In this episode of the Marketing Secrets podcast, I had the pleasure of joining Dante Torelli for another invigorating Q&A session with our One Funnel Away challengers. It's always energizing to get back and connect with our community of funnelhackers, especially after being away for a bit! Dante and I kicked things off by welcoming new members and celebrating everyone's quick wins - because as we always say, small hinges swing big doors.

Throughout the session, we tackled various questions from our dedicated community members. These questions ranged from the technical aspects to the creative challenges that I love to play around with! Each question is an active testament to the hard work and determination inside our community, and it was exciting to see their progress and passion.

As you’ll listen, you’ll get special access to hear:

Whether you're new to ClickFunnels or the One Funnel Away Challenge or if you’re a seasoned FunnelHacker, this episode is packed with insights and inspiration to help you on your marketing journey. Tune in and let's keep pushing forward - together!

The biggest thing you guys, is I hope you're enjoying this process. Again, business is stressful, it's fun, there's all this stuff. But when all is said and done, this is a game and it's fun and you should be enjoying it, it's creation, it's trying things, it's failing.

Russell Brunson:
What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast today. This week we are back by popular demand with another Q&A episode. You guys have liked this so far. So, if you have just been catching up or just plugging in, every single week on Fridays, I do a live Q&A with the One Funnel Away community and open up for an hour to Q&A and it is so much fun getting people asking questions from all over the place. And we've published the last couple of Q&A sessions with you guys and the feedback has been really, really good. I think, you know, a lot of times when somebody asks a question, one person asks, there's probably 100 or 1000 who are wondering as well. And so, this episode, we got a bunch more questions coming in from the One Funnel Away community. If you are not part of the community, go to OneFunnelAway.com. You can sign up for 100 bucks. You get a three month free trial to ClickFunnels which is a really cool offer, probably the best offer we ever put out there. And then you get on live Q&A calls. Trey Lewellen does an E-commerce call every Tuesday. I do a live expert info product call every Friday and get your questions answered. And plus you also get access to the One Funnel Away challenge, the brand new, updated versions. Again, there's an E-comm version and an expert version and they're both amazing. Anyway, so that's kind of game plan. So if you're not a member yet, go to OneFunnelAway.com, go get signed up, and with that said, I'm gonna jump right over and let you guys listen to this last week of Q&A calls. And I hope you get one or two or three nuggets for yourself that will radically transform your business and maybe even your life. Thanks so much. I hope you enjoy the Q&A show.

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

Dante Torelli:
Let's get after it, gang. How are we today? Dante here, as always, ecstatic to be with you, ecstatic to see you. So many familiar names, so many familiar faces. And we also have Russell with us today. Russell, how we doing my man?

Russell Brunson:
What's up everybody? Dante, how you doing man?

Dante:
I am living the dream. I couldn't be doing any better. How about yourself?

Russell:
I'm so excited. I've been gone the last two weeks, as you know, and I'm pumped to be back hanging out with everybody and having some fun. So I feel jealous you've been doing it without me for the last couple of weeks, so I'm pumped to be here.

Dante:
We're juiced to have you back, man. So we're going to do this session, the same thing we've been doing, gang. First of off, before I get too deep into it and I forget, are there any new One funnel Away challengers with us this week? Anybody here who's new, this is your first week in the challenge? If you're new, I'd love to see you. Beautiful. Leslie, Sonny, great to see you guys, welcome to the challenge. If you're new, please go into the chat, in Zoom, you have the chat, you have the Q and A, if you're new, I'd love to see you and I'd love to welcome you to the challenge. Just go to the chat, put new in the chat. Who else? We got a couple more new ones. Coach Stacy, great to see you, welcome. Jacob, welcome. Jesse, welcome. Elvira, welcome. Great to have you guys with us. This is the One Funnel Away Challenge, where we love to do big things for big people, and truly have an impact on the world. And for all the new people, as you can see, we have a rare opportunity to speak with the Russell Brunson.

So without too much ado then... Jonathan, great to have you. Without too much ado, I want to save as much time for Russell as humanly possible. So we're going to start this session off, just like we have been, small hinges lead to big doors, so let's do our quick wins. And quick wins are not specific to anybody, if you are brand new here today, I want you to know you can share your quick wins with us. Your quick win might be something so simple as, "Hey, I actually signed up for the challenge. I actually said yes to doing the thing. Instead of sitting on the sidelines or sitting on a fence, I dove in. I said yes, I challenged myself." Small hinges lead to big doors. So we want to celebrate those wins. And just a quick reminder, gang, these are quick wins, 10, 20, 30 seconds. We don't need to hear about your entire business or your life story. We have tons of time for that in the very near future here. So let's get to our wins.

Solene, good morning. Let me hear a win.

Solene's frozen. Let's hop over to Daniel. Good morning Daniel.

Daniel:
Good morning everybody. My win is I needed to find some articles for my newsletter and I went to PLR Bundles and I found some. And so I'm ready to go and I'll have questions later.

Dante:
Bingo my man. Great stuff, Daniel.

Kira, how about a win?

Kira:
Okay, so apparently the way to get past the hurdle of Payments.AI, is to cry. But I finally got approved for Payments.AI, so I'm launching ads this weekend. I'm so excited.

Dante:
I love that. I love that Kira, way to stick in with it. Way to go. Great Captains were born not in calm seas, but in stormy seas. It was a stormy sea, locked in there. Super, super proud of you, you're amazing.

Doug, give me that win brother.

Doug:
A huge win is that I got my blessing behind the scenes from you, that I can share my provocative new brand with our group.

Dante:
It is going to be awesome. Super cool, Doug. Great to have you.
Michelle, let me hear a win.

Michelle:
Hi, I finished my perfect webinar, the entire thing, so I'm very, very, very excited about that.

Dante:
Yeah, we should be. That's a bear, it's a burden, that's a task and a half. But way to get it done, can't wait to see how that turns out.

Karen, let me hear it.

Karen:
Hey, 90% done with my funnel. It's my first time on expert and I found the time to carve in to do the Think and Grow Rich Challenge. So I'm missing Russell right now because you're playing now, so I'm going to have to catch the replay. So I'm really happy, I love one and two. Oh my god, I love it. So, my wins.

Dante:
Amazing, great stuff Karen. Great job.

John, come on with it.

John:
All right, can you hear me?

Dante:
Loud and clear, John?

John:
Awesome. Happy Independence Week everybody, and that's what Trey Allen said, "We're fighting for financial independence, living the American dream." Quick win, set up my Payments.AI, I'm excited about that. And then I got a final order in of a lot of vendor material that I'm going to be using for my product on e-comm. And so I'm excited, raring to go, set up, man.

Dante:
Good stuff John. Way to get after it, man.

Lisa, let me hear that win.

Lisa:
Hello. Outlined my course, which is going to be my lead magnet, and starting on the slides.

Dante:
Bingo. Love that, Lisa.

Nasco, give me the win.

Nasco:
Hey, hello everyone. I was just trying to find the buttons. Dante, I finally launched my course, which is a 10-week power program, and then I created the funnel and I launched it on 4th of July. And it's not accidental, we all need to be independent in our brains, in our minds.

Dante:
Absolutely.

Nasco:
I will need some help, fine-tuning it, but I guess we'll come to that point. Thank you very much for your help.

Dante:
Oh yeah, I'll get you squared away with that. Great job, Nasco.

Next is, Alanda, let me hear it.

Alanda:
Hey guys. So my big win, I have two this week, I have a fully functional funnel, amen, which I'm excited about, very excited about. And I also have my first graduate who's going through the funnel process. So I'm excited, excited, excited because it's like wildfire, all I need is one and they just talk to each other. So it's great. It's really good.

Dante:
Great job, Alanda. Amazing.

Nasco:
Thank you. Thank you.

Dante:
Solene, let me hear it.

Solene:
Did you say me?

Dante:
There we go, I hit the magic button. Solene, you should be able to unmute. There we go.

Solene:
I'm so sorry, just my internet sucks today. So my win with this portion of the class is I sat down with Russel's class, because I got the concept of the perfect webinar, but I was like, "I talk too much." And this is not putting myself down, this is just, I need that hook quick. So what I did was step by step wrote down, "Okay, in my case, what is the first step, the second step, the third step?" So it took me like three hours pausing and analyzing my situation. And I have the full script now, so I'm going to start recording. I'm not going to practice too much. Dante, you know me then I always try to be perfect, I'm not going to do that this time. I'm going to practice like two or three times, and then switch it to the funnel. So I'm super excited about that. Thank you.

Dante:
Come all with it. Finally, going to let the world see the...

Solene:
I did put a question, but because my internet sucked, it bumping me out. So if you could please, because I have to leave at 1:00 because I have Course Secrets too, so it's a super quick question. Sorry. Thank you.

Dante:
I'll do the best I can, Solene. Way to go and way to finally let the world see the true you. Super excited for that.

Solene:
Thank you so much, I appreciate it.

Dante:
Absolutely.

Jason, let me hear it. Is this the first time we're seeing each other, Jason?

Jason:
On this one, I think so, yes.

Dante:
Nice, welcome. Let me hear that win.

Jason:
So I just scheduled my first Tiny Challenge, a four-day one-on-one that I've been putting off doing a big webinar, and I'm doing the One-on-One Challenge. And so it's scheduled for Monday.

Dante:
Very cool. Very cool. Tiny Challenge is a new thing. You are on Russell's YouTube, that is for sure.
Jacob, great to see you. This is the first time we're speaking as well, correct Jacob?

Jacob:
Yes. Yes, I am so glad to speak to you and to have as well Russell on the line. I'm so grateful for ClickFunnels. I finally managed to connect my domain with ClickFunnels, that is first one. I uploaded my videos for the mini course that I created, so I'm using the course element and the book funnel, which is super explained. And I take the time as well to go through the Challenge and mind map it, because my passion is mind mapping stuff, so I'm sharing then the mind map with community, just to speed up development and comprehension for the rest. So that's my wins. And my win with three kids, going around and being sleepy, I'm participating in one hour webinar with my wonderful wife taking care about them. So that's another one.

Dante:
That's amazing. That's a bunch of big wins. Jacob, great for you man. Great to have you here. Welcome to the challenge.

Jacob:
Thank you.

Dante:
And to round us out for wins, let's hear from Grace.

Grace:
Hey. Hi Dante, how are you?

Dante:
I'm amazing.

Grace:
You're not going to believe it, after seven years in business, I have finally landed on my ideal client, my avatar, this week. And now I've been able to rename my product, my membership, that speaks to them immediately, it will identify whether or not it's appropriate for the person. So immediately in the title. And I've mapped out my whole level of my membership, so level one. So I am so excited, been busy this week.

Dante:
Oh, that's amazing, Grace, I'm excited for you. Congratulations. Great job.

Grace:
You're welcome.

Dante:
Before I just open the floor and let Russell start dominating some questions here and solving problems for us, I just want to remind everybody and really point out to the people especially who are new, small wins lead to big doors. It's really true, I know everybody's been saying it forever and it's really easy for us to just be like, "Oh yeah, okay, whatever. I heard that before." No, small wins lead to big doors. It's true in our personal lives, it's true in our personal relationships. Do not forget to celebrate the small things. All right, and for everybody who's new, I'd love to hear your wins next week as well. It might be a little bit pushing you out of your comfort box to get up live and to speak to everybody, I understand, but everybody else you just saw share their wins, it was uncomfortable for them as well. Super excited to have you guys here with us.

So Russell, are you excited? You ready to get into it?

Russell:
I'm excited. Let's have some fun.

Dante:
Awesome. Me too man, I've been looking forward to this all week.
The first question I would like to talk about is actually one that comes from the Facebook group, and I saw Dan ask this a couple of days ago. Dan Habe asked this, and man, I just thought it was such a great and honest question, so I'll read it to everybody, but I'll also put this in the chat for you. Dan says, and this was to Matt's post, "If you could ask Russell Brunson one question, what would it be?" And Dan's question was, "I actually believe that people like Russell are driven by obsession. Napoleon Hill refers to it as a burning desire. Henry Ford was obsessed with building a mass producible automobile. In his day, there were dozens of auto manufacturers, but his obsession made him a household name. We can come up with dozens of examples, Elon Musk, Tony Robbins are modern day examples, but for us average people who don't feel like we have that obsession, how can we elevate our desire? Because I don't believe you can fake obsession." It's always been Dan's problem with the entire metaphysical movement, which he has lived for his entire life. So how does the average Joe, without an obsession still get very high results?

Russell:
Ooh, what a fun question.

Dante:
Right?

Russell:
Yeah. So I have a couple of thoughts about this, and hopefully this will help somebody that's listening to this, when I was growing up, a lot of years on... I'm a wrestler, in fact, if you look close, you can see my cauliflower ear, which is very important to me. In fact, I bought wrestler.com and the logo is literally, it's my ear. We already have the logo designed. It's amazing. But I remember when I was growing up, I got into wrestling, I started loving it, I became obsessed with it. I have an obsessive personality, so that's easier for me to get obsessed than to not be obsessed.

But I remember I was watching this video and there's these two twin brothers named Tom and Terry Brands who are wrestlers, and it was a VHS tape I bought, I put it in, and the very first screen came up and it was Tom Brands and he's looking at screen and he's like, "My name is Tom Brands.

My goal is simple, I want to be the greatest wrestler in the whole world." And then it flips up his twin brother and he's like, "My name's Terry Brands. My goal is simple, I want to be the greatest wrestler in the whole world." And I remember hearing that and I got chills down my body, and all I could think was, "I'm Russell Brunson. My goal is simple, I want to be the greatest wrestler in the whole world." And that became my driving thought for the next decade and a half of my life.

When I got into business, it was similar for me, because the first I was dabbling, I was having fun, but as soon as I realized this was the thing I wanted to do, I shifted from like, "Oh, I'm going to try to figure out how to make some money." To, "My name is Russell Brunson and my goal is simple, I want to be the greatest marketer that's ever lived on this earth." That became the goal, that became the plan, that became the thing. And it started this obsession for me because I had this goal, and the goal, "I want to make some money." It was, "I want to be the greatest, I want to be the GOAT, in whatever thing I do, whatever thing I accomplish."

So that's a big thing that I do for myself personally, but again, I also know that not everybody is naturally as obsessive compulsive as I am. So the next question is like, well if you don't have that yet, how do you increase that desire? And desire is a funny thing because desire is like a flame, it can go big, it can go small. And so people are like, "Oh, I have no desire now. I have tons of desire right now." And it ebbs and flows with things. And so for me it's like, you have to find the thing that keeps you up at night. And the reason why I feel like in our world, most people don't become obsessed is because they're coming in trying to figure out how to make money. And figuring out how to make money is great, that's awesome, money's fun, it's a good scorecard. After you start getting a lot of money, you realize that money's not that cool because you're like, "What's the point of this?" And that's when people's desire dwindles and then it disappears.

And so you have to find that desire in something different, something bigger than that. And so for me, it really began when I started having success for people. My success was great, but when I had a client, or a student or someone who I was able to help, and they got success, anyone who hasn't felt that before, that's a better feeling than yourself. I remember, you have success, you're like, "Yeah, that was awesome." Then you have someone else have success, you're like, "Whoa, that was even better than when I had it." It's this weirdest thing, it's the reason why people go into coaching, it's the reason why people go into... As an athlete, you're a good athlete, you win, that's amazing, but then you help coach someone else and they win, that feels even better. That's where the desire and the obsession starts growing. And so for you guys, the faster... Especially we're in the expert track, which, I mean I love trade, but come on now, e-commerce, physical products, come on, expert stuff's way better because you guys are pouring your expertise into somebody. Something that you've figured out that you've learned that's actually changed your life, you're giving that to somebody else and you can see their results. And so the faster you can start transitioning to that, the more that desire will start to grow.

So that can be a lot of things, it can be like, maybe if you don't have any clients yet, it's like, "Let me go find some clients, let me go..." I remember hearing Tony Robbins tell this story, he wanted to learn NLP, so we went to this six week certification program, he traveled there. And after the day two he's like, "This is amazing, I have these skills I want to use." And all the people in the class were like, "Well you're not certified yet, you can't use them." He's like, "But I have something I can use."

And so he got so frustrated, I can't remember exactly where's that, but he was like, "I left the hotel room where they were studying NLP." And he went to the 7-Eleven across the street, or Holiday Inn or something like that, and he found people in the lobby and he's like, "Let me fix you." And he's fixing people and using all these things because he was so obsessed with it. And he started working on them and he got more and more obsessed, and then the NLP practitioners got so mad that he was using it without being certified, they kicked him out of the group. And he never got certified through NLP, even though uses it more than anybody else, probably on this planet.

And so the key is, as soon as you start helping other people, that's what's going to make that desire grow. So it's like, go find someone you can serve fast. Even if you don't have a business yet, your course isn't done yet, your whatever's not done yet, that's fine, go start helping people right now.

Find your friends, your family members, find someone off the street, just go serve someone right now, while you're doing this process. And as you start seeing the light bulbs go off in their head and them having success, that's, at least for me, the best way to increase desire, is seeing that, the practical application of your knowledge in somebody else's life. That's the best one. So I hope that helps. Two different paths, for the already obsessed, there's how I do it, and for the ones who want to get obsessed, that's how you crank up the heat.

Dante:
Love that. Great answer. How excited are we to have Russell back? Let me get that in chat, if you're juiced to be with Russell, let me see a Russell in the chat. This is the highlight of the week.
Okay, I have another question. Talking about two sides of things. We have another... Yeah, there it is, gang. Talking about two sides of things, we have another question, I just put it in the chat but it's banging so I'll put it back here and we'll see if we can keep up. The question is, this is from Lauren, and Lauren says, "How would you advise that someone go about launching a two-sided marketplace business? It's an entrepreneurial matchmaking site with no preexisting list or audience to market the subscription to. How can I ensure that there are enough members on each side of the match for there to be balanced and value for all upon joining? Thank you so much in advance."

Russell:
Ooh, very cool. So marketplaces are awesome and they're also hard, because, she nailed it, it's the chicken and the egg. If I have a big marketplace, everyone's going to be there, but if no one's there who's going to come join the marketplace? And so you have this middle ground and so the hard thing is you have to create the demand and you have to create the supply. You're creating supply and demand and then that's where the marketplace is, it comes together when there's high demand for the thing and there's a supply of the thing, and you're the ones bringing it all together. And so if you don't have that yet, or don't have a list yet, that's what you got to think through is just like, "Hey..." Because the marketplace isn't hard, it's software in the middle that facilitates this thing. It's you creating the demand and then creating the supply, that's magical.

So for me, the first step typically is, is I got to figure out the supply, because, awesome there's a bunch of demand, but there's no supply, that demand will go somewhere else. It's like, and what's the supply? So it sounds like a two-sided marketplace, entrepreneurial matchmaking site, so you're trying to find the matchmaker. So what I would do is I would try to go find partners, people who already have your dream customers and say, "Okay, try to find five or 10..." And the reality is anytime you're reaching out for partners, it's a numbers game. And a lot of people don't do joint ventures or affiliate stuff because they're scared of, "What if someone rejects me?" And the reality is, most people will reject you. It's a numbers game. When we do a big launch and even inside of ClickFunnels, I'll reach out to 500 people personally, and then from the 500 people, I'll get 100 that actually respond. From the 100 that respond, 30 say yes, and from the 30 that say yes, 10 actually do something. And so that's me, that's Russell Brunson who's been doing this forever. It's the funnel.

And so understanding that, so it's like if I need to build supply and demand, I'm looking for entrepreneurs, I got to go find people who already have the entrepreneurs and sell them on this idea. So what I would do is I would come back to Russell Brunson 101, build the dream 100, who are the 100 people who've got your dream customers, who would be facilitating this marketplace anyway? Excuse me. Figure out those 100 people. Then I figure out, what's in for them? Why would they want to bring their audience to this thing? I got to create some value for them to actually bring this thing in. So I'm going to think, what's the value for that person? Is it giving them exposure? Is it giving them leads? What's the thing for them? And then I go out there, I contact all 100, and say, "Hey, we're doing this thing. We have a marketplace launching, we want you to be one of the head facilitators. We want your face on the side." Or, "We want..." Whatever the value is for them. "And you do that and then you bring your audience in, and this is how we're going to do it."

So that's the thought process in my head that I'd be focusing on, is really that is like, "Okay, that's how I'm going to do it." And then I'm going to go message 100 people, message the dream 100 and try to contact them. And then from there try to get... If I message 100 people, try to get 30 that respond back to me, from there get 10 to say yes, form there get three or four to be part of it. And then that's it, you have three or four people, three or four people, you bring their audiences together, you're the facilitator of the whole thing. And then boom, now you've got something that you can launch and you can start going out there and running in with.

Okay? But if you don't have a list right now, it's definitely going to be partnerships, it's going to be dream 100. It's figuring out, for the dream 100 partner, what's in it for them? Why should they send their list or their audience to this marketplace? And then number two is then, after you've sold them on what's in for them, then it's contacting all them. And just realizing again, it's just a big funnel. Dream 100, your goal is to get two or three people, but you got to have 100... If you reach out to three people, you'd probably get three nos. So it's volume, it's numbers, and that's the key you have to understand, is always reaching out to a lot more people. So I have a project I'm putting on for next month, and same thing, we're building a brand new dream 100 list, I'm contacting 100 people, and it's the same thing, I'm hoping to get 10 people to say yes. And so that's the process.

Lauren:
Thank you so much.

Dante:
Oh nice. She's with us. Yeah, please feel free to unmute if you have any final comments.

Lauren:
No, I was just going to say that is so helpful, I'm just trying to wrap my mind around how to just project the timeline when I'm reaching out to so many different people, in terms of a projected, I don't want to say launch date because obviously if I'm reaching out to 100 people and 10 get back to me, and then only three end up moving on the idea. Just in terms of trying to get an idea of when things might start moving, since I'm trying to white label our matchmaking software and trying to put things out in terms of marketing, just getting an idea on a rough launch date. Just how you conceptualize those kinds of things when you are reaching out to so many different people all at the same time, just in terms of when things can actually come to fruition, just I'm trying to get an idea of how it will all actually play out.

Russell:
For sure. So what I do is I actually do pick a launch date, but I'm okay moving it if I don't get people to say yes, but having one... Because it gives the people you're contacting, it gives them a window to see, "Will this work for me or not?" A lot of times they'll respond back, "I can't because the date doesn't work." And that's fine, but then you at least have them in a list, these people who were willing to do it but the date didn't work for them. And then if you need to shift, you come back and say, "Hey, we had to move dates for this speaker over here, would this date work better?" And maybe you get a yes from there. But I definitely would lead, when I'm contacting them, I would contact them with absolute certainty of like, "This is the thing I'm doing, this is the date. This is..." Because when someone comes to me, I want them to have absolute certainty, that they have a plan and a path. If you come and like, "Ah, I'm thinking about this thing, maybe in the next month or two." It's like, "Oh, they're not really sure what's happening."

So I would just pick a date, even if it's going to change, just pick a date and then lead with that, and that way... Yeah, in any situation, the person with the most certainty wins, so if you're going to be contacting somebody, even if you don't feel real certainty, you got to come into a certainty like, "This is what's happening, this is the date. It's going to be amazing, this is the plan." You got to sell them with your certainty on why that's so amazing and that's what going to get someone to buy into the vision.

Lauren:
That makes sense. Thank you so much. I can't tell you how much I appreciate your time.

Russell:
No worries. I'm excited to see your matchmaking site, that's cool.

Lauren:
Thank you.

Dante:
And it's funny, the timing, you just talked to Steve about this, I don't know when you talked to him, but it just launched recently about, when you were trying to do your dream 100 and you talked about how you got out of your Jeep 100 times over and over, "Get out of my Jeep, 'Hey, this is…'"

Russell:
"Hey, this is Russell, how's it going? Hey, what's up man? Hey." Yeah, I feel like I literally... I've done it probably a dozen times in my career, but every time it was important, I sat down, I recorded 100, 200, 300 plus videos, all my dream 100, personalizing it. "This is for you, this is why." And yeah, it's a lot of work, but it's amazing.

Dante:
And results are better too, right? Because like you were saying in the video, you're not just sending out some spammy email, it's not just text, it's not just like, "Oh, hey, come try this thing." It's really personalized. And we're talking, this is a numbers game, so anything we can do to increase the numbers, to increase the people that actually open it, pay attention to it, and that increases the people that we get. Man, that is gold. This is so fun!

Lauren:
Totally.

Dante:
I love my life. Okay-

Russell:
Real quick, I saw a really good follow-up question, Michelle asked in the comments, she said, "Do you message via message or email?" The reality is every single person I contact in the dream 100 has a different process, and it's annoying. For me, people in my world know the only way I respond to you is Voxer, that's it, I won't respond to anything else. Other friends I know are only Instagram, some are only DMs, some are Telegraph for crying out loud. There's a guy who I have Telegraph on my phone, for this one person because that's the only way... I have two or three people I know who only communicate through Skype, and so I have no idea. So for me it's like, as I start reaching out, I'll reach out on Instagram, then maybe two days later I reach out on Facebook Messenger, then I'll try... Until I get some hook where it comes back and I'm like, "Okay, now I know this person responds on this platform."

Sometimes I have to send direct mail, I've sent pizzas to people's offices before. I've done all sorts of weird stuff to try to figure out... Because everyone's got their own platform or their own way that they communicate with, and so you have to be respectful of that. When someone works with me, like I'm doing a deal with some right now, and my first thing is like, "Hey, just so you know, if you're going to do a deal with me, it's got to be on Voxer." And their whole team's downloading Voxer now. But if I'm doing a deal with them, I will bow down to whatever platform that they want me to communicate on and then that's where I focus on. Because for me, everything's about them, when I'm asking them for something, I will do whatever they say and I'll do it in a way that they want me to say it.

Dante:
Nice.

Michelle:
Thanks again.

Russell:
Yeah.

Dante:
All right. The next question comes from Dominic. Let me just put this in the chat for us all really quick so we can follow along. Okay. Dominic says, "Russell, we have generated over $2,000,000 in the past few years with your teachings, thank you for that. We have basically flatlined at about $750,000 per year, for two years now. Our attractive character has limiting time to consistently do a webinar. I am personally the integrator, he's the Todd. And would you still advise for us to do a webinar every single week, for one year live?

Russell:
Excuse me. Okay, it's a great question. So this is one of the hard things, when the attractive character is all bought in and 100% ready, it's easier. For me, it's easier for me to do webinar all the time because I'm the person. I know who this question's from, so I think he's the one driving things more so, and he's got this attractive character he's trying to get to do stuff. So it depends, I mean doing a webinar every week for a year, is to master the presentation and master the pitch, and I do that until it's converting well.

Now some people do that a lot faster, like Annie Grace is a good example. If you guys know Annie Grace, she came into our world and I think she was eight and a half months pregnant when she came to Funnel Hacking Live, she had to drive there because they wouldn't let her fly. She came to the thing, then she joined Inner Circle, two weeks later she was at Boise's office. We told her to do a webinar, she modeled the whole thing, she recorded the webinar, I think it was like six days before baby was born, and then she put it live. And then she went and had a baby, and then it converted, the first version converted great, and it's been six years now, they keep running traffic to that same version that she recorded six days before her baby was born, because it worked. So I think that's the bigger thing is, the reason why I tell people do a webinar every single week for a year, is because most people it's not going to convert, but if you've got one that's converting or they do two or three or whatever, and that's the amount of time you have with the attractive character, that becomes the focal point and then you can start driving ads to it.

Now I want to add one more evolution to this idea that's been really big for me just in the last three or four months. Some of you guys may know who Tim Shields is. Tim, he's one of my Atlas members, he spoke at last year's Fun Hacking Live. And it was really fascinating because if you get on... In fact it's worth getting on his list, he's in the photography market, he's doing over $10,000,000 a year, in the photography market, selling a $500 course. It's still crazy to me what he does. But what he does is he does dramatic demonstrations, but he does them in different spots, so he'll do a photography course on the side of the Grand Canyon. Then he'll do a photography course at some lake in Banff, Canada, then does another photography course in Hawaii. So he does these courses, he'll fly out to Hawaii, he'll record this course, and then while he's in Hawaii, he'll do an actual webinar. And the webinar's like, "Hey, I'm in Hawaii." So it's like a unique dramatic demonstration. They're coming to Hawaii to see... He's streaming to them live in Hawaii, he does a presentation, doing very specific with the thing he's do in Hawaii. But then the offer is the same offer, it's a $500 course he sells. And then a couple of months later he does the one inside of the Grand Canyon.

So over the last year he's built up nine webinars, all of them, a different hook, they have different dramatic demonstration, same offer. And if you join his email list right now, you'll notice that the first week he promotes one of the webinars, the Evergreen version, the next week promotes the next one, the next week he promotes... And he goes through the nine webinars. So if you join his list, every week, you'll see them for nine weeks, and when he gets to the bottom, then he starts back at the top, and he just keeps going through, when gets the bottom he goes back to the top.

So he's promoting a different webinar every single week that sells the same offer. Does that make sense? So he's hitting it from different angles, but his list never gets tired of him promoting this webinar because they're all a little bit different. And so... Sorry, my iPad's ringing, my daughter... Anyway, long story, she got hooked up my iPad, so every time she calls her friends, my phone starts ringing. Anyway, so that's just another model too, it's like, if you have an attractive character who doesn't want to do multiple times, it's like cool, have him do one on this angle, have him do... And you start automating a couple versions, now you have different versions you can drive traffic to as well.

Dante:
And it sounds like in the question, he's just having this hard time getting his attractive character to show up and do the webinars. So if that's the case, would you just be thinking, Evergreen, the best one he's done so far, that way you can continue to run it?

Russell:
You can do that. Or one other idea that I'm doing now, so I just did, some of you guys are on the Course Secrets call, I have a Course Secrets call starting in 30 minutes. So I did Think and Grow Rich, we did Thinking Rich Challenge, to sell Course Secrets, and then I did an Info Riches masterclass, for the Dan Kennedy audience, selling it. And so what the difference was, I came on and I facilitated the webinar and they clicked play and they watched, it was like a 50-minute clip from the Thinking Rich Challenge that we played on the webinar. And then I came back and I did the pitch direct.

So one thing he could do is just, he could be the facilitator, jump on, "Hey, what's up everyone? It's June 29th, welcome to the webinar. Dah, dah, dah, dah. All right, I'm going to show you this really cool clip, from so-and-so teaching." Boom, pop over, have the attractive character do the teaching for 45, 50 minutes, and then come back and let him do the pitch and do the call to action by himself. And so that's another way to do it, where you become the facilitator, plug in the content. In fact, I have a whole bunch of webinars I'm writing right now, that literally are like me introing, playing a clip from Funnel Hacking Live, and me come back in the stack and then close at the end. Just because it's so much simpler, it saves me 45 minutes or an hour of reteaching something and it's... Anyway, I'm trying to figure out easier ways to do more webinars at this stage of my life.

Dante:
I don't blame you. And imagine I'd be a lot easier to get your attractive character to come back and do another webinar if you're like, "Hey, we're just going to try and do one that we can Evergreen, and not have to keep calling you every week." He'll probably be chomping at the bit for that one.

Russell:
For sure. Or just have them do the training part and you do the stack and the close, all things like that as well.

Dante:
Right. 100%. Okay, final question and then we're going to hit some hands that are up. This one is from Ezra, and Ezra says, "I'm following Russell's model..." Let me put this in the chat for you all, sorry. Let's do that, there. Ezra says, "I'm following Russell's model of working for a client for free, getting results, then go live to start charging and getting paid clients. My question is, at what point should I pull the trigger after the results?" For example, how much results is great results to then officially start charging for his services?

Russell:
That's a good question. I don't think you have to wait, you know what I mean? A lot of times, the biggest problem we have in any business is just waiting, we keep waiting, and we keep waiting and keep waiting. When I did the work with Drew Cannoli, I flew out... And those who don't know the context on that, before I launched my coaching business, I found a dream client, Drew Cannoli, I flew out to his office, worked for free, helped them build the thing out. And so I was working with them doing a bunch of stuff, but at the same time I was working to launch the consulting brand, so as I was doing stuff, I was practicing on them and I was putting it into my course, I was practicing, and so I was doing it in real time. And I started selling it before had an insane result for them, because I didn't want to wait for six months and then I'm like, "What if they don't have the result? What if they take forever?" It's just nice to have, so that when you do have that, it becomes this really powerful thing.

And so I wouldn't wait. In fact, you'll see, so next month I'm doing an event, probably, I'm still figuring out the date and time stuff. I'm doing a virtual three-day event, and to lead that event, some of you guys may have heard of the podcast, I did a podcast looking for two people who wanted to pay $100,000 for me to do five calls with them on how to create a webinar. So I got two people to pay me a 100 grand, I'm doing the calls right now. But part of it's like, "I'm doing the five calls, but none of their webinars are done. They're not going to be done." And so it's not finished yet. And so I don't have that result, but the result I do have is, I had two people pay me $100,000, to get the same thing you guys are learning for just $10,000, that kind of transition. So it gives me the thing as well.

So even gives you the ability to say, "Look, I have clients I'm working with now. I'm working with this client right now." You can start saying that you're working with clients, even though maybe they don't have the result yet, or maybe they have little micro results, you can share whatever piece that they have right now, but don't wait until the perfect result comes before you're going to launch something. It's just keep doing it and then share the mini wins that you're getting along the way, and then when they do have that big result, then you come back in and amplify everything else with that. Does that make sense?

Dante:
Absolutely.

Russell:
I would say just don't wait. Everyone wants to wait, yes, getting a client, working for free is great, do that stuff, but keep moving forward, all it's going to do is amplify yourselves. There's a lot of people who make sales without a testimony, without anything, so you can still make money without it. But as soon as you have that testimony, that success story, that case study, then it'll amplify everything else. But don't wait for that to get started.

Dante:
100%. Such great advice there. Okay, so like Russell just said, he does have another webinar coming up and we can't keep him too much longer, so I want to knock out a couple hands that are up. Solene, said she has a really quick one. Let's start with Solene.

Solene:
Actually, I don't need Russell for this. Sorry, Russell, I appreciate your time. So I private messaged you, it's just a friendly reminder for my question last week. I don't know how to identify who is clicking in my offer because I want to call them and see why they didn't move forward. So that's one question, and the other simple question was, of course I forgot, but I put it in the message. I just don't want to take Russell's time for this. But thank you though, appreciate it.

Dante:
No worries. I'll get you that answer in a couple of hours here, Solene.

Solene:
Thank you, I appreciate it.

Dante:
Absolutely. Let's hop over to Kira. I don't think Kira's had a chance to ask any questions to Russell yet.

So Kira, let's hear it. Oh, Kira, sorry, you're still muted. Let me hit my magic button. There we go.

Kira:
Thank you. I was just saying, Russell, I mean, what an honor, and I have to tell you, it's impossible to listen to you talking about anything, without getting excited. I mean, every time I listen to this man talk, I'm like, “Yes."

Russell:
That's awesome.

Kira:
Anyway, I've learned so much and I'm really excited about this course and everything, and the support and the people in here are incredible, honestly. So thank you for putting it together. To my question, I have a Facebook group that I started for another business that I had been working on for 15 years, a lot of bad stuff happened. But the group itself has about 14,000 members, and although it isn't technically affiliated or connected to my new projects, which is geared towards health and anti-aging, et cetera, the company that I used to have used to help moms with sick babies, with acid reflux disease. Those moms over 15 years have reached a certain point in their life and they could very well qualify for what I'm doing now. How can I utilize that group? I mean, there's close to 14,000 members in there, I had group leads on there for a lot of it, so I have a lot of email addresses. I want to change the name, I don't know how to handle that, but I don't want to throw those leads away. That's a lot of leads that could potentially turn into people I could help, or...

Russell:
Yeah. How different is that market to the new one? Is it night and day difference or are they tangentially? Do you know what I mean?

Kira:
Well, I mean everybody that joined that group at the time, over the course of the last 15 years, had a sick baby with acid reflux diseases, because it was a very specific group. Babies usually only have acid reflux for a year, and they typically move on to other areas in their life. Now, a lot of those moms 15 years later, could potentially be in their 30s and 40s, which is where I'm targeting now, because I'm helping both men and women deal with combating or optimizing the healthiest life they can, as they grow older. And I'm doing that with products and services. So what do you think? You think I can do something with that group or?

Russell:
So a couple of things I would say, is number one, it's definitely worth doing something to try and move people over, but at the same time, it would almost be easier to build a new 15,000 person group, than to bank on moving those people over. You know what I mean? And so what I would say is I would probably create somewhat a campaign, maybe spend 14 days doing a video campaign or something, trying to get the right people to raise their hands. Like, "Hey, this is the new thing I'm doing, this is amazing. We're moving everyone over here, we're shutting this group down. If you're interested, let us know." And do some kind of campaign and get people excited. But then knowing that there's going to be beginning and an end, and I would even tell them, "We're shutting this group down, it's going to be dead." And then who knows, you may get 300, 500 people to raise their hand and move to something different. But then you got that new group, and then from there I'd start focusing all effort on growing the new group, that's very specific to the thing you're trying to do. Does that make sense?

Kira:
It does make sense, but in your opinion, do you think it would be just as beneficial to make an announcement in that group and say the group is changing, rather than counting on them to take those two or three steps to join another group? Maybe do a video or an announcement saying, "Hey, this group has served X, Y, Z for a number of years and now we're focusing on this."?

Russell:
Is the group active right now?

Kira:
Yeah, it is, and I haven't engaged in it in probably four months, and I've got 2,000 people waiting to join.

Russell:
Oh, really?

Kira:
It's a lot.

Russell:
But are they all waiting to join because of acid reflux, their kids going crazy and they're like, "Get me in here."

Kira:
It's a huge emotional thing for me. There was a lot of stuff that happened, I'm not going to get into it, but it was a business fail. But I wanted to-

Russell:
My biggest fear for you is, because the algorithm going to... If a group is active on a topic, it'll start showing more people. So if you've got acid reflux and you're trying to bring them over here, and all of a sudden they're commenting, "You shifted the conversation." And again, out of the 15,000, there's only like 300, actually want that stuff-

Kira:
I mean it's-

Russell:
And all the conversation slow down.

Kira:
Right, I get it. But I mean, wouldn't those... Whoever switches over or sticks around, maybe 10%, but still that's...

Dante:
Well, just because you change the name of the group, Kira, it doesn't mean you change that person, or their identity, or their problems or what they want. Right?

Kira:
True.

Russell:
Yeah. Yep, I would try to get... The people who raise their hand, they're interested in that topic, and I would move them off, and then you can start building a clean group. Because then if you have the 300 people that actually want that topic, and then you turn on some basic Facebook ads, I mean, you can get 15,000 people in the next three months, and that's the right people. And then that algorithm's going to feed that, and then it's going to be getting more of the right people, versus right now they have 15 years of data that this is a acid reflux group. So when you're trying to advertise and bring more of your new dream client in, it's going to find these... Even if you change the name, Facebook's like, "The commonality that these 15,000 people have is this." And that's who they're going to start finding. And then you're not going to get the right dream client in.

Kira:
Got it.

Russell:
So that'd be my biggest fear. A 15,000 group's great, but you can build one way faster, and the algorithm can find the right people, ads can pull the right people, and then it just becomes easier from there.

Kira:
Thank you so much for everything that you do for us, both of you. And by the way, Dante is a rockstar.

Russell:
He's great, right? I love him.

Kira:
So lucky to have him, he's amazing.

Russell:
Awesome. Thanks so much.

Dante:
Your freaking sweet, Kira. And Kira, I'd like for you to stick around. When Russell goes, I'm going to start the second half, I have a story for you about the hypnotist. Cool. Let's hop over to Sebere.
Sebere, how are we, man? Hit my magic button, there we go.

Sebere:
Hello.

Russell:
Hey.

Sebere:
Thank you. Thank you very much for prioritizing me. I have a question about my funnel. So I've built my funnel, I'm sales coach and I'm try to build my funnel now, and the first step is a book for free, it's, Eight Powerful Skills That Will Make You Unstoppable In Sales. And then second step will be upsell a webinar for a small ticket price, and then bringing them to webinar with around €400 price, and then after that, the high ticket sales. Is that an effective strategy you think? Or I should do something differently, maybe?

Russell:
Okay, say it again. So you're going... Did you say it's a free webinar or a paid webinar for it?

Sebere:
I think about the paid one.

Russell:
Okay. And how much do you charge for the webinar?

Sebere:
I think about something small, like €7.

Russell:
Okay.

Sebere:
In fact, it can kill my conversion rate.

Dante:
You had a step before the webinar too, correct, Sebere? Did you say it was a free consultation?

Sebere:
No, it's a free book. The name is, Eight Powerful Skills in Sales That Will Make You Unstoppable, so it's just a hook to get the email address. And after that there will be a page coming with the webinar.

Russell:
That's an ebook, right?

Sebere:
Yeah.

Russell:
Yeah. So free ebook to a $7 webinar?

Sebere:
Yes, and then after that they will come to webinar. And in this webinar I'm going to pitch the package with different courses and et cetera, for €379. And then once I get them as a clients, so they might be interested in high ticket as well. That's the general strategy, yeah.

Russell:
Got you. So I have a debate in my Inner Circle, more so on challenges because half the group does free challenge, have do paid challenges, and we always fight back and forth, who's right and who's wrong. And the reality is they're different tools, and they have different things. So webinars, I don't actually know anyone doing a paid webinar right now, I'm not against them, I haven't seen anyone successfully grow or scale a paid webinar. So it's harder for me because I'm not like, "Oh, here's how so-and-so's doing, I've seen the model." I don't think it would not work, but I have not seen somebody yet who's crushed it with the paid webinar. I have seen people crush it with paid challenges.

So it comes back to just the end goals. For me, I like having webinars with a lot of people, I don't like having a brick wall that keeps people from showing up. You know what I mean? That's why I like doing free webinars, because I want as many people as possible so I can make the pitch and have as many people there as possible, same thing with my free challenges. That said, next month I'm testing out a paid challenge because everyone who's doing the paid challenge is like, "Oh, this is the best. People show up, they're more likely to buy, we sell more high ticket stuff." And there's all that version of it as well.

And so yeah, it's like, it could work, it couldn't work. I would probably test that, maybe try a free one, try a paid one and just see, because one is going to be dramatically better than the other, but we won't know until you actually test it. Because if you do a paid webinar and it's seven bucks and you get, 30 people pay and show up, that's hard, because then your show up rate would probably be higher, you'd probably get 90% of people to show up, which is great. But if you do the same thing as a free webinar and you would've got 300 people registered, and you get 100 to show up, which one's got a better audience? And so I think that would something I would test back and forth just to see which one ends up giving you more money at the end of the day. But then after that, the rest of the funnel and the strategy sounds perfect. That's the only one that's unique that I haven't seen somebody successfully execute on yet.

Sebere:
Okay.

Russell:
And I'm not against it. I am not going to lie, every time someone does something different, I always get in these battles with, I'm like, "There's no way a paid challenge will work." And then someone does one and they pull out $2,300,000 for their paid challenge. I'm like, "Okay, I guess paid challenges will work." So I'm not just going to say it's not going to work, I just haven't seen it yet. And so I'd say it'd be a cool thing to test, but I would do just a quick test, maybe one week, one way, one week the other way and just see what the numbers, how they shake out and then double down on whichever one wins.

Sebere:
If you would have one strategy for sales coaches in general, what kind of funnel would you recommend?

Russell:
Are you teaching them to sell on the phone?

Sebere:
Not only, all the ways, also with helping AI in their everyday job. Also with phone, emails, LinkedIn outreach, and also high ticket sales, everything included in one sales package.

Russell:
Got you. Biggest thing I would do is I would make sure that the process you're teaching them is the process you're using. Does that make sense? I see people all the time who... I'm going to tease him, so Stu McLaren, I love him, one of my best friends on the planet, he has a course to teach people to do membership sites. And I'm like, "If you instead, sold them membership site, and had a membership site, people would see the process. And I think it would do better." But he has a course teaching membership site. If you're teaching high ticket sales, you should be doing it. If you're teaching phone sales, you should be doing phone sales. If you're teaching live event sales, you should be doing live events. So I would sync it to the process that you're teaching, so they can see... The process that they're buying through should be the same process you're teaching.

So I would sync those as close as humanly possible, that way they're seeing like, "Oh my gosh, he does know what he's talking... It worked on me." When someone goes through my world and they see me do the perfect webinar, you should see the comments, people are like, "He's doing the perfect webinar. Oh my gosh, this is real. Oh." They're freaking out because they've learned about it and they're seeing me do it, right? And so it's like, that's the biggest thing is, make sure you're congruent with how you're doing the thing and how you're fulfilling the same way, because then people will be like, "Oh, it worked on me, of course this going to work for them." And they're more likely to follow the process. Does that make sense?

Sebere:
Yeah, of course. Thank you so much Russell.

Russell:
Very cool. Thank you.

Dante:
And as I've been thinking about it, you really have me on a PT Barnum kick lately, so I am very amateur at studying PT Barnum, but I don't remember... PT Barnum, if you guys don't know, is the king of dramatic demonstrations and it's the inspiration for Russell doing his whole thing on dramatic demonstrations. And it's amazing, because dramatic demonstrations really, truly are the key, especially now that paid ads are getting all crazy and the landscape is changing. So forgive me Russell, but I'm an amateur at the studies of PT Barnum, but I don't remember PT Barnum ever making a dramatic demonstration paid, which is what your webinar is. Nobody ever had to pay PT Barnum $3 to learn about this new really cool event or really cool thing. The dramatic demonstration or the webinar is free, people can join that, and that free thing then shows them about the paid thing and they pay to go do that thing. So if you were looking for a nudge on where to start, should I start paid? Should I start free? I would nudge you to start free. Get a bunch of people in that webinar, get them hyped up and excited, just like we do it, and then turn those people into sales down the line.

Russell:
Speaking of the value of demonstration, do you want to see something cool I got in the mail this week, Dante?

Dante:
Yeah. Are you kidding me? Yeah.

Russell:
Here's nerd Russell. This book costs me way too much money, but as you guys know, I buy old books. And I found this book called Showmanship in Business, from 1937. Wait, is that right? 1936. 1936. And it's like all the dramatic demonstrations these guys were doing back in 1936, that's insane. So you can see the further they got, the big old balloon on the... Anyway, so book nerd here, I just got excited when you said dramatic demonstrations, because of my new book.

Dante:
Well that's great. Now I'm going to be on a trail of eBay, trying to find that book. I've never even heard it, but that's awesome. It's 12:50, can we do one more quick one, Russell?

Russell:
Heck yeah. So my next one starts at the top of the hour, but I'm good to go, and two minutes before and then I'll jump off and switch over to there. So yeah, I'm good to go.

Cool. Of Nasco, Daniel, Caesar and Ryan, do any of you guys know your question is fairly quick?
Okay, Caesar, let's do it then. Let's hear it.

Caeser:
So I'm actually in the next course too, also I'll be seeing you in a little bit. But I'm doing supplement sales, so I know you've done that before, I jumped in on this because I wanted to build a ClickFunnel into the course. I have a partnership with Spartan Races, I shot you a couple of messages seeing if you're interested in doing a race, I'd pay for your kids to go for free. So my question, what would you recommend I do with that partnership? Giving away a free race, giving away supplements, doing a training program? What kind of funnel would you recommend I build starting it today? What is the first step in making that work?

Russell:
This is to get people to come to a race?

Caeser:
Well, so the idea is to sell supplements, and I'm able to-

Russell:
To people who are racing in a race?

Caeser:
... give away a race... Say again.

Russell:
Oh.

Caeser:
So my niche is people who've never done a race before, that's who I'm trying to get. I'm trying to get people who've never done a race before. I have a training program, Joe did send us a book that I could get. So I have a lot of resources at my disposal because of this partnership. So I'm trying to figure out what the best way to put a supplement funnel together, in order to encourage people to buy the supplement and in exchange, get a free race, or buy the race and get a free supplement, so they try it. That's where I'm stuck.

Russell:
Very cool. Yep. All right, so what I would do, we did this in LadyBoss, we did it with Kaelin Poulin, we did a, it was called the Cake Challenge. So it was like, we wrapped it in a thing where it's like, "Okay, the goal is to lose X amount of weight at a certain period of time, but it's the Cake Challenge. Inside the Cake challenge, you have the workout and you have the supplements, and dah, dah." All these kind of things, and it became this complete package. So I'd be thinking, the dream customer, you said it's someone who's not racing right now, so I would do something like yourfirstrace.com, or racingtoasixpack... I don't know, something, whatever the end result is, and submit a challenge like that. So then the challenge comes in, it's like, "Hey, the challenge kit, the first thing you're going to need is you're going to get the book, then you're going to get the dah."

So when we sold the Cake Challenge, it was like, "You're going to lose weight. So based on the weight, here's the challenge kit you need, which is going to be supplements, a workout thing, dah, dah, dah." Whatever it was, and it's the kit that they need to be able to fulfill on the challenge. Now, they didn't have to sign up for the kit, but that was the upsell, someone registered for the challenge and then the upsell page is like, "Hey, thanks for so much for joining this challenge. We're going to help you lose weight, dah, dah, dah, dah. This kit's going to help you get there faster because it's going to give you this book, and this thing and the supplement sheet for the next 30 days plus, blah, blah, blah, blah, blah." You had all the stuff put together, and then we shipped it out.

And I think the conversion rate was like 30-something percent, on the kit, they gave them the, again, the book, the supplements, all that kind of stuff, that they would need to be able to have more success during the challenge. And so if it was me, that's how I would do it, I would do some kind of challenge funnel with the end result of the challenge is this. It's a free challenge, you can get the free education, but then the challenge kits, like, "We got two types of people that join this challenge, those who sign up and do it for free, and it's great they get some results, but those who get the best results are those who actually have the supplements, they have the book, they have the motivation, they have the VIP calls, they blah, blah, and all the other stuff. So if you upgrade right here, we'll give you that stuff as well." So that's how I would probably structure it.

Caeser:
Awesome, thank you.

Russell:
Yeah, no worries. Tell Joe, hi, he's awesome.

Caeser:
Yes, thanks. I will.

Russell:
Dante, you're muted. I don't have the magic button unmute you though.

Dante:
He doesn't know how to unmute, first day on the job. Sorry. Well, that was awesome, and I know it's a couple of minutes early, but I think everybody's going to be going to hang out with you in the Course Secrets training anyway, so I won't keep you too much longer for today. Do you have anything you want to end us out on today, Russell?

Russell:
Cool. No, the biggest thing you guys, is I hope you're enjoying this process. Again, business is stressful, it's fun, there's all this stuff. But when all is said and done, this is a game and it's fun and you should be enjoying it, it's creation, it's trying things, it's failing. People always ask me, "Russell, you've worked with hundreds of thousands of entrepreneurs, what's the difference between those who have success and those who don't?" And the reality is, the difference is that the ones who have success are the ones who are not afraid to just throw stuff against the wall and see what happens. I always say that my experience is athletes usually do really, really well as entrepreneurs, because they're used to going and stepping out on the mat, or on the court or on the field, and trying and losing, and trying and losing. And that's what entrepreneurship is. And so a lot of times we're like, "I don't want to mess this up because if it doesn't work, then I'm a failure." Or those kinds of things. And it's just like, "No, you're putting things out there. No one's even seeing what you're doing." Right?

Did any of you guys see when I launched Zip Brander? Oh, none of you did? Oh, really? That was the very first thing I launched when I was in college, pre-potato gun, pre everything, Zip Brander was the first thing. And how many you guys saw excitewear.net? Oh, none of you guys? Oh, weird, because I put that out there 20 years ago. That was like, I bought the domain name, I was so excited, I'd just gotten married, I told my wife, "I bought our first domain name, it's excitewear.net." And I was going to sell exciting software, it was my plan. And my wife was like, "Are you selling lingerie? What are my parents going to think?" I was like, "Ah." And so I spent $10 on this domain and I didn't get to use it, and that was like $10 I didn't have and I was all stressed out, but nobody knew about it.

And so all these things you're doing that you're failing along the way, the coolest thing about it is nobody actually sees any of it. I think we think that everyone's seeing it and they're laughing at us, but nobody actually knows. I've launched probably three things this year that didn't do well. How many of you guys knew that? Yeah, nobody knows. You see the email, you see the promotion, you see the ads, and then you don't see anything else. And it's like, "Oh, maybe it did well, maybe it didn't." Nobody really knows.

I had, somebody who told me one time, "That was the best offer you ever did. And I was like, "I think you might've been the only person who actually bought it because nobody else did." But nobody knows that, right? And so don't be scared, just put it out there. Try this, try this, try this, and just keep trying stuff. And then eventually if you keep doing that, something's going to stick and that's the one you double down on. And then in five years from now, or whenever you're like...

Again, I'm 20 something years in this business now, 20 years from now, all the people are there and think you're amazing, and you're like, "You have no idea how many times nobody bought my stuff until it worked." And you don't know though, it's the whole philosophy of, one funnel away, the first funnel. You don't know which one it is, you're just putting them out there and then one's going to hit, and then that's when everything starts changing.

So keep sticking with it, you guys, it's a lot of fun. The game is... Anyway, I think it's the best game in the world. I appreciate you guys all, and I can't wait until the next time we all get to hang out and do this again. So thank you, Dante. Thank you everybody.

Dante:
Thank you Russell.