Podcasts about high ticket secrets

In this episode I got to talk to Robbie Summers, who is the head of sales at ClickFunnels, creator of the course "High Ticket Secrets", and a highly sought after sales consultant who has spoken on many stages with people like Steve Larson, Garret White, and Russell Brunson. He loves being with people and knows when you have a product or service that can help people, it's your obligation to "sell" your product to the world. In this episode Robbie shares his unique view, that sales are more about helping people and creating relationships with the people you are trying to help, then dollar signs. If you want to know how to sell your product to the masses or one person, motivate yourself or your team, or just live life with the attitude that you can change the world, YOU need to listen to this episode.

In this episode I got to talk to Robbie Summers, who is the head of sales at ClickFunnels, creator of the course "High Ticket Secrets", and a highly sought after sales consultant who has spoken on many stages with people like Steve Larson, Garret White, and Russell Brunson. He loves being with people and knows when you have a product or service that can help people, it's your obligation to "sell" your product to the world. In this episode Robbie shares his unique view, that sales are more about helping people and creating relationships with the people you are trying to help, then dollar signs. If you want to know how to sell your product to the masses or one person, motivate yourself or your team, or just live life with the attitude that you can change the world, You need to listen to this episode.

Lessons from my 2-day deep dive (caffeine and dubstep abound)... What's going on everyone? It's Steve Larsen and you're listening to Sales Funnel Radio. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. Hi guys, I'm excited to share this with you. These were ... These are the patterns that I noticed while I was kind of deconstructing some of the most profitable webinars, and especially their sequences. Okay? I was specifically looking at sequences. The funnel part I didn't look at as much, frankly because on some of these I helped build them, but it's the actual copy itself that I'm trying to go through and show some of these neat patterns that are inside of every one of them. Anyway, so I'm going to walk through some of these. I've got notes all around me right now. So if there's like a little pause, or little ums, or little ah, just stick with me, bear with me, because I'm going to walk through these. I just sent a lot of these lessons over to several people as well. Anyway ... Okay. So I'm going to walk through some of the scenarios here, okay? And what's funny is, man just going in and just adding one of these things in. Like it's going to increase my ... It'll increase my show up rate, it'll increase the amount of people who purchase. There's a lot of pros and benefits to what it'll actually do for actually sequencing itself. And what's funny is while going through and looking at these things, I almost started getting this feeling like, "Man I actually owe it to my prospective customer to do this stuff. To actually make these changes. It actually will increase the experience. ...They'll actually have a better experience during the buying process." I actually feel like it'll serve them more. And so this is like ... These aren't like little tricks like, "Oh these are cool tricks to like do that very thing. Trick them." Okay. I actually think that the level of clarity that this added was very fascinating as well. Anyway, so I'm going to go through some of these lists as well here, and specifically there's like ... Let's see. One, two, three. There's ten. Actually ten things that I want to walk you guys through and show you how to vastly, I believe, especially from watching the way each of these webinars are pulling off, increase your cart value, but like I was saying before, I think like followup sales. Right. Dropping refund rates. Does that make sense? And all the things that come with it. Anyway, so I'm excited for this. Here's the first thing though. So number one here, these are the interesting webinar followup lessons from my hacking expose. Okay. Anyways, number one here, what I ... Some of these might be like, "Oh kind of cool," and some of them are just like massive super huge bombs. Anyway, so the first one here is on these webinars. The confirmation email ... And almost every one of these scenarios, and every one of these normal webinars, the confirmation email itself has an origin story in it. Now think about this, okay? Does everybody buy the same way? No. People do not all purchase in the same manner, right? I am not going to sit and read sales copy. I want a video. Right? I do not sit and read a blog. I want to listen to a podcast. Okay. I do not consume content. All right, but there are other people that exact opposite. And as one of the biggest lessons I think I can give to you, especially one of the themes you'll see throughout as I kind of draw up these lessons, you're actually giving the webinar script in several manners, not just on the webinar. Okay. There's a group of people that want to see it on the webinar. There's a group of people that do not. And so you actually threw the scenario. You're actually going hit several different modalities to deliver the sales message, to deliver the offer and the stack. To actually give the scarcity and urgency to close. To give the time close for them to actually act. To give the bonuses away. It's actually hitting them in several different manners which is really interesting. It's really three heavy ones. But anyways, think about this right? The first email they're going to be seeing is let's say they're not actually going to go and watch the webinar. But most of them are still going to go check out the confirmation email, right? Or a good portion of them are going to. That's still an opportunity for you to sell them the origin story. Why you got into this thing, an opportunity for them to fall in love with you, an opportunity for them to actually fall in love as to why they should listen to the rest of the offer. So just think of that. Okay. So first spot, one of these major touchpoints. Again, when we're talking about the last podcast episode, right? About the hook, story, offer. You're still doing the hook through the email. You're still doing the story. Your actual origin story is the first, very first thing that's coming over to them regardless of if it's a webinar, regardless of whatever you're selling, you still have an opportunity to ... Right. It's one of the major things too. I remember I was hacking ... I was funnel hacking ... This was again one of the first really profitable funnels I ever built. Again probably like three, four years ago. I was hacking this guy, and I noticed that he was doing this very thing. He had a soap opera series and the first email after you opted in was the first email of the soap opera series. If you don't know what I'm talking about, go read DotCom Secrets. And he was following that format. But along with the first email came a second email of just his origin story. And he was like, "Hey, just wanted a chance to introduce myself and blah." He went right into the origin story. So I started doing that as well. And it was really cool because I got a lot more feedback from people replying to that email saying, "Man I'm totally in this for the exact same reason Steven. Oh my gosh, that's super cool. Thanks for sharing that. I'm actually ... Sounds like you're telling my story." I got more feedback from me telling my origin story, than I did from that first email with the soap opera series which is fascinating. Anyways, that's kind of cool. So to reinforce the point. Okay, so number one, write ... You're hitting from these different areas. Here's another one. On webinars that lead to application funnels, the confirmation email has a case studies origin story. Okay this is a pretty powerful thing to notice and recognize. When you think about these, if you're trying to sell something that's high ticket, the way that you present these stories ... Right. Let's think about some coaching. If you're trying to sell coaching or a high ticket mastermind, or a high ticket event or experience, something like that, a lot of times the ... Like when you think about the way Russell sells his inner circle, or when you think about the way really expensive people sell their stuff, there's really two modalities. The first one I absolutely hate which is when ... In fact I was ... I can't say his name. You guys would all know him. He's on a very famous TV show that I'm sure many of you guys consume. I got offered to go help build an application, high ticket application funnel for him, and I said no actually for a lot of reasons. Which kind of made me sad. I wanted to go do it, but just scheduling wise, just logistically too many things going on. Anyways, it was fascinating because I looked at the current application funnel they had and it was this guy, who's a celebrity, and he ... You could tell he was being told what to say which is fine. And the first video though was him saying like, "I'm so and so, and I've done this and this and been on these TV shows, and you've seen all this, and you've done this, and you know that I can get you," and I, I, I, I, me, me, me. It has total me syndrome. Okay? It's the me monster. Okay. Me monster was all over it... And I was like, "Gosh that's ..." It's very hard to sell super high ticket stuff like that. Right? Really high ticket funnels are very very client result based stories that you're using as your sales letter. The Liz Benny story. Right? The Drew Cannoli story. Right? Those are the stories. Do you ever really ... You hardly ever see Russell ever on any of the application funnels that are out there. That's not what's selling it. Results are selling it. The fact that he's been successful with other people is what's selling it. And it's the same thing when you're selling a webinar funnel into a high ticket application funnel. So I was looking at CF Certified right, and that's a webinar that pushes into an application funnel. And so the actual ... Right, when it's just a webinar funnel for usually like a $1000 to $20000 product, it's the protagonist origin story. It's the entrepreneur's origin story... But when it's moving ... This is one of the things I recognize. When it's moving into an application funnel though, it's one of your most successful case studies, it's their origin story. So there's a split that happens right? There's a very stark, very powerful difference as I was looking at this. Anyway, the indoctrination series, when you think through life you're like, I've had a lot of people reach out and ask like, "Steve you're talking about indoctrination series, what is that? Is that a soap series?" No. It is specifically for a webinar. It is specifically for ... Think of it as like a ... I make indoctrination series on one of my podcast funnels, and it's actually my other podcast show. I have a really strong podcast funnel there. And it gets like 62% opt in rate, and just it kicks butt. It's really really awesome. But they get a series from me, I sell it as a course. I'm like, it's free and it's just for the listening. Does that make sense?... So it's a free course, but really it's an indoctrination series. Anyway, if you study and you look carefully specifically at like the Followup Funnel webinar, the Funnel Hacks webinar, even Software Secrets, the Software Secrets webinar, all of the indoctrination series are actually a product launch funnel. What? What? I'm like recreating so much stuff because of that. Think about this. Right, some people do not like buying on the webinar. Some people do not like buying from blogs. Some people do not like buying from product launch funnel. But you can deliver the same message and offer in each one of those modalities. And so that's one of the things I'm doing is I'm looking at my followup sequence. It's not longer just a webinar that's delivering my offer, and the story, and the sales message pieces. Okay. It's actually ... I have it coming across as text which I'm going to show you in just a second. I have it coming across now ... There's actual hidden product launch funnel inside of my followup sequence. It's a product launch funnel. This is what I'm building out next which is so exciting. So I have a ... The product launch funnel as well matches and follows up with my close cart sequence. So at the end of video number four, like if you think of Jeff Walker's product style funnels, video number four is where a lot of the call to actions dropping in right? But it coincides with my close cart timeline. So in the email I'm saying, "Hey the cart's closing. If you want, go ahead and check it out here." They're actually watching video number four though, which is the stack portion. It's me reselling a whole ... Anyway. Super cool. Super super cool. Hope there's massive aha's with that. Delivering in these multiple ways... So anyways, it is a product launch funnel the indoctrination series. And I don't know that I've ever heard many people really teach that which is kind of cool. Like if you think through and you're looking at these replay sequences which is ... I'll tell you guys. Most of my money comes in my replay sequence. Right? I still make sales on the webinar, but I don't know why. Like there's something in my webinar followup sequence that works really really really well. I've not totally identified what that is yet, but most of my money comes in the replay sequence. If I can turn the sexy up though on that sequence, right, which includes the urgency and scarcity aspect, and I'm putting them through a product launch version of the same webinar, people are going to go check this ... Most people watch ... Most people can't actually join me on the live webinar. They watch the replay sequence. Everyone's timeline is different. They just login, they sign up so that they know they'll be on the sequence, they can watch it later. Well, heck. If you can't watch the full hour, hour and a half webinar, might as well drop it out to you in 20, 30 minute little episodes. And across the top bar on each page, they can progress forward just by clicking if they want to, or it'll drip out to them anyway and match my close cart sequence. Anyway, this is like a far more technical episode and I know that. Just stick with me. These are like ... Man, these simple little elements guys are going to change the way I do the game a lot. Anyway, let's see. Post webinar, all emails focused on how to get the offer for free. Yeah. Yep. Anyway, I'm reading what I wrote just so I would remember what to say. Anyway the post ... Yeah. That was right. All post webinar, pretty much all email focuses on how to get it for free, and if I'm at the part where it's not like the blatant call to action, there's still some piece in every email where they can either number one, go watch the replay, or number two pushes them over to buy. But it's reinforcing the fact that they can go get it for free. Think of it like this, right? There's some aspect in your stack slide, in your offer, that's the thing that everyone actually wants. It's not that they don't want the bonuses, it's not that they don't want the other pieces inside what you're actually offering, but there's one thing that you're giving away that's the thing that they actually want. Let's say I went in and I was on Amazon, and I was creating an offer on Amazon. Actually here's a better example, right? Okay. Okay. So I've been working out a lot more. I'm super excited. Trying to like ... One of the inner circle member, it's Brian Bowman, what's up buddy? Big shout out to you. You're the man. He was pointing out to me, he's like, "Dude you do literally nothing but funnel stuff." And I said, "Yeah, I know. Isn't cool." And he's like, "No like, yes that's a good thing, but like you're in a phase now where you should maybe ... You could do something else also. Enjoy other parts of life." I was like, "I'm doing what I love brother." He's like, "Come on dude." Anyway, so I've been trying to do other stuff as well which is kind of hard. It's funny. I like suck at like this life thing. I'm better at just living in funnels. Anyway I was like, "I got to go lift. I go to go exercise. Get more into that phase more," which has been fun. Not very sedentary anymore which is awesome. So I've been lifting a lot more and exercising, and one of the workout things I'm following, I'm on two different three month programs which I'm super pumped about and it's going well so far. Trying to get ready for that two comic club cruise. Okay? It's coming up in January you guys. So excited. But I don't want to be a tubby bubby on that baby... So anyway, super excited. I was looking and there was a jump rope. This guy was saying, "Hey, whenever you start, one of the cool things to go and do is just jump rope for five minutes, and you're going to burn a lot of calories just like that," which shockingly, oh my gosh, is true. Anyway. Way harder than I thought. Anyway, so I go on Amazon right? I go on Amazon and I start looking around for a jump rope. A speed rope. And these guys have nailed the offer creation piece on Amazon for ecom stuff, for these jump ropes. When I got the jump rope, it was so funny guys. Like anyway, part of me felt like a little bit of a pansy for buying a jump rope, and another part of me felt like Rocky. You know. Anyway, and there was ... So the main thing right? I wanted the speed rope. Right? But what came with it? It was so cool guys. They had made an offer in their ecom stuff. And the offer was, "Hey. You know what? Just because you probably don't know all the cool things ... You think you're literally just going to jump a little piece of rope for a while. A little cord. This little piece of plastic. But look at this. This is actually going to come with 12 workouts that you can do. By the way, here's a whole bunch of before and after pictures of people who've been doing it. By the way, did you know that this comes with the most awesome cool carrying case? It's also featured to have extra ends and parts and pieces." Like they made an offer out of it. It was really interesting, and they totally had ... And I was like, "Man I'm buying from you guys just because you did that." Anyway, it's fascinating right? So if you think through all the different pieces of your offer, there's one thing on there that I really wanted though. It's the reason that I got ... I want the jump rope. And so all of these followup communication after somebody goes through either a webinar, or a free plus shipping funnel, or I don't care. Whatever it is, all of it is focusing on how you can get the main thing you actually want for free. So one of the biggest tweaks I would have made to that offer is I would have said, "Hey, actually the jump rope is free." I would have priced it the same as everybody else, but the copy I would have changed it to would be, "Hey the jump rope is free when you get this other stuff, which happens to be the same price as all the competitors." But does that make sense? Now the copy made it an offer. Even more of an offer. You still get all these other things, but it makes the thing they actually want free. And so it's the exact same thing... Think about that with like funnel hacks. With Click Funnel's offer. Right? "Here's how to get Click Funnels for free for the next six months. You buy Funnel Hacks." Does that make sense? So think through the thing. I'm starting to call it the anchor of the offer. There's one anchor... I call it the anchor product, okay? And it's the thing that they actually want in your offer so bad, and when you tell them it's free when they buy those other things, oh man. Really cool way to turn up the sexy in your offer, and all of the followup sequences, all the emails, all the pieces of copy, post pitch, post webinar, reinforce the point of how to get that thing for free. Okay. And the fact that there's limited time actually to get it. Anyway. That was really really powerful. So I started looking through that. This is also a really cool commonality as well. I typically after my webinars, one of the things that I'll go do is I immediately dropout to them the opportunity to go and watch the replay. That almost is never the case in any of these webinars. Isn't it interesting? Almost none of the time is the replay email sent first. Like post webinar. It's over. Or it could be post ... You know they've gone through your free plus shipping book funnel, or ecom funnel, or high ticket funnel, or I don't care whatever it is. Right? Post call to action. Post offer. Post you actually going and trying to get them to purchase. Right? The first thing in here, the very first email, was actually another call to action email. It was an email that reinforced the stack. It actually redelivered the stack. Right? "Thanks so much for joining the web class. I appreciate it. For those of you guys who weren't actually able to get on here, here's what it is," and actually just went straight through the stack slide. First thing you're going to get is X, Y, and Z. In fact which ... There's one of the sequences here. ...Hold on let me look real quick here. I'll include the whiteboard screenshot in the blog just so you guys know. Actually I'll put it on Instagram. It'll be one of my posts. There's my hook right there. Go follow me on Instagram. Okay. At Steve Larsen HQ, and I'm going to make it one of the posts there. You can see the screenshot of the lessons that I learned from each sequence and then right next to it, I made like this ultimate followup sequence, and I mapped the different webinar emails to each ... Anyways. Super super cool. You can go check it out if you want to on my Instagram which I'm far far more into now which is awesome. But anyway, so post webinar it was let me followup ... Yeah yeah yeah. Follow funnels. Hold on, let me look at it. Okay, follow funnels. Okay very first ... I've got all the emails I printed out right here. Very first email that goes out post webinar, let me get to it. Okay here. Okay. Yeah. Check this out. Okay. Okay. So right after the very first email that goes out, right afterwards is this. Okay this is the followup funnel's webinar. Okay cool. Yeah. Check this out. I'm just going to read part of this to you, okay. Reinforcing a stack slide on the very first email post webinar. Okay. The second email is the one that actually pushes the replay. Okay. But there's another opportunity to purchase right from the get go which is so interesting because I've always just sent immediately a replay email. Anyway, I don't know if you guys are geeking out about this, and maybe I'm going too deep on this. Hopefully this episode's super valuable. For me, this is going to make ... I feel like the vehicle I've just designed here, because I not only am fixing all the stuff here. Like I rebuilt an entire funnel that just totally kicked butt. I feel like it's the difference between a $1 million webinar and a three million. And, so excited. Calling the shot on that one by the way. That'll be cool. All right so anyway it says, "So the web class just ended. I hope you had a chance to watch it live. If so you saw the power of followup funnels. You saw how we were able to literally make $16 for every dollar made on the front end funnels. You see how this is the way our company's growing. We talk a lot about the tip of the iceberg, some of you only saw the tip but I showed the rest of the iceberg today. And that copy is linked over ... Actually it's just underlined I think. Anyway. "Hopefully you love the presentation. I wanted to send you a quick email because people are blowing up our help desk. They saw the presentation and weren't sure if they should be all in. What does it mean to go all in? Being all in is something we talked about towards the end of the presentation." And here we go. He goes into what I'm calling a benefits stack. The benefits stack is one of the things that is included inside of that first email out. So there's an actual stack, but it's not always like, you know, "First you're going to get software secrets. Then you're going get this. Then you're going to get this. You're getting this." It's like a benefits stack. It's the benefits of actually getting. It's really really interesting. So I don't know what else to call it, so I'm calling it a benefits stack. And he goes into it. This is the copy part of the email where he goes into benefits of those getting it. And then he puts a call to action at the end. "It means you're using Click Funnels, backpacks, acitionetics, all the tools inside Click Funnels help dramatically scale your business. When you go all in we've got a huge gift for you. First off, I'm going to give you 15 followup funnels." So he's still going to go in, and he's selling each part of the stack, but he's diving a little more deeply into the benefits of it because it doesn't ... Like if you didn't see the webinar, right, who cares what the things are in the stack? There's no value behind it. So he's actually selling the whole ... Anyway, this is interesting... He goes, "First thing I'm going to give you 15 followup funnels. These are the exact followup funnels I use to one get people to actually show up for the webinar, two get people to purchase after the webinar, three get people to buy high ticket coaching, and much more. You get all these 15 funnels, total value is 9.97. Second," he's now on the second item in the stack, "We're going to give you a T-shirt that says, 'We're not confusion soft.' If you missed the presentation, you need to watch to get the inside joke, but this shirt is amazing. I'm going to send you it. Third, I'm going to give you," Right. He actually is writing out ... I've never seen this. This is crazy. "Third I'm going to give you, 'I build funnels,' laptop sticker. Fourth I'm going to give you the, 'All in' temporary tattoo." And then he goes in and he talks about the total value. Anyway, "These are all the insane bonuses you get. Click here to go all in." He actually literally pushes a stack and immediately back to the call to action is the first email. I have never ... I have always done that like the very dead last thing when my cart's about to close. Not first. So anyways, huge realization. And later on, right before this email's over, the same email, he goes, "If you didn't get a chance to watch the webinar, don't worry. I'll try to get you guys a replay tomorrow." Is that interesting? So he's baiting the hook for the next. Totally Seinfeld thing right there. Does that make sense? But he's pushing it. Anyway. I might have gone too deep on that. But that is like crazy cool stuff. That is so lucrative to know that. This is pretty interesting too. He did this in a lot of webinars. Not all of them. And several of the followup sequences, he actually has two different replay pages. Okay. The first replay he pushes out. So let's say it's the next day, he pushes a replay out. All right. It's kind of the normal, "Hey you can go check out the replay here. By the way this is only open for the next 36 hours," or whatever. And then a few hours later he'll be like the hook. Right? The hook of the email. The reason. The curiosity... The reason why he's emailing again is he says, "Look, a lot of you guys are emailing saying, 'I actually saw most of it Russell. I just don't want to actually watch all the things I've already seen before. I want to fast forward to the point where I left off.'" And he says, "I get it. I totally get it. So we did something special for you guys. Here's a replay with scroll bars." So he unlocks ... He just makes another page and he just, on the video element, he makes it so that they can fast forward. That's it. But it's another reason to email. It's another hook to go email and get it out into their hands. What? Crazy. So I now have two replay pages in my personal webinar, and one of them is ... I want another reason to email them. Another logical reason to email them after they've ... "Check it out. There's scroll bars in this." Okay. Anyway that's a big one. One of the things too is as part of the first replay email that goes out, he drops in ... You can see this specifically in Funnel Hacks if you go check this out. Actually I think there's few others as well. High Ticket Secrets have this. There's a few other webinars that had it. But this was brilliant. Oh this was brilliant. I was just saying how not everyone buys the same way... Okay. If you go to Funnel Hacks. You know, go opt into Funnel Hacks, buy it again if you want, but if you go opt in to Funnel Hacks, and just watch the replay sequence that's coming out, there's something very interesting that comes in. Let me grab it here real quick. Something very interesting that pops in in this sequence as well where he dives deeply into ... He actually gives ... He calls it, "Hey for those of you guys who didn't get a chance to, or you'd rather skip around, I'm going to toss in for you cliff notes to the webinar." Oh man. Funnel Hacks has an awesome product launch funnel in it. Let me find it here. Anyways, whatever. I'll just tell you guys what it is. What he did is he took all of his slides and printed them all out, and transcribed the webinar so that you could see the slide, and you could look at the slide and you could read the webinar. This is brilliant. Guys, he has somebody go through and they actually printed out all the slides, and transcribed everything that he said in the webinar underneath each one of the slides so that you can see the slide, and then read. See slide and then read it. See slide, read it. It's huge. Okay. I don't even know how many pages ... It's absolutely gigantic. Right. But when somebody goes through, somebody who's a reader, they want to read stuff, they want the little nitty gritty details. They want, right. Especially those who are like the engineer mindsets. They really like that kind of thing, right? They want to go through, and they want to read the webinar. And so he gives them the option to do so inside Funnel Hacks. And they go through and they read it. What happens when somebody spends like an eternity reading the webinar? They buy. You know what I mean?... Oh there it is. All right. This is a day three post webinar. "24 hour warning. Want the cliff notes? Okay in less than 24 hours they're pulling that Funnel Hacks web class and the special offer we made. We can get Click Funnels for free for the next six months," he's reinforcing the ability to get free for the anchor product of the offer, "Because you're almost out of time, I had one of my team members type up the cliff notes of the web class just in case you missed it to recap. So here's what you need to do now." Straight on to call to action. "First download the cliff notes. Second watch the replay here. Third get a huge Funnel Hacks discount, six months for free by clicking here." So number one, want to see the cliff notes. Number two, just watch the replay here. Or number three, you want to go buy. So towards the end it's more ... And that's the whole email. It's a super short email. But towards the end of the replay sequence, I've noticed that the emails actually get far shorter as well. Almost across the board. The email's towards the beginning of the replay sequence are much longer. They're telling the whole origin story. They're telling the secrets. They're telling the reasons you should get in there. And usually the copy, copy wise is actually getting smaller and shorter, and shorter, and shorter as the replay sequence goes. Anyway, I'm almost done here... Okay. There's something called ... I don't remember if I go this from Russell or ... Anyway, I've seen this from several people, but I'm calling it ... It's a hidden cart close. So they'll close the cart down, scarcity, urgency is the only reasons why anyone does anything. So it's important to close the cart I believe. So close the cart down, and legitimately take the bonuses away. They can still go get the main thing I'm sure on your main page, they can still go buy Click Funnels for example somewhere else. But the actual main thing they want, they can't get that for free. They can't get all the bonuses. There's some aspect of it that you take away for the scarcity aspect. But there's a hidden ... What was it? It was like 72 hours later ... Yeah. Something like that. There's a case study that people can go in and they can read. I think I saw Dan Henry do this too once. They can go in and read a case study of another successful person. The cart closed, they clearly did not purchase. And you don't really ... You're like, that's fine. Instead a little while later, you drop this amazing case study after the cart's closed, with a link to a limited secret replay that they could go watch it again just to scoop off the top. So the hidden cart close thing. Cart close, and then hidden cart close. That was kind of cool. One of the things that I'm doing is I'm going to put Facebook, the actual Facebook comments element. I'm going to put it below the broadcast page. Below the replay page. Below my indoctrination, which is going to be a product launch funnel page. And it's going to be the same link though, so any comment on any one of them is going to populate to all those pages. Massive social proof. Super excited about that. If somebody ... So on the actual order page, and on the broadcast page and replay, an exit pop that I'm dropping on, I'm going to drop in like the Facebook live chat element. So if they're leaving ... It's kind of like...and one of the reasons why he would make so much cash as well on his ... And if you don't know, like he made ... I can't say the exact number. He made tens of millions of dollars in only a few months. Like a couple months. Right. Made a lot of money, tons of revenue dropping in. And one of the reasons why is because he understood his buyer, and understood that everyone does not buy the same way. So some people wanted to buy on the website, but then ... Or on the funnel. But when they tried to leave the funnel, there was an exit pop that said, "Hey got a final question? Why don't you just call us?" Right? And there was a phone number. Well I'm going to do the exact same thing with a Facebook live chat. So when they're leaving, and I'll just change the copy to whatever it needs to be. If they're on the order page ... Like, I'm noticing for every four people who actually check out the order page after the webinar, about one purchases which is pretty standard. I mean that's pretty normal. What if I just doubled that? I mean, does that make sense? People are clearly going to the order page. They're checking it on out. They want to see it. So they got some last burning dying question. Well I'm going to go in, I'm going to drop in the ability for them to ask a question live. So on the order page, when they exit, it will be a Facebook live element, or a Facebook live chat element. Probably through mini chat or something like that. That way they can chat immediately with somebody on my team and get the final questions answered. Or let's say they're on the broadcast page and they try to leave. Right? "Oh you got a final question? We got a live moderator right now. Go ahead and drop it in." And there's probably going to be some ... Like a page profile or something like that. Probably for the main product that someone's just moderating at all times and trying to get back to almost instantly. Right. So we can keep on there. Keep the last few questions going. Because most of the questions I get now are ... They're not, "Hey, I don't believe this product works." The questions I get now from my webinar are primarily, "Hey, will this work for my scenario?" And if I could just have someone answer that question, we'll double our sales right off the bat. And so I'm going to do that on the replay pages, I'm going to do it on the broadcast pages, on the order page, and just to get the last few ... Anyway. So I'm super stoked about it. It's going to be awesome, and all right. That's a lot of stuff. Anyway, that was deep. That was heavy. If you need to listen to that again, go for it. I would love to do like a full blown out course just walking through all the cool stuff I'm dropping in. There's so many ways. Now that my ... Because I recreated my whole offer, and it's so much more sexy. It already was sexy, but it is like ... I got the correct response this time guys. People were emailing me, they were Facebooking me, they were all saying, "Dude are you sure you want to give all that value away for that price?" But I was like, "Yes. Yes. That means I hit it. That means I did it right. That means ... Okay. That is the correct response that I want," and I got a lot of them. And I'm like, "Yes. Okay, sweet." Right? And I'm finishing the last few pieces that I want to go get for the stack slides, and stack section itself. I'm getting the webinar funnel where I want to be now. And I'm obsessing over the little things now that'll add just another two percent conversion here. Extra half percent conversion there. Now I can obsess over that tiny stuff because for a while it's just making sure that freaking offer is amazing. Anyway. So I'm excited about that. And I'm going to go put these different pieces together, and anyways it's going to be epic. All right guys, hey go crush it. And please for the love, if you have not left a review, I get so excited. Thank you guys for dropping those reviews in there. I just spent two days studying and learning the stuff that I just dropped you guys in 30 minutes to an hour here. Over these last few episodes. I would love a review if you wouldn't mind... If you could drop it on over. That drastically helps. I'm certainly always trying to increase the reach of this. We are pushing stuff all over on Instagram. I'm getting my content machine all put together. But I would love that, and anyway. In fact, I think I got a cool little special bonus coming up for those of you guys who do coming up soon. So anyways ... Because I can see your name on it which is awesome. Anyways guys, thanks so much, appreciate it. There's my ask. All right guys. Talk to you later. Bye. Hey thanks for listening. Please remember to rate and subscribe. Want today's best opt in funnels for free? Get your free opt in funnel pack by going to SalesFunnelBroker.com/Free Funnels to kickstart your opt ins today.

In this episode let's look at the Hook, Story, and Offer of 5 of the most profitable webinars... What's going on everyone? It's Steve Larsen, and you're listening to sales funnel radio. I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million-dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch?... This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio... What's up everyone? Hey, I am excited for today. I'm excited to share some things with you. I actually have been preparing for this episode alone for, I think, at least a month. And I know that's kind of crazy, but honestly I've been trying to figure out and distill down how to actually share with you these lessons over an audio without actually visually seeing it. So, I'm excited to go through this. What I want to do is, I want to walk through, if you guys haven't noticed in the last little bit here, I'm going to talk about Russell Brunson again here, right? And if you noticed, especially those of you guys at the last FunnelHacking Live, Russell sold a 2 Comma Club coaching The X Program. It's amazing. It's incredible. We have tons of people in there. We took the program that we created about a year ago, and we made it this full-out, blown-out thing. We brought all the coaches in. And it's just been a bunch of fun. So, I have the incredible honor to continue to teach, offer creation and sales message development to all the new students. It's just been a lot of fun. The more I get into it, just like anything, I continue to learn. We don't teach the same thing every single time... I constantly look for new patterns, new ways not just to teach it, but to understand it and make it more and more simple and more and more applicable, and more and more ... The biggest thing I fight is, I treat every individual who bought the coaching program like they're my customer. Therefore, what are your false beliefs? What are the ways I can get you to learn the most?... So, anyways. If you notice, one of the first videos in there for those of you guys that were able to go in and grab it, you guys have probably seen this. It's an absolutely amazing video. For those of you guys who have not, I don't know when Russell will open up 2 Comma Club coaching X again, but seriously look into it, okay? I'm blown away... I've never seen him create an offer like this and it's just been amazing... So, anyways, one of the first videos you see when you log into these ... It's part of the core training, before you come over to my course which is Secrets Master class, is this training that Russell does about the hook, the story, and the offer. He actually did a podcast episode about this recently as well. In all things, all we're trying to do is make things more and more and more simple. In a world where sometimes we confuse complexity with prestige, which is stupid. That's not true at all, okay? Needing to sound smart, that's not serving anybody except your own self, which ultimately doesn't serve you ever. We try and make it more and more and more and more simple. It's actually harder to make things more simple, to bring things down to a place where it's like, "Look, you need this, this, and that." For my little 15 minute speech I gave at FunnelHacking Live, I prepared for nine hours. Seriously, nine hours for 15 minutes. I remember I voxed Russell and I was like, "Dude, 15 minutes, man. It took me nine hours," and he was laughing and he was like, "Yeah, that's the price of simplicity." And it's so true... So, anyways, what I wanted to do is, I want to show you that framework all over the place. If you look at some of the most profitable webinar follow-up sequences ever, I want you to know the hook, story, and offer pattern is everywhere. It's not just hook for sales message as a whole. It's not just story for the entire thing as a whole. It's not just offer for the entire thing you're trying to sell. It's in every little aspect, every little piece. So, what I did a little while ago is, you guys know January I left Click Funnels, and I was like, "Hey, I'm going to call my shot here." This is pretty nervous. I left Click Funnels with no offer, no message, I had no funnel, nothing. Two kids and a pregnant wife. That's part of my hook, me telling you that right now. It's like, "Holy crap, what did you do?" House payment, payments all over the place, that's pretty ballsy, right? That's why I was doing it. I was trying to call my own shot with it, and say where I was going to go and make my story for it... Which is exactly right, hook, story, and then I put together an offer. What I did is, when I first launched my webinar, I launched it, I did just this basic version. I knew it was broken. Guys, my funnel is still limping on one foot. I know it is... There's so much that's wrong with it, so much that's wrong with it. I've been going through and re-writing the entire script and just re-did it again, and did it in front of a live audience again, and it was awesome. We did really well. But I'm constantly refining these things down. After about two months, so about the beginning of March, I was like, "I need to go re-write the entire webinar." I want to re-build the entire funnel, but I want to make it like, super awesome. To the tenth degree, go all the way, which is kind of my mentality on everything. But I want to make it go all the way, just make it awesome. And so I started thinking, webinar is what I teach all the time and I'm good at them, and I like writing offers and scripts and sales message and message to market match. I love that stuff. It's super fun. It's my obsession, even more than funnel building, which might shock you. I obsess over this topic greatly, offer creation and sales messages. But I was like, "I want to go do it on a deep, deep funnel hack of the top webinars that are out there." Biggest webinars, most successful webinars that I could go find, that are easy for me to go grab data on real quick. I have a list of some of the top webinar gurus on my whiteboard. Lots of them. Anyone from Russell, of course, to Sam Ovens, and tons of these different webinar junkies, on guys that make big cash primarily through that method. And what I did is I started logging into all their stuff, I started grabbing everything they've got and I started going through and grabbing all the email sequences. Anyways, I specifically wanted to go through Russell's follow-up sequences for some of the most profitable webinars I've ever seen him do, ever. And so what I've got here next to me, and what I started going and doing was I was, of course I'm opted in everywhere, for everything that that man puts out, but I went through and I printed off all of the webinar sequences. Specifically the email copy for the FunnelHacks webinar. That thing's done like, 50 million, 60 million, something like that. Which is crazy. In like, three years? The CF certified webinar, man, that thing made a ton of money. I don't know the exact number on that one but it's millions and millions and millions and millions, right? Lots of money... High ticket secrets, that was one of the most profitable webinars that Russell ever had as well. High ticket secrets. I grabbed that one and the follow-up sequence for that. You know what I mean? I just opted in. I printed out the emails that came. Does that make sense? So I opted in, waited a while, printed it out, and then I laid them all out. Software secrets, that one was a huge one. Follow-up funnels, oh baby. Anyway. So I have five sequences of these webinars in front of me. This is actually going to be a two-part episode. There's no way I'm going to get through all this right now. But what I wanted to do is, I did like, for like two straight days my blood was surging with caffeine, dub-step blasting, but I laid out all of the sequences across my floor. Some of you guys saw my Facebook live as I went through that at a pretty high level. I pretty much for two straight days, I read the sequences and I studied them very, very, very in-depthly. What I went through afterwards is writing on my whiteboard the ultimate sequence. When you are reading that much copy... It was a lot of paper. It was like 50 pages at least. I don't even know. This is fat, I mean, I'm holding them all together. It's a pretty fat stack. When you go through that depth, you start to see patterns. Especially when you're studying from the same person. That's one of the reasons why I dive so deeply on everything Russell has done, is because I want to see where his head is. Not just what he's writing. Not just what he's putting out. Not just this hook, story, and offer. I want to see what progression is going on in his noggin. Right? And, by doing so, I can see where he's actually looking and what he's trying to accomplish. It's been cool to do that. When you have that kind of ... Proximity's power, right? It's huge. It's why I always encourage everyone to get a coach, be a coach, anyway... So, what I did is, I laid them all out and I started doing this deep dive and I realized that there were these intense patterns throughout the sequences that I don't know that I've ever heard him teach, and I don't know that I've ever taught them that way either. Next episode, what I want to do is dive into a lot of the actual commonalities and lessons between them on a pretty in-depth level. For this episode, what I wanted to do is I wanted to walk through and show you guys hook, story, and offer in each one of these sequences. And show you and let you know that they're actually in every single one of them. It's not just like this overarching thing. I want to sell X product. I'm going to create this offer, but first I'm going to go test it with this sales message. Oh, awesome, the sales message is making cash now. Sweet, I should go finish making the offer and make the funnel amazing. It's the reason I haven't made my funnel amazing yet, is because I've been waiting to make sure I've got all the pieces together. I'm so glad I did because of all the stuff that I found while doing this. Anyway. I'm holding right now the sequence for the follow-up funnels webinar, and it's pretty ridiculous. And if you don't know what this one is, this is one FunnelHacking Live 2017 Russell wanted to go backwards and look and see how much money is actually being made after the initial cash is taken from somebody. How much money does each dollar turn into? And he found out, this is the hook, yes, $16.49 for every one dollar. Crazy. The subject line is the hook. The subject line is the hook. You're not selling anything inside the email. The only thing the subject line's selling is they want you to open the email. The subject line of an email is selling you opening it. That's it. They just want you to open the email. But it's this hook, massive curiosity, and for a long time we've been trying to figure out how to better describe what a hook is. If you think about it, a hook is really just a piece of curiosity that pulls you along. That's why we call it a hook. It hooks you. Hooks you like, "Wait a second, what?" It's what grabs your attention, both eyeballs, and makes it go, "Wait, what?" That's another way to think of a hook... So it's usually some element of a story. It can be part of a headline. It could be before a headline. It's a little bit fluid and for a while, we've had a hard time to explain it because they're a little bit, I don't know, almost ... They're so fluid and evasive it's like, how do you ... Anyway. So, think of it that why. The hook is the crazy piece of the story that makes people want to listen to the rest of it. It's the thing that makes people say, "Oh my gosh, I have to stop what I'm doing immediately and watch what the rest of this is." So what I want to go do is, I'm going to dive through hook, story, and offer through each one of these sequences because it's extremely powerful when you start looking through all of it. Think about this real quick, right? We got a webinar registration page. On the webinar registration page, or free plus shipping page, or high ticket application page, or if you're selling retail or SAS it doesn't matter. Any page where it's the first interaction with somebody. Or it could be even on the ad. The first touch point with a perspective or a current customer, that is the place you're tossing your hook in. So the registration page in this scenario has a hook, a story, and an offer on just that page. Each email has a hook, story, an offer. On each email, the hook is the subject line. The story is the first part of the email. Usually there's some kind of offer or call to action at the end of the email. On most cases. Every once in a while, there's ... Anyway. Definitely for emails that are selling stuff this is always the pattern. I was looking through and I was studying this and I saw Russell dropped that out there and I was like, "Yeah, that's true. Look how this fits in. Boom, boom, boom, all over here." By the way, it's on the thank you page, it's a reinforcement of that hook. It's a reinforcement of the story. It's a reinforcement of why the offer's amazing, why you should show up and cancel everything during that webinar time and show up. All the indoctrination sequences, all they're doing, it's another shot at a hook that makes you again want to go clear your schedule. You're literally telling the story for secret number one. The offer is get on the freaking webinar and it will tell you the rest of this. Does that make sense? It literally ... Think of that. If you're like, "Steven, I like building in Click Funnels, I like building webinar pages, I like building pages in general, all this stuff is fun to me but I don't know what to always put on the pages." At a very top high level, just think through hook, story, offer. Hook, story, offer... Per page. Per email sequence. Per touchpoint. Per engagement. Per content. Guess what I did, literally, on my legal pad right next to me before I started recording this episode? I wrote H, S, O. Hook, story, offer. The hook: I'm going to talk to you guys about the most profitable webinar follow-up series on the internet, or series-es. The story: I'm starting with the story so you guys have backstory on why this stuff matters, because I'll tell you more about that in just a second. And then I have somewhat of an offer and call to action at the end of this. And me delivering this chunk of content is the offer. When you think of it that way, it's not always a stack, slide. Stack, slide is a framework to create an offer. Anyway, so I want to walk through this here real quick. Because I'm just going to be honest with you guys. When I first started going through and into this stuff, what am I doing? I'm writing a story. Here's the story, okay? When I first started doing this stuff, and I got interested in it, I started following ... It was actually Pat Flynn from Smart Passive Income. He really got me going on internet stuff. Listening to his podcast, I had not heard of Russell Brunson at the time. I was listening to a lot of a guy named Sean Terry and was doing a lot of house flipping stuff. He had a great podcast. He got me going as well on some other things... This was like, six years ago. Those guys have been awesome and really were the catalysts to get me along and then finally I was like, "Oh my gosh, who's this Russell guy?" And I started diving deep into his stuff. But honestly, when I first started learning these things, I started going through and I was like, "Oh my gosh, this is so cool but, how do I do this without writing?" I hated English. I hated writing papers. I hated ... I got good at them because I wanted to get through the pain as fast as I could. But I didn't actually want to get good at the writing aspect. All this internet stuff, I was like, "Yeah, it's all about the copy." I kind of wanted that to not be true. I wanted it to not matter. So I dove deep, you guys, I was huge into design stuff. I got two state ... I'm sorry, I got three. Three Colorado State awards for my layout and designs in high school. I was the head editor of yearbook. For layout, not writing. For layout, not photography. For layouts... So I've been studying page layout and design for like, probably, a lot of my life. The majority of it now, which is awesome. I wanted the design to be the thing that sold. I wanted the design ... And the farther I got into this, you guys, you have to know I started realizing that wasn't true. For example, insert testimonial, here it comes. When I was driving traffic for Paul Mitchell, I was in college, and a buddy and I ... It's funny, a lot of the Paul Mitchell schools in the area started coming over and they were like, "Hey, how do we get more of the social media crap going?" And all of our professors were like, "We don't know what these two kids are doing, but hire them." So they did. And from our marketing classes, we got hired out to go actually do the stuff, not just learn it, which was really funny. And we started driving lots of traffic for Paul Mitchell schools, so that they would have more walk-ins into their stores... And it was interesting. And still, to that time, and this was four years ago, still to this day, I was still to that time, I was not ... I was still kind of hoping that design was the thing that would do it. That the layout ... and there's certain element that totally matters of that. But what actually does the actual selling is the copy. We spent, I think, three hours on the headline for one of the campaigns we were running for Paul Mitchell. And it was working. And it was at that time that I started realizing like, "Gosh," because it was an active thought of mine like, I was trying to avoid the whole topic of writing. I did not want that to be true. I did terrible most of the time in English... I did terrible. When it was about stories, I actually did really well in English. When it was about research papers, I did terrible. I hated them. Just completely awful at them. Anyway. So it was around that ... I started realizing, "Oh my gosh, I gotta learn more about this thing, this copy writing thing." And I started diving more deeply and that's when I ran into the Dotcom Secrets X. A lot of you guys know that story... This stuff matters like crazy. If you look at some of those profitable funnels now that are out there, you wouldn't say that they visually are actually that attractive. Some of them are. And I'm not saying it doesn't matter. I'm not saying you can't make it aesthetically pleasing. I do everything that I can to do that, but the ultimate bar that actually turns the dollar, the actual crank is obviously the words on the page. So obsess over that. The ability to write and the ability to put out ideas... If there's anything else I would have done, if I could look back and like classes I wish I would have taken, I would've take debate. I would've taken a lot more creative writing. I would've taken a lot more stage presenting styled stuff. Which I actually did do a lot of that. But, anyway. So I want you to know, I'm going to walk through real quick, as the one that Click Funnels hires to go teach this stuff to other people, with my lens. Not to beat my chest, but meaning I want you to know that what I'm looking at here and what I'm looking for has taken not just a lot of time personally studying this stuff, but the lens that I'm looking at it through, this stuff's popping off the page at me. Anyways, I want to walk through some of the most profitable ... This is part one of two. First of all, I'm going to go through hook, story, offer on each one of these funnels. There's five webinar funnels. Very, very, very lucrative funnels and dive deep. In fact, I encourage you to do that very thing and I would go print out the top selling stuff. Go get it. Print it out. Study it like crazy. There's no other higher leverage activity I can think of, you spending your time on, than studying the copy of previously vastly successful sales letters. Anyway. So one of the first things I want to point out is, before I dive into this as well is that each one of these email sequences, what's fascinating is, when I printed them out and I put them all across the floor, I already knew it would do this but it's just cool how it reinforced it was. You can read them like a story... The whole webinar follow-up sequence is a story, all of it. All of it goes and it wraps in together. It did not feel like there was anything random sert in. Random little inserts put in. It's almost like a ... Very similar to a Seinfeld episode, right? Where when one episode ends, I'm begging for the next one to start because it was awesome... Each one of these reads like a story. There's a logical progression throughout them. They're connected. It's not like these little tiny pop-shot emails all over the place. "Three hours left." "Two hours left." Three hours left, but like, what's the story?... Two hours left okay, but what's the story? How did it tie into the last one? What's the logical progression? So these are like works of art when I look at them... I'm sorry it's taken me 19 minutes already to get to this, but I'm excited to. Let me just go through each one of these real quick here and walk you through some of the hook, story, offer of each one of these sequences. So first I'm looking at the follow-up funnels webinar and it's the one where Russell did a really awesome up-sale to get a lot of people to upgrade to Actionetics at FunnelHacking Live 2017. So what's the hook? The hook, the piece of curiosity. What? 16 dollars on the back end for every dollar on the front end? Whoa. There's the hook. It's also part story there. The story there is Russell saying, he goes, "First off, I want to thank you so much for registering for the webclass. I wanted to make sure that you have a chance to watch it in the next 24 hours because as I mentioned, you get a special bonus that you don't get if you wait until tomorrow to watch it." Whoa. Now let's dive a little bit here into the origin story. Which is what he did. This is the first email they're getting after they register. Great time for an origin story. Here it goes. He's starting right into it. "During this webinar I am hoping to save you, hoping you'll have the same epiphany I did." He's actually pulling it on out. Here it goes. Here it goes, the origin story. "As the owner of Click Funnels, I obviously create a lot of funnels. Sometimes I'm not aware where all of our sales and profit is coming from. ...So last December I pulled all of our numbers, and I wanted to see which funnels made us a lot of money and they work together." There's some curiosity there. It's kind of like a second hook. This is the barb on the hook. "What we found, which is crazy, is that for every dollar we made on the front end, we made 16 dollars through our back end follow-up funnels. What are follow-up funnels? That's what this presentation is all about. In fact, I'm going to show you how a page-by-page, step-by-step, every single thing we do inside our follow-up funnels." Now I have desire to show up for this. There's a reason for me to clear my schedule. And sometimes if you're like, "I don't know what the hook is," sometimes it's just the title for the story you're about to tell. Does that make sense? It's one of the easiest ways to think of a hook. These headlines. The headline for secret number one... The headline for your webinar. The headline for the webinar is literally the title for the origin story you're about to tell. A lot of times it is. It doesn't have to be, but a lot of times it is. It's one way to think of it. "Secret number one: how to blank without blank." That's literally the title for the story that you're about to tell in secret number one. If you're feeling this mismatch between your sales letters, it doesn't matter if you're making a webinar or not, any of your sales, if there's this mismatch in your titles and the stories you're telling, that's why... The headline is the promise that ... It's the reason you should listen to the story. "How I blank without blank." "How to blank without blank." And that's kind of like the base format we use and more from another formats after that. Software secrets. Next one. Software secrets goes through and hook, story, offer. Hook is, let's read through here real quick. Subject line for the very first email you get. "Your webclass is starting. Thanks for registering. ...Upcoming class, your training is about to start. Here's the access link to the webclass about to begin. Click on the link now and join all three of us inside this free training." So this is like a confirmation email. There hasn't been so much of it yet, but look, it'll keep going. "If you've been wanting to create your own software, do not miss this webclass." Did he tell me how to? No. That's it. Just that one sentence right there, he salted curiosity throughout. "If you've been wanting to create your own software, do not miss this." He goes on. "Did you catch the free webclass that you signed up for?" Little bit of a hook there. This is like the main hook of the second email you get after the webinar. "How much money will it cost to actually build my software program? Hands down, that's the number one question we get from the webclass. Fun fact: did I ever tell you the first time ..." Now we're going into the story. "The first time I made my first software for a whopping 20 dollars. True story." He literally calls it a story. There we go: there's hook, there's story, and then he goes into the offer. "In fact I made a quick and fun video." As we move on here he goes, "Here's what you need to do next if you want to learn this. Step number one, watch the Q and A video to find out how much you can expect your software to cost. Step number two: access the webinar replay here." That is the offer. There's a reason to take the call to action. That's the offer right there, to grab that... Anyway, in each one of these sequences there is one of those things. Let's go with High Ticket Secrets right now. Just grabbing the next one here. High Ticket Secrets right now. High Ticket Secrets, the title is the hook on this case. "Starting now, High Ticket secrets." And he says, "I'm going to show you how to instantly add high ticket sales to any funnel without you personally talking to anyone on the phone ever." That is the hook. I don't want to talk to anybody on the phone for high ticket sales. You don't have to do that. Are you kidding me? You give me the reason. In this case, the title of the webinar is the hook coming in here... And he dives into the story and he starts talking about how he's done that. "How to plug in a new business. How to sell high ticket stuff without feeling like a used car salesperson." Two pages that you can add to any ... If you think about it, think about it this way too. If I'm looking at just the headline of my webinar, and I'm looking at like the three secrets or whatever it is you're going to share inside there, whether it's a free plus shipping funnel or a high ticket funnel, the headline is the hook. The headline, the title for the entire thing, that's the hook... The three secrets? A lot of times, just the titles, the actual headlines themselves, is the story. I hope there's some a-has there. Does that make sense? Wait for, pause for effect. You think through it that way. Anyway, I'm just moving quickly here. So I can dive into the next one as well... CF certified. This one's pretty interesting too. Hook here is extremely strong and obvious as well. "The highest-paying part-time job in the world." This is for CF certified. "Funnel consulting: the highest-paying part-time job in the world." That's pretty strong hook. That's pretty strong hook. That webinar sold really, really, really, just fantastically well. And as we look through here, just to prove the point, secret one, two, and three, that is the story in this case. So we know what the hook is, let's look at the story. Here's the story: "How Amanda went from reluctant click-funnels rookie to selling 12 funnels her first 47 days." What?... "The results first, cookie-cutter method that will give you unlimited clients. And how to easily shift from six figures a year to six figures per client per year, and a whole bunch more." What? Those are all titles of stories but he salted the oats in a way there's so much curiosity inside there I have got to go check that out. It also happens to be the offer on that ... Anyway. What's funny is that each one of these emails is a hook, story, offer as well. Sometimes there's some elements that are stronger than others, but as kind of like a rough outline, that's another way to think about each one of these emails. Each content piece... When I write my podcast headlines, the title of each podcast, I'm trying to create a hook. I'm trying to salt an amassive promise in there, without you actually knowing what it is. That's the hook. Also happens to be the headline. Not always has to be the case, but in this case it is... All right, for FunnelHacks. This is amazing. "Anatomy of a 500,000 dollar per month sales funnel." Okay, that's a pretty strong hook. The right audience sees that and they're like, "What?" The other kind of audience sees that and they're like, "Yeah, right." Isn't that interesting? The right person needs to see that... In fact, when I saw his title of his webinar, "Weird niche funnel currently making me 17,000 dollars per day and how to ethically knock it off in less than ten minutes," I think that's what the hook was, but it had such a profound effect on me, I was like, "I'm in." I didn't even have to see the webinar. I was pumped to see it. It made me even more excited. But I was the right person to see it... That's why when you think about and when you're writing these hooks, and the stories and headlines and offers and all that stuff, who you're talking to matters so much. If I go talk to some ... Do you think it's ... Imagine I walk up to Russell and I'm like, "Dude, I got this amazing idea. Imagine a website, but like instead of a website, it's like when they say yes to one thing, we send them to something else, like another page automatically, and we ask for more money. Again. And then we do it again. And if they say no to that, it's okay, we'll like, give them like a payment plan on something." Is that a new opportunity of Russell? No. You have to think through when you're writing these hooks and you're writing these stories, you're putting these offers, the very first step to go through is figuring out who you're actually speaking to and to that person, is it a new opportunity? Is it a blue ocean? It's one of the reasons my webinar does so well. I'm taking things that are already well known in another industry, I'm just changing who's hearing it. Does that make sense? Big a-has? Reason why I wasn't a psycho for leaving and being able to with all the expenses I had and a family to pay for? Does that make sense? Anyway. All right, so, hook. "Anatomy of a 500,000 dollar per month sales funnel." And he actually says it in the email. One of the very first things says, "While you're waiting I've got a fun story to show you. To share with you so you can be prepared. Video one: we'll show you the anatomy of a 500,000 dollar per month sales funnel. Want to see it? Also in this video, you can see one of the most trusted website designers battle a tiny blond female in a cage fight." What? Isn't that interesting? So every single email, every single piece of copy, every single page, every touch point with the customer. A lot of times why people don't have enough engagement is because they have the story and they've got the offer. They got the sales message and they got the offer but every sales message has a reason why you should be listening to the story. Which is the hook. We brainstorm many times hours on that. It is one of the easiest ways to give yourself a raise... Just come up with a better hook. These guys that have these offers that've been out there and they've been making tons of money with the exact same offer for years, the reason they can do it, they don't change the offer, they hardly change the story ever. What they're doing is coming up with new hooks. And they're just dropping new hooks and they're trying to drop new hooks to the same audience, and try to expand the audience. Anyway, I hope that that is making sense to you. And if you go through, start looking at it from that lens. Look at the way that people go through and they come up with this hook and that hook. That's the reason why we have swipe files and swipe files and swipe files just loaded with different cool ads... Because if we knew it was profitable, what was the hook inside that ad? And also the story inside that ad? Usually there's both inside an ad. And some kind of offer inside the ad as well. And then they go to the next page, there's another little mini-hook, story, and offer. And they go inside, and then finally you get to the main offer of the whole thing. Then you get to the main story. Does that make sense? Anyway, start looking at it that way and I'm going to ruin you because you're going to look at all ads, all commercials. That's the reason why we'll geek out about infomercials. If I'm late for a movie at a movie theater, I don't want to go to the movie. I don't. I actually want to turn around, and just go to the next time because I want to see the previews. Because I'm looking for hook, story, and offer inside each one of them. If you go and you ... In fact I did a very funny thing. Go Google ... I did this probably like a year and a half ago. I went through and I started looking ... I Googled "top phrases". "Most common phrases in movie previews." And what's funny is, guys, even though there's different movies, it's technically a different story, it's the exact same story most of the time. And you can go through and you can start looking. They're using the same pieces of copy in almost every single movie preview. The hook might be a little bit different, it's the same story though. Some dude's freaking out, "Oh, my gosh, unexpected event." We like him because of some affinity that the commercial made us have for him or the preview. We go through and the little tiny hero's too journey going on. Little epiphany bridge, epiphany bridge, epiphany bridge, unexpected, unexpected. It's this exact same ... It'll ruin you a little bit. But you also become a really good copy writer. Anyway, so take it from a guy who hated actually the copy side of this whole game for a long time. It is incredibly important to go through and just if anything else, just start looking for those patterns and how you're being sold. And how you're selling. And if it's not intentional, my guess is you can give yourself a very fast raise by making it intentional... All right guys. Hey, thanks so much. Hopefully this is helpful to you. I'm excited for the next episode as well. I'm going to dive more into the strategies I saw in a very deep level in each one of these email sequences and the patterns and commonalities between all of them, and how it actually drastically has effected my funnel. There's like, this whole other series and thing that I'm going and creating because of what I studied and learned, which I don't think we've really talked about. I know I haven't. I don't think I've ever heard Russell talk about it either, so. Anyways guys, hey, thanks so much and I will talk to you and see you, well, you'll hear me on the next show. Hey, thanks for listening. Hey, look, can't decide what funnel you need or need more in-depth training on how to use your current funnel? Find out which funnel you need at salesfunnelbroker.com and get your premium, pre-built funnels and training today.

It's time to focus on your “one thing”. On this special late night episode Russell talks about how he learned to stop being a jack of all trades and focus everything around one thing. He also reminisces on some of the harder times he's had before he got this far. Here are some interesting things you'll hear on today's episode: Russell tells how he used to be a “Jack of all Trades” and how that limited his growth. Why at first he thought it was a bad thing to be pigeon holed as “The Funnel Guy” and why he changed his mind. And why everything he does now is focused around Clickfunnels and why that is the key to his success. So listen below to find out how Russell went from “Jack of all Trades” to “The Funnel Guy”. ---Transcript--- Hey everyone, this is Russell Brunson and welcome to a late night, well not too late, it's about 8 at night, so a later night Marketing In Your Car. Alright everyone, so I'm heading back to the office, we are day two of our hack-a-thon, which is so much fun. So we had the last, we had about a 4 hour smack-down today deciding the future of Clickfunnels and it got heated, it got a little bit….a little tension, but it was all good because it's just interesting. I love my partners and love the people in the company, everyone has, we're all definitely people who are great at what they do, so we have strong opinions, but when all was said and done, a couple of things I think are very true. One is we all respect each other, like insanely, a ton. And number two is that we care about the customers, and that's really where the conversation keeps going to, is what is best for our customers, which is awesome. Way better than, what does the board of directors want, which is once again why I will never do the whole VC thing, on top of all the other jokes. But it was really good and we have some really cool directional things that we're doing that, some things make me nervous but they're going to be huge. Game changing type things. So I'll share more as we keep going on, but I just wanted to kind of share that. And then I wanted to talk to you guys about something that I think is really important, that's on my mind. It's interesting, I looked at the last 12 years of me being in this business, and first year I was just hustling and tried to make a little bit of money and I did and that was awesome. And then I tried to make a little more and I remember I was just hustling. We'd do a promotion and make $15- $20K and then I wouldn't do anything for 3 or 4 months. Then we'd try something else and we'd make a little more, here and there. And I remember one day one of my friends who's in the business was like, “Did you pass six figures yet?” I was like, “ No.” because in my mind six figures a year is insane, that's not even possible. Then I was like, wait. I started doing the math, I was like “Oh my gosh. I did, I passed six figures this year. That doesn't make any sense to me. That seems outside of logic.” It wasn't something I believed was happening. So then I got excited, now I got a goal. I want to make a million dollars in a year. So we went towards that goal, and went towards that goal. It's funny because I think it took me 3 or 4 years to cross a million dollar mark, and there's some mental barrier. I missed it by a few ten thousand dollars 2 or 3 years in a row. I just remember I was like, why can I not break the million dollar mark in a year? It just seemed so impossible for some reason and I couldn't figure it out. And then after I finally did break the million dollar mark, then that mental barrier was gone and I shot to the next level and we got to the point where I think my best year we did 8.9 million in the calendar year, and I think we did 10 if we looked at it from a start day. A 365 start day from the peaks. But in the calendar year, from January 1st to December 31st, on tax is 8.9 million was the biggest year I had. After that is when the company crashed, if you listen back through all my old marketing in your car's you'll hear all those stories. That's not for today. Then we restarted, and we started growing and we stuck at 3 million dollars a year, for 5 years in a row, stuck, stuck, stuck. We tried focusing, which got us to 3 million, we were like let's diversify, let's launch 10 companies. We launched 10 companies and we still made 3 million. Then, it was just thing after thing after thing.  And then we started having a little more success when some of our other offers started going bigger. Neurocell did well and a couple of other offers started doing well. Anyway, it was just……but it still, then I think we were hovering around 6 million or so. I was like, “How do we get back to 10 million without having a hundred employees? How is that possible?” And I remember going to marketing events and people would be like, “Okay, this is the whatever guy. This is the whatever person.” And everyone would have their thing, and be like, “Russell, what's your thing?” and I was like,, “We're all things marketing. We do copywriting and we do funnels, and we do traffic.” We just kind of did everything. And I always thought that was a strategic advantage. “You can go to this guy to learn whatever, but we're going to teach you the whole thing.” And that was always our whole thing. We want to teach everything. Just by nature, we were good at everything, so we wanted to show everything and teach everything in this market and that's what we did. And the problem is we just kept getting stuck and stagnant. And I never could figure out why. And then the whole Clickfunnels thing came and it wasn't something we even invented the conversation. People had been talking about funnels, we'd been talking about funnels for 8 or 9 years. And I remember at the time, Ryan Deiss Traffic and Conversions Summit was all about funnels, seems like it was a hot topic right when we were building this tool. It really was a perfect storm when we launched it and all these things and it took off. And I wrote my book, and my book wasn't ever really about funnels. Like if I was to re-title it now I probably would change the title, at least the subtitle, to be more about this is a funnel book. But it didn't it was just me teaching my process, but it all came down to funnels. When you look at the whole process, it was all funnels. And people read that book and because that came so close to Clickfunnels people associated it as this is the guide book or the handbook for funnels and this is the software, and that means Russell, therefore, is the funnel guy. But at first I didn't like that because I was like, there's a lot of people teaching funnels, I'm not the funnel guy, I'm the guy who does everything. And it's interesting, but that's kind of like I had this weird pride thing that I wanted to bigger than funnels, or I wanted to be whatever, but people kept kind of pigeon holing it, you're the funnel guy, you're the funnel guy. And finally after a while I started embracing it and shifting things and now all of our products are being tied to that. Funnel Scripts, here's the scripts to your funnels. We had High Ticket Secrets, which is your high ticket funnel, and we had all these  other things that we have rolled out before and since. And then we started tying things to Clickfunnels. We have our Quick Start Program, which is helping people set up. We've got our funnel certification program, even my Inner Circle, interesting enough, transitioned to a funnel inner circle. Someone even mentioned it, last meeting. The reason why we're in this room is because Russell's the best in the world at funnels. I was like, how interesting is that? And I really think that the big….I mean obviously there's a lot of things that happened, but one of the biggest thing for us that took us from where we're at now to this year, I don't want to share numbers or anything, but it's going to be, I mean 3 or 4 maybe even 5 times more than my biggest year of all time. It's just kind of crazy. And I really feel like it's because we picked our thing. And that's what we're focusing on. Everything we're doing is around this one concept of funnels and we're trying to become the best in the world at funnels. Our coaching's around funnels, our products around funnels. Our front end offers are around webinar funnels and book funnels. Everything is tied to this conversation that we are trying to become the best in the world at, and I think that that's one of the keys. As much as I hated to go that way and I didn't want to, and I fought it for so long. Because I'm good at a lot of things, I wanted to be all these things, but I don't think that's the key. The key is figuring out what are you the best in the world at? What is your thing? And then everything you create is tied to that one thing. You know, Ryan Deiss just posted, I think Digital Marketers, he's says it's been 5 years now and I was reading this post. It was really cool, I really enjoyed it. But he was talking about how every year their business model changes. They were this, they were this, and they were this. You know, one year they were funnels, the next they were consultants, the next year they were whatever, and this year they're doing certifications and it's kind of like, their business keeps changing and I know they're doing well, but my guess is that if they would pick a track and stick with it, and they're trying to obviously, one of them is going to become the thing for them, but if you were to ask people 3 years ago who does funnels in the industry everyone would have said Ryan Deiss, but they shifted away from that. They shifted their focus to the next thing. It was the machine in email marketing and then it was…..and now it's certifications. So I'm hoping they find their spot, I think certifications; I think what they're doing with certifications is unique and cool and nobody else is doing it. We're definitely not going that direction. I think that there's this area that they're going to carve out and just kind of own. I hope that's the plan. I hope. I love to see what they can do if they execute hard on that for 3 or 4 years and just focus there. I look at us we're focusing now on this one thing and I start looking at a whole bunch of things are going through my mind right now. How do I build a community? Surround a topic? Our community, we're funnel hackers. We funnel hack. We can have live events, hack-a-thons, the funnel hacking live event. It's funnels and …. And it's suddenly all these things and if you want to build a cult or a culture, it comes down to becoming the best in the world at one thing and then tying everything you're doing around that concept. Kind of a fun idea behind that. One of my close buddies, Chad Woolner, he's a chiropractor and he's been kind of trying to figure out his spot in the world outside of his practice. What does he want to do? How does he want to serve people outside of that? A little while ago he decided he wanted to help serve chiropractors and help other one's get to the point that he's gotten, really free themselves from the startup of a practice and those kind of things. So he started a podcast, he's doing all these things, and they're all good and he's teaching everything from how to do this to this, all these things which are broad and good. And we were at a camping trip the other day, and I was sitting there and I was like, “Would I go on Paychat to learn how to grow my Chiropractic business?” and I was like, “I don't know if I would.” Not that he doesn't know his thing, because he does, but I don't think he's the best in the world at all those things that he's teaching, all those things. What could Chad be the best in the world at. And I was thinking, and this isn't the answer for everyone, but for him I was like, “Dude, you're probably the only Chiropractor on Earth that knows anything about funnels. You build funnels, you build your own funnels, online funnels, offline funnels. I would venture to assume that you are the best in the world at Chiropractic funnels right now. That should be your thing man. You should shift all your branding and everything around that one thing and make that your focus. If that was your focus and I was a chiropractor I would come to you in a heartbeat. I wouldn't come to you to learn how to build a chiropractic business, because you don't have the biggest Chiropractor business, so I wouldn't come to you for that. I would go to whoever did. But you're the best in the world at chiropractic funnels. I would come to you for that. If you were to come to an event, let's say there's a big event in your industry you could say ‘hey, I'm the Chiropractic Funnel Dude.' They would allow you to speak because you are that person.” And I was looking at the other Chiropractic guru's and there's a social media one, there's different ones and each of them would have their little spot in the ecosystem. I've always, again like I said, I always was kind of resistant to that and fought that, but now I really think that's the key. Anyway, I just wanted to leave that while I'm driving back to the office to kind of think on. What is your thing? I know you're good at everything, because you're amazing. So of all those things, where, when someone says, “Oh, so and so, they're the funnel dude. They're the social media dude. They're the eat fat and butter dude. Or put butter in your coffee dude.” Or whatever your market is. What makes you unique? What makes you different? It's kind of funny, I was looking at our old products, we had micro-continuity, which was cool, but it was just another random thing where now I can be like, “hey micro-continuity funnels.” And suddenly takes a concept and wraps it in a way that is unique to me and now it gives context and now people care. Anyway, just some thoughts. Hopefully that helps some of you guys and I hope you take some time to kind of carve out where in the world you fit into your ecosystem. And don't fight it because you feel like you're better than it. Own it. And I think that's how you go deep with people and your audience. That's where you're going to see the biggest transformation. So there you go you guys. I hope you enjoyed that. That's all I got. I appreciate you all, thanks for listening. Thanks for being part of this crazy community we're trying to build, and I'll talk to you guys soon. Bye.

It’s time to focus on your “one thing”. On this special late night episode Russell talks about how he learned to stop being a jack of all trades and focus everything around one thing. He also reminisces on some of the harder times he’s had before he got this far. Here are some interesting things you’ll hear on today’s episode: Russell tells how he used to be a “Jack of all Trades” and how that limited his growth. Why at first he thought it was a bad thing to be pigeon holed as “The Funnel Guy” and why he changed his mind. And why everything he does now is focused around Clickfunnels and why that is the key to his success. So listen below to find out how Russell went from “Jack of all Trades” to “The Funnel Guy”. ---Transcript--- Hey everyone, this is Russell Brunson and welcome to a late night, well not too late, it’s about 8 at night, so a later night Marketing In Your Car. Alright everyone, so I’m heading back to the office, we are day two of our hack-a-thon, which is so much fun. So we had the last, we had about a 4 hour smack-down today deciding the future of Clickfunnels and it got heated, it got a little bit….a little tension, but it was all good because it’s just interesting. I love my partners and love the people in the company, everyone has, we’re all definitely people who are great at what they do, so we have strong opinions, but when all was said and done, a couple of things I think are very true. One is we all respect each other, like insanely, a ton. And number two is that we care about the customers, and that’s really where the conversation keeps going to, is what is best for our customers, which is awesome. Way better than, what does the board of directors want, which is once again why I will never do the whole VC thing, on top of all the other jokes. But it was really good and we have some really cool directional things that we’re doing that, some things make me nervous but they’re going to be huge. Game changing type things. So I’ll share more as we keep going on, but I just wanted to kind of share that. And then I wanted to talk to you guys about something that I think is really important, that’s on my mind. It’s interesting, I looked at the last 12 years of me being in this business, and first year I was just hustling and tried to make a little bit of money and I did and that was awesome. And then I tried to make a little more and I remember I was just hustling. We’d do a promotion and make $15- $20K and then I wouldn’t do anything for 3 or 4 months. Then we’d try something else and we’d make a little more, here and there. And I remember one day one of my friends who’s in the business was like, “Did you pass six figures yet?” I was like, “ No.” because in my mind six figures a year is insane, that’s not even possible. Then I was like, wait. I started doing the math, I was like “Oh my gosh. I did, I passed six figures this year. That doesn’t make any sense to me. That seems outside of logic.” It wasn’t something I believed was happening. So then I got excited, now I got a goal. I want to make a million dollars in a year. So we went towards that goal, and went towards that goal. It’s funny because I think it took me 3 or 4 years to cross a million dollar mark, and there’s some mental barrier. I missed it by a few ten thousand dollars 2 or 3 years in a row. I just remember I was like, why can I not break the million dollar mark in a year? It just seemed so impossible for some reason and I couldn’t figure it out. And then after I finally did break the million dollar mark, then that mental barrier was gone and I shot to the next level and we got to the point where I think my best year we did 8.9 million in the calendar year, and I think we did 10 if we looked at it from a start day. A 365 start day from the peaks. But in the calendar year, from January 1st to December 31st, on tax is 8.9 million was the biggest year I had. After that is when the company crashed, if you listen back through all my old marketing in your car’s you’ll hear all those stories. That’s not for today. Then we restarted, and we started growing and we stuck at 3 million dollars a year, for 5 years in a row, stuck, stuck, stuck. We tried focusing, which got us to 3 million, we were like let’s diversify, let’s launch 10 companies. We launched 10 companies and we still made 3 million. Then, it was just thing after thing after thing.  And then we started having a little more success when some of our other offers started going bigger. Neurocell did well and a couple of other offers started doing well. Anyway, it was just……but it still, then I think we were hovering around 6 million or so. I was like, “How do we get back to 10 million without having a hundred employees? How is that possible?” And I remember going to marketing events and people would be like, “Okay, this is the whatever guy. This is the whatever person.” And everyone would have their thing, and be like, “Russell, what’s your thing?” and I was like,, “We’re all things marketing. We do copywriting and we do funnels, and we do traffic.” We just kind of did everything. And I always thought that was a strategic advantage. “You can go to this guy to learn whatever, but we’re going to teach you the whole thing.” And that was always our whole thing. We want to teach everything. Just by nature, we were good at everything, so we wanted to show everything and teach everything in this market and that’s what we did. And the problem is we just kept getting stuck and stagnant. And I never could figure out why. And then the whole Clickfunnels thing came and it wasn’t something we even invented the conversation. People had been talking about funnels, we’d been talking about funnels for 8 or 9 years. And I remember at the time, Ryan Deiss Traffic and Conversions Summit was all about funnels, seems like it was a hot topic right when we were building this tool. It really was a perfect storm when we launched it and all these things and it took off. And I wrote my book, and my book wasn’t ever really about funnels. Like if I was to re-title it now I probably would change the title, at least the subtitle, to be more about this is a funnel book. But it didn’t it was just me teaching my process, but it all came down to funnels. When you look at the whole process, it was all funnels. And people read that book and because that came so close to Clickfunnels people associated it as this is the guide book or the handbook for funnels and this is the software, and that means Russell, therefore, is the funnel guy. But at first I didn’t like that because I was like, there’s a lot of people teaching funnels, I’m not the funnel guy, I’m the guy who does everything. And it’s interesting, but that’s kind of like I had this weird pride thing that I wanted to bigger than funnels, or I wanted to be whatever, but people kept kind of pigeon holing it, you’re the funnel guy, you’re the funnel guy. And finally after a while I started embracing it and shifting things and now all of our products are being tied to that. Funnel Scripts, here’s the scripts to your funnels. We had High Ticket Secrets, which is your high ticket funnel, and we had all these  other things that we have rolled out before and since. And then we started tying things to Clickfunnels. We have our Quick Start Program, which is helping people set up. We’ve got our funnel certification program, even my Inner Circle, interesting enough, transitioned to a funnel inner circle. Someone even mentioned it, last meeting. The reason why we’re in this room is because Russell’s the best in the world at funnels. I was like, how interesting is that? And I really think that the big….I mean obviously there’s a lot of things that happened, but one of the biggest thing for us that took us from where we’re at now to this year, I don’t want to share numbers or anything, but it’s going to be, I mean 3 or 4 maybe even 5 times more than my biggest year of all time. It’s just kind of crazy. And I really feel like it’s because we picked our thing. And that’s what we’re focusing on. Everything we’re doing is around this one concept of funnels and we’re trying to become the best in the world at funnels. Our coaching’s around funnels, our products around funnels. Our front end offers are around webinar funnels and book funnels. Everything is tied to this conversation that we are trying to become the best in the world at, and I think that that’s one of the keys. As much as I hated to go that way and I didn’t want to, and I fought it for so long. Because I’m good at a lot of things, I wanted to be all these things, but I don’t think that’s the key. The key is figuring out what are you the best in the world at? What is your thing? And then everything you create is tied to that one thing. You know, Ryan Deiss just posted, I think Digital Marketers, he’s says it’s been 5 years now and I was reading this post. It was really cool, I really enjoyed it. But he was talking about how every year their business model changes. They were this, they were this, and they were this. You know, one year they were funnels, the next they were consultants, the next year they were whatever, and this year they’re doing certifications and it’s kind of like, their business keeps changing and I know they’re doing well, but my guess is that if they would pick a track and stick with it, and they’re trying to obviously, one of them is going to become the thing for them, but if you were to ask people 3 years ago who does funnels in the industry everyone would have said Ryan Deiss, but they shifted away from that. They shifted their focus to the next thing. It was the machine in email marketing and then it was…..and now it’s certifications. So I’m hoping they find their spot, I think certifications; I think what they’re doing with certifications is unique and cool and nobody else is doing it. We’re definitely not going that direction. I think that there’s this area that they’re going to carve out and just kind of own. I hope that’s the plan. I hope. I love to see what they can do if they execute hard on that for 3 or 4 years and just focus there. I look at us we’re focusing now on this one thing and I start looking at a whole bunch of things are going through my mind right now. How do I build a community? Surround a topic? Our community, we’re funnel hackers. We funnel hack. We can have live events, hack-a-thons, the funnel hacking live event. It’s funnels and …. And it’s suddenly all these things and if you want to build a cult or a culture, it comes down to becoming the best in the world at one thing and then tying everything you’re doing around that concept. Kind of a fun idea behind that. One of my close buddies, Chad Woolner, he’s a chiropractor and he’s been kind of trying to figure out his spot in the world outside of his practice. What does he want to do? How does he want to serve people outside of that? A little while ago he decided he wanted to help serve chiropractors and help other one’s get to the point that he’s gotten, really free themselves from the startup of a practice and those kind of things. So he started a podcast, he’s doing all these things, and they’re all good and he’s teaching everything from how to do this to this, all these things which are broad and good. And we were at a camping trip the other day, and I was sitting there and I was like, “Would I go on Paychat to learn how to grow my Chiropractic business?” and I was like, “I don’t know if I would.” Not that he doesn’t know his thing, because he does, but I don’t think he’s the best in the world at all those things that he’s teaching, all those things. What could Chad be the best in the world at. And I was thinking, and this isn’t the answer for everyone, but for him I was like, “Dude, you’re probably the only Chiropractor on Earth that knows anything about funnels. You build funnels, you build your own funnels, online funnels, offline funnels. I would venture to assume that you are the best in the world at Chiropractic funnels right now. That should be your thing man. You should shift all your branding and everything around that one thing and make that your focus. If that was your focus and I was a chiropractor I would come to you in a heartbeat. I wouldn’t come to you to learn how to build a chiropractic business, because you don’t have the biggest Chiropractor business, so I wouldn’t come to you for that. I would go to whoever did. But you’re the best in the world at chiropractic funnels. I would come to you for that. If you were to come to an event, let’s say there’s a big event in your industry you could say ‘hey, I’m the Chiropractic Funnel Dude.’ They would allow you to speak because you are that person.” And I was looking at the other Chiropractic guru’s and there’s a social media one, there’s different ones and each of them would have their little spot in the ecosystem. I’ve always, again like I said, I always was kind of resistant to that and fought that, but now I really think that’s the key. Anyway, I just wanted to leave that while I’m driving back to the office to kind of think on. What is your thing? I know you’re good at everything, because you’re amazing. So of all those things, where, when someone says, “Oh, so and so, they’re the funnel dude. They’re the social media dude. They’re the eat fat and butter dude. Or put butter in your coffee dude.” Or whatever your market is. What makes you unique? What makes you different? It’s kind of funny, I was looking at our old products, we had micro-continuity, which was cool, but it was just another random thing where now I can be like, “hey micro-continuity funnels.” And suddenly takes a concept and wraps it in a way that is unique to me and now it gives context and now people care. Anyway, just some thoughts. Hopefully that helps some of you guys and I hope you take some time to kind of carve out where in the world you fit into your ecosystem. And don’t fight it because you feel like you’re better than it. Own it. And I think that’s how you go deep with people and your audience. That’s where you’re going to see the biggest transformation. So there you go you guys. I hope you enjoyed that. That’s all I got. I appreciate you all, thanks for listening. Thanks for being part of this crazy community we’re trying to build, and I’ll talk to you guys soon. Bye.

I was SHOCKED to see that this guy's sequence was 190 weeks… On today's episode Russell talks about why he likes the idea of having a longer email sequence and the benefits that could come from it. Here are some cool things that are in this episode: Who showed Russell that having a longer email sequence is actually a great idea. What benefits Russell thinks will come by making his own sequence longer. And how to subscribe to The Marketing Quickies Show So listen below to find out why your auto responder email sequence could and should be longer. ---Transcript--- Hey everyone. This is Russell Brunson and welcome to Marketing In Your Car. Or Marketing Quickies. Or Quickies in Your Car. I don't even know anymore. We're in the middle of a re-brand. I can't figure out what the name is yet, but as of right now, I'm pretty sure we're still Marketing In Your Car. Hey Everyone, I hope you guys are having a fantastic day so far today, heading into the office. I've been dragging my feet a little slow. I'm not going to lie. I took yesterday off to hang out with the kids which was just awesome. While I was there in our wrestling room, I got a big old squat rack, I did squats and Romanian dead lifts and box jumps and everything that you can think of to destroy my legs. Today my legs hurt. It's I don't really want to move so I've moved really, really, really slow today but … Finally in the car, heading in to get a little bit of work done for the day. I'm actually really excited. I haven't had a chance to sit down and work for like a week and a half, so it will be really good. I'm going to share with you guys something that I think was really interesting and good. I've been fighting it internally in my head for the last two days since I heard it. But I think, I think he's right. I'm pretty sure. I might be wrong. It was funny because on the trip, I like … You know traveling and time zones and all sorts of stuff, I didn't have time to really email my list at all which if you don't email your list, you don't make any money. I found that if I go a week without emailing my list, my open and click through rates drop dramatically. It's crazy. If you're not emailing your list at least once a week, you are kind of screwing yourself over. Honestly, you should be doing at least three or four and probably every day. That's kind of what I found. So I hadn't emailed my list because I landed, I'm tired and I don't know where I'm at. I don't have internet access and, you know, hotel internet access is horrible and just a million other excuses and various reasons why I didn't email my list. That's kind of what was happening. When I was at Joe Polish's event, Brendon Burchard, he's been a friend for a long time. Somebody that I like a lot and look up to. Anyway, he got up and he was talking about some stuff. One of the things he talked about was he asked everyone, he said, “When someone joins your list, how many emails do they get automatically?” And then he said, “I bet you I can judge your income based on how many emails are in that sequence.” So I was like, “Okay, I'm going to play with this a little bit.” Just curious. My sequence is typically seven to ten days and then I move them to a broadcast list, which is the model I talk about in the DotComSecrets book, which I still believe in, by the way. He said for him, he said that when someone joins his list, they go through a sequence of one hundred and ninety weeks. A hundred and ninety weeks. That is, what fifty-two weeks in a year, two years, three years, about four years. He's pre drilled out a four year auto responder sequence. He said, “The reason why I can seventeen weeks off every single year is because of that one hundred and ninety week email sequence.” I was like, “Dang, dude. That's pretty dang cool.” I'm kind of jealous that I don't have that right now. I've always fought that. I think there's value and power in having emails that are happening in real time based on what you're excited about today, with the atmosphere, with the environment, with what's happening … You know, kind of tied to that. That's kind of been my belief pattern and I still believe that. At the same time, I also really like the idea of having longer sequences or things that are happening. The other thing he talked about is that sequences … The whole goal with sequence is to, kind of like when I talk about the value ladder, how you are ascending up your customers, it was kind of something similar where he's talking about … Oh man, a police cop, or a cop on a motorcycle just drove by and looked at me. Gave me the look. Gave me the eye. Anyway, ascending people up through the sequence so you're giving them each piece they need and helping them to expand their mind and their vision as they're moving through product catalog. I thought that was kind of cool so I started thinking back about all the products I have and what's the sequence I'm introducing to people. Honestly, it's kind of all over the place. I don't really have a super good path that I take people down. I think part of that's because there's products that I know I want to create that I've got partially created that I know would be valuable and need to be in a certain order. Right now they're not so I was like, “How do we …” Anyway, so I think one of the fun things I'm excited to do today is I'm going to go through all the products that we certainly have and the ones that I know that I need to have done for this to kind of work. I'll lay it out and then figure it out. When somebody comes into my world, they join my list for the first time, what's the first logical offer that makes sense? Where's the second and the third? Where are we taking people over a fifty-two week period of time? That's kind of what I've been working on. The cool thing about Actionetics too, which is nice, is you don't have to just go build out a hundred and ninety week sequence. What I'm going to do is build out smaller sequences. I think fourteen day sequences that focus on one topic, so let's just say that we got a product coming out called Trip Wire Secrets. It goes through all the depth and detail of how to create Trip Wire offers. We've got Perfect Webinar Secrets. We've got all these different High Ticket Secrets, so we've got these different products in our product catalog. It's figuring out how can I do a fourteen day sequence around that? What videos can I create? And training and blog posts and articles and all these things so that there's cool, fourteen days worth of content  that are wrapping around one of our core product lines, right? Build out that fourteen day sequence and that becomes one action funnel, right? Do all of them. What I can do is start daisy chaining them together so when someone first enters my world, whatever product they bought, let's say that they just bought the DotComSecrets book so they'd get a fourteen day sequence about the DotComSecrets book. When that's finished then the action funnel then pushes them to funnel number two which maybe is Trip Wire Secrets and they go through that fourteen day sequence. When that's done, that pushes them to number three which is maybe Perfect Webinars Secrets. Then, you know, from there it's the next thing and the next thing. Oh, I forgot I was driving a stick shift. I was stopping and totally forgot to put my foot on the clutch. I don't know if you guys heard that. I almost just killed it live on air. Any who, so that's kind of what I'm thinking. I'm not positive I'm going to do that yet, but I think I am. That way, I got these different soap opera sequences that are kind of daisy chained together in an actual process. I still think I'll put people on a broadcast list after the first fourteen days I believe. Anyway, I'm going to play with that a little bit. I'm going to think through it a lot. I will let you guys know what I come up with, but I think that would be kind of cool. That's my plan. I hope that gives you some idea. You can kind of think through that, you know, how long is your sequence? I know that in my brain, I have so much pain associated with auto responder sequences. I hate building them. I hate doing them. I hate everything about it. It causes a lot of pain to think about it for me. Honestly I don't really want to do it, but it's one of those things where I know I need to do something like that. I might block out like a week of time during the holiday seasons coming up and just like say this week is auto responder sequence week and I do not get to have any fun. I just get to go through this pain but by the end of it, if I do, I'll get to do something cool and figure out some cool prize for me if I can make it through a week of sequences which, again, sounds like a lot of work to me. It'll be good though. That's the game plan. Any who, that's what I got for you guys today. I hope you guys are doing awesome. I hope your businesses are growing. I hope you are getting a lot of value out of this. Also, make sure you get on the daily Marketing Quickie Periscopes. People are finding a ton of value in those. They are a lot of fun to do and I'm doing them from all around the world. If you're missing out on those, in real time you're missing out. If you go to the blog, blog.dotcomsecrets.com, there's info there on how to subscribe to the daily periscope or just download the periscope app. Search Russell Brunson and there should be one … I think there's two. Someone got a fake account under my name. Punks. So there's the fake Russell Brunson account and then there's one called the Marketing Quickies show. Subscribe to that one and everyday you'll get a little chirp on your phone when I jump on live and we'll hang out. I'll drop some value bombs for you guys and it will be a lot of fun. So, anyways, hope I can see you guys over there on that platform as well. I appreciate you all for listening and hanging out. I'll talk to you guys all again soon.

I was SHOCKED to see that this guy’s sequence was 190 weeks… On today’s episode Russell talks about why he likes the idea of having a longer email sequence and the benefits that could come from it. Here are some cool things that are in this episode: Who showed Russell that having a longer email sequence is actually a great idea. What benefits Russell thinks will come by making his own sequence longer. And how to subscribe to The Marketing Quickies Show So listen below to find out why your auto responder email sequence could and should be longer. ---Transcript--- Hey everyone. This is Russell Brunson and welcome to Marketing In Your Car. Or Marketing Quickies. Or Quickies in Your Car. I don’t even know anymore. We’re in the middle of a re-brand. I can’t figure out what the name is yet, but as of right now, I’m pretty sure we’re still Marketing In Your Car. Hey Everyone, I hope you guys are having a fantastic day so far today, heading into the office. I’ve been dragging my feet a little slow. I’m not going to lie. I took yesterday off to hang out with the kids which was just awesome. While I was there in our wrestling room, I got a big old squat rack, I did squats and Romanian dead lifts and box jumps and everything that you can think of to destroy my legs. Today my legs hurt. It’s I don’t really want to move so I’ve moved really, really, really slow today but … Finally in the car, heading in to get a little bit of work done for the day. I’m actually really excited. I haven’t had a chance to sit down and work for like a week and a half, so it will be really good. I’m going to share with you guys something that I think was really interesting and good. I’ve been fighting it internally in my head for the last two days since I heard it. But I think, I think he’s right. I’m pretty sure. I might be wrong. It was funny because on the trip, I like … You know traveling and time zones and all sorts of stuff, I didn’t have time to really email my list at all which if you don’t email your list, you don’t make any money. I found that if I go a week without emailing my list, my open and click through rates drop dramatically. It’s crazy. If you’re not emailing your list at least once a week, you are kind of screwing yourself over. Honestly, you should be doing at least three or four and probably every day. That’s kind of what I found. So I hadn’t emailed my list because I landed, I’m tired and I don’t know where I’m at. I don’t have internet access and, you know, hotel internet access is horrible and just a million other excuses and various reasons why I didn’t email my list. That’s kind of what was happening. When I was at Joe Polish’s event, Brendon Burchard, he’s been a friend for a long time. Somebody that I like a lot and look up to. Anyway, he got up and he was talking about some stuff. One of the things he talked about was he asked everyone, he said, “When someone joins your list, how many emails do they get automatically?” And then he said, “I bet you I can judge your income based on how many emails are in that sequence.” So I was like, “Okay, I’m going to play with this a little bit.” Just curious. My sequence is typically seven to ten days and then I move them to a broadcast list, which is the model I talk about in the DotComSecrets book, which I still believe in, by the way. He said for him, he said that when someone joins his list, they go through a sequence of one hundred and ninety weeks. A hundred and ninety weeks. That is, what fifty-two weeks in a year, two years, three years, about four years. He’s pre drilled out a four year auto responder sequence. He said, “The reason why I can seventeen weeks off every single year is because of that one hundred and ninety week email sequence.” I was like, “Dang, dude. That’s pretty dang cool.” I’m kind of jealous that I don’t have that right now. I’ve always fought that. I think there’s value and power in having emails that are happening in real time based on what you’re excited about today, with the atmosphere, with the environment, with what’s happening … You know, kind of tied to that. That’s kind of been my belief pattern and I still believe that. At the same time, I also really like the idea of having longer sequences or things that are happening. The other thing he talked about is that sequences … The whole goal with sequence is to, kind of like when I talk about the value ladder, how you are ascending up your customers, it was kind of something similar where he’s talking about … Oh man, a police cop, or a cop on a motorcycle just drove by and looked at me. Gave me the look. Gave me the eye. Anyway, ascending people up through the sequence so you’re giving them each piece they need and helping them to expand their mind and their vision as they’re moving through product catalog. I thought that was kind of cool so I started thinking back about all the products I have and what’s the sequence I’m introducing to people. Honestly, it’s kind of all over the place. I don’t really have a super good path that I take people down. I think part of that’s because there’s products that I know I want to create that I’ve got partially created that I know would be valuable and need to be in a certain order. Right now they’re not so I was like, “How do we …” Anyway, so I think one of the fun things I’m excited to do today is I’m going to go through all the products that we certainly have and the ones that I know that I need to have done for this to kind of work. I’ll lay it out and then figure it out. When somebody comes into my world, they join my list for the first time, what’s the first logical offer that makes sense? Where’s the second and the third? Where are we taking people over a fifty-two week period of time? That’s kind of what I’ve been working on. The cool thing about Actionetics too, which is nice, is you don’t have to just go build out a hundred and ninety week sequence. What I’m going to do is build out smaller sequences. I think fourteen day sequences that focus on one topic, so let’s just say that we got a product coming out called Trip Wire Secrets. It goes through all the depth and detail of how to create Trip Wire offers. We’ve got Perfect Webinar Secrets. We’ve got all these different High Ticket Secrets, so we’ve got these different products in our product catalog. It’s figuring out how can I do a fourteen day sequence around that? What videos can I create? And training and blog posts and articles and all these things so that there’s cool, fourteen days worth of content  that are wrapping around one of our core product lines, right? Build out that fourteen day sequence and that becomes one action funnel, right? Do all of them. What I can do is start daisy chaining them together so when someone first enters my world, whatever product they bought, let’s say that they just bought the DotComSecrets book so they’d get a fourteen day sequence about the DotComSecrets book. When that’s finished then the action funnel then pushes them to funnel number two which maybe is Trip Wire Secrets and they go through that fourteen day sequence. When that’s done, that pushes them to number three which is maybe Perfect Webinars Secrets. Then, you know, from there it’s the next thing and the next thing. Oh, I forgot I was driving a stick shift. I was stopping and totally forgot to put my foot on the clutch. I don’t know if you guys heard that. I almost just killed it live on air. Any who, so that’s kind of what I’m thinking. I’m not positive I’m going to do that yet, but I think I am. That way, I got these different soap opera sequences that are kind of daisy chained together in an actual process. I still think I’ll put people on a broadcast list after the first fourteen days I believe. Anyway, I’m going to play with that a little bit. I’m going to think through it a lot. I will let you guys know what I come up with, but I think that would be kind of cool. That’s my plan. I hope that gives you some idea. You can kind of think through that, you know, how long is your sequence? I know that in my brain, I have so much pain associated with auto responder sequences. I hate building them. I hate doing them. I hate everything about it. It causes a lot of pain to think about it for me. Honestly I don’t really want to do it, but it’s one of those things where I know I need to do something like that. I might block out like a week of time during the holiday seasons coming up and just like say this week is auto responder sequence week and I do not get to have any fun. I just get to go through this pain but by the end of it, if I do, I’ll get to do something cool and figure out some cool prize for me if I can make it through a week of sequences which, again, sounds like a lot of work to me. It’ll be good though. That’s the game plan. Any who, that’s what I got for you guys today. I hope you guys are doing awesome. I hope your businesses are growing. I hope you are getting a lot of value out of this. Also, make sure you get on the daily Marketing Quickie Periscopes. People are finding a ton of value in those. They are a lot of fun to do and I’m doing them from all around the world. If you’re missing out on those, in real time you’re missing out. If you go to the blog, blog.dotcomsecrets.com, there’s info there on how to subscribe to the daily periscope or just download the periscope app. Search Russell Brunson and there should be one … I think there’s two. Someone got a fake account under my name. Punks. So there’s the fake Russell Brunson account and then there’s one called the Marketing Quickies show. Subscribe to that one and everyday you’ll get a little chirp on your phone when I jump on live and we’ll hang out. I’ll drop some value bombs for you guys and it will be a lot of fun. So, anyways, hope I can see you guys over there on that platform as well. I appreciate you all for listening and hanging out. I’ll talk to you guys all again soon.

The keys to a winning offer, and a few other cool things. On today's episode Russell talks about the event he has going on today with his Inner Circle and Ignite members.He also tells his story of his first experiences selling to large groups of people and what he learned. Here are some of the cool things you will hear in this episode: Find out the story behind how Russell has been developing The Perfect Webinar. And how it helped him generate more sells in Clickfunnels. Why being prolific is 90% in the name of your product. And why you need to be very specific in what you are teaching. So listen below to find out how to be more prolific and specific. ---Transcript--- Hey everyone, this is Russell Brunson. It's six in the morning. It's snowing outside. I want to welcome you guys to an awesome Marketing in Your Car. Hey everyone, so I hope that you are listening to this at a time that's warm and a normal hour because right now, I'm recording this at a not normal hour and it's snowing outside, and it's freezing but I'm here because today, we have our event. I'm excited. Those who have been following us for any amount of time, if you know, we have an Inner Circle mastermind group and we have an Ignite coaching program. Three times a year, we get together and hang out, and we talk about cool stuff, and today is that day. I was up late working on stuff getting everything ready, and up early because I was nervous and excited, and had a chance to meet a bunch of our students I've been working with for six to eight months or so that I've never met face-to-face. That always makes me excited. I'm anxious, nervous, and excited and everything all wrapped into one. It's going to be a ton of fun. I'm driving right now to the event center where we're going to be at, and I'm praying that I don't slide off the road and die because it's really icy out here and wet. This podcast could also be my last will and testament if I do. If I do, my wife gets everything and my kids. They're awesome. I want to talk to you guys today about a couple of random things more so than anything because there's some stuff that's been on my mind that I think is pretty cool. I don't have any other format to share stuff like that, so here you are. You get to hear it. First thing I want to talk about was for yourself, I know all of us in our businesses focus on growing and what we can do, all that kind of stuff but my first question for you is what are you guys giving back. I know some people who listen to this give back a ton, and some people don't do anything. I had a really cool experience yesterday. There's a little handicapped boy who goes to church with me. I talked about him on other podcasts. His name is Jesse, just one of the neatest people in the world. He gets $20 a week from the state for food and for things like that to survive. Sunday, we took him to church. Everybody takes turns picking him up and taking him. We took him on Sunday. We got there, and as soon as we sat down in the seat, he pulls his wallet out of his thing and gets out his tithing, which is 10%, right? Of his $20, he pulls out two dollars. Then in our church, there are a couple of other funds. There's one that's called a fast offering fund which is money that goes towards people who are less fortunate, helps feed them, and things like that. Then he puts five dollars into the fast offering fund, which was one fourth of the money that he gets to survive each week. Then there's a missionary fund which helps missionaries to support themselves. He put two dollars in the missionary fund. What's that, five, six, seven, eight, nine, so almost 50% of his income, he gave back. He was so excited to do it. You should have seen him. He was jumping around, so excited and so grateful that he had a chance to give to those who are less fortunate than him. This guy makes $20 a week. That's it. He struggles to walk and talk, and all these types of things. I just look at how many excuses that a lot of us have, especially as your business grows. I still complain about government because they're a bunch of punks and they're taking half my money. That's always frustrating. I try never to complain about church because we pay 10% of our income to the church. That number gets bigger and bigger and bigger. I hear people who struggle about that, and whine and complain. It's not fair, that's my money, things like that. It drives me crazy. I look at someone like Jesse who literally gives everything, 100% almost of what he has. He keeps the last 60% so he can buy his food for the week but everything else, he's giving for the Lord. I thought that was a really neat thing. I look at some of my friends in this business. One of them that always inspires me is Stu McLaren and his wife Amy. His whole mission of his business is not to make a ton of money. It's to be able to serve people and help people. They've built this charity out in Kenya. We had a chance to go out to Kenya a couple of years ago with them. It's just inspiring to see people who are using what they're doing to help others as opposed to just helping themselves all the time. Anyway, that is lesson number one for you all today. Some other stuff, here's another one I was thinking about. The workshop today is called “The Perfect Webinar.” It's funny, I've been doing some version of webinars or teleseminars for over 10 years now. I remember when I first started doing them, I would go and I remember the very first one. I was actually at an Armand Morin seminar. I signed up. I had $2000 I think for the seminar. I was so excited, my first internet marketing seminar. I was going to go meet internet marketing people which I was really excited about. I'm at this event and I'm learning all this stuff. The first speaker gets up and he starts speaking, and at the end of his presentation, he closes. He tells people to run at the back of the room and go buy his thing. I look and I see people running to the back of the room. I had never seen that before. I'm doing the math. I think he was selling a $2000 package. I'm doing that two, four, six, eight. I'm like, “That guy made $40,000 right there.” The next speaker gets up and does the same thing. Boom, he's selling a $5000 package, five, 10, 15, 20, “Dang, in an hour.” The next speaker gets up. After three days of watching this, shy little Russell who didn't dare to talk to anyone, who loved my internet business so I could hide behind the computer was like, “I got to learn how to do what these guys are doing because I want to be able to do that,” and started being on this quest, this 10 year quest to figure out how in the world to sell from stage. I remember the first couple of times, I was so embarrassed. I would try to mimic what people were doing. I go and do my pitch, and crickets at the end. Nobody would budge. I would be standing there at the front, and it would be so awkward. I literally would go up to my hotel room and shut the door, and just hide in there because I would be so embarrassed. I seriously, there would be events where I would spend three days at the event hiding in the hotel room because my stage pitch bombed and I was too embarrassed to see the promoters or other attendees, or anyone. I would just be embarrassed and hide up there. This is me 10 years ago. This would give you guys comfort for those of you guys who are nervous to do this kind of thing. I was scared out of my wits. I kept seeing people do it. I'm like, “Oh, I got to figure this out. They can't be that much smarter than me,” so I started studying. I went through 10 or 12 different public speaking courses. I went to Dan Kennedy's and Bill Glazer's, and Armand Morin's, and on and on. Each time, I learned little pieces and little nuggets that would get me closer and closer to having the perfect webinar. Anyway, I kept doing that for over 10 years now, just getting that webinar better and better. A little while ago, I put together a template for what I call the perfect webinar. I was putting together this template called “The Perfect Webinar.” It was basically all the pieces I had learned, I tried to sketch them out in one cool spot. I think in the future, I'm just going to give that out. I think I'll do a free plus shipping on it. In the future, if you go to I think I own PerfectWebinar.com or ThePerfectWebinar.com, I'm not sure. It's not there today but in the future it will be there and I'll give away the template for free. It's basically all these pieces put together to a really cool template that you can use, and you plug in the pieces. After I built that, the first presentation I did was one called “High Ticket Secrets,” and I went and created the whole thing and launched it. We did 70 or 80 grand from the webinar. I was like, “That's not too bad.” Then of course, stupid Russell, when things work, I forget about them sometimes and don't do them. Then I had some coaching clients who came through who I knew for what they were doing and wanting something, “You guys need this. You need to use the webinar script.” I gave them the script, trained them, and coached them on it. Person after person we gave it to, boom, knocked it out of the park. It just kept happening over and over again. I was like, “This thing is really good. This is one of the best little pieces of paper I've ever put together.” Then about three or four months ago, I had to do a webinar. We had actually, it's a funny backstory but I'll share it with you guys because you are Marketing in Your Car fans and you guys are hanging out with me all the time. Nobody else really knows this but when we launched Click Funnels initially, it was a smashing failure. You thought I was going to say smashing success. No, we launched it. It shocked me how few people signed up. We got people in there but my goal was at least 10,000 people. I think from the entire launch, we got about 1000. I was like, “Are you kidding me?” I was sick to my stomach, spend a million dollars on a program, you want it to work. We were all frustrated. Then a month later, Mike Filsaime is like, “I want you to come to my event and you guys sell Click Funnels.” I was like, “Right now, Click Funnels is a dollar, a free trial. How am I going to sell it? We got to package this thing up.” Two days before the event, literally, I'm like, “Okay, I got to start on a presentation,” so pulled out the perfect webinar script, and I just followed it to a T. I was like, “You know what? This is 10 years of work. I'm too tired and too worn out to try to reinvent this thing.” I just took “The Perfect Webinar,” spent two days going through and plugging in the PowerPoint slides, following my script to a T. Two days later, I got to San Diego for Filsaime's event, stepped on stage, never gave this presentation before, super nervous, got up there and did it, and closed 34% of the room. I was like, “Dang, I've never closed 34% of the room before.” We went home, we started doing webinars, and it's funny, we did the first webinar on a Thursday morning and we did $30,000 in sales. I thought, “That's not too bad but I thought we'd do better.” I had another webinar four hours later. I went through all the questions that people had asked me during the webinar. I was like, “Okay, these are all the sticking points that I'm not explaining things well enough,” so I went back and we tweaked things, tweaked things, and got it better and better. Then four hours later, did the webinar again, same size audience, same everything, almost identical demographic, and did $120,000 in sales. I was like, “Dang, this keeps working better and better.” I did that webinar four or five times, and wound up doing I think about a million dollars the first three weeks doing that webinar, and then what was cool was Dan Kennedy's company, GKIC, asked me to come speak at their event so I went out there and did it, the same presentation. We closed 49% of the room, almost 50%, one more dude and I would have tipped it over and had half the room buy. Anyway, I was so proud. I couldn't believe that worked. I came back and said, “You know what? This whole perfect webinar idea, we need to focus more on it.” That's what's happening in the next two days here. Everyone in my high end coaching program is coming in for two days. We're going to build out perfect webinars. 50% is the script and 50% is the sequence. Today, we're going to be doing script, and tomorrow, we're doing sequencing. What's cool is that at this event, this is what I'm most nervous about is I'm going to go out on stage right after lunchtime and I have about 900 people registered for a webinar today. I'm going to sit up on stage live in front of everyone and do the webinar with a whole audience listening in. I'm either going to bomb and make no money or I'm going to crush it and make as much money in front of everybody. Anyway, I'm nervous but you guys are going to see what I'm saying. I'm going to have 100 people in my audience here in Boise listening and watching me, and I'm going to stand up on stage for 90 minutes and do my pitch. Hopefully, if I don't screw it up, I'll just close a ton of people. Anyway, it's going to be super fun. I'm nervous. I'm nervous because half the time, hotel internet doesn't even work so people might not even be able to hear the presentation. There are so many things that could go wrong but if it goes right, it's going to be really, really cool. We're going to try it out. Typically, when I do things, I like hedging my bets. When I do things that can make me look stupid, I do them in private so that if a webinar bombs, nobody knows except for me but this time, there's everyone here so what can you do? It's going to be fun. We'll have a good time with it, right? Hopefully these guys will be forgiving if I screw it up, but if I do it correctly and execute it right, I think it will be a good learning opportunity to have them see how I do it because it's so much more than just watching a webinar to get it. There's a lot about just the way you present and the way you pitch live. It's going to be fun. The last core thing, I'm almost to the event center which is cool. I'm early. I'm never early to these kind of things. My wife would be very proud of me right now. The last thing, as I was going through my presentation last night, building my presentation for today, I've had a lot of people who have gone through “The Perfect Webinar” script and given it back to me. The advice I'm about to share with you is important for perfect webinars, for video sales letters, for any kind of selling that you're going to do but they give it to me and they're like, “Here's my thing. I go through it, I watch it.” The difference between a webinar that makes you $1000 and one that makes you a million dollars is not much. It's a very fine line that gets you from one spot to the other. The thing that I think pushes you over the edge are two things. It's being prolific and being specific. Let me elaborate on it. The first one is being prolific. This is one that's hard to teach. How do you become prolific? You're prolific or you're not. You got to think about that. How do you become prolific? With this one guy I was critiquing, he had this big buildup about what his big secret thing was. The secret was in the back end. I'm like, “Man, everyone's secret is the back end. That's not a unique thing.” Your big reveal can still be the back end but you got to call it something different. Being prolific is 90% how you name things. It can still be the exact same thing as everyone else is doing but just the naming it, what do you call it? If you call it the back end and everyone else calls it the back end, it's no longer exciting. I was telling him because the thing he was selling was very similar to something I was selling that we call the black box funnel. I was like, “What you're doing and what I'm doing are very similar.” I said, “You called yours the back end. I called mine the black box funnel. Which one sounds more prolific?” The black box funnel, “Whoa, what is that?” You're very interesting and you got to figure that thing out. You can't just answer it in your head. You can't be like, “Oh, it's a back end sales funnel. I've listened to 30  webinars and they talk about this.” That's the first piece is being prolific. The second piece is being specific. In this guy's presentation, he kept coming back to, “Oh yeah, and then you can do Google Ads or Facebook. You can do five different kinds of back ends. There's this or that, different things. There are a whole bunch of things you can do.” That's the opposite of sales. What sales is, “This is the exact specific thing you have to do to be successful. If you deviate from this one iota, you will fail.” It sounds like I'm going over the edge but that's what sells, being very, very specific. Again, if you look at the Black Box Funnel, I think the video as of right now is still there if you go to BlackBoxFunnel.com, you'll see it. I have a video there that sells. It's one of our front ends for our coaching program, and I'm very, very specific, “This is how you do it. This is what the first page has to look like. The second page has to look like this. This is how the ad has to look like.” I'm very specific. I tell them things in absolutes. If you guys watch Star Wars where they say that only Siths deal in absolutes or whatever, it's very, very true. You have to be very specific and absolute. It can't be like, “Oh, there's a bunch of ways to do this.” It has to be there's only one path to success, this is what it is, do not deviate from it because that's what people respect. That's what gets them inspired and to want to give you money, that there's a specific path. You've got it. Nobody else does. Even if there are other paths, you don't tell them about it. You tell them about the path, the specific one that you want them to go on, and that's it. For example, this whole perfect webinar thing, this is the only path. You notice that I'm very, very specific. If you look at the way we're selling this and teaching it, these are the slides, this is the order, do not deviate from it or you're going to screw it up, very, very specific. I think it's prolific too but we'll leave that. We'll find out when this offer goes live and see how it works. That's the key, guys. When you're making any kind of content or sales presentation, whatever, always think in your head over and over and over again, prolific and specific, prolific and specific. Those are the keys. You can't be un-prolific and give people tons of options. If you do, you're never going to be successful. This is a long podcast, guys. We're at almost 18 minutes but I'm at the event center. I'm going to go in and get things unpacked, get things rocking and rolling. I appreciate you guys listening. I hope you enjoyed this. If you're not in our inner circle yet, what are you waiting for? Come on, now. There's nobody that gives as much as I do. We not only do events three times a year, you also get me live on Voxer, which Voxer is like a walkie-talkie coaching program through the phone, which means you can literally walkie-talkie me. I have some guys in our inner circle that walkie-talkie me three or four times a day asking me questions. There's no one that gives as much as I do because there's no one that cares as much as I do. I care about you guys, so if you're not in our inner circle or our Ignite coaching program yet, it's time to do it. What are you waiting for? Just go to Ignite.DotComSecrets.com. You can apply there and you can be hanging out with me at the next event. I appreciate you and I'll talk to you soon.

The keys to a winning offer, and a few other cool things. On today’s episode Russell talks about the event he has going on today with his Inner Circle and Ignite members.He also tells his story of his first experiences selling to large groups of people and what he learned. Here are some of the cool things you will hear in this episode: Find out the story behind how Russell has been developing The Perfect Webinar. And how it helped him generate more sells in Clickfunnels. Why being prolific is 90% in the name of your product. And why you need to be very specific in what you are teaching. So listen below to find out how to be more prolific and specific. ---Transcript--- Hey everyone, this is Russell Brunson. It’s six in the morning. It’s snowing outside. I want to welcome you guys to an awesome Marketing in Your Car. Hey everyone, so I hope that you are listening to this at a time that’s warm and a normal hour because right now, I’m recording this at a not normal hour and it’s snowing outside, and it’s freezing but I’m here because today, we have our event. I’m excited. Those who have been following us for any amount of time, if you know, we have an Inner Circle mastermind group and we have an Ignite coaching program. Three times a year, we get together and hang out, and we talk about cool stuff, and today is that day. I was up late working on stuff getting everything ready, and up early because I was nervous and excited, and had a chance to meet a bunch of our students I’ve been working with for six to eight months or so that I’ve never met face-to-face. That always makes me excited. I’m anxious, nervous, and excited and everything all wrapped into one. It’s going to be a ton of fun. I’m driving right now to the event center where we’re going to be at, and I’m praying that I don’t slide off the road and die because it’s really icy out here and wet. This podcast could also be my last will and testament if I do. If I do, my wife gets everything and my kids. They’re awesome. I want to talk to you guys today about a couple of random things more so than anything because there’s some stuff that’s been on my mind that I think is pretty cool. I don’t have any other format to share stuff like that, so here you are. You get to hear it. First thing I want to talk about was for yourself, I know all of us in our businesses focus on growing and what we can do, all that kind of stuff but my first question for you is what are you guys giving back. I know some people who listen to this give back a ton, and some people don’t do anything. I had a really cool experience yesterday. There’s a little handicapped boy who goes to church with me. I talked about him on other podcasts. His name is Jesse, just one of the neatest people in the world. He gets $20 a week from the state for food and for things like that to survive. Sunday, we took him to church. Everybody takes turns picking him up and taking him. We took him on Sunday. We got there, and as soon as we sat down in the seat, he pulls his wallet out of his thing and gets out his tithing, which is 10%, right? Of his $20, he pulls out two dollars. Then in our church, there are a couple of other funds. There’s one that’s called a fast offering fund which is money that goes towards people who are less fortunate, helps feed them, and things like that. Then he puts five dollars into the fast offering fund, which was one fourth of the money that he gets to survive each week. Then there’s a missionary fund which helps missionaries to support themselves. He put two dollars in the missionary fund. What’s that, five, six, seven, eight, nine, so almost 50% of his income, he gave back. He was so excited to do it. You should have seen him. He was jumping around, so excited and so grateful that he had a chance to give to those who are less fortunate than him. This guy makes $20 a week. That’s it. He struggles to walk and talk, and all these types of things. I just look at how many excuses that a lot of us have, especially as your business grows. I still complain about government because they’re a bunch of punks and they’re taking half my money. That’s always frustrating. I try never to complain about church because we pay 10% of our income to the church. That number gets bigger and bigger and bigger. I hear people who struggle about that, and whine and complain. It’s not fair, that’s my money, things like that. It drives me crazy. I look at someone like Jesse who literally gives everything, 100% almost of what he has. He keeps the last 60% so he can buy his food for the week but everything else, he’s giving for the Lord. I thought that was a really neat thing. I look at some of my friends in this business. One of them that always inspires me is Stu McLaren and his wife Amy. His whole mission of his business is not to make a ton of money. It’s to be able to serve people and help people. They’ve built this charity out in Kenya. We had a chance to go out to Kenya a couple of years ago with them. It’s just inspiring to see people who are using what they’re doing to help others as opposed to just helping themselves all the time. Anyway, that is lesson number one for you all today. Some other stuff, here’s another one I was thinking about. The workshop today is called “The Perfect Webinar.” It’s funny, I’ve been doing some version of webinars or teleseminars for over 10 years now. I remember when I first started doing them, I would go and I remember the very first one. I was actually at an Armand Morin seminar. I signed up. I had $2000 I think for the seminar. I was so excited, my first internet marketing seminar. I was going to go meet internet marketing people which I was really excited about. I’m at this event and I’m learning all this stuff. The first speaker gets up and he starts speaking, and at the end of his presentation, he closes. He tells people to run at the back of the room and go buy his thing. I look and I see people running to the back of the room. I had never seen that before. I’m doing the math. I think he was selling a $2000 package. I’m doing that two, four, six, eight. I’m like, “That guy made $40,000 right there.” The next speaker gets up and does the same thing. Boom, he’s selling a $5000 package, five, 10, 15, 20, “Dang, in an hour.” The next speaker gets up. After three days of watching this, shy little Russell who didn’t dare to talk to anyone, who loved my internet business so I could hide behind the computer was like, “I got to learn how to do what these guys are doing because I want to be able to do that,” and started being on this quest, this 10 year quest to figure out how in the world to sell from stage. I remember the first couple of times, I was so embarrassed. I would try to mimic what people were doing. I go and do my pitch, and crickets at the end. Nobody would budge. I would be standing there at the front, and it would be so awkward. I literally would go up to my hotel room and shut the door, and just hide in there because I would be so embarrassed. I seriously, there would be events where I would spend three days at the event hiding in the hotel room because my stage pitch bombed and I was too embarrassed to see the promoters or other attendees, or anyone. I would just be embarrassed and hide up there. This is me 10 years ago. This would give you guys comfort for those of you guys who are nervous to do this kind of thing. I was scared out of my wits. I kept seeing people do it. I’m like, “Oh, I got to figure this out. They can’t be that much smarter than me,” so I started studying. I went through 10 or 12 different public speaking courses. I went to Dan Kennedy’s and Bill Glazer’s, and Armand Morin’s, and on and on. Each time, I learned little pieces and little nuggets that would get me closer and closer to having the perfect webinar. Anyway, I kept doing that for over 10 years now, just getting that webinar better and better. A little while ago, I put together a template for what I call the perfect webinar. I was putting together this template called “The Perfect Webinar.” It was basically all the pieces I had learned, I tried to sketch them out in one cool spot. I think in the future, I’m just going to give that out. I think I’ll do a free plus shipping on it. In the future, if you go to I think I own PerfectWebinar.com or ThePerfectWebinar.com, I’m not sure. It’s not there today but in the future it will be there and I’ll give away the template for free. It’s basically all these pieces put together to a really cool template that you can use, and you plug in the pieces. After I built that, the first presentation I did was one called “High Ticket Secrets,” and I went and created the whole thing and launched it. We did 70 or 80 grand from the webinar. I was like, “That’s not too bad.” Then of course, stupid Russell, when things work, I forget about them sometimes and don’t do them. Then I had some coaching clients who came through who I knew for what they were doing and wanting something, “You guys need this. You need to use the webinar script.” I gave them the script, trained them, and coached them on it. Person after person we gave it to, boom, knocked it out of the park. It just kept happening over and over again. I was like, “This thing is really good. This is one of the best little pieces of paper I’ve ever put together.” Then about three or four months ago, I had to do a webinar. We had actually, it’s a funny backstory but I’ll share it with you guys because you are Marketing in Your Car fans and you guys are hanging out with me all the time. Nobody else really knows this but when we launched Click Funnels initially, it was a smashing failure. You thought I was going to say smashing success. No, we launched it. It shocked me how few people signed up. We got people in there but my goal was at least 10,000 people. I think from the entire launch, we got about 1000. I was like, “Are you kidding me?” I was sick to my stomach, spend a million dollars on a program, you want it to work. We were all frustrated. Then a month later, Mike Filsaime is like, “I want you to come to my event and you guys sell Click Funnels.” I was like, “Right now, Click Funnels is a dollar, a free trial. How am I going to sell it? We got to package this thing up.” Two days before the event, literally, I’m like, “Okay, I got to start on a presentation,” so pulled out the perfect webinar script, and I just followed it to a T. I was like, “You know what? This is 10 years of work. I’m too tired and too worn out to try to reinvent this thing.” I just took “The Perfect Webinar,” spent two days going through and plugging in the PowerPoint slides, following my script to a T. Two days later, I got to San Diego for Filsaime’s event, stepped on stage, never gave this presentation before, super nervous, got up there and did it, and closed 34% of the room. I was like, “Dang, I’ve never closed 34% of the room before.” We went home, we started doing webinars, and it’s funny, we did the first webinar on a Thursday morning and we did $30,000 in sales. I thought, “That’s not too bad but I thought we’d do better.” I had another webinar four hours later. I went through all the questions that people had asked me during the webinar. I was like, “Okay, these are all the sticking points that I’m not explaining things well enough,” so I went back and we tweaked things, tweaked things, and got it better and better. Then four hours later, did the webinar again, same size audience, same everything, almost identical demographic, and did $120,000 in sales. I was like, “Dang, this keeps working better and better.” I did that webinar four or five times, and wound up doing I think about a million dollars the first three weeks doing that webinar, and then what was cool was Dan Kennedy’s company, GKIC, asked me to come speak at their event so I went out there and did it, the same presentation. We closed 49% of the room, almost 50%, one more dude and I would have tipped it over and had half the room buy. Anyway, I was so proud. I couldn’t believe that worked. I came back and said, “You know what? This whole perfect webinar idea, we need to focus more on it.” That’s what’s happening in the next two days here. Everyone in my high end coaching program is coming in for two days. We’re going to build out perfect webinars. 50% is the script and 50% is the sequence. Today, we’re going to be doing script, and tomorrow, we’re doing sequencing. What’s cool is that at this event, this is what I’m most nervous about is I’m going to go out on stage right after lunchtime and I have about 900 people registered for a webinar today. I’m going to sit up on stage live in front of everyone and do the webinar with a whole audience listening in. I’m either going to bomb and make no money or I’m going to crush it and make as much money in front of everybody. Anyway, I’m nervous but you guys are going to see what I’m saying. I’m going to have 100 people in my audience here in Boise listening and watching me, and I’m going to stand up on stage for 90 minutes and do my pitch. Hopefully, if I don’t screw it up, I’ll just close a ton of people. Anyway, it’s going to be super fun. I’m nervous. I’m nervous because half the time, hotel internet doesn’t even work so people might not even be able to hear the presentation. There are so many things that could go wrong but if it goes right, it’s going to be really, really cool. We’re going to try it out. Typically, when I do things, I like hedging my bets. When I do things that can make me look stupid, I do them in private so that if a webinar bombs, nobody knows except for me but this time, there’s everyone here so what can you do? It’s going to be fun. We’ll have a good time with it, right? Hopefully these guys will be forgiving if I screw it up, but if I do it correctly and execute it right, I think it will be a good learning opportunity to have them see how I do it because it’s so much more than just watching a webinar to get it. There’s a lot about just the way you present and the way you pitch live. It’s going to be fun. The last core thing, I’m almost to the event center which is cool. I’m early. I’m never early to these kind of things. My wife would be very proud of me right now. The last thing, as I was going through my presentation last night, building my presentation for today, I’ve had a lot of people who have gone through “The Perfect Webinar” script and given it back to me. The advice I’m about to share with you is important for perfect webinars, for video sales letters, for any kind of selling that you’re going to do but they give it to me and they’re like, “Here’s my thing. I go through it, I watch it.” The difference between a webinar that makes you $1000 and one that makes you a million dollars is not much. It’s a very fine line that gets you from one spot to the other. The thing that I think pushes you over the edge are two things. It’s being prolific and being specific. Let me elaborate on it. The first one is being prolific. This is one that’s hard to teach. How do you become prolific? You’re prolific or you’re not. You got to think about that. How do you become prolific? With this one guy I was critiquing, he had this big buildup about what his big secret thing was. The secret was in the back end. I’m like, “Man, everyone’s secret is the back end. That’s not a unique thing.” Your big reveal can still be the back end but you got to call it something different. Being prolific is 90% how you name things. It can still be the exact same thing as everyone else is doing but just the naming it, what do you call it? If you call it the back end and everyone else calls it the back end, it’s no longer exciting. I was telling him because the thing he was selling was very similar to something I was selling that we call the black box funnel. I was like, “What you’re doing and what I’m doing are very similar.” I said, “You called yours the back end. I called mine the black box funnel. Which one sounds more prolific?” The black box funnel, “Whoa, what is that?” You’re very interesting and you got to figure that thing out. You can’t just answer it in your head. You can’t be like, “Oh, it’s a back end sales funnel. I’ve listened to 30  webinars and they talk about this.” That’s the first piece is being prolific. The second piece is being specific. In this guy’s presentation, he kept coming back to, “Oh yeah, and then you can do Google Ads or Facebook. You can do five different kinds of back ends. There’s this or that, different things. There are a whole bunch of things you can do.” That’s the opposite of sales. What sales is, “This is the exact specific thing you have to do to be successful. If you deviate from this one iota, you will fail.” It sounds like I’m going over the edge but that’s what sells, being very, very specific. Again, if you look at the Black Box Funnel, I think the video as of right now is still there if you go to BlackBoxFunnel.com, you’ll see it. I have a video there that sells. It’s one of our front ends for our coaching program, and I’m very, very specific, “This is how you do it. This is what the first page has to look like. The second page has to look like this. This is how the ad has to look like.” I’m very specific. I tell them things in absolutes. If you guys watch Star Wars where they say that only Siths deal in absolutes or whatever, it’s very, very true. You have to be very specific and absolute. It can’t be like, “Oh, there’s a bunch of ways to do this.” It has to be there’s only one path to success, this is what it is, do not deviate from it because that’s what people respect. That’s what gets them inspired and to want to give you money, that there’s a specific path. You’ve got it. Nobody else does. Even if there are other paths, you don’t tell them about it. You tell them about the path, the specific one that you want them to go on, and that’s it. For example, this whole perfect webinar thing, this is the only path. You notice that I’m very, very specific. If you look at the way we’re selling this and teaching it, these are the slides, this is the order, do not deviate from it or you’re going to screw it up, very, very specific. I think it’s prolific too but we’ll leave that. We’ll find out when this offer goes live and see how it works. That’s the key, guys. When you’re making any kind of content or sales presentation, whatever, always think in your head over and over and over again, prolific and specific, prolific and specific. Those are the keys. You can’t be un-prolific and give people tons of options. If you do, you’re never going to be successful. This is a long podcast, guys. We’re at almost 18 minutes but I’m at the event center. I’m going to go in and get things unpacked, get things rocking and rolling. I appreciate you guys listening. I hope you enjoyed this. If you’re not in our inner circle yet, what are you waiting for? Come on, now. There’s nobody that gives as much as I do. We not only do events three times a year, you also get me live on Voxer, which Voxer is like a walkie-talkie coaching program through the phone, which means you can literally walkie-talkie me. I have some guys in our inner circle that walkie-talkie me three or four times a day asking me questions. There’s no one that gives as much as I do because there’s no one that cares as much as I do. I care about you guys, so if you’re not in our inner circle or our Ignite coaching program yet, it’s time to do it. What are you waiting for? Just go to Ignite.DotComSecrets.com. You can apply there and you can be hanging out with me at the next event. I appreciate you and I’ll talk to you soon.