Marketing Secrets with Russell Brunson - (FHL) Recap of Funnel Hacking Live 2022 "Day 3"

Episode Date: November 4, 2022

Today Russell is going through all the amazing speakers and highlights from Funnel Hacking Live "Day 3"! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

You're listening to Marketing Secrets with your host, Russell Brunson. ocean and this ripple effect starts happening. And there were 5,000 of you who were in the room and that was like the rock hitting. And I'm watching the ripple effect happen. Watch people's businesses grow. I'm watching people like finding their messaging, like figuring out finally, like after all these years, like figure out like how to deliver their message in a way that gets people to actually buy, how to do the right things, how to get the right funnels. Like all those things are happening. And so I don't want that ripple to end. I want to keep the energy going. And also inspire you guys who don't have your tickets yet for next year. Like do not miss this. Like this is a once in a lifetime opportunity that will change your life forever. I've had people tell me before that like there was like their life before Funnel Hacking Live and life after Funnel Hacking Live, right? Like a lot of times we have these moments in our life that we define things.

You know, before I was married, after I was married. Before I moved out of my parents' house, after. Like before my first kid, after. Before Funnel Hacking Live, after, right? And it really is that powerful. Like it's not just like, yeah, like if you've been to other events, it's not like that. That's why you understand that. Like, it's hard to explain until you experience it.

And you can experience it in a little part when you go to FunnelHackingLive.com and watch the videos and stuff like that. You can experience it a little bit. Hopefully, these podcasts will, like, help to, like, to draw out a little bit of it. But until you're there in the room, in the room where it happens, it's hard to really illustrate it. So, anyway, so that's my goal is trying to give you guys some insights of what's happening and why and make it amazing. So day number three, which is technically day number four, because day number zero was a Dan Kennedy day, but day number three, yeah, that's the day we're on. It was amazing. It was so cool. So the day led out

with Brendan Burchard. So Brendan's been a friend for, man, since we were both getting started about the same time we were going to art, I met him at Armand Morin's big seminar. He just ran his book, life's, uh, life's golden, uh, ticket. And I was like, I want to write a book someday. And that's where we kind of met in the hallway talking back then. And we've kind of followed each other for years and, um, connected and reconnected and follow, follow away and reconnected back and forth. And anyway, um, this is the second time fun like life first time fun like life became four or five years, three years ago, connected and reconnected and fell away and reconnected back and forth. And anyway, this is the second time Funnel Hacking Live. First time Funnel Hacking Live became four or five years, maybe three years ago. He did one presentation on a seven-day live launch.

And then he also did a presentation, which was his high-performance habits. And this year, I was like, what else do you have? And he was like, I have a really cool presentation he wanted to give. I'd help people with their psychology. And like, you know, one of the biggest things that we find in this business, but honestly in anything, is it's less about the tactics and the skill set and more about the belief and mindset. And so Brendan wanted to come and share some stuff to help unlock everyone like in their minds so they could be able to actually take these things we're giving and use them. Actually, this weekend I was here at the office.

There was a big fight this weekend. So we, you know, put on our, in our event room, we played the UFC fights and we had tacos and everyone hung out. And, uh, one of my friends was in the room looking at all two comic club awards. He was just like, man, this is so cool. And I was like, the only difference between you and them is they believe they can do it. That's it. It's belief. Um, I've told you before, like my job at ClickFunnels, I'm a head share leader to get all y'all to believe this is actually possible because it is, and that you can actually do it because you can't. Um, and've told you before, like my job at ClickFunnels, I'm a head share leader to get all y'all to believe this is actually possible because it is, and that you can actually do it because you can. Um, and that's where really what Brendan came and helped unlock that for people, which is really, really powerful.

After Brendan spoke, we had one of our, uh, our fun liking live, like one of our people from our community, uh, Bill Allen, who's in my, uh, he was in category Kings last year. So in my coaching program, I have inner circle, I got category Kings, I've got Atlas. And so Bill joined the category Kings last year and spent a year with us, which was so awesome. And this year he upgraded to that, the Atlas group. But, um, he, he and I build someone who goes deep on stuff. I told you guys in earlier episodes, like I love, um, I love having people speak on stage. You take something that I kind of introduced to our community, but then they go deep on a piece of it. Right. And so I've talked about value ladder before I've talked about hero's journey and Bill took these two principles and like weave them together. I remember when he getting a Voxer from him, he's like, Russell,

if you ever thought about this, it was showing me how like each tier of the value ladder, if you, if you, if you construct it correctly, each tier is a little mini, mini hero's journey, right? Someone comes to you cause they're leaving their own area where they go through this journey. They're trying to achieve something. They achieve it. And if they achieve it, then that's the end of that tier of the value ladder. And then you move them up to the next tier. And there's a whole new journey. And he's like, when I figured that out in my business, he started showing me how he architected each tier of the value ladder to actually have the entire hero's journey.

Take them on that journey. And then identifying what is the transformation they're trying to have? What is the achievement they're trying to have at this phase? And figuring this out and reverse engineering each tier of the value ladder and the funnels and the events, everything associated with that tier of the value ladder, all tied back to the hero's journey. And I'm like sitting here as he's boxing me, freaking out, as you can imagine, like, oh, you took this and this and you smushed them together into this amazing thing that I'd never even seen before. It's so powerful. And, um, I think Bill

might've actually been the first person I asked to speak. I was like, dude, do you got to talk about that funnel hiking lives? Like what? I'm like, that's amazing. And so, um, I think Bill might've actually been the first person I asked to speak. I was like, dude, do you got to talk about that fun hockey lives? Like what? I'm like, that's amazing. And so, um, and so he spoke on that and it was so cool to see someone in our community and like, um, somebody who's been killing himself. And like, it's funny cause he has an event called flip hacking live, also FHL that, um, the person he had bought his business from and model after ours. And so, uh, he does it right after ours. And so it's kind of fun. because like he comes and watches flip hacking live and then like three weeks later does flip hacking live and he just models what we're doing all the things um there's just really cool like this this nugget of like thing that he brought to me into the community that's just like oh how cool

is that like as you're building your value ladder each tier like tying the hero's journey into it like figuring out all the pieces and we do that correctly man that's what gets people to ascend because they just achieved and transformed in a way in that tier of the value ladder and had the success now they're looking for the next hero's journey to go on. And if the next tier of the value ladder matches the next journey that they were going to want, then their natural ascension is going to happen. It was just super cool and super powerful. After Bill spoke, then we started going through different tiers of the value ladder.

If you notice, typically on day three of the event, I like talking about value ladder stuff to begin with, and then I go through different tiers of the value ladder. So Perry Belcher came, and Perry started talking about low-ticket funnels but using premiums. So instead of just having a book funnel, like attaching a premium to it, so attaching a T-shirt or a mug or something like that, or taking a digital thing and attaching – like he did with his credit card knife, right? Like attaching premiums to offers to increase conversion and value and scalability. And it was really, really cool. The only downside is that, um, I was doing an event or I was doing a presentation later that day. And in that, in that I was showing an example of the sports illustrated, uh, sports illustrated premium, you know, Perry calls it a premium. I call it a Mifki. Um, uh, but they're similar things, right? And he showed the

infomercial from like 1986 or 1983, whatever it was. And I had my slides, the exact same one as I was working on that presentation. And Leon, who does my slides, we were sitting there and all of a sudden we're watching Perry on the TV in the side as we're working on slides. He's like, wait, that's the video that you're showing. I'm like, he stole my video. So we literally both had the same example video in both of them because it's such a powerful thing. So I had to take it out of mind because Perry spoke before me. but man, Perry's brilliant. I love his stories, love his storytelling, but I'm also just this principle of attaching premiums to any of your offers. And it's, it's crazy. Like, you know, I see this all the time at Funnel Hockey

Live where we sell a $25,000 coaching, $25,000 coaching program. And then I'll give away a sweatshirt when the people sign up and that sweatshirt's the thing that pushes them over the edge. Right. And just like those little premiums, like how do you create them and craft them in a way that gets people to move? And so that's what Perry talked about, which is cool. They moved up the value ladder. Anthony Morrison then came in and talked about webinars for the next presentation, which is kind of like the middle tier of the value ladder, like understanding and mastering webinar presentations, which was awesome from Anthony. And then after that, then we went up one more tier up the value ladder, which is Joe and Eileen,

who are talking about high ticket selling virtual events to sell high ticket products, right? So those kind of funnels. So again, during that morning session, went from like low ticket products with premiums, moving up the value ladder to webinars, up the value ladder to high ticket virtual live events. And again, if you took the lessons from Bill's presentation earlier,

like how do you wrap the hero's journey, all three of those steps is the secret. So I mean that, that morning before lunch of day number three alone, like I could write a book on that topic. In fact, it's kind of like the.com secrets book, but it went even deeper on some of these core principles. And so, um, man, anyway, it was, it was amazing for those who were there. Like, you know, those who were out there, like hopefully, you know, we don't have replays yet in the future. If we open replays or something, make sure you take advantage of it. Cause, um, that like that nugget, those nuggets from day number three alone were, were powerful. So hopefully I gave you some

stuff that you could use from that. Um, then after that we had lunch after lunch, we had your, uh, Jamie Kern Lima come and Jamie, someone who's been a friend now for the last couple of years, uh, she built a company called it cosmetics and sold it to L'Oreal for over a billion dollars. Came L'Oreal's first female CEO, which is amazing. And she's just such a cool person. And, uh, she came in on her own dime and came and spoke at our event, which is awesome just to give and serve and to give back. And so she came and told her story and, um, her story's crazy. It was not like I was all sunshine and roses. I had success. It was like, it was brutal and like, like so much work. And she showed the story of what she did and what she had to go through to overcome and persevere to create this, this business and this brand.

And I think it gave everyone very tangible, like, um, powerful things they could be thinking about and gave everyone this motivation. Just like, man, like if she could do it through all those odds and adversity, I could do it as well. And her presentation was amazing. So that's from Jamie. Uh, after Jamie spoke, then it was my turn. And this is where I had a chance to do my, uh, you know, if I'm like a live, he has no, I sell one thing every single year and it's our coaching program. And so I had a presentation, but it was weird because this year we opened a certification program and we had to come to Quebec, which was a new version of it that we were, uh, launching. It was tough because some people I knew certification was the right thing. Some

people I knew to come club X was the right thing. And I'm, but I've seen people who drew, who pitched two things at once, and it never works. If you try to make two offers, it just bombs. And I was like, man, if we bomb, like we're like $4 million in the event before it even starts, right? If we bomb, like it could be really detrimental to the company. So I'm like trying to figure out how do we strategize this? And so I came up with an idea. For those of you that already saw it, but I was like – I came out after, but I was like, um, uh, I came out after

Jamie. I was like, I was like, I have two presentations. One's about how to become a certified funnel builder. And I talked about the benefits that I'm like, the other one is like this thing called the linchpin. I talked about benefits that I'm like, which one do you guys want? I had people go like funnel builder, linchpin, everyone's going crazy. And I was like, ah, all right, who wants me to just do both? And they all went crazy. Ah, it's like, okay, I'm gonna do both. And so I did the first, you know, 40 minutes, I did the certification presentation, which helped people see the opportunity of being a certified funnel builder. And I transitioned over to my next 45 minutes on, uh, showing the linchpin and showing the opportunity inside of the linchpin framework. Right. So show them both.

I'm like, who wants this? And then it started going back and forth and I transitioned into the pitch and it was crazy. People told me like, I didn't even know who's pitching. Like it was, anyway, it was a perfect webinar, but very stealthy version of the perfect webinar and i transitioned to the sale and the way to the sale was basically i was like hey if you buy two comic club x you're gonna get both so the first thing is funnel builder and that gave me the ability to like speak through everything they get as a funnel builder then i went through all the elements they get two comic club x went through the entire presentation at the end then we sold that for twenty five thousand dollars and then i had like one down sell, which is like, if you don't want everything,

you just want to be certified, we do have that opportunity for $10,000 as well. Hand out our forms and then I finished the pitch and it crushed. It was the highest sales we've had so far at a Farm Hacking Live event, which is exciting. So one of the biggest things that I realized from this presentation, so if I give you one thing,

the last couple of years, as I do the Two Column Club X pitch, it's tough because it's like one of the hardest things I have inside of what I do is that there's a lot of different funnels, right? Like there's this funnel and this and this. And so in years past, I've tried to like, hey, we're going to teach you all these core funnels. And it's hard because people are like, how do you train in all these funnels, right? It's hard to do fulfillment on that. Last year, I was like, let's break it down into two. There's e-com or expert. These are two markets.

So we parted with Allison Prince, and she taught the e-com. I taught the expert stuff. And that worked good, but still people want to do both. They jump back and forth. And even inside of expert, I'm like, hey, we're going to do a challenge funnel first. And people are like, I don't want to do a challenge. I want to do a webinar. I'm like, okay, well, we'll do a challenge funnel and a webinar. But I want to do high ticket.

And it's like, ah, it was just so hard. Anyway, and so every year it's been a hard thing. It's like, I'm giving people options. And this year, the biggest takeaway has like, I cannot give people options. If you guys have seen Mandalorian, where it's like, this is the way. I was like, what is the way?

And it was interesting about this time is when we discovered a framework, which is called the linchpin um and it's the reason why click funnels went from zero to 100 million dollars was because of this thing called linchpin but it was so simple it's like it's very simple but it's also very powerful but it was because it was so simple um i almost discounted we forgot about it next five or six years click funnels we didn't talk about we didn't do it we didn't focus on like it was like i missed the mark on my own framework. They built this, you know, and I'd

re-remembered it and we'd applied it to the Dan Kennedy business we bought and it's blowing up Kennedy's business right now. Then we are reapplying to ClickFunnels. In fact, the 2.0 launch, which just barely finished, by the way, is when I'm recording this, we use the linchpin model flawlessly and it's insane. The numbers are insane. I can't even share with you right now. I'll do a podcast episode sharing that, but it was crazy. And so when we did the 2CCX pitch, I didn't tell people about like,

we could do this or this. I was like, this is the way. It's the linchpin. This is the only thing I'm doing in my business. The only thing you should be doing or anybody should be doing. This is the thing. And by giving people this like,

the very clear, distinct, like this is the way, that is I think what increased sales more than anything else. Where I was like, should I do this? Should I do this? It's like, no, like people want to be led, right? Jay Abraham, he said, people increased sales more than anything else. I wasn't like, should I do this? Should I do this? It's like, no, people want to be led, right? Jay Bram, he said, people are silently begging to be led.

They're not looking for me to give them options. They're looking for me to give them the way. So what is the way? Well, for me, it's the linchpin. It's all we're doing in all of our companies. So I'm no longer giving people, this is the way. Follow us or don't. But if you're following us, this is the way.

This is the way we're doing it. And so for you, if you're pitching high ticket, understanding that is the secret. This is the way. What is your way? That's the only thing you can be talking about sharing. Um, that was powerful. So again, salesman night, awesome. Then we had dinner after dinner. I was so tired. Um, but we launched the bootstrapped awards, which I was nervous about this. I was like, Mike is going to be good. Is it going to knock me? Like I was, you know, all the nerves around it, but bootstrapped is something that I'm excited

for the future of it. But it's the award for the bootstpped entrepreneur of the year award. And so I got up on stage, I told my story about how I competed for entrepreneur of the year award, and I lost to a guy who had $2 billion in funding and no profits. And I was like, I don't want to lose to somebody who's cheating, right? It's like steroids at a bodybuilding competition. Sure, Arnold Schwarzenegger looks amazing, but he's all steroided up, right? I want a natural bodybuilding contest for the rest of us. And so that's what the bootstrapped award is, is to become the biggest entrepreneur event or entrepreneur award in the world for companies who bootstrapped. And so this is the very first one. And so it was cool. We've done a whole contest this whole year. We have like eight finalists. And so each finalist had a chance

to give a quick six minute presentation of what they did. And then the audience all voted and picked a winner. And that was kind of it. So it was cool hearing all the different presentations, having the audience vote, and then picking our winner and giving them the huge, the huge award, uh, which is like a 25, 30 pound, 40 pound award. It's huge. The bootstrap of the year. So we had eight final eight, eight winners in different categories than one who was the bootstrap entrepreneur of the year award, um, which was Daniel Rosen and, uh, Keenan

who are in my, they're in a category Kings and Atlas Atlas now sharing their business. And it was cool afterwards that Daniel had a chance to give like a, I think a 30 minute presentation showing their whole entire business. And it was awesome. They took literally click funnels and funnel hacking movement and they, they modeled that in the credit repair industry. And so like, it was just really fun to see how they did that. And so that was our first ever bootstrapped entrepreneur of the Year Award, which is something that now that it's out there, you guys should compete for it for next year because it's fun, it's exciting,

and we're going to do it even bigger and better for next year. So that is the Bootstrapped Entrepreneur of the Year Award. That's how we ended out day number three, which was amazing. So anyway, there you go, you guys. Three days plus the bonus day. I've got one more day. I'll do one more episode talking about day number four, which is how we wrapped the entire day, the re-pitch, a whole bunch of other cool things, and I've got one more day. I'll do one more episode talking about day number four, which is how we wrapped the entire day,

the repitch, whole bunch of other cool things. And I hope you guys love it. So that's the, thank you so much. And I'll see you on the next episode.