a lecture, most people don't even want to pay for it because it's very farfetched.

Russell Brunson:
Very cool. I love it. So the actual lecture is the tactics to break free from thing. So I always look at the tactics of what you're selling. The strategy is what sells the tactics, right? So I would do a presentation that literally is just like, how to overcome your public speaking fears and anxieties and have them register for web class or for whatever. And I don't think it needs to be super long. I might even structure more as, I guess it depends on the price point, but potentially even a VSL or something. But you're going through the strategies that explain, here's the what, this is how it works, and then from there, you're selling them, okay, sign up for the presentation, then go through and you tactically deliver it. And if you have a high success rate, I'm always looking like risk reversal. How do we reverse the risk?

For example, Funnel Hacking Live right now, if you look at the sales page, people can go in, they put their credit card in, they attend the entire thing, and then after if it works then they pay, we call that an invisible funnel. You can do something like that, structurally off that way where it's like, hey, this works. We know it works for everybody. If you don't believe us, test it out ahead of time. Go sign up, go through the experience, and then we'll bill your card afterwards if it works. And so those are a couple of quick ideas. What's the price point for the selection?

Kit Pang:
997.

Russell Brunson:
Okay. Yeah. I think doing a webinar, selling it would be, that's how I would, I mean obviously, I'm a webinar guy. We tack it with the webinar, I think that would work. And just focusing on the strategy behind the lecture and then obviously, you're selling the experience of the lecture for them.

Kit Pang:
Got it. Okay. Thank you. I got more questions but no time left. Thank you.

Chris:
Thanks, Kit.

Russell Brunson:
Thank you.

Chris:
Who else we got, Miles?

Miles:
All right. Up next is Carms Fung.

Chris:
All right. How are you?

Carms Fung:
Hi, Russell.

Russell Brunson:
Hey.

Carms Fung:
Super excited. 1:00 am over here in Sydney. We'll be seeing you for Final Hacking Live too.

Chris:
Oh, very cool. What's your question?

Carms Fung:
I'm looking for clarity on my one thing. So NLP trainer, 15 years account and got financially independent at 34. Should I lead with the NLP thing or go more broad? I'm currently getting traffic from my personal development book club, which has had celebrity authors coming in, but that traffic's kind of drying out. So how should I best pitch that? I find that I'm bringing awareness to NLP, but people tend to be going to my competitors.

Russell Brunson:
Oh, yeah. I love NLP because it's this unique thing. It's like a black box people hear about it, but they don't really understand it, and there's a lot of intrigue and curiosity behind it. What I would try to do is it's like, what's your version of NLP that's different, that's interesting? Because again, there's the world of NLP. It's like there's world of funnels, but if I'm doing funnels to how to create one of many presentations inside of a funnel, the more you niche it down, the more you become unique, and they're going to come to you versus everybody else. That'd be my questions. How do you reframe this? Because obviously, you're probably teaching all things NLP or doing all things NLP. What's the genre inside of there that's unique to you that you can...

Chris:
Create your own opportunity.

Russell Brunson:
Yeah, a new opportunity inside of that that becomes unique to you where now, you become known as like this is the person who's NLP for so-and-so or through this process or some version of that. Do you have anything right now or have any idea what that could possibly be?

Carms Fung:
Yeah. So I'm actually helping people do online businesses right now, and I do video challenges that's worked really well. So seven days, seven videos, and they get heaps of confidence from that. So I tend to lay it with that and then try to get them through the next thing.

Russell Brunson:
Very cool. And do you brand it with NLP, like using that as part of the...

Carms Fung:
For now, I don't know if I should, that's why I'm asking the question or if I should just drop-

Russell Brunson:
I think it makes it more unique and more interesting because, calling it a challenge is okay, but saying the NLP mind hack, whatever that thing might be, that creates more curiosity and intrigue and sets you apart from any other online marketers just teaching online marketing. You know what I mean?

Carms Fung:
Okay. Thank you.

Russell Brunson:
I love that. Very Cool.

Chris:
I even think what most people won't tell you about NLP or something like that. Something that drives that.

Russell Brunson:
Yeah, the lost secret. I was studying the founder, Bandler and in the one of his memoirs, I found this thing that nobody else knows about. Come to the webinar, I'm going to show you what it is. I'm always looking for that little hook. It's like, whoa, what is the thing?

Chris:
Yeah. Awesome. Great question.

Miles:
All right. Up next is Sandy Jankovic.

Sandy Jankovic:
Hey, okay, I'm new. Which book do I read first? Which one do I read first?

Chris:
Here we go.

Sandy Jankovic:
This one, this one, or this one or this one?

Russell Brunson:
Oh, very good. Well, in the context of what we've been talking about for the last three days, I would read Expert Secrets. Expert Secrets is the one that's going deep into you, helping figure your calling, create your offer, figuring out your presentation. All those kind of things are inside expertsecrets.com. Secrets is all the funnels and things, but from the context of this event, I definitely lead with Expert Secrets.

Sandy Jankovic:
Okay. Now, part of that question is also how do you market these books? What keywords do you use to market these? Because that's what got me in on one of your webinars was the book, and I forgot how you market it to me. And then what kind of keywords do you use to market your webinars or your books or your products? Because I got both. I'm a real estate investor and I own a boutique, so I'm going to have two different, because you said that yesterday, you can have several different funnels, so I'm going to have two. So how would I market those?

Russell Brunson:
Yeah. I mean we do drive some traffic keyword based, but most of it is it's interruption marketing. So it's what we're doing is we are targeting audiences. So it's me making an ad of me being like, "Hey, this is Russell, get a free copy of the book," blah, blah. And then we're targeting like Tony Robbins audience. We're targeting Grant Cardone's audience. So we're targeting audience of people who are similar demographics to the audiences that I want to sell to. Does that make sense?

Sandy Jankovic:
Yes, it does. So are you going to their websites and then finding what keywords or how they're using and copying them? Is that what you're doing?

Russell Brunson:
No, we're just going to Facebook, Instagram, YouTube, all those one. You can go in there and when you buy an ad, it asks for interest like, what are the interests of the customer you're looking for?

And so we're just saying interests are Tony Robbins. They are personal development. They are people who want to be coaches or consultants. You do that for a little bit and then the algorithm starts learning who you're looking for, and then it starts finding more and more of those people for you. And so the Traffic Secrets book actually goes deep into that as well. So the third book in next series is Traffic Secrets.

Chris:
That's right.

Russell Brunson:
After you get Expert Secrets done.

Sandy Jankovic:
I'll get that and-

Chris:
Rather than anything else.

Sandy Jankovic:
I'll get it the next series.

Russell Brunson:
Or again, if you guys in the coaching program-

Sandy Jankovic:
Okay. So target my competition. I knew what they do.

Russell Brunson:
Yeah.

Sandy Jankovic:
Okay. Thank you.

Russell Brunson:
The competition's already targeted and already congregated these people together for us. And so it's like I don't have to go reinvent the wheel. It's like cool. So for me, it's with the whole Dream 100, I talk about. You build the dream 100, the dream 100, all these people that already have your people congregated, right? They're already listening to certain podcast. They're already on certain email lists. So it's like we're finding those places and then we're getting our ads out in front of those audiences.

Sandy Jankovic:
Awesome. Great. Thank you.

Chris:
Thanks, Sandy. All right, Miles, who else we got?

Miles:
All right. Up next, we have Jeffrey Levy.

Chris:
Jeffrey, you ready? Let's have it.

Jeffrey Levy:
Yeah, but Russell, love you. I think you're the best marketer in the world. I'm starting a new digital direct marketing agency for nonprofits where I want to do one-to-many marketing, and I already had one client. I'm a freemason, so I did something for the freemasons. How do I get more clients and what tactics should I use? Should I aggregate all these nonprofits together that I can find and do a webinar for instance? That type of thing. And what do I say to them? And if we have time, if you can pitch it.

Russell Brunson:
Whew. So your dream client are nonprofits, is that correct? Let me make sure I say that.

Jeffrey Levy:
That's correct.

Russell Brunson:
Very cool. I've never marketed directly to the nonprofit market, but I'm assuming that you can target them on ads. I'm assuming there's probably directories, there's probably newsletters, there's probably industry guides, stuff like that. So that's what I'd be looking at is where are these people already congregated so we can go and market to them. And the biggest thing I would do is I would show a success story. I'd be like, hey, free case study showing how I helped one nonprofit do, blah, blah, blah, blah, blah, insert result here and a case study. I'd be targeting free case study of funnels work so good, but targeting a free case study funnel, they could then push so, and that free case study could be on a webinar. It could be a video sales, whatever it might be, and then you're coming back, you're doing the same style presentation we've been talking about for the last three days, right?

It's going through that. So my 35-second pitch, so what's up everybody? This is Russell. If you are a nonprofit, trying to figure out how to grow your company, I'm going to show you guys a free case that took one nonprofit. We switched from one-on-one sales to one-to-many sales. And through that process, we helped them to get 2,365 new customers adding an extra $2 million to the bottom line. It lasts in 30 seconds. The first thing I going to teach you guys is the framework. The first framework is, ta, ta, ta, ta, ta, ta, yeah, but some version of that is kind of how I would try to pitch it is showing that case study, the result they got, and then for them basically like, "Holy cow, I'm not getting those results." Now, they watch the case study and then boom, boom, boom, all the rest of the stuff comes afterwards.

Jeffrey Levy:
That's great. So I should aggregate a bunch together and do them.

Russell Brunson:
Yeah.

Jeffrey Levy:
Super. Like I said, love you. You're amazing. Love this seminar. Thank you.

Russell Brunson:
Thanks, man.

Chris:
Great job, Jeff. Thank you so much. All right, who's next, Miles?

Miles:
All right, up next we have Mark Share.

Chris:
Hey, Mark. Let's hear your question.

Mark Share:
Do you hear me?

Chris:
Yep.

Mark Share:
I've had a difficult situation. I don't know if you can help me. I hope you can. I'm a doctor, but I do have Parkinson's syndrome with Parkinson's disease about five years ago and had problems speaking. So I don't really want to give webinars. I don't really want to do that sort of stuff. Two things, what can I do? I'm a doctor, I want to use that somehow, sit there, and get higher ticket items, what should I do?

Russell Brunson:
Great question. So I have a friend who has a really, really, really thick English accent and he created a webinar and nobody can understand him, nobody would buy from him and he was frustrated, but the webinar was really, really good. So he literally took his entire script of him doing it. He got it all transcribed and he hired a voice actor to do the presentation for him and the voice actor nailed it, and he run that and it became a $10 million a year webinar. So that's something definitely a hundred percent you can do. You hire someone to do voiceovers to give your presentation. I've seen that work more than once.

Mark Share:
What do I do? Do I pretend that's me, or what do I do with that?

Chris:
For him, he kind of did but you could do what we did is when we did the road stuff, I had a group of people that went out and did this. Russell created a presentation and we used a lot of his stories. I could still go on stage and pitch this entire thing in Russell's voice, but I kept saying, "Hey, Russell asked me to be here because of X, Y, and Z. He couldn't be here. He wishes that he could, but let me tell you some of his stories and it worked really, really well."

Russell Brunson:
Yeah, so definitely, you could hire someone to do that as well to be your, like I said, we had four or five guys traveling the country doing my pitch and it worked as well so.

Mark Share:
Sure. Good. All right. Thanks a lot. Look, I gave time for that last person. Thank you very much.

Chris:
This is great. It still sets you up as the attractive character too, still use your stories and your face and your product and so on within that webinar. I think that's awesome.

Russell Brunson:
Yeah.

Mark Share:
Appreciate it. Thank you so much.

Chris:
Thank you. Excellent. All right, Miles, let's keep going.

Miles:
Up next, we have Jason Mitchell.

Chris:
Jason, what's your question? Good to have you.

Jason Mitchell:
Hi, how you guys doing? Guys, you hear me?

Chris:
Yep.

Russell Brunson:
Yep.

Jason Mitchell:
Perfect. Yeah, I'll make it quick. My question is kind of twofold, one about market research when you're going into a new market, because I do a lot of consulting for different clients. So I'm going to a new market, I want to know what is your best hacks or tips in order to find the competition that you're going to go ahead and funnel hack and offer hack. And also what are your thoughts about building, obviously everybody wants to build a business with recurring revenue, and what are your thoughts on basically just building a business that is 90% all focused on description based on products and services with maybe a few one-off products and services, get people in the door?

Russell Brunson:
Cool. Okay, I'll address both of those. So number one, the market research. So what I do typically, and I do this in every platform a little different. YouTube's a great place to do market research. So I go to YouTube and actually, I go into incognito account and I create a brand new YouTube account, brand new email address to brand new everything. I come into that account, I log in as if I'm a brand new person. I start thinking what would me, if I was searching for my end product? What would I search for? I start searching for different things and then the videos will start popping up, and I click plan video and I watch the entire video all the way through, and I see one video show up next and I click on those. And if you start doing that, we spend a week doing that 30, 40, 45 minutes a day doing that, all of a sudden, every single person who your dream customer wants, YouTube's algorithm is so smart, they'll hand deliver you, here's every video that your dream customer wants.

I subscribe to all those channels and I start watching them, start following their links. And within a week, I know every single person in the market. I do that on YouTube, doing Facebook, doing Instagram, and just that's how I start finding the people really quickly. As far as the other question, that's my business. ClickFunnels is my core business. My core business is a continuity program. 80% of my revenue comes from that. But on top of that, we do events, we do offers, we have courses, other things. And so if you want to go deep into how we do that, there's a book, there's a free book if you go to, I think it's thelinchpinbook.com, the Linchpin book teaches how we do continuity as the core offer and then we're using all these other things to feel continuity and to sell all our other products and services.

Jason Mitchell:
Perfect. Great. Thank you.

Russell Brunson:
Yep, thank you.

Chris:
Awesome. Great question. All right, Miles, let's keep going.

Miles:
All right. Up next, we have Jackie Burge.

Chris:
Jackie, how are you? Good to see you. What's your question to Russell?

Jackie Burge:
I'm doing great, thank you. This has been awesome. I have a question and I hope it's for everybody. I can see that you've really invested in school as a tool for your people, and I'm assuming it's to keep everyone engaged to avoid people dropping off and also to upsell. What are the top tips that you would share with us about how you're using school and how are you promoting that tool? Are you promoting it in your offer stack? Are you adding a value to it? That's a question.

Russell Brunson:
Yeah. So this is new for me obviously. I went back and forth between, ClickFunnels has a really cool community platform. There's circle, there's Facebook groups, all these other ones. I wanted something that was separate from Facebook. That's kind why I decided to school initially, and I wanted to have a ton of groups. And so with all the other ones, I have logged in and out of all these different places. So I picked school, because I think if you have more than one group, school's a great place because your customers can have access to all in one spot. If you look at the offer stack I made yesterday, two of the parts of the offer are school groups, right? Conversation nomination is a school group and one-to-many masteries is a school group. So we're doing those things together. And then my plan right now is the free community that you guys are all in right now.

Only people in there an hour are people who came in through this challenge. But again, we're doing the same challenge next month, and next month, we're going to start promoting it. You'll see all of my front end social media. We're switching all the call to actions from me pushing different places. Literally, it's going to be I'm on social media teaching an idea and like, hey, you want to hang out, come to hangoutwithrussell.com. We're hanging out, going deep on this topic and just keep bringing people into this front end. And then once a month, we're doing this live three-day event. And so school group will be pushing people to instead of the three-day event every month, and then hopefully sending people up and that's the working game plan right now. I don't have an idea if it's going to work or not, but that's the hypothesis I have right now that I'm running with, and we'll kind of go from there and see how it goes.

Jackie Burge:
Right. Thank you. That's helpful.

Chris:
Awesome question. Fantastic. All right, Miles, who we got?

Miles:
All right. Up next, we have Marlon Mills.

Chris:
Marlon, what's your question?

Marlon Mills:
Great day. Thank you so much, Russell. Well, I teach salsa dance in person to build confidence and transitioning to online teaching. So what's strategy to effectively market and demonstrate the value of physical skill-based instructions in a digital course or membership? I'm not sure if course or membership. And for audience, I was going to ask general versus affable. You answer that with who I was five years ago.

Russell Brunson:
Very cool. So the question is how do you capture what's happening in a live classroom through a course? Is that what you're kind of saying?

Marlon Mills:
To effectively market and demonstrate the value of physical skill-based instruction in the digital format.

Russell Brunson:
Got you. I think the biggest thing is I look at social media. I think what you do would be really cool socially because you can keep showing these clips and showing the stuff and showing the before and after, the bad, the good, the confidence, all that kind of stuff socially, pushing to a course, pushing to a webinar where you're doing it. And then if I was doing a web class, a webinar to promote it, I wouldn't do it like me behind a computer. I would look at Tim Shields for example. He goes to the side of the Grand Canyon and he does his webinar from there. With you, I would do your webinar in your thing, showing, demonstrating, talking, actually doing the webinar as if you're in a live class, because it feels different. It feels exciting that they're able to see it and experience it, but you're still following the same structure.

You're just like, all right, secret number one, we're going out. Whatever, it's secret number. You're going through the process in a live class style environment. That would be fascinating. I have a friend who's a hypnotist. In his webinar, he gets to be able to register for free hypnosis session. It pops up, it's him, and he's like looking in your eyes and he's doing hypnosis session, doing the perfect webinar while he's hypnotizing you, and he pitches at the end. It's like doing your thing through the webinar is super cool. I think for what you're doing, salsa dancing would be the coolest webinar in the history of all time. So that's what I would do for sure.

Marlon Mills:
Well, thank you so much. Appreciate it.

Chris:
Great question.

Russell Brunson:
I totally want to see that webinar. Keep actually going through the-

Chris:
Yeah, send us the link. Send us the link, Marlon.

Russell Brunson:
I'll register. My wife would buy that in a heartbeat.

Chris:
Date night. Who we got, Miles?

Miles:
All right. Up next, we have Lazar Roski.

Chris:
Hi, Lazar. Good to have you.

Lazar Roski:
I was good, man. Most people get that wrong.

Chris:
Nailed it.

Lazar Roski:
All right. So this is kind of a three-part question, but I think you could answer it pretty quickly. If I was running a beta test, how long would I run it? What is the best platform to host your webinar and what would you charge to help someone create a webinar if you weren't well known after running this beta test?

Russell Brunson:
Okay. So question two, we use Zoom for webinars right now for the live webinars, and we use Webinar Fuel for the automated webinars. So those are the two tools that we use for all of our webinars. I think they're the best, especially Zoom people know how to use it post-pandemic, so that's an easy one. Number two is the beta test. The question is how long we driven the beta test for a new offer you have?

Honestly, there's a really cool position when you position something as beta test. I'd almost can call the beta test for as long as you can, just because it's a unique thing. It's a benefit of like this is a beta test. She isn't going to for anybody else, so you have a chance to beta test this. So it is a strategic advantage having a beta test. So I don't think it has to be a week or two weeks or six. I would use it for as long as it keeps working. When we first launched ClickFunnels for a long time, it was probably a year or so, it was like we're beta testing this new software and everyone's felt like they were inside, and after year, I was like, I probably should change this because no one's going to believe it's a beta test now that we're a year into it. And then the third one, so how would you charge for a webinar if you don't have this credibility?

Lazar Roski:
So if you were helping someone build a webinar, helping someone do what you're doing, but you weren't well known, what would you charge them for that? What's a reasonable price?

Russell Brunson:
I would charge equity in it. I would be like, hey, I'm going to do this thing. I don't know if it's going to work, it's not going to work. I've never done this in the past, but I'm having a good time with it.

This is the deal. I'm going to create this for you. It's a new income stream for your business. How about this? We'll split the money 50/50. If it makes no money, no harm found, makes a lot of money, cool. We both win. And that's how I would negotiate because for that, I'm guessing for the person, it's a new income stream for them, for their existing business. And so it's not like you're taking something away. Maybe you can 50, maybe it's 20, 80, maybe it's 10, 90, but I would charge equity upfront the first couple of deals because then, again, you got skin in the game, then you have no risk on their side. And then after you get one or two of those successful, then it's easy to come back and be like, I want 25 grand, I want a hundred grand, I want whatever that might be.

Lazar Roski:
Okay. Awesome, man. Thank you so much.

Chris:
Great question. Lazar's smart dude. He got three questions.

Russell Brunson:
That's fast. Yeah.

Chris:
All right, Miles, who do we got next?

Miles:
Up next, John Wheeler.

Chris:
John, how are you? What's your question?

John Wheeler:
Good. Hey, Russell. I'm niche down in a small market. So I work with high school basketball coaches. I teach one specific offense that probably reaches about 5, 10% of my market. So I'm trying to either scale that up. It's a $47 a month membership or 470 a year. I've got three or four Dream 100 that market free events, and I use the Linchpin to get them into the membership, but we also split the VIP so that way, I can pay them and I can get members on the back end.

What I'm trying to decide, I'm chasing my tail so much trying to decide do I need to run ads? Do I need to do a DM strategy? Do I need to go create content and all different things that I want to do? But I'm also trying to scale or to climb markets basically, get into a bigger opportunity, create another membership that can talk to the other 90% of the market like more of a general sports, general basketball.

Chris:
So John, what's the specific question?

John Wheeler:
Or climb to another market where I'm speaking with or working with players as well. So trying to climb markets with different membership models, but I wonder what you would do niche down in a small market and how to scale. Should I climb bigger markets? Should I go all in and try to focus on my 5% of... It's already a small market and I'm working with high school teachers. They're not very wealthy either.

Russell Brunson:
Yeah. It's tough because sometimes you're in a pond that's this big and it's not that deep. Like you say, they don't have a ton of money. So I think for you, I keep doing what you're doing obviously, don't change that, but I think definitely I up level the market just because eventually, you're going to need more bandwidth. Eventually, the pond's too small, you run out of fish, right? And I've seen that in business I've done in the past like potato guns, great market but trying to get into fun, right? It's like you run out and you're like, ah, I want to do more. So I think going up a market, but especially, if there's a way you can go up market. All the stuff you've been doing, it fits together so that way, you're not having to reinvent everything or maybe that becomes a backend or there's some other version of it. I'm not a big fan of starting a whole new market. Everything's different. It's like how do I create something where my efforts in both things will both feel the same thing, right?

John Wheeler:
Yeah. And that's what I want to climb, that when I climb into the next market, I'm also switching them into another vehicle like, hey, you run this other offense, this other defense. Hey, you can come over here and go into my larger inner circle and now you can run. Yeah.

Chris:
Yeah, great question.

John Wheeler:
Does Jacob Hiller still do the jump stuff?

Russell Brunson:
I'm not sure. I think it's still there, but I don't think he's active. He was working for some other company when I met him. I saw him last time. So I think he's more doing the marketing side of things more so than the actual product, but I haven't seen him for a little it. I bought that back in 0708 when I was coaching so.

Chris:
Great question, John. Thank you so much. Miles, who do we have next?

Miles:
Up next is Sean Artizone.

Chris:
Sean, let's hear your question. Good to have you.

Sean Artizone:
Hey, it just blew my mind that I'm actually talking to Russell. Anyway, so I have a cybersecurity company and what we've been doing is giving away our advice for free to families and individuals so they can afford it. We're three years old, but I'm learning now that the three seekers, yada, yada, where do I start, right? Because I don't technically have a product as so much as advice, but how do I take, do I need a funnel first? I got your Linchpin book but I'm so confused. I don't think I started in the right place. So where do I start? What's my next move? How do I turn this into conversions?

Russell Brunson:
You're not selling physical product. Are you selling a course or you said you're selling advice? What's the undeliverable?

Sean Artizone:
Yeah, it could be a course but it's like advice. You get my hacker brain to help you secure your technology for your families, but people don't know how to do it right and they're doing it wrong and their kids are getting exposed to harmful content. And so I just want to stop all of this and help families protect their kids and protect themselves.

Russell Brunson:
Very cool.

Sean Artizone:
So there are products, but I want to get them the advice first and then get them to the products after they trust me as a cyber advisor.

Russell Brunson:
Cool. I would a hundred percent go webinar because the webinars give you a chance, give people want, give them advice, serve the people that can't afford it, but also the people who are able to afford it, how they're going to stand up. If I was you, I probably have two levels that of like, hey, if you guys want, there's a course for whatever. A couple of hundred bucks, you can go buy and go learn it yourself. Or for X, you can have me do it, and it's way more expensive. Both are great options. And then what happens is you're able to serve everybody. All the free people come and they get the value from the webinar, those who can afford a course, get the course and those who can afford you, get you, but it makes the funnel so much wider and so much bigger. So I would just focus on that a hundred percent if I was you for the next six months.

Sean Artizone:
So do I buy the ClickFunnels subscription and put the webinar in it? Do I build the webinar, which is a ClickFunnel? That's confusing to me.

Russell Brunson:
So the webinar, you build the webinar separately and then as soon as you got that webinar done, then you need ClickFunnels account to make the registration page. You plug that into a Zoom account, whatever, and that's how it works. So I'd focus right now and just getting the presentation figured out and then after that, plug them out. And again, if you're part of the Prime Mover foundation we're doing, that's literally module number six.

Sean Artizone:
Exactly.

Russell Brunson:
So the first five modules are building out the webinar. Module six is plugging in the funnel.

Chris:
We got you.

Russell Brunson:
And then we jump into the traffic right after that. So yeah, it's the exact process we take on.

Sean Artizone:
Thank you so much, Russel.

Chris:
Awesome. Thanks, Sean. Great question. All right, Miles, who else we got?

Miles:
All right. Up next, we have Silva Schroeder.

Chris:
All right, welcome. What's your question for Russell?

Silva Schroeder:
Hello, Russell, nice to be here. Yes, my name is Silva. I'm from Germany, from Berlin, the capital. I am medical doctor, and my question is, or what I'm struggling is with is so far, I offer one-to-one sessions with clients, with patients. And it's really hard in Germany because most of the people are in an insurance, and they expect to get everything paid by insurance. And my goal is to develop, to scale up and to develop programs, group programs for mental health topics, especially sleep medicine, because this is one of really my focuses and what is your advice? How can I promote?

How can I do the advertisement? Because it's really hard as far as I see it. With business things, it's easier because people want to invest in themselves. But with health topics, they always ask why do I have to pay it? And I need people who are open and are willing to do something for themselves. What can I do? What is the strategy?

Russell Brunson:
Great question. So if you remember, I think day one or day two, I showed a clip from Myron. He was talking about value. I think we have to be able to show in your presentation is what is the value of that. So the cost of inaction. So if they look in mental health, if you have a mental health thing and the cost of inaction, if you don't struggle with that, if you have mental health and you're struggling, what if you lost your job? How much does that cost? What if that happens and it makes your marriage split apart? What's the cost of that? So you have to, in the presentation, start showing those things, and you showing case studies and stories. It's kind of a negative thing, but showing, hey, here's my friend and they went through this, had a mental health problem, and because of that, they didn't getting divorced, which cost them this, and then this happened and this happened and showing that path.

So they see, man, if I stay on this path, this trajectory, this is where I'm going to end up long term. And they show that cost of inaction like, wow, this could cost me tens of thousands or hundreds of thousands of dollars. And then right here, I'm only selling this group coaching for $300, whatever the thing might be. So it's showing the cost of inaction, and you have to take people down that path, and that's how you make money offers, how you're able to tie it back to money. Does that make sense? So Andy Grace, that was example that Myron showed in the clip. With my Andy Grace, she's helping people overcome alcohol addiction. And so for presentation, and it was hard for her because she doesn't want to talk about the negative sides, but she had to get vulnerable. And this is the negative sides you guys. If you don't do this, here's how it destroys your family.

Here's what happens to your kids. What happens if you get a car and they show you and actually showing studies of people that had done those things? And then people feel like, whoa, these decisions I'm making now, that's what it could result in. And so you got to pay now or pay later. It's way less upfront to pay than down here you pay. That's way more. If you can show them that in the content of the presentation, then it's not difficult then to make that when you get to the money part from the, wow, I see the value of this. Does that make sense?

Silva Schroeder:
Yeah, that makes sense. You think it should be easy or it should be possible to bring people away from just to get something for free, which is okay, which is fine for the beginning, but then in the next step, of course, I want to have them paying for something. So far, they take the free content and then that's it.

Chris:
That's why I got to have a great webinar.

Russell Brunson:
And you think about this, even with a great webinar, a great webinar, let's say if I crush a webinar, it's going to vary at 10%, which means 90% of the people came for free and only 10% bought, but that's okay. 10% is a million dollar business or multimillion-dollar business. So it's just understanding that I see the whole world in the funnel, right? So not everyone's going to say yes, but the people who do that creates the business. I remember Vince James had a book, and it was like he built a hundred million dollar business on a 3% conversion rate. It was like, I made a hundred million dollars a year even though 97% of people told me no. And that's powerful. You think about it. So it's coming down like yes, most people are going to be freebies, Seekers not take it. You only need 3%, you only need 5%, and those people are the ones who build the business and build the company for you.

Chris:
Great question. So we got to keep moving. Miles, who do we have next?

Russell Brunson:
Hopefully, that was helpful for other people too. We spend a little longer to that one, but I think a lot of you guys struggling with that. So the pain of inaction and then understanding again the funnel is the the key. A hundred percent.

Miles:
All right. Up next, we have our friend Cliff de Cebles.

Chris:
Hi, Cliff. What question do you have for us? Good to see you again.

Russell Brunson:
All right. I remember Cliff? What's up, man?

Cliff de Cebles:
Good, good, good. It's going to be quick. Russell, what are the top resources that can help me get better at emotion, opening and closing loop. And do you think having my own award would also help with emotion and all that?

Russell Brunson:
Very cool. The best stuff for emotion, honestly for me, it's watching really, really good storytellers and notice how they invoke motion for you. So I like actually watching movies a lot. I remember watching a movie and I feel something. I was like, "What am I feeling? Why am I feeling this?" He started noticing how they produce things. Lamar Tyler is my inner circle. He does it in events through music. So he has his events, DJs play music. He's doing stuff to invoke emotion throughout different sessions so you can use emotion. He uses music in his webinars. He has music play. He shows video clips. So it's like different things like invoke emotion, that's the big one. And it's watching good people and studying what are they doing, what do they do to make me feel this way?

Usually, when I'm telling a story, if I want to invoke emotion, I'm getting out of the logical, me telling you the steps of the story, and stepping back into how did I feel about the story and then explaining the feelings. It's like, man, I was sitting there. I was so stressed out. I felt I got a thousand pound weight on my shoulders and my hands were sweating. And I started explaining what my body is feeling. And people have empathy when they're hearing, so they start empathizing. Their hands will start sweating. They'll start feeling the pain. And that's the things I'm doing is I'm not just explaining the events, I'm explaining how I'm feeling about the events in the story. And that's how you really invoke emotion. What was the second question again? One was award...

Cliff de Cebles:
Opening and closing loop. How about the loop, opening and closing loop?

Russell Brunson:
Yeah. That was just like, I've never heard people talk about that really outside of me. I learned it again by initiative, Mark Jordan. But then eventually, I started watching reality TV, watching that, and watching that before every commercially hook you to the next commercial, at the end of their episode, they hook you the next episode. I start watching how they're doing that and I'm like, okay, what are the drop-off points for me? Okay, for me on a webinar drop-off point, first drop-off point is three minutes in. So I got three minutes to open a loop really quick. So I'm like, hey, what's up guys? This is going to be amazing. This is what we're going to be learning. Don't forget the end. I'm going to be giving you this amazing thing. So I'm like opening a loop quick, right? And I'm looking, okay, when's the next drop-off?

Next drop off is 10 minutes in. Okay, I'm opening loop there. So I'm just looking at strategically where I'm losing people. I got to weave in a loop, opening a loop right before that, just like they would on TV. Right before commercial, they open a huge loop, make sure you stay for the three minutes of the commercial and come back afterwards. And so it's just looking at those pieces in your presentations or anything you're doing. How do I keep people's attention? It's like right before those drop-off points, I got to make sure I'm opening a loop and then closing it, and then ideally opening a new one before you close the other one. So it keeps pulling people along for forever.

Cliff de Cebles:
All right. Thank you so much.

Chris:
Awesome. Thanks, Cliff. Great question. All right. Who do you got next, Brent?

Brent:
All right. Next question is from Deval Shah.

Chris:
Deval, good to have you. What's your question for Russell?

Deval Shah:
I've got two questions. So I'm an ex-consultant. I have acquired two trucking companies and now trying to create offer for these trucking companies. I mean they do not do bundles, software bonus, anything. So just trying to think what the next offer would be for this kind of business? And the second is, which is kind of higher, better opportunity, which is acquiring more companies where I'm looking for sellers. So what can be done over there? So that's it.

Russell Brunson:
Yeah. The question is how do you create an offer for... Who's the end customer then?

Deval Shah:
Okay, so end customers are either manufacturers or wholesalers. So these are our dream kind of trucks.

Russell Brunson:
Okay. My answer for this is be very similar to the answer to the very first question. So when I'm trying to go directly to something like that, where it's a very specific person, a lot of times it's hard to target those people online. So I'll be doing is coming back to Chet Holmes' Dream 101. I'd read The Ultimate Sales Machine by Chet Holmes, and I would look at that. Here's all of the people I'm going after. There's no number. I'll be figuring out, hey, how do I find the end buyers? How do I find them on LinkedIn? How do I find them in places? What email? I'd go to infousa.com, like can I rent a physical mailing list of these people? And I would aggressively start targeting those people and start going after them through online, through offline, through phone calls, through direct mail to start targeting. That's how I'd be doing if that was my company. And your second question is how to buy more companies or how to get more opportunities?

Deval Shah:
Yeah. The second one was to find the people who are willing to looking to sell or motivated.

Russell Brunson:
I'll give you a quick answer on that. One is just like I would position yourself as the expert.

Someone who buys companies. Look at Cody Sanchez right now. Cody's at one biggest podcasts.

It's blowing up. She's talking about how she buys little businesses and da, da, da, da. And guess what? She now has unlimited deal flow. Hundreds of thousands of people are sending her like, "Buy my business, buy my business." They're just coming to her because she's the person. So position yourself as that person. Start a podcast, start talking about it. I buy business here. I did over here, and then people are going to come to you. I remember, this is a decade ago, I sent emails to my list. I'm looking to buy some businesses and my list was tiny at the time. This is pre-ClickFunnels. I got 6 or 700 people that feel like a 20-page application begging me to buy their businesses.

So they're out there. Just you position yourself as someone who does that, they will come to you in droves. When I buy Jack Kenton's business, I would say almost, not almost, I would say 90% of the internet marketing gurus who you know on the planet, all messaged me, ask them if I'd also buy their businesses.

Deval Shah:
Oh, yeah.

Russell Brunson:
It was crazy. So just tell people you're buying them. When I started buying old books, be like, how do you find these old books? I'm like, when a seller shows up or when a buyer shows up, the sellers show up. A hundred percent.

Deval Shah:
Okay.

Chris:
Great question. Thank you. Who else we got, Brent?

Brent:
All right. Next question is from Steven Agrin.

Chris:
Steven, welcome. What's your question?

Steven Argrin:
What's up? Here we go. So I have atrial fibrillation. I'm an former endurance athlete, sponsored athlete, triathlete. I've also worked in the industry for the past 15 years, calling on the top surgeons, cardiologists, et cetera in the world. I've written a book, I don't have a following. I've sold about a thousand copies of this book on Amazon. I don't have a social media presence. Two questions, one question, two parts. Should I structure the book as a free giveaway to build a list to compliment this targeting of the interests, like you mentioned on Facebook, Instagram, which I'm going to do, that's the advertising side of it?

But to get them to actually jump on with me, should I give the book away as part of my strategy to get them to opt in for my paid program, or should I stack that book with the offer, which also includes my other tactics basically? And so that would be, say, a nominal value product that I'm trying to get a volume on. Or do I do one-on-one and share my tactics, one-on-one with folks who are suffering from atrial fibrillation? There are no gurus in this space. It's 33 1/2 million people worldwide suffer from it. What would you do?

Russell Brunson:
Man, well, that's a good opportunity. So I am a huge, huge, huge fan of free book funnels. I've built my entire brand and company off free book funnels. There's an art and a science to though. So it's not just like giveaway the book for free. If you go to any of my book funnels, secrets.com, expertsecrets.com, trafficsecrets.com, go through the process, but buy slowly and notice it needs those funnels. There's like five different offers. And so it's looking like they buy the book for free plus shipping, then there's an order form bump for the audiobook. Then from there, there's an upsell for a $200 course, and then there's a process if I look at any of those, because they're all the same. The model's tried and true. I've been running that playbook for 18 years of my life. It works. So if you go look at any of those and funnel hack it and then kind of model that, that's what I would do initially because then, you can start doing social media, pushing the free book.

You can get on podcast interviews, pushing the free book. Free book offers one of the easiest ways to get publicity, because everyone wants you to come talk about your expertise and then give away a free book. And so it's one of the fastest ways to start growing your email. They start growing your following. And then as soon as people start buying your book, sending people from a book buyer to a high-end coaching client to a mastermind, all the other things is one of the easiest things to do. Book buyers are the best buyers of all time because they read. So I, a hundred percent look it, I would model that. So look at any of my book funnels, funnel hack them, create something very, very similar. And then get on every podcast, every radio show, every YouTube channel talking about your expertise, pushing the free book funnel, and you'll have a list of a hundred thousand people within a year from now if you focus on that.

Steven Argrin:
Awesome. Thanks, dude. You're awesome. Love you bro.

Russell Brunson:
Thank you.

Chris:
Great question. Thanks, Steven. All right, Brent, who else we got?

Brent:
All right, we've got Kayla Lapinsca.

Chris:
Hi, Kayla. What's your question? Welcome out.

Kayla Lapinsca:
Hello. Yeah, super excited to be here. So I want to open new pathways to find people to really test my coaching program. It's a super beautiful transformative program, and I'm really looking to find people who are ready and ripe. And I feel most of the people, if you offered for free, they're kind of not really fully in. So that would be the first question. And also, how can I really spread this message, and what do I need to say to people like you to really find the people that I'm trying to reach?

Russell Brunson:
So who's your dream client? Who are you looking to reach?

Kayla Lapinsca:
Dream clients are high achievers who are a little bit hindered and they don't know why, but they actually, if they focused on their connections and their relating life, their life would blossom in all the ways.

Russell Brunson:
Very cool. Do you have a podcast or social media or what do you do right now to kind of start getting your message out?

Kayla Lapinsca:
I've been starting with social media and podcasting and yeah, still the reach is quite small.

Russell Brunson:
Yeah. And then do you have somewhere you're pushing people to after that?

Kayla Lapinsca:
Say again?

Russell Brunson:
Where are you pushing people to give you money? Is there...

Kayla Lapinsca:
I mean, I have an application form for the coaching program.

Russell Brunson:
Okay. Very cool. So if I was you, I mean a couple of things. Obviously, this whole event's about creating one to many presentation, I'm mildly obsessed with it. You're here because you wanted to learn that. That's what I would focus on, because again, you said a lot of people are going to be freebie people. That's fine. The freebie people come through the event. They watch the webinar and what you'll find is interesting, some people watch the webinar five or six or seven times before, they'll buy, they're just nervous, they'll watch it over and over. But if you sat down and say, okay, I'm going to create a 500 to a thousand dollars version of what you do right now, if you're coaching, you create a presentation for that, you start driving traffic. It gives you, even if a hundred percent of the money you make from that thousand dollars offer just gets dumped back into ads, that's where you can start growing scaling quickly.

Social media is great, but it takes longer because you can't fuel it with money very well to really, really grow it. But if you had a webinar now, you start driving traffic and start paying ads that what you sell on the offer will make money back. It starts growing them from there. Your social media will follow, will grow. Your email list will grow and then the coaching program will explode because you have this baseline of people that are coming in that you can make flipping a switch. It's like I know if I'm spending a thousand dollars a day in ads, I'm getting the X amount of people. It's fuel to your business that fuels everything else on the backend. You know what I mean?

Kayla Lapinsca:
Yeah, amazing. I already committed, I want to do one webinar a week and just very take it through the year.

Russell Brunson:
Very cool. I want to give you and everybody just one mindset thing. So people always ask me how much I have spend in ads, try to figure out what's the least amount they can spend ads. And I want to shift the mindset. Every one in your eyes, your goal here is to be how quickly can I get a spot where I'm spending a million dollars a month in ads? That should be the goal, not like how do I spend as little as possible? How do I spend a million dollars a month in ads? Because that's when your business has growing. If you spend a million dollars a month in ads, you're adding hundreds of thousands of people a month into your webinar funnels, into your book, everything else will grow from that. And it's not saying just go dump a million dollars in ads.

That's freaky. But it's like if you sell a thousand course, spend a thousand dollars to push to your event, and if you break even to sell one of them, say cool, if you sell too, take that $2,000, dump in ads the next week, so I have $2,000 and then keep reinvesting the ad money and you start watching this thing grow, and know ClickFunnel's at that point, where we're spending a million dollars a month in ads and it was like Christmas every day. But that became the goal, not the thing that everyone tries to ask me the other way. It was like, how can I get traffic for cheap as possible? It's like how can you spend as much as humanly possible in ads? That's how you really grow a business. So that should be the goal and hopefully that's a paradigm shift for everybody.

Kayla Lapinsca:
Cool. Thank you so much.

Russell Brunson:
Yeah, very good luck in the future. Congratulations.

Chris:
Thank you. All right, who we got next?

Brent:
All right. Next up, we've got Val.

Chris:
Val, welcome out. Hey, what's your question for Russell?

Val:
Hey, Chris, I didn't expect you to talk to you in person today. So big surprise. Okay. I want to integrate the perfect webinar strategy into my business. I have a copywriter who doesn't speak English, and I need to teach him this method. What's the most efficient way to ensure he can write perfect video scripts and landing pages using this strategy?

Russell Brunson:
Wait, what's the question exactly? You said you're doing it in a different language.

Val:
Yeah, it's different language, and I need to teach my copywriter to use perfect webinar strategy.

Russell Brunson:
Oh, got you. So it is a different language. You got to teach them how to use the perfect webinar strategy. What language are you trying to do it in?

Val:
Czech, Czech Republic.

Russell Brunson:
Do we have expert speakers in Czech yet? I don't know if we do.

Chris:
I don't know. That's a really good question.

Val:
I don't think so. I don't think so.

Russell Brunson:
That's a great question. And they don't speak any English I'm assuming, right?

Val:
No, no.

Russell Brunson:
I mean the easiest way is if you take any of the trainings, the courses you have, there's some really good AI nowadays that does translation. In fact, we're looking at potentially taking all of our YouTube videos and just running through these translation things to turn in different languages.

But you can take any of our trainings, run it through an AI translator, and get pretty close to that.

You know what I mean? That's probably what I would do out of the gate. And then obviously you're probably going to have be a conduit of translation of like, okay, this is Russell's saying how do we do this over here? This is what Russell's doing, and looking at that translation point because you understand the process now. So that's just weaving your stories into that framework, your experiences in that framework. But yeah, I guess it's probably the easiest solution. Does that help at all?

Val:
Sure. But it's really complex strategy actually. And I was thinking what it's like the crucial to tell him for a start because he won't be super excited. Yeah, let's learn new thing.

Russell Brunson:
I mean the crucial is the webinar framework, so I would take that. In the free school group, I have the perfect webinar training in there, so there's an hour long video in there. That's me just teaching the structure of the framework, which is origin story, secret one, secret two, secret three, stack the close, that's the framework. So an hour, you can learn that whole entire framework. That'd be the structure. Then give him the structure, then decide there he can weave your stories and stuff into that structure. It's not different than any other copywriting. It's a little more strategic and what most copywriters do. Most copywriters just tell a story and try to make an offer. It's just, yeah, it's just kind the next level of what copywriters should be doing.

Val:
It is the best thing I learned actually. So thank you so much for that.

Russell Brunson:
Yeah, no worries. Thank you, man.

Chris:
Great question. Thanks, Val. All right, Brent, who else we got? Let's keep moving.

Brent:
Next up, we've got Susan Knight.

Chris:
Hi, Susan, welcome out. What do you got for Russell today?

Susan Knight:
Hi, sorry I tried to unmute myself and you did it for me. Hi Russell, I'm so honored to be here learning from you today.

Russell Brunson:
Thank you.

Susan Knight:
So about six months ago I started, I launched a new business. I don't have any real customers yet. I've got some freeple… I guess that’s their name. But I've got a really decent size like leadership network and executives and I've been doing a good mid-range, long range game, which I think will bear fruit in the future. But I need a short range game like right now, before my window of opportunity starts to close down. So my product is a sustainability leadership growth accelerator blueprint, and that's a huge mouthful, so I need to work on getting that shorter. I have a framework, but I want to get into group coaching so I can continue to get more feedback and refine it so I can eventually record it as a green field. So the gist of it is I'm teaching corporate leaders how to build a sustainability narrative and depending on where they're at in that narrative, in that journey, either to start accelerate or scale their sustainability vision, objectives and strategy. And then some of the things I know I have to do in the process are to overcome the false beliefs.

Chris:
We've got about one minute, what's the specific question?

Susan Knight:
So what's the quickest and best way I can reach these people and really overcome the false beliefs I think is going to be a big part of what I need to do.

Russell Brunson:
So what I would say for you specifically, but probably for a lot of you guys who are listening, so be dual focus is the basically is you have to get your message out in front for those people as often as possible, right? If it was me and I was knowing I'm going for corporate executives who are in this space, I'd be looking, for me, I would leave the podcast. I think podcasts one of the greatest sources for us to do. So I've been looking at the podcast directories. Apple has a free listing of all. I find the categories my people are in and I would just go contact every single show coming to them like, hey, I have a really cool presentation, I can give on, blah, blah, blah, fill in the blank with the big long thing you said, I'm going to show you guys how to do that.

I've got a really cool presentation, it's like 30 minutes I can walk through your people to help them to do the thing, right? And podcast hosts are looking for shows for the most part. If you pitch 200 different podcasts, you're probably get them 20, 30 shows. And then from that 2030 shows, every one of those that gives a chance to get for those audiences, it's going to give you a chance to learn the pitch, learn how to break the false belief patterns, and then pushing people to something, to a free web class, to a free book, to whatever thing you have. And that'll start siphoning people from these podcasts into your world.

And then at that point, then you can go and give them a good presentation, but it's going to help you to find your voice I think, and really clarify just getting on the podcast is going to help you as well. And then from there, getting people to a free class, which is just a webinar, a free training, a free whatever. I would set a date for in 30 days, now I'm doing a free web class. I would go hit as many podcasts as possible in the next 30 days to fill that class and then go and do a webinar, crush it, make some money, and then start reinvesting now back in ads after that.

Susan Knight:
That's perfect. Thank you.

Chris:
Great question. Thanks, Susan. All right, Brent, who do we have?

Brent:
All right, next up is Octavio.

Chris:
Octavio, good to see you. What question do you have for Russell?

Octavio:
Just wondering if you, Russell, ever cleaned the windows in your house?

Russell Brunson:
It's a good question. It's funny because for my wife, her love language is like acts of service and things like that. So I used to try to hire people to do that kind of stuff, and then she doesn't look at that as love apparently. So I take my own garbages out. I help clean. I don't mow my lawns, so actually, I don't wash my windows. So I do as many things I can, but not those two things.

Octavio:
I have a robotic company, so we clean windows with robots, which is way better, more cool. We are very successful in ecommerce in my country, in Chile and also in Mexico. But more than the commerce is the movement we are building. What kind of resources you have in the prime mover to launch my company in the U.S. as a movement, as an ecommerce and grow for therefore, because I want to go with this slogan, "You are just one robot away from more free time in your life."

Russell Brunson:
I love it. What's the price point of the robot?

Octavio:
300 for the window cleaning, 200 for the vacuum, 700 for the cooking robot.

Russell Brunson:
Is this something where they're buying it and having it themselves, or this is a service provider goes out and does it for them?

Octavio:
You buy the robot. We teach you how to use it.

Russell Brunson:
As an end user or as a Bizop, like a business opportunity for end user.

Octavio:
The end user, the end user buys the robot and we explain how to take advantage of it.

Russell Brunson:
Okay. Cool. Yeah, I mean a hundred percent, $300 offer, 500 offer, that fits perfectly into the web. Ecommerce is obviously one thing, but selling a higher ticket, ecommerce works great through a webinar. So I mean that's exactly what I would do. I would create a web. Who would have guess Russell, I mean, would do a webinar presentation?

I mean I would do webinar presentation for sure. I also think there's an opportunity for you to turn into a business opportunity. That's what I'd be looking at because making 500 bucks is great.

Imagine selling a business opportunity for $30,000 where you give them a thing and teach people how to go door to door, actually cleaning houses. I think there's another opportunity there that I would look at, because I love selling business opportunities, especially in down recession. I think that offer would crush and then, anyway, so there's two sides of it that you could do. And I think both of them, I think a hundred percent doing a webinar for either of those offers would be the way I would run it for sure.

Chris:
Robot secrets.

Russell Brunson:
One robot away.

Octavio:
Thank you guys.

Chris:
Octavio, great question. Let's keep moving. Brent, who else we've got?

Brent:
All right. Next up is Nancy Parsons.

Chris:
Nancy, good to see you. What question do you have for Russell?

Nancy Parsons:
Hi, thank you so much for today. I got a couple, I just got a minute. I want to, I'm super passionate about helping women transform their lives after narcissistic abuse. It's something that I've already been through and it's real passion of mine. I want to do high-end retreats. I want to do some courses. I'm starting from scratch and I really want to also, I just see doing all the different things eventually to help them, where do I start?

Russell Brunson:
Very Cool. Do you have an offer yet or it's pre-offer still?

Nancy Parsons:
Pre everything.

Russell Brunson:
Very cool. Well, first off, I think the market you're talking about is really interesting. I think it's good. There's a lot of pain in there. There's some really cool stories you can tell. So that gets me really excited for that. But a hundred percent, I would try to figure out, for most of you guys by the way, I would try to figure out, what's the thousand dollars, 500 to a thousand dollars offer to lead? Because that's something that you can put out there. You can test the math behind. It will give you enough. You can spend money on ads to acquire customers.

You can break even or be profitable. It gives you a chance to test out the webinar, getting better, telling your stories, figuring things like that, but that's how I'd be focused on right now. For you is like, hey, first off, let's create an offer. It's between $500,000, let's create the one-to-many presentation. And then from there, it's like now start doing podcast circus to get traffic to the webinar. Let's start doing all these other things to start doing it, but I think it's a very polarizing. I think it's a solid market. I think you're in the right direction for sure. It's just starting to put the pieces together one after another and getting everything all built out.

Nancy Parsons:
Right. Okay. Thank you very much, Russell, appreciate it.

Chris:
And I didn't mean to cut you off, but here's one thing I think too is you mentioned retreats. I think getting people to come into maybe some type of a course and selling that through a webinar and then the people who become your hyper buyers, now, you can charge a large amount to have them go do retreats and work with you one-on-one, but maybe getting some type of course to start with is probably the best way to do it.

Russell Brunson:
Can I give one other idea that might help too, and this might help for a lot of you guys, is sometimes I've seen people get struggled with they building the course, because they're nervous is them in a thing. So what I've done, in fact, the very first course I ever built, not outside of potato gun, but in the business market, is I did an event for free. I brought people in and I taught for three days at the event, and I recorded it and then that became the course material. So one thing you could do is find 10 people who are your dream customers, who people you know already, probably people in your personal life that have dealt with this and say, I'm doing an event. I rented a cabin, I rented an Airbnb. We're going to do three days. You just come for free, and I'm going to teach you guys all my stuff and I just need you guys to be there, experience it, and we're going to film it, and then on testimonials afterwards.

And that way gives you a chance to go. You film the whole thing, right? You get testimonials and then that becomes the course, the videos of it. And then when people see the courses, they're like, wow, that retreat looks so awesome. I want to go to a retreat someday. You're like, oh, we happen to have one coming up next month. But it's an easy, fast way to create a course and to get the content done and get testimonials quickly. Then you can reverse engineer, build a course out of that and scale from there. Does that make sense?

Nancy Parsons:
Yeah, it does. Yeah, that's great. Thank you.

Russell Brunson:
Run a free retreat. When could you run your first free retreat?

Chris:
Ooh, commitments?

Nancy Parsons:
When could I do that? Gosh, I could have that open running in a few months I'm sure.

Russell Brunson:
Okay, I'm going to give you 60 days. 60 days, I want you to run a free retreat and you're inviting 10 people you know. You're not going to charge anything. They're coming as your guest and you have a chance to put together your framework, teach them the first time, film it, capture it. But I think you can do that in the next 60 days and it would probably stretch it a little bit, but it'll get you into the game, get this whole game started and then you can, everything else comes from that.

Nancy Parsons:
All right, you're on.

Russell Brunson:
Okay, let's go. 60 days. Awesome mission to Nancy. That is awesome.

Nancy Parsons:
Okay.