Marketing Secrets with Russell Brunson - End Of The Year Planning Meetings And Simplifying Your Value Ladder

Episode Date: November 29, 2017

The two most important things your can do between now and the end of the year to double your business for next year. On today's episode talks about his upcoming meeting with his partners to plan next year, and goes on to explain why he's simplifying his value ladder and his life. Here are some awesome things you will hear in this episode: Why it's important to have a planning meeting with your partners to decide what you want to achieve for the next year. What kind of things Russell is doing to simplify his value ladder and why he's doing it. And why Russell is turning off two programs that each do well over a million dollars each year. So listen here to find out how you too can simplify your value ladder. Transcript - https://marketingsecrets.com/blog/end-of-the-year-planning-meetings-and-simplifying-your-value-ladder Learn more about your ad choices. Visit megaphone.fm/adchoices

RBC Avion Visa lets you get there your way. Whether you want to... Suit up for peak ski season. Or... Spring break with a whole fam and a whole lot of sunblock. Or even... Book last minute and go on a whim. Choose from over 130 airlines on last minute or peak season travel with no points hike.

Switch to RBC Avion Visa and get up to 55,000 bonus Avion points. Limited time offer, conditions apply. Visit rbc.com slash Avion. What's up everybody? This is Russell Brunson. Welcome to the Marketing Secrets Podcast. So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital, who are spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Sickness.

Hey everyone, so I'm out walking. I just took the garbage out. If you look out here, Go! So I'm just going to walk around here so you guys can see my face and get enough light to connect on camera. For those who are listening in, I hope you guys had an amazing holiday, Thanksgiving, getting ready for the end of the year. The end of the year is always a fun time for us marketers and entrepreneurs because it's the focusing and planning for the beginning of next year, which is coming soon, right? So it's kind of fun. We got, not this week, but next week, Todd and Ryan and everyone's flying here to Boise and we're going to be doing a big partner meeting and planning out the rest of this

year and world domination for next year and set our big hags, our big hairy audacious goals and figure out what we're going to do and then how to reverse engineer that to make it possible. It was kind of fun. I was watching last year, a podcast I did last year that basically said, these were our goals and so here's the five Hail Mary passes we're going to do to try to hit these goals. Okay. If you haven't listened to that podcast, rewind about a year ago and listen to it. And that's what's going to be the goal of this

meeting is we're going to set our big goal we're trying to do. And then I'm not going to have like one execution plan, but here's four or five things we're trying to do that goal. And if one or two of them hit, then we'll hit these crazy big goals. And so that's what we're going to be doing. Uh, not this week, but next week. So I'm sure I will be doing podcasts from there. Um, talking about it, but I'm excited for that. Um, if you haven't done that yet, make sure this year before the year, you spend some time and, uh, block it out with your, your team and, uh, and do that and figure out again, what's the big goal and the reverse engineer, what do you got to do to make that happen? And then from there, um, you know, figure out three or four different big Hail Mary passes that you got to throw to get your big goal. So, um, that's kind of what we're gonna be doing.

I'm excited for it. And, uh, um, it's gonna be fun. So what I want to share with you guys tonight real quick before I head back in, cause it's a really beautiful night. It's not too cold and, um, it's just kind of nice for a little walk around the yard. So what I have been working on, on my side, and I talked about this a little bit after inner circle meetings, is one of the big, my big ahas, it's kind of funny how you go through cycles, right? Like we know things, we forget them and you really realize them. But the Dotcom Secrets book, we talk a lot about value ladder, right? And it's funny because ever since we launched

Expert Secrets, I haven't talked as much about that. Because Expert Secrets is all about figuring out the first part, the who and the what. Like the what and the how. What are you selling and how are you selling it? So it's like figuring out how to create your offer and how to position yourself and create your mass movement

and figure out what you believe in and what you don't believe in and what's your future-based cause and who are your people and all those kind of things, right? And then you create a message, a presentation to get people to follow you, to sell your products. And that process takes a little while, right? You got to redo your presentation four or five or six times. So you get it perfect. And then you're driving traffic and then you keep doing that. And eventually if

you do it enough times, if you follow the process and you do webinar live every single week for a while, and you keep tweaking and changing based on what we talk about in the book, eventually you hit it, and you know you hit it because you go from zero to a million dollars fast, right? That's when you figure out the what and the how. What is it you're actually selling, and how do you sell it, right? So after you have that figured out, now the next phase is really shifting back to the dot-com secret stuff, right? So now you've got customers coming in, and this is where entrepreneurs start freaking stuff, right? So now you've got customers coming in and this is where entrepreneurs start freaking out, right? Because, um, then they start talking about value, I need upsells and downsells and, and, and backends and frontends and, and they start going crazy. And, um, and

what I wanted to talk about is just kind of the big aha I had from inner circle meetings. I'm watching the people that are crushing it and the ones who are struggling and the consistency amongst the people in inner circle are killing it is that most of them came in they had one thing figured out and they got that working that's about time to join the inner circle right and um uh because people need to be making about a million bucks a year to be in there so it's kind of like the fit right so they came in their group then and then they're trying to figure out okay what's the next how's it all work and really what's interesting is that um the people that are they're growing the fastest what they're doing is they're very systematically building out the back end of the value ladder okay and most of that

value ladders are simple it's like there's uh in fact traditionally most people are making money that they focus on the middle first right like the webinar or something like that in the middle and they build out so they build the back end. So like the back end, whatever that thing is. And then that's the, yeah, the middle and the back end, like it stops. You don't keep creating any more back end stuff. Like that's, that's the end of it. And then what your business is moving forward is creating new front end offers that bring people into the middle of value ladder, which then send people to back end.

And I started looking, it was interesting. Um, I, I lost my way. I'd forgotten these lessons that I thought it's funny. Um, I kind of like created the talk of seekers book and I forgot some of them, uh, cause it's been a while since I kind of revisited those, those thoughts. And what I realized is that my value ladder was like, it came up and it kind of split off and then it kind of broke off and there's like all these different things people could do. And it was, it was, we were monetizing a bunch of them, but, um, but there's confusion, right? And so it's interesting.

There's actually two programs that we have both that do well over a million bucks a year that I am turning off. Bloom, bloom, bloom. Not because they're not awesome. They are not because they're not making money. They are because they don't, they're, they're deviants. They deviate off of the value ladder, right? My value ladder is very, very simple, uh, moving forward. And so the rest of this year, I'm trying to get these things in places to kind of execute on that, but it's very simple. What it

is, is we have a webinar where I sell click funnels, um, funnel building secrets, which is the new funnel hacks, um, um, uh, funnel scripts and traffic secrets. Those full products bundled together along with six months of click funnels for $2,000. Okay. That's what I sell. That's the thing. I did that webinar a couple weeks ago. It did really well.

That's, that's what I sell. That's my middle, my value, that $2,000 thing. I'm going to back into that. We have our two common club coaching, um, which we'll be releasing here probably at the live event. Um, and that'll be where we're trying to get everyone to. And that's, that's the value ladder. That's the back end inner circles full. So not trying to get more people in there. So we're going $2,000 for click funnels and then whatever the pricing is on the two column club coaching that's coming up and

that's it. And that'll, that won't deviate. That won't change. That'll be the same for forever. And then all I will be doing this point forward for hopefully the rest of my life and the rest of my business career is just creating cool front ends. So I have the dot com secrets book, which is a front end. Then I have the expert secret book, which is a front end. Eventually I'll have traffic secrets and marketing secrets and other ones, right? Perfect webinar, all these other things. I'll just be having fun creating front ends.

But the only goal of the front end is to get people then to ascend up to the 2,000 and the 2,000 to the two column coaching. that's that's it that's my business and i figured out cool winning ways to sell front ends and that all i'm doing is selling front ends right um that's it and so it's very simple so all your creative juices and entrepreneurship beyond like figuring out the next event the next back end all kind of stuff it. It should be simple. It should be just like, what's the cool front end we can drive more people into? And that's kind of the game. So I'm excited. You'll see this, some of the tweaks I'm making now with this severe hyper focus on value

ladder is, okay, somebody buys the extra secrets book. Okay, if I know that this is my severe hyper focus thing, like what's the process I take through? They buy the book and they go through upside down. So process and thank you page. I have a live presentation right there of me pitching the $2,000 thing, right, right there.

And after they finish that, then it's like, Hey, you want to apply for coaching? Come here. And it's just, that's, that's the process.

Very simple, very easy. And we'll just replicate it over and over and over again. So anyway, I'm simplifying my business and find my life. And hopefully those of you listening to this will simplify earlier, not later, because sometimes we get all excited and the next thing we know there's like a billion things happening and yeah, so simplify now.

Anyway, that's all I got. I'm going to go head in right now, get to bed because we've got a crazy week starting tomorrow, which I'm excited for. And hopefully this gives you guys a couple things. Number one, hopefully gives you guys some thoughts on doing your team core planning meeting with you and your partners, or if it's just you and your employees, or whatever it is, if it's just you, your spouse, or just you, sit down and plan next year's goals, figure out, reverse engineer what you need to do to actually execute on that, hit them, and then figure out what the three or four big Hail Mary passes are you're going to need

to throw to get the big goals and then um number two is really map out your value ladder and try to simplify it as much as you can and that's what i'm doing so um you guys will see it coming january 1st a bunch of new fun clean simplified things will be coming out of team click funnels here so I'm excited for it. That's all I got. If you haven't got your tickets to Funnel Hiking Live yet, they're getting close to being sold out. We sold a ton of them over this last weekend.

So if you haven't got your tickets yet, now is the time. Go to funnelhikinglive.com, and that's about it. So with that said, I just appreciate you all. Thanks for listening. Thanks for subscribing,

and we'll talk to you all again soon. Bye, everybody. Want more marketing secrets? If so, then go get your copies of my two best-selling books. Book number one is called Expert Secrets, and you can get a free copy at expertsecrets.com. And book number two is called Dot Com Secrets, and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the fastest growing non-VC backed SaaS startup company in the world.