Marketing Secrets with Russell Brunson - FunnelHacker Evolution (FHL International Keynote)
Episode Date: September 9, 2024Funnel Hacking LIVE just ended where I spoke multiple times, but I wanted to get my Keynote presentation out to you, titled "FunnelHacker Evolution." This keynote is one of my favorite moments of the ...event because it gives me a chance to reflect on the journey we've all been on together as FunnelHackers. Over the past decade, we've seen so much growth, both personally and professionally, and I want to do a review of where we've been, where we're going, and how to keep evolving as entrepreneurs in today's marketing landscape. Throughout the presentation, I share some insights into the power of entrepreneurship - how I believe that entrepreneurs, not politicians or big institutions, are the ones who truly change the world. I also discuss the concept of resistance—how it shows up in our lives every day and how overcoming it is key to fulfilling our higher calling. Lastly, I walk the audience through finding their "ikigai," the Japanese term for your reason for being, and how to use that clarity to drive your business forward. Key highlights include: Entrepreneurs On The Hero’s Journey: Why the world needs us to step up and lead through innovation and creation. Overcoming Resistance: How to recognize and defeat resistance, the force that stops you from fulfilling your dreams. Finding Your Ikigai: Understanding the intersection of what you love, what you’re good at, what the world needs, and what you can be paid for. This episode is all about mindset, strategy, and purpose as an entrepreneur and as a #funnelhacker. And if you have any FOMO, here’s a quick taste of everything that was revealed! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices
Transcript
Discussion (0)
At Wealthsimple, we're built for whatever you're building.
Built for Jane, who wants to break into the housing market.
We're built for Ted, who's obsessed with what's happening in the global markets.
And built for Celine, who just wants to retire and explore the world's flea markets.
So take a moment and think about what you're building for.
We've got the financial tools to help make it happen.
Wealthsimple, built for possibilities.
Visit wealthsimple.com slash possibilities. What's up, everybody? This is Russell Brunson.
And man, as you guys know, it's been Funnel Hacking Live week. I'm at Funnel Hacking Live
right now. I just got off the stage and I did my keynote presentation, which is always my favorite
one. And this one we talked about, uh, I
call it the funnel hacker evolution, like the evolution of being a funnel hacker. And, and,
um, it was fun. I weaved some personal developments and business, a bunch of things together, and
it was awesome. So I thought, man, my faithful podcast listeners need to hear this. Most of you
guys hopefully attended it or you're there. But if you did, you probably want to hear it again.
Uh, just help, help reinforce these principles inside your mind. So, um, I thought, you know, right now we're, by the time you listen to this, I'll be flying home from
the event. We'll be regrouping, getting ready for the next party. And so I thought I'd share
you guys this year's keynote presentation from Funnel Hacking Live called Funnel Hacker Evolution.
Hope you enjoy this one. And hopefully later on this week, I'll be back to my normally scheduled
programming now that Funnel Hacking Live is done and we survived it. Anyway, I appreciate you guys all and I will talk to you soon.
In the last decade, I went from being a startup entrepreneur to selling over a billion dollars
in my own products and services online. This show is going to show you how to start,
grow, and scale a business online. My name is Russell Brunson and welcome to the Marketing
Secrets Podcast. I'm calling this one Funnel Hacker Evolution.
Obviously, we've been doing this game now for 10 years as funnel hackers, talking, hanging out, going on this journey together.
And I thought about that a lot.
I was like, what's the evolution?
Where have we come from?
Where are we going?
What's been happening?
And to kind of kick off this presentation, I want to start it showing you guys a really quick video.
And this, obviously, yesterday we did the longer kind of State of the Union video.
This was in here as part of it.
But I want to take just this video.
It's like two and a half minutes long.
And it's going to show you kind of what's been happening over the last decade here inside the Funnel Hacker community.
And I just wanted to lead with this to get us in the right state to go deep and talk about some really cool things to help you on your journey as a Funnel Hacker.
So with that said, let's watch this video really quick.
I'm showing you guys the last 10 years inside the funnel hacking community.
So we had this idea. We're working on this thing right now. It's amazing. It allows us to actually
create marketing funnels. Most entrepreneurs, we have so many stresses. The last thing we want to
worry about is our sales funnel. I felt trapped and exhausted by my life.
I went through probably 12 business tries and they were all failures.
We literally were selling furniture out of our home.
That's why we created ClickFunnels.
The office that we just moved in.
We wanted to focus on impact and on legacy.
I have a calling.
Yesterday I realized I have to do this.
Well, today, today is the day that you change the world.
Finding ClickFunnels is like finding a flashlight in the woods.
It's brought us home. I can help people in ways that I hadn't previously thought were possible.
I found my people.
I found people that actually think like me. I found my people. I found people that actually think like me.
I discovered my purpose.
It changed not only my life, but my family's life.
And actually brought us closer.
I'm getting goosebumps talking about it.
The world's beginning to take notice.
6,000 coaching clubs.
771 members.
25,000 students.
Amazing mastermind.
I'm like, we gotta come to Mastermind in Paradise.
FHL.
Unlock the secrets.
100,000 grand.
Anyone can help.
Yes, you guys.
It's beautiful.
If you could get there on your own, then we wouldn't need each other.
If we don't need each other, then we would ultimately have no purpose in life.
And we're there for each other through all the ups and downs,
the good times and the bad.
You guys were born as entrepreneurs,
but you're here today because of a choice you made.
So while you're an entrepreneur at birth,
you are a federal hacker by choice.
For the first time ever,
Federal Hacker Live is going virtual.
This has been quite a journey.
Let's get out there.
Let's change the world. Let's get out there. Let's change the
world. Let's help people out. Let's go football family. Together, we're building a whole new
world. We funneled you guys to launch out there. We actually donate money. This couldn't have
happened without ClickFunnels. Everyone here believes in us. There's heart. There's family.
And we all advance. It's just fire. we have amazing god-given talent when we
lean into them we can do incredible things
we're nothing without you, the funnel hackers.
The people who are crazy enough to take risks,
to go all in and impact the world in a way that we never could.
And the gift of that, the gift of that,
that's everything.
I saw Diane's comment.
She said, great, I'm crying again now.
And so am I.
So that's how we're going to start today off.
Very emotional.
But man, the last 10 years have been the journey of a lifetime for me, for our team. And just looking back, it is crazy how fast it's gone, but also like just all the things that have happened, all the connections,
all the people. And it's just been, like I said, the ride of a lifetime, the honor to be able to
serve you guys for so long. And we're just getting started though, which is fun. So today again, I
want to talk about Funnel Hacker Evolution. And I've got a couple of things I want to share.
Some things are very much like the mindset side of things.
Some things are going to be more focused on actual tactical, like how to get things done
in your business. And I just had kind of a bunch of things I want to share that I thought would
be fun to talk about today, this morning to kind of kick off today. So the first thing I want to
talk about, especially right now here in the United States, I know we're streaming this all
around the world, but we're in the middle of a whole bunch of like just crazy times, right? Specifically here in America, it's related to
the elections, right? All the chaos and things that are happening. And it's tough. And it's
funny because I'm not very political. I don't get involved. I don't watch that kind of stuff.
But what's interesting is that as I keep seeing these candidates coming up and promising this
and that, all this stuff, I'm like, I don't think that that is what's actually going to change the world. Like, it's not going to be
political candidates. It's not going to be the schooling system. Like, these things are not the
things that actually change things, right? The people that are going to change the world are
us. It's the entrepreneurs. It's the people who are actually out there creating things that they
love, that they believe in, that they want to do. And so my very first thing I want to share,
secret number one here, is that you guys are the hero of the story. And I want to do. And so my very first thing I want to share, secret number one here, is that you guys
are the hero of the story. And I want to show it because it's interesting. You look at entrepreneurship
as a whole, like it's vilified in the mass media. I heard Myron talk about this one time. Myron said,
have you noticed that like every single time, if you watch any movie, any TV show, like who's the
villain of every single show? It's always the evil billionaire who's got this plotting scheme to kill all the people and like ruin the world, right? It's always
like the rich entrepreneur is the bad guy. Even Disney movies, like we were watching the Lorax
with the kids and I'm like, man, they make the entrepreneurs look like the worst people on the
planet. Like every single thing, like the world makes us look like the bad guys. And it's crazy
to me because like we're literally the ones that are trying to change things. We're the ones trying
to help people. We're the ones who are the only ones actually out there getting our hands dirty, doing things in each of our individual spheres.
And I wanted to kind of read, like, to begin today just thinking about that.
Like, I don't want you guys thinking, like, you know, entrepreneurship, these things that we're doing, the things we're trying to create, that this is bad or anything.
Like, you guys literally are the heroes of the story.
And if it wasn't for you guys, like, the world would never change.
And I have a chance to see it at this level, which is so fun, you know,
looking at literally at this point,
you know, hundreds of thousands,
if not millions of people
that have come into our ecosystem
at one point or the other,
all of them with different missions,
different messages,
and then taking it inside of their sphere
and changing the world.
I'm just looking right here in this room,
this is all my inner circle members.
And like, I can tell every single person's story.
Every one of you guys in here
has a group of people
that you've been called to serve
and you've changed their lives. And just the impact of this room
alone is insane. Like I would say, if we were to like take each of your guys' impacts and then
look at that, how far it rolls out, it's in the tens, if not hundreds of millions of people,
just in this room right here, not counting the over 10,000 people virtually all around the world
right now who are participating in this event. Right. And so like, this is the first thing I
want to talk about is just understanding that you guys are the heroes of the story.
And to lean into that and be excited about that,
because when you look at that, it's like,
okay, I'm the hero.
This is not just me trying to figure out how to make
some money, I'm literally changing people's lives,
and if I'm willing to step up and step into my calling
and do things that I'm supposed to do,
I can change the world for this group of people
that I've been called to serve, right?
That's number one.
As I was putting these slides together,
I was just thinking about the last 10 years of, you know, going to Funnel Hacking Live
every single year and spending time with everybody. And this is a quote from Alex Sharfman, who spoke
a couple times at Funnel Hacking Live, and it's one of my favorites, talking specifically about
us as the entrepreneurs. He talked about, like, what is, like, where do we fit in this whole
ecosystem of the world, right? We're different. He calls us evolutionary hunters.
But this is my favorite quote from Alex.
He said, we are the small percentage of the population that goes into the future, imagines a new reality, and then comes back and insists it becomes real.
Like, that's what's different about us.
Most people are not doing that.
Most people wake up every single day and they're bumping into whatever's happening.
They're bumping into things and just, like, they're reactionary based on whatever's happening
in the world every single day, right?
And that's not us. Like, we see visions, right? And the Bible talks about like seeing
visions and dreaming dreams. Like there's such a big important thing that we as entrepreneurs do,
right? Every one of us, like when you get into this world, you don't start with this huge vision.
You don't know what you're going to do. All you know is that like you see something. It's like,
I feel like I'm supposed to do this. I'm supposed to do these things. And it's like
this weird feeling. I don't know if other people don't feel it or if they just don't act upon it, but the entrepreneurs are the
ones who feel that feeling and then they go and they act upon it. Right. Another one of my favorite
quotes, this is from Ryan Moran. I heard him say this on a podcast one time and it stuck with me
as such a powerful thing. He said, aren't an entrepreneur or someone who took responsibility
for a problem that wasn't their own. Right. Most people in the world, like 98% of the world is
not trying to take on responsibility. They're trying to like back away from responsibility.
That's not my problem. That's not my problem. You see it every single day over and over and over
again. I do not want to step into the responsibility where entrepreneurs are different, right? There's
a problem. I think I can solve that. Who does that? That's not normal. You guys understand that,
right? We're weird. Everyone else is trying to shirk responsibility, hide from responsibility,
hide behind somebody else, try to blame somebody else, not taking extreme ownership,
where we're stepping into things that have nothing to do with us.
We're like, I think I can solve this problem.
I'm going to do this thing.
This is the thing I want to focus on.
And we spend our lives giving and serving, trying to figure this thing out.
And it's tough at first, right?
This is not something where you step into this calling.
You're like, hey, I'm going to take responsibility for that.
How much money am I going to make?
Well, you're going to make $0 an hour for a couple years.
Like, what? And it's probably going to cost you money
because you've got to invest money and time and energy and team
and all these different ideas. So you're going to lose a bunch of money
for a long, long time. But if you stick with it long
enough, eventually you'll make a little
bit of money and a little bit more money. It'll change all over people's
lives. And the more people's lives you can change, the more money
you're going to make. But it's like, we have to believe
in this mission long enough to get to that point.
And most people don't. Most people stop.
Right? And so think about how interesting that is. I look at, again, everyone in this mission long enough to get to that point and most people don't most people stop right and so think about how interesting that is i look at again everyone in this room right now
but all you guys at home like what is it that you guys are looking into like what is the thing the
problem in the world that you're trying to solve like if you look at entrepreneurship that's all
it actually is it's like there's a problem and for some reason i feel called to try to figure
out how to solve that that's what ryan is talking about here right and that's what's weird and unique
of entrepreneurship is we see these problems and say I'm going to figure out how to do this,
right? I think about just me in the ClickFunnels world. Like for a decade, I was building funnels
and launching and building funnels and launching. And then for some reason, I'm like, you know what?
There's a problem here. I'm going to figure out how to solve it, right? And that's when Todd and
I sit down and we invested entire life or two and a half, three years to build this platform. Every
penny we had, everything we had, we're putting in this thing because it's like, I believe this is going to change the world.
I believe it's going to be, I believe it's going to be, and then we launched it.
Okay.
It's interesting.
I even look at a decision Todd and I had four years ago.
It was during the last political election.
So it was four years ago.
I remember it was the night of the election.
We were sitting in Georgia at his penthouse or his lake house talking about ClickFunnels.
And we had two options.
Number one is like, we could sell the company, walk away rich as ever and never have to worry about working again. Or we could double down and build something
amazing. And like, this is this thing. And it's like, and it's a hard decision. Looking back
sometimes, you're like, man, we're crazy. We could have been done forever. But instead, we decided
like, no, this is the problem we're going to solve. If we want to get to the spot we're trying to be
and change fields, life's going to have to do, like, we have to take this responsibility on ourselves.
And that was not an easy thing, right? Like we literally in the last four or five years,
the money that's gone into development process alone for ClickFunnels 2.0, like it's in the
tens, twenties, 30 million dollars plus just to develop this platform to the spot it is today.
And it's insane. I don't know if you guys have had a chance to play with it or use it. Like it is
so good. Like anyway, but it was like, we're risking so much time and energy and money to do this
thing because we saw a problem that we wanted to solve and we decided to jump into it.
And same thing's true for all of you guys.
So again, I want you guys to lean into that.
Understand you're the hero of the story.
If you're not willing to do that, then nobody will.
Okay.
Number two, after you decide, like, I'm the hero, I'm going to step into this.
The next thing that always happens is resistance.
And this is something for last year I've been geeking out on. I study this. I talk about it. I try to figure out how to solve this in my life.
But resistance is the thing that is trying to stop you, okay? Anytime you have a calling,
anytime you have something you want to go after, you start pursuing it, and immediately resistance
hits, okay? If you study the hero's journey, which obviously is something I'm obsessed with,
in the hero's journey, the hero always hears the call to adventure. They leave on this journey, and as soon as they hear the call to adventure, the first
thing that happens is called the refusal of the call, where the hero's like, I don't want to do
that. That sounds awesome. That's going to be a lot of work, and the refusal of the call. You look
at every movie that's ever happened that follows the hero journey's framework. That's what happens.
Hero hears the call to adventure. They're about to leave on the journey, and then the refusal of
the call, like, I don't want to do that. It's going to be too hard, okay? And that's when this big,
huge, overarching storyline.
But if you learn about resistance and study, you understand the resistance hits us every
single day, every single morning, every time we're going to wake up.
Now, I learned resistance from this guy right here, Steven Pressfield.
How many of you guys like Steven Pressfield?
If you don't, you're going to love this guy.
Every time I speak, people make a list of like all the books I recommend, but this is
one of the best books ever.
You should all read.
It's called The War of Art. It's like an hour long read. You can
read it really, really, really, really quickly. But the whole premise of this is like us as
artists, as creators, we're going out there to war every single day to go and take our dreams,
our visions and make them a reality. We're going out there to do that. And as soon as we go out
there, it's a war, right? And the war is not so much with the market or external things. The war
is inside ourselves. It's our own brain. Okay. You see in Pressfield inside his book, he said, resistance is a negative force in the world that
keeps you from fulfilling your dreams, okay? And you feel it a lot. For me, it's every single
morning. As soon as the alarm clock goes off, guess what I feel? Resistance. Like, I don't want
to get up right now. I am so tired. Snooze, right? Resistance. Snooze, resistance. You're like, I
gotta go to the gym to work out. Resistance hits you. to do that okay um i gotta go work on the next thing like whatever thing might be in fact i think
in my next quote this is my favorite things he said as well in the book he said there's a secret
the real writers know that wannabe writers don't the secret is this it's not the writing part
that's hard what's hard is sitting down to write what keeps us from sitting down is resistance
how many authors we have in the room okay Okay. Is he right? The hardest part literally is like, ah, I sit down to write. That's the
hard, like the resistance, like don't do it. Do it tomorrow. It's going to be hard, like, like wait.
Okay. Now maybe you're not an author, but it's the same thing if you're doing anything else in life,
right? For me, it's like the hardest part about getting in shape is not lifting the weights.
It's getting to the gym, right? The hardest thing about being healthy is not eating the food.
It's like deciding to order that food, right? The hardest thing about being healthy is not eating the food. It's like deciding to order that food, right? The hardest thing about being successful in entrepreneurship is not doing the actual work. It's in the morning, wake up like,
I'm tired. I don't want to do this. I'm not going to go and do that thing, right? Resistance hits
over and over and over again every single day as we're going through this process. Now, I had a
chance a little while ago to actually interview Steven Pressfield.
It was crazy. I just read this book. I was geeking out about it. And then I went to go follow him on
Instagram and I opened it up and he was following me. Have you ever had that before? I was like,
Steven Pressfield's following. I was like freaking out. I was like melting down. And then I messaged
him like, hey man, just read your book. Mildly obsessed with you. I keep talking about with
everyone. And he wrote back. He's like, I'm a huge fan too. I was like, this is crazy. It's impressive. He knows who I am. And anyway,
I was like, can I interview you on my podcast? I actually asked him if he'd speak. I'm like,
can you come to Fun Hockey Live and speak? He's like, I don't speak at things. I'm like,
can I interview you then? He's like, sure. So we jumped on a podcast and we were talking about
resistance. And I asked him some questions specifically, because for me, it's like,
there are times when resistance feels like too much. How many of you ever feel that? We're just
like, this is too much.
This burden is way too heavy.
I can't do this.
And then part of me is like, is that a sign that I shouldn't be doing this?
I get in this thing back and forth.
And I asked him that question in an interview because I was just like, man, is there times
when like resistance is the thing that I should not be doing this because it's just, I'm doing
the wrong thing.
Maybe that's why it's so hard.
And he's never felt that way.
It's like, this is so hard.
Like maybe I'm just on the wrong path. And so I asked's so hard and he's never felt that way it's like this is so hard that maybe i'm just in the wrong path and so i asked him this question and his his um
his response was was amazing so watch this really quick what he said imagine a tree in the middle of
a sunny meadow the minute the tree appears a shadow appears and the shadow is equal to the tree right if it's a big tree it's a big shadow so in the terms of
resistance the tree is the dream that you have the book you want to write the venture you want
to do whatever and resistance is the shadow so there would never there would not what i want
to say is resistance always comes second there would be no resistance if there wasn't a dream, if there wasn't a calling that was inside you.
So the good news of that is when you're feeling big resistance, that big shadow, that shows that there's a big tree there or something.
There's a big dream because resistance always comes like Newton's third law of motion, equal and opposite reaction.
It's a reaction to an aspiration, to a book you want to write
or a movie you want, whatever it is.
So don't be freaked out, I would say to anybody,
by that dark cloud, that dark shadow is an indication
that the dream is for real and it's big.
All right. You guys getting that? The bigger the dream, the bigger the resistance. So if you're
feeling that resistance, like this is so hard, this is too much. I can't handle this. I'm not
going to be able to do this. Like understanding is because the calling God's given you is big,
right? And because it's big, because it's hard, doesn't mean you should stop,
right? Like that's a sign that you should's hard, doesn't mean you should stop, right? Like,
that's a sign that you should be pursuing forward. You should be doing the things.
Now, resistance is interesting because the goal of resistance is to create what's called,
what Steven Pressfield calls the unlived life, right? The unlived life, this is the athlete who
doesn't compete. It's the writer who doesn't write, the painter who doesn't paint, the entrepreneur
who's never actually started a business. Like, that's the goal. It's to give you guys the spot
where it's like, I don't want to actually live this life, right? And you look at resistance, like the way it shows up is different for everybody.
There's a couple of things. The first lie of resistance is called procrastination.
Well, procrastination is interesting. It's not like, oh, I'm not going to do that thing.
I'm not going to follow that dream. It's like, I'm going to do it tomorrow.
Right. That's one of the sneakiest things that resistance does, because it gives you that thing where you're like, you're pacified.
Oh, cool. This is not that big a deal, I can just do it tomorrow.
Manana, manana will be great, right?
So the first line of resistance is always procrastination.
So anytime you're in a spot and you're like,
oh this seems so heavy, oh I can just do it tomorrow.
I'm just gonna go to a movie real quick.
I'm just gonna do whatever that thing is.
Like that is resistance hitting you in the face,
trying to pursue, like trying to push off
the thing you're actually called to do
just a little bit longer, just a little bit longer.
But all of us know that like today becomes tomorrow, then mañana is the next day's mañana.
It keeps moving, keeps moving.
And like for most people, like the lie of procrastination,
what keeps most people from actually having success.
So it's understanding that I do not allow this first lie to happen.
Okay, procrastination.
Next lie is what's called the shadow calling.
And this is interesting.
When Steven Preston was talking about this with me, he said, he said, if you look at a lot of people in life who aren't, like, they're not achieving
the dreams they want, they're not actually following their calling. Typically dudes,
they have what's called a shadow calling, which is, for him, it was interesting because like,
he always wanted to write books, books and movies and screenplays, right? In fact,
have you guys ever seen Bagger Vance? Bagger Vance was like his most famous book that became a movie and all sorts of stuff like that. But he spent, I think it was like
20 or 30 years before he wrote his very first actual book or screenplay that became something
big. And he said during that time, he's like, I was a writer and I was writing, but I was not
writing my work. He's like, I was doing copywriting. He's like, I hate advertising. I was writing copy
for the people. He's like, that's like what the shadow calling is. You're almost doing what you're
supposed to do, but it's like, it's a version of it that there's no risk. Right. And he said that,
he said for him as a copywriter, he's like, I was writing every single day for other people,
writing these different, writing copy, writing advertising. I was, I was writing like I wanted
to be, but wasn't doing that. Actually, I wasn't leaning into my thing. And so many times, like
we have the calling we're supposed to do, but we settle for a shadow calling instead because it's
easier. There's no risk. If I mess up here, it's a client work. It doesn't really matter. Versus
like, if I mess up, this is my life. This is my mission, right? And so resistance is going to try
to get you to default to something that doesn't actually put you into your true calling. It's
kind of interesting. What's up, everybody? This is Russell Brunson. I've got something really cool
for you today from my friend, Taylor Wells. And Taylor spoke at our last Funnel Hacking Live It's kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study,
and guess what they found? They found that the average small business only has about 28 days
of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're
like me, the idea of your business being one bad month away from disaster is enough to make your
stomach drop. Am I right? Especially with how the economy's been lately, it's not the time to be
gambling with your finances.
So, Taylor put together this book called The Revolving Pricing Method, and it's awesome.
It helps you turn every client you close into a long-term profit machine.
We're not talking about one-time paydays.
We're talking about creating sustainable and real predictable income for the long haul.
Now, here's where it gets even better.
Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners.
And if you go over to Wealthy wealthyconsultants.com slash secrets, you can grab the Revolving Price
Method book and over $150 worth of bonuses and get this all.
It's at 70% off.
And I promise you guys, as a customer of this, you are going to love it.
So if you're serious about growing your business with real stability, this is the model you
need to add into your funnels.
So go over to wealthyconsultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again,
that's wealthyconsultant.com slash secrets. Do not miss out.
Hey, this is Russell Brunson. And I want to jump in really quick to share with you a new assessment
I found out that is insanely cool. You guys know I'm obsessed with personality profiles and
assessments, but this one is different because not only does it help you understand yourself,
but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams,
and get people sitting on the right seats in the bus so they can get more stuff done.
I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment
they created called Working Genius. And the Working Genius is awesome. Like this test,
I had actually blocked out an hour to take it because I was so excited for the new assessment.
And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes,
like you can actually apply this immediately.
I took it for myself.
I had my team take it.
And what's cool about it is from there,
we figured out exactly what people's working geniuses are.
And that's important because if you're building a team
or a company, you gotta figure out,
make sure that you have, first off, the right people,
but make sure the right people are sitting
in the right seats on the bus.
And this is what this assessment will teach you how to do.
Now, normally this assessment, you can go to workinggenius.com,
and there's two Gs in the middle, workinggenius.com.
But I got you a 20% discount on the assessment, which is only $25.
So don't stress, it's not an expensive test at all.
But you get a 20% discount off when you put in the keyword secrets at checkout.
So go to workinggenius.com.
Again, two Gs, workinggenius, two Gs in the middle, workinggenius.com. Again, two Gs, working genius, two Gs in the middle,
workinggenius.com, and then use promo code secrets, S-E-C-R-E-T-S at checkout. You get 25%
off. But then go take the test. Again, it takes you 10 minutes. But even in a 10 minute session,
you will get something that is so insanely valuable to help you understand yourself,
to make sure you're working in a spot that's going to give you the most joy, number one.
But then number two, it's going to make sure that you are with your teams, getting them in the right seats as well. So anyway, I love
this assessment. Go check it out at workinggenius.com and enter the promo code secrets for
20% discount. Take this test for yourself and for your team. And I promise you, it'll change the
working dynamics amongst everybody and help your company to grow. Okay. And the lie number three
is it tries to give you pleasure without fulfillment. How can it give you the reward without the work?
Okay.
And this is the world today.
The world today is always trying to give us cheap versions of the thing that we're seeking.
Right?
I think about any part in life.
I think the thing that human beings crave the most is love.
Love and connection.
Right?
It's the biggest thing we have.
Right?
And for us to go work for love and connection, it's hard.
Like putting yourself out there, putting your heart out there for somebody.
Like it's scary. It's hard. There's all this fear and anxiety, right? And so, but if you do it, like that's fulfillment. But then the resistance,
like how can I give them the reward without the actual work? So it takes something beautiful
like love. And it's like, there's another version of it. It's dirty, it's nasty, it's not good,
and it's pornography. And you can get that. You can get the same feelings, right? You can get
the reward without the actual work. And it's true in anything in life right anything you want to
accomplish in life there's always like different versions right there's the version where it's like
you can go out there and be an entrepreneur go crazy and like work your butt off or you can just
watch it on tv you can listen to more podcasts about other people doing it you can watch what's
happening over here and you kind of experience a little bit through that you get the reward without
the actual work okay but if you want true fulfillment it's like letting um it's a little bit through that. You can get the reward without the actual work. Okay, but if you want true fulfillment, it's like letting, it's turning off resistance,
not doing the easy version and going for the harder version.
Okay, true fulfillment always comes
through the harder option.
Okay, so anytime there's something where you're like,
and I think, especially with kids,
I think about this all the time,
like with their phones, right?
You can get dopamine hits every five seconds
just by going like this, right?
So you've gotten pleasure, but not fulfillment, right?
You're getting the reward without the actual work versus after you go out there and creating
and doing and building and becoming something different, all right?
Okay, this is one of my favorite quotes from C.S. Lewis talking about this fact that right
now every single day there's us trying to pursue our goals and our dreams.
There's resistance fighting against us.
We're going back and forth and back and forth.
And C.S. Lewis said, our leisure, even our play, is a matter of serious
concern. That's because there's no neutral ground in the universe. Every square inch, every split
second is claimed by God and counterclaimed by Satan. So you have these things, like you with
your calling and then resistance hitting you. Like every single second of the day, like one of those
things is going to claim that time. And so we're in this battle constantly every single time. Like
am I going to give in to resistance or am I going to focus on my calling? Resistance or my calling, right? And it's
hard. What I started doing is I started actually tracking this. In fact, in Secrets to Success,
I had everybody inside the membership site start doing this. I said, okay, I want you to start
tracking your calling. So you start tracking resistance. Like everyone got these notepads
and they wake up in the morning. Like every time resistance hits you, write it down. And at first,
you're like, wow, alarm clock went off, resistance hit. I need to go work out, resistance hit. I'm trying to pick what I'm going to eat today. And it's like,
you start seeing, it's like, man, resistance hits me every single time I have a choice.
It's not a one-time thing, like in the hero's journey where you have this one time where you,
you know, you refuse the call and then after that, you're good to go. It's like every single
step of the way, day after day, hour after hour, resistance is hitting over and over and over and
over again. And so for us, it's like, we have to get good at beating resistance to be able to actually fill our calling. It's a constant
every single day battle. Okay. All right. So that's the second thing we'll talk about is reason.
Or, um, uh, that was resistance. Third thing we'll talk about is your reason for being. What does
this actually mean? Um, I know we talk a lot about like our purpose, like what's our purpose? Like,
why am I here in this world? Why am I doing this thing? Why. What's our purpose? Why am I here in this world?
Why am I doing this thing?
Why am I in this room?
Why am I live watching a whole bunch of speakers around the world?
What is your reason for being?
And I remember a couple years ago, Inner Circle, we had one of our members go on stage,
and he shared this cool framework that I had never heard about before.
And I'm sure some of you guys have heard about this, but it was brand new to me at the time.
And ever since then, it's been this really, really powerful thing to help me understand,
what is my reason?
What's my reason for being?
Okay?
And so I'm going to walk you through this process.
So if you look at this, there are a couple different quadrants, right?
First thing I think about is, what is the thing that you love the most?
We all have something we love or a couple things we love, right?
That's the first thing.
What do you love?
Next thing to think about is, what are you really, really good at?
Here's what I love.
Here's what I'm really, really good at.
And the cross-section between, oh, sorry, number three is what does the world actually need?
And number four is what can you get paid for?
So these four different quadrants.
If you look at this, you look at the intersection.
So if the intersection between what you're really good at and what you love,
if you look at the intersection between those two things, this right here is called our passion.
This is my passion.
I'm so passionate about this.
This is like what I want to do for the of my life this is our passion right to what
you love what you're good at okay so that's the first thing think about okay
now the cross-section between what you love and what the world needs cross
section right there this is called your mission it's my mission so I get out of
the world the world this is my love this world needs this is my mission to change
the world right number three the cross-section between what you're good at
when you get paid for this is called your profession or your job. And the cross-section between what the world needs
and what you get paid for, this is called your vocation. Okay, so if you look at this whole
thing as a whole, there's these four different quadrants, and inside the intersections, there's
passion, mission, profession, and vocation. Now, if you take all these, there's one spot in the
middle where all four of these things actually cross-sect, okay?
And that thing right there, in the Japanese culture, they call this ikigai. I had to learn how to say
that. You ever heard that word before? Ikigai. I kept calling it ikigai on a video one time, and
people made fun of me. It's called ikigai. Hopefully I said that right. Did I get that right? Yes, Ben
told me. Okay, Ben's the one coaching me through it. It's called ikigai. Ikigai in Japanese means
your reason for being. This is your reason for being. It's the cross-section
between all these things. It's not just one thing or the other. It's like, what do you love? What
are you good at? What can you get paid for? And what does the world need? When you can find that
cross-section between all of those, like that is your reason for being. That is the thing. It's
why you're here on this earth. It's why you're doing the things you're supposed to be doing.
Okay. And so for me, when I saw that, I was like, oh my gosh, let me look at my life. I was like,
I love this. I'm good at that. but i can't really get paid for it right like
wrestling i love wrestling i'm good at wrestling my favorite thing in the entire world if i could
like right now if it's like hey russell when he's speaking for hiking live there's a wrestling term
over here you can wrestle i would go to wrestle like my favorite thing in the world right i love
it i'm good at it right it's my passion but guess what the world doesn't need it i can't get paid
for it like it's it's a passion, but that's it, right?
So it's not my reason for being.
I look at what do I love?
What does the world need?
A lot of things like that as well, right?
The world loves this.
They need this.
That's my mission.
And then you keep looking at different cross-sections.
But as soon as you find all of those things in the middle,
like that middle section right now,
that is your reason for being.
So I want you guys to look into that lens.
The thing that you're pursuing right now
inside your business, right?
Is the thing you are pursuing, the thing you're trying to create, the dream you're trying to fulfill,
does it fit in the cross-section?
Is it your ikigai?
If it is, then you know you're on the right spot.
If you're only hitting two of the things or three of the things, it's like, man, I love this thing.
I'm good at it.
The world needs it, but I'm not going to make any money with it.
It's like, man, that's hard to like, it's hard to do, right?
Or I can make money with this.
I'm good at it. The world needs
it, but I hate this. I never wanted to do this again, right? You're not going to be happy. You're
not going to be fulfilled. When you can figure out exactly what your reason for being is, then we have
something we can work with, okay? And I wish we had time. We could do a workshop. Everyone could
have notebooks and like spend time figuring that out. But I'd recommend, especially as a home,
everyone like spend some time thinking through this. Like what is your reason for being? What
does that look like? Because if you can figure that that out you can identify it and really understand it it's
going to make the calling that you're trying to do that you're trying to pursue actually something
you can grow and you can pursue you can make a lot of money with it okay and you can change the world
all right and then after you figure out your reason for being your ikigai i got that word
now i said it wrong every single day for the last two weeks, prepping for this. Eeky guy, we got it. When you have that, then you can take that reason for being, plug it into a funnel, and that's how you grow, how you blow up the thing you're trying to do.
Okay?
It's hard to blow up the thing you're trying to do without all those things cross-sectioning.
I've got a friend recently who came to me.
They've got something that they're good at.
They love the world needs, but they can't get paid for it.
They came to me like, hey, Russell, how do we fundraise for this? How do we build a funnel for, the world needs, but they can't get paid for it. And they can't even be like, hey, Russell, how do we fundraise for this?
How do we build a funnel for this?
And I'm like, you can't get paid for that.
It's not something people pay money for.
Like, as much as I wish,
like that's like the cross section is not there.
It's gonna be very, very difficult,
very hard to turn this into something
you can grow and you can scale.
As you can figure out all four of those things,
then it becomes really, really easy.
So that is your purpose, your reason for being.
Okay, secret number four.
Now I wanna get into like
the how do you make money side of this? Right? So next thing is called
the art of money getting. Now I titled the section, the art of money getting for a couple of reasons.
Number one, um, PT Barnum back in the day, wrote a book called the art of money getting, which is
one of the coolest book titles ever. I thought he invented that. And then, um, as you guys know,
I buy a lot of old books. I kind of nerd out. And I found a book
written in like 1820 called The Art of Money Getting that was written like 40, 50 years before
P.T. Barnum wrote it. So P.T. Barnum literally saw that title, I think, funnel hacked it, and then
copied it for his book. So The Art of Money Getting, that was kind of a cool concept. That's
where I got it from. So how do we actually make money? So after we know this is our reason for
being, this is the thing we're supposed to do do the next step is we have to create an offer to give to the people if you don't create an offer
Like we can't make nothing else starts until there's an offer actually made to the audience, right?
That's how things start happening
That's how motion starts happening in the marketplace in the world and I want to share some stories because a lot of times
I think less so in the funnel hacker community
But the world as a whole when they hear about offers and about selling stuff, like it's this icky, weird thing,
it's hard, right? But I want you to understand that offers are the way that you change somebody's
life. And I'm not just saying that for me, it's like, I make offers, I change people's lives.
I'm looking from the other side, like because other people were willing to make offers,
it changed my life. And up here on this slide, these are my first two mentors. Left-hand side
is Mark Joyner, and the right-hand side is Dan Kennedy. These are my first two big mentors when
I got into this world. And it's interesting because my wife and I just got married. We got
married. We lived in this little duplex for the first year of our life. And I remember during that
time, my dad bought me the book, Rich Dad, Poor Dad. I read Rich Dad, Poor Dad. I was like, this
is amazing. And so immediately, I'm like, we need to go buy a house. And so we during that time, my dad bought me the book, Rich Dad, Poor Dad. I read Rich Dad, Poor Dad. I was like, this is amazing. And so immediately I'm like, we need to go buy a
house. And so we bought it. We bought our own duplex. We moved into it and we're there and I'm
trying to figure out how to make money in real estate. And I just couldn't figure it out. We're
the house we bought with the, anyway, long story, but we had a duplex and we couldn't get a renter
in there. And then we're losing money every single month. And we finally got a renter and they were
horrible. They were like smoking in the basement, lying about it.
They were, it was just, it was so bad.
I was like, I hate real estate.
Where are my real estate gurus in here, by the way?
Like, it's the worst business.
I'm just kidding.
I love it.
It's great.
No, but for me, I was like, I don't like,
this is really, really hard for me.
And I was like, I cannot figure this out.
This guy is smoking your house.
My wife's upset.
Like, everything's falling apart.
I don't think you're supposed to live
with your renters typically.
That's probably the biggest issue I, anyway. That's probably step one of your course. Like, don't. I don't think you're supposed to live with your renters. That's probably the biggest issue.
Anyway, that's probably step one of your course.
Don't live in the house that you're renting.
Yeah, I didn't learn that one.
Anyway, so I was like, I want to figure out the internet thing.
I started jumping online.
And I remember I was, for 18 months, I was studying.
I was learning.
I was reading.
I was listening.
We didn't have podcasts back then, but I was buying CDs, listening to the audios, all sorts
of stuff.
And I wasn't willing to invest.
I wasn't willing to buy anything. And I was in this like circular motion
where I just, I wasn't progressing. I was trying to figure out how to like have success, but I was
kind of in this motion. I remember about that time there was this guy and I didn't know who he was at
the time. But all of a sudden, like 50 people sent emails the same day talking about this guy named
Mark Joyner and Mark Joyner, he's retiring from the internet and all this stuff. And I was like,
who's Mark Joyner? Anyone here remember Mark Joyner's farewell package? Anyone here been around that long? Two of you. It's amazing. I love it. Anyway, so I was a college kid. I'm getting
these emails from Mark Joyner. I go to the page. I remember reading this long, long, long, like
4,500 page sales letter about this thing called the farewell package. It's like, I'm retiring
from internet marketing. I'm putting everything I know into this package, plus all my source code,
plus everything. And for a thousand dollars, you can get it. You have to understand at the time,
a thousand dollars was, that was, that could be a billion dollars for, for like, like that's how
much money it was. A thousand dollars was for us at the time. I was, I didn't have a job. My wife
was working, supporting us. We did not have a thousand dollars. We didn't, we had no disposable
income. Like we just gotten married. like it was the worst possible time i remember
watching this campaign and mark was selling these things everyone's buying it they're talking about
great it was like this huge thing and i remember like i wanted to buy it i couldn't afford i wanted
to buy i couldn't afford i was so stressed out because i was like i figured like this is the
thing that would change my life i could just afford this thing but i can't afford it and i
watched this campaign for like three or four months as everyone's selling it. It got to the point where like,
they started selling out. They were going to close it down. You know, they had like the urgency of
scarcity happening. And it was like two or three days before, like they were closing the offer
down forever. And I was just like, this is the thing I need. And I remember this guy named Mike
Chen was one of the affiliates. He launched this like this audio you could buy for 20 bucks or
something that talked about the farewell package. I bought this audio. It was like six hours. It was a six hour sales pitch, basically Mike Chen and Mark
Joyner talking about this farewell package. So I go and I listen to this six hour thing all night.
I'm listening to it, knowing that they're about to close the cart. I'm going to miss out on everything.
And I was like, I need this offer. I want this offer so bad. And I remember
the next morning, I didn't sleep the whole night. I woke up the next morning laying there. Colette
woke up next to me. And I was like, I feel like I need to buy Mark George's farewell package. She's like, how much does it cost? I'm
like, it's $1,000. She's like, whoa. I know. We don't have $1,000. She's like, do you think this
is the thing that'll help you? I say, I really do. I think it is. She's like, okay, I trust you then.
I'm like, what? Are you serious? She's like, yeah. I'm like, cool. We still have $1,000. I'm like, what? Are you serious? He's like, yeah. Like, cool. We still have a
thousand dollars. Like, okay, pick up your phone, call the bank. So we call the bank like, hey,
can we extend our credit limit to a thousand? I think we have like a $500 a month credit card,
whatever. Can we bump it to 1500? They said, yes. I had more credit. I bought the farewell package.
It showed up my house like a week later. And it was the first time I had actually invested in
myself to buy something. And I remember going through like every single, listen to every single CD five or six times. I
looked at the source card, I got in the community. I went all in, I played full out, went through the
whole entire process. And because Mark Joyner made an offer, he put it out in their world and I
stretched to buy this thing I couldn't afford. I bought it. It literally changed my life forever.
In fact, oh, here's some pictures. This is like how poor we were. This is me and cutting our credit cards after we got married because we didn't have any money.
But because I made that decision to step into the unknown, that offer changed my life forever.
Okay?
Offers are how you change somebody's life forever.
You have to be creating offers.
Okay?
The next time I took an offer, a couple years later, I've been following Mark Joyner.
I launched an internet business, started making a little bit of money, not a lot at this point.
I think at the time I was probably making $25,000 to $30,000 a year. I was still going to college,
still going to school at the time, but it was like, it was real money. It was insane. And all
of a sudden I heard about this guy, Dan Kennedy. And everyone kept talking about Dan Kennedy. Like
he's the guy that you want to learn marketing with Dan Kennedy is the greatest. And so I remember I
got a copy on eBay of, it was this course called the $272,000
platinum meeting or something from Dan Kennedy. And it was basically a mastermind room and they
recorded them all talking about stuff. So I remember I bought it, I was listening to it.
And in the CD set, it was like all the gurus I'd seen online, like Ron the Grand and like all the
gurus from all different spaces. We're all in this room with Dan Kennedy and Dan Kennedy's doing this
mastermind and they're all sharing ideas. And I was like, all the people that I want to look like,
I see out there doing the big things. They're all in this room. Dan Kennedy's in charge of it.
They're all in there listening to him, true learning from him. Like I need to get in that
room. I got to be in the room where it happens. Like, how do I get into that room? So I called,
uh, at the time it was called GKSC. I called GKSC up. I'm like, Hey, I want to join the mastermind
group. Like, sorry, it's sold out. We have a waiting list for like three years, but we put your name on the waiting list. I'm like,
no, I have to be in this group. Like, no, we don't have room in the waiting list. And I'm like,
I need to be in this group. I kept messaging them and calling them. They had, they, uh, you know,
Dan Kennedy, they don't use email. So I had to like fax them. So I'm faxing all these things.
I'm doing like, I'm the annoying customer who's like, will like relentlessly is like, won't take
no for an answer. Right. I keep messaging, keep messaging. And finally, after, I don't know,
three or four months of me annoying them,
I get a message back like, fine, you can join.
Here's the link.
And they sent me the link and I went to the page
and it was like $25,000 to join.
I was like, what?
Never asked the price.
Didn't know it was like $25,000.
Like I've made $25,000 total in my entire life
up to this point.
And now you, and I already spent that. I didn't
have that money. And I was like, huh. But at the same time, I talked a big game to Dan Kennedy and
his team. I was like, I can't not do this now. So I was like, I'm in. And so I told them I'm in.
I sent them some money that we didn't really have. And then a week later, I'm in a plane flying to
Baltimore, Maryland, because I didn't know why, but Baltimore is apparently where this party's happening. Flight of Baltimore, Maryland. I get
in this room. It's a little hotel room. There's 18 people in the room and some guy with white hair
who I'd never seen before. I get in there. I'm looking around. And I told everybody,
I'm going to meet Dan Kennedy. We're going to hang out. He's going to blow my business up.
I get in there and there's no Dan Kennedy in the room. I'm like, where's Dan Kennedy at?
And then everyone sits down and this old guy with white hair starts talking. I'm like, who's that guy? And they're like,
that's Bill Glazer. I'm like, who's Bill Glazer? It's like, that's Dan Kennedy's business partner.
Like, where's Dan Kennedy? And like, he doesn't come to these. I'm like, oh crap. I just spent
every penny I have to be Dan Kennedy and he doesn't come to these. What do I do now? And I
was so freaked out. I was so scared.
I'm sitting in this room
and all of a sudden,
I remember the very first,
and then it was weird
because I've never been in a mastermind before.
It was the first time I've ever been there, right?
Like Bill's like, all right, you, you're up first.
The first guy gets up in this little room
and he like talked about his business for like an hour,
shared some ideas and he sat down.
Next guy gets up and talks and I'm like,
what did I sign up for?
Like, this is the weirdest thing. They're not teaching me anything. Like everyone's just talking about
their business. It was the weirdest thing. And I remember after, after five or six hours of it,
I was like, oh my gosh, I get it. And I started understanding this and how it worked,
this mastermind group. And I remember taking notes on every single speaker that went through.
And I remember like one guy, he had built a huge call center. So he had a big call center. So I'm
like, take notes, build a call center, hire sales guys sales guys done and then someone else was doing these live events like
they'd run these events that's how it works i'm like okay so they're like i wrote down notes on
how to do live events and then the next guy got up and they were doing phone sales like cool this is
awesome so i went through every single speaker 18 other people so 17 plus me 18 people in the group
17 other people took notes every single thing they did we left i flew back home and i was like i'm
gonna implement everything i learned because i paid more money than I had to be in this group.
And I went through and literally in the next like
four or five months before our next meeting,
we launched a call center.
We did a live event.
We did a direct mail.
I learned direct mail that I can't,
I did a direct mail campaign.
We did radio ads.
I did everything I learned in that event.
I came back six months later to show everybody.
I'm like, hey, here's what I did.
I went through every single thing
and they all looked at me in the room. They're like,
you did everything? I'm like, yeah. Is that how it works? They're like, no. People usually take
one idea and they try to implement it. No one's ever done everything. I was like, oh,
nobody told me. I was like, okay, that's good to know. But that's how I am. I'm just like,
I'm going to go do it, right? But because I invested more money than I had in Dan Kennedy in that offer, it changed my
life forever.
I was in that mastermind group for six years.
It took me from having a business doing $25,000 a year to over eight figures a year in the
time I was in that program because I was in a group of people over and over and over again.
Okay?
Because Dan Kennedy made an offer, it changed my life.
The way I understand it, like, the way you take your mission, your reason for being,
and turn it into something amazing is you have to get good at creating offers
and putting them out there.
Okay, in every marketplace,
the person who's willing to make the most offers wins.
Okay, how many of you notice I make a lot of offers?
Okay, who thinks I make the most offers
out of anybody in this marketplace?
Yeah, that's how we're winning.
That's the game.
Some of you guys are sitting there
for three, four, five years waiting to make an offer.
I just gotta be perfect. I gotta focus on it. And they're like waiting and you're waiting. You're like game. Some of you guys are sitting there for three, four, five years waiting to make an offer. I just got to be perfect.
I got to focus on it.
And they're like waiting.
And you're waiting.
You're like, no, just put an offer out there.
If nobody buys it, nobody knows.
Like put another one.
Put another one.
Keep doing it.
Okay.
I told you this yesterday.
I'm like, we've been launching a lot of funnels in the last year.
A lot of offers I put out there.
Because I don't know.
I'm looking for my next one funnel.
What's my next funnel that's going to take me to the next level?
I don't know what it is.
But I can't just wait in the laboratory of Russell trying to build something.
Hopefully someday I'll finally figure out the perfect offer and put it out there if I do that
I'm gonna wait five six seven years. It's never gonna be done right?
It's putting out offers the person in any marketplace who makes the most offers is the person who wins
Okay, if I ask you guys how many offers you make this month?
I mean I have to make this week like if it's not more than one like what are you waiting for?
Put out more offers
See what the marketplace wants only way to do this by putting out offers the person in every marketplace who
wins is the person who's putting out the most offers okay with smart water's pure crisp taste
there's nothing to overthink so while you may be spiraling over double texting your crush whether
your skincare routine is working because you look the same or is doing nothing because you look the same and whatever the heck red light therapy is. It's definitely
not bad. Don't overthink how you hydrate. Life's full of choices. Smart water is a simple one.
So what's it like to buy your first cryptocurrency on Kraken?
Well, let's say I'm at a food truck I've never tried before.
Am I going to go all in on the loaded taco?
No, sir.
I'm keeping it simple.
Starting small.
That's trading on Kraken.
Pick from over 190 assets and start with the 10 bucks in your pocket.
Easy.
Go to Kraken.com and see what crypto can be.
Non-investment advice.
Crypto trading involves risk of loss. See Kraken.com slash legal slash ca dash pru dash disclaimer for info on Kraken's undertaking to register in Canada. And last time we talked about
offers, I learned this also from Myron. Myron said, you don't buy things with money, you buy
them with offers. And then this is how it worked. Myron told me one day, he called me up, he's like,
hey man, this is the deal. I don't fly commercial anymore. I only fly private. I was like, that's going to be hard to maintain long-term.
He's like, no, I got, I'm like, did you buy a plane? He's like, no. He's like, I only fly private
from now on. I was like, how do you, like, I fly private once in a while. It's expensive. He's like,
yeah, I just buy it with offers. I'm like, what are you talking about? He's like, well, I decided
I'm never going to fly commercial again. I'm going to fly private. So if I want to go somewhere,
he's like, I make an offer to my audience. Like, hey, who wants to come on my plane with me and
fly for five hours to Russell's event? And it's going to be whatever, $50,000. He's like, I get
three people. It covers the gas, the flights, hotels, and the offers paid for the plane.
I was like, that's so smart. Myron's a genius, right? So we get better at making offers. Like
you don't have to buy things with money. You buy things with offers. I can't remember if I shared this in my next slide or not. Oh, I don't. Anyway,
I'll share this later on with you guys. But I just look at the things in my life that I want.
Like ever since then, I start looking at things differently. Like, okay, what's the offers I need
to create if I want to invest in this thing? I want to buy this thing. It's not like how much
cash I have. It's like what the offers I need to put out there to be able to get people into my
world. Okay. So I'm talking about offers. Offers offers we could do like a five-day event just on offers i
want to go over the core things i think they're most important okay so whenever you create an
offer these are the there's four core things i think about when i'm creating an offer and if you
create the offer the right way this is how you get offers to get people to give you money and get
them really excited okay so first thing to think about when you are creating any kind of offer to
the marketplace right an offer the very first thing is any offer i make the thing i want i think you have to
understand is when you're making an offer to somebody the thing that you are actually selling
them is a result this is where most people mess up they think they're selling a product you are
not selling a product you are not selling a service you are always selling a result because
that's the first thing i said so what is the result you're actually selling somebody right
you think about this um so here's the result here's you going to understand. So what is the result that you're actually selling somebody, right? You think about this.
So here's the result.
Here's you up top of a mountain.
This is the result that you've gotten in the past.
And what you are doing is you are coming down the mountain to figure out who are the people down here who want to have this result.
And that's what you're selling, okay?
Typically for most of us, our dream customer, the person we are trying to sell is basically it's us five years ago right so five years ago before you ever achieve this result result could be anything right this result
could be how I lost weight how I made money how I invest the stock markets how
I biohack how I whatever your thing is right everyone's got this results the
first thing is like what's the result that you are selling okay the question
is like how did you figure out that result cuz five years ago you probably
didn't have that result right your dream customers and have. If you look at the way that most people's
journeys work, right? If you think about before you ever figured out this result, you're probably
down here just like anyone else. You're like, hey, I want to lose weight. I want to go and get six
pack abs. I want to get whatever, right? Or I want to figure out how to make money on the internet,
or I want to sell stocks or whatever the result is you want, right? You probably started on this
journey. You're like, okay, how's it going to go? And you started going on this journey,
trying to get that result. And you went this way and then it messed up and didn't work, right? You probably started on this journey. You're okay. What, how's it going to go? And you started going on this journey, trying to get that result. And you went this way and then it messed
up and didn't work. Right. She went back to go and you started again. You went on this journey
again, trying to get the result and you messed up over here. Oh, didn't make it again. You started
again. You went on this journey and then you messed up again. And you try this over and over
and over again. Okay. That's what happens in most markets. When someone comes to you initially,
the reality is for most people, the first time they come to you is not the first time they've
tried to get this result. They've been trying for a long, long time. In fact, when we bought
Lady Boss from Kaylin Poland, I remember having this conversation with her and she said, you have
to understand, Russell, that the average woman in America goes on eight diets a year. Eight.
The result's the same. They all want the exact same thing, right? They start diet, oh, they try
keto diet. Oh, it didn't work. I tried paleo. Boom.
Oh, I tried Atkins.
I tried, you know, whatever.
They keep trying, thing, everything, everything, right?
Eight diets a year.
Same thing, choose whatever business you're in, right?
Someone comes into my world.
They haven't, this isn't the first time, like, I can make money.
It's not a, it's not a novel idea, right?
They've been trying a lot of different ways.
They tried on eBay.
They tried Amazon.
They tried flipping stocks.
They tried this.
Like, they're trying real estate.
They're trying a million different ways to get the result, right?
They're coming to my world, and I'm like, look, I tried real estate.
That was hard.
I tried, and all these things didn't work.
But then what happens is eventually, you guys, on your journey of trying these different
things, eventually, you made it all the way up here, and you got to the top, and you got
the result.
And when you got the result, the thing that you got that's the most valuable of anything
is that you got a map. Okay? You have a map that
shows how to get from here to here. So when you come back to your dream customer who's you five
years ago, the biggest thing you're saying is like, look, I've got a map. The result you're
looking for, I know exactly how to get there. I've done it. I tried this, I tried this, I tried this,
and tomorrow we're gonna go deep into selling, which is my favorite day tomorrow. And so we're
gonna talk about how to use this in the sales
presentation but if you guys understand when you're creating an offer the very
first thing you are giving people is a map to result that's it you think what
is the map the map is basically recipe here's the steps to go to get this
result right step number one you do this step number two you do this step number
three you do this step number four you do this step number five you do this and that is the map to get you
from where you are today to the result you want okay how many How many of you guys are thinking about the product, the business,
the thing that you're in? How many of you guys know, like, okay, this is my map, my map, like, for me, it's like
my map is, I help people to grow a company using sales funnels, this is the map
I have, right, that's my map. What do you, you guys all know what your maps are, hopefully? You all have a map,
right, and a map is basically a step-by-step process or a recipe of how to get the result,
okay? So that's the very first step in creating any good offer is understanding.
Boom.
Number one is you're creating a framework.
And your framework is just a map to the result.
And it's a step-by-step recipe of how they go and get that result.
If you look at any offer I create, this is the very first thing I always do.
What's the result I'm promising people?
What is the map that I've created?
What's the step-by-step framework?
And that's the very first part of an offer. Tomorrow, we're going're talking about offer stack slides and things like that when we get into selling. And you notice every single
time I start with the offer. The very first thing, the very first component of the offer is always
the map to get them the result we promise. Okay, step number one. All right, step number two now
when I'm creating an offer, jump over here, is how we position the offer. This is probably
of all the things I learned from Dan Kennedy, probably the most important. People miss this
all the time. We're putting together a product team right now called Selling Opportunity to
help people understand this because for most people in the marketplace, they position their
products wrong. And this is a positioning problem, not how you create the actual product. So this is
a messaging thing that's really simple. It means you can change something after you change your entire business.
Okay. It's how you structure, how you, how you reframe things. So what you want to do when you
are framing something, the two different versions, one is called an improvement offer and one's
called a new opportunity. Now, improvement offers are the worst type of offers because for me to
convince somebody that they um that they're let
me let me explain this better improvement offers anything that has an er in it so this product if
you buy this can help you have success faster better um like in terms of er is usually an
improvement offer right and the problem improvement is me coming back saying okay look you've been
trying this paleo diet for a long time and it hasn't worked for you.
I'm going to show you a better way to do paleo.
The problem is in the customer's mindset, like I tried paleo and it failed.
Like I'm going to show you a better way to fail.
Like that's literally you're coming back and you're making an improvement offer.
Like it's confusing to the end customer, right?
And so instead we position it as a new opportunity, right?
Like when I launched ClickFunnels, I think about this.
There's like we were helping people get a result right how to grow their company and I could have come
back and said okay we are a website building platform but we do it a little
bit better we do it different we do it a little like if I were to position as
website building platform we would not have had success right people I already
have website building platform oh I already have a way to do that right or
if I were to position ourselves as an email autoresponder company yeah we have
email autoresponders I didn't position that way, right? Those are all
improvement offers. Like we do this better than those. We do it better than that. You don't want
to position something that's better. You want to position yourself as a new opportunity, okay? So
what I'm saying is in this path, right? If somebody's coming on this path as a customer,
they're trying to get this result. I'm not saying, oh yeah, you're already in this right,
sometimes it's called a map. Sometimes in expert expert secrets we call it a vehicle. So imagine right here, this is the vehicle that they're in, right? They're in the keto,
they're in the keto vehicle to try to lose weight, and they're trying to go up here to get the result
to lose weight, right? So they're in the keto, the keto vehicle. If I come back and say, you're in
the keto vehicle, I'm going to show you guys a way to do it better, it doesn't convert nearly as well
as saying, look, keto sucks. This is the most painful diet. It's horrible. You've already
experienced it. You know it's no good. Don't want to do that. I'm going to give you guys something
completely new you've never heard of. And boom, I introduced a new opportunity. I'm always
positioning against everything else. I'm never saying this is the better way to do the thing
you're trying to do. That's one of the key things. It's a nuance that means everything. It'll change
your conversions from 2% to 3% conversion on an offer to 18%, 20% conversion on an offer to 18 20 conversion on an offer okay because people
don't want to buy improvement that's not true most people don't want to buy improvement usually
people with the highest echelon of your funnel like the back of your funnel like for example
everyone's through my inner circle like you guys are my improvement buyers you guys are all trying
to become better and faster and scale quicker so you guys are my improvement offers but the people
that buy improvement are usually the bottom of your value ladder, the bottom of your funnel, right? The mass funnel,
the masses are trying to get, we're bringing a lot of people into our funnel. They're looking
for something new. They've tried this, this, they've tried those other things, and they are
looking for a new way to have success, to get the result. And so when you position as a new
opportunity, as opposed to improvement, that's when you get the most amount of people into your
funnels so you can change their life. Okay. So step number one in the process, again, is understanding that you are
selling a framework. Number two is positioning as new opportunity. Okay. Third thing then is that
we have this new opportunity. We are positioning, we figure out how to increase the value as high
as possible. Now there's a concept where basically there's two ways to make your product the cheapest
in the world, right? One is to have the lowest price and the other is to increase the value. Both ways makes the product feel cheap. Now,
what most people do is they try to decrease price. They come into any kind of, in fact,
you see this mostly like if someone's selling a commodity, you see this a lot, right? Where,
let's say it's an iPhone, like someone's selling an iPhone, right? iPhones cost $800.
Like it's a commodity, right? And the only way to be,
like, if you go to Best Buy or you go to Target or whatever, they're all selling the same phone,
right? So it doesn't really matter. Everyone's got the same price. But some awesome Best Buy is
like, oh, it's $800 everywhere else, but also for $700, right? Oh, that seems cheaper. So people go
buy the $700 one, right? And then it comes back like, oh, there's $700 there. We'll sell for $600.
And then it gets cheaper. And so we there's $700 there. We're selling for $600. And then it gets cheaper.
And so you start decreasing the price to make it feel cheaper, right?
But eventually you lose all the margin, okay?
And so for most people outside the funnel hacker community,
what most people do is they try to decrease value to win in the game.
And by decreasing the price, it's the worst way to build a business
because you lose all your margin.
Dan Kennedy, who I showed you guys earlier,
Dan taught me something that changed my life. He said, there's no strategic value in being
the second lowest price leader in town. He's like, if you're the lowest price leader, if you're
Walmart, cool. There's a strategic advantage of being the lowest price leader, but there's zero
strategic advantage of being the second lowest price leader. So you can't be the lowest price
leader. He said, then you want to be the most expensive. Okay. So there's a huge strategic
advantage of being the most expensive because you can deliver, you can fulfill more. So we're
creating offers. I'm not trying to figure out how to make this as cheap as possible. Instead,
I'm saying, how can I increase the value? What else can I add? What can I do to make this offer
even better? Okay. So for me, what I'm thinking about to offer,
again, I'm always coming back to this. This is the result, right?
So the first thing that I'm selling somebody traditionally in my offer stack,
the very first thing, like I said, is the map, right?
Now, I'm going to click the next phase because this is going to set up my last one, okay?
Number four is that you're going to build a complete offer stack,
and you're going to note that each solution you create, each solution creates a new problem. So let me explain what that means.
So I just gave somebody a map. I said, okay, here's where you are right now. This is the
result you want. I'm going to show you how to do this. So for me, it's like, let's just say it's
in the ClickFunnels world. You need a funnel to grow your company. So I'm going to give you guys
a map. Here's the map to build the funnel. So as soon as I give them the map, it solves the problem, right? Cool. I know exactly how to build
a funnel right now, right? So I solve that problem for them. But every time I create a solution,
every time I give someone a solution, it creates a new problem. So I give somebody a map. Here's
how you build a funnel for your business. Like, sweet, I know exactly how to build a funnel for
my business. Oh, wait, I need software to actually build a funnel, right? So the next part of my
offer then is like, okay, cool. Now here's the next thing you need to be able to actually fulfill on it. Okay. And then after they have that, it's like, cool. I
know how to build a funnel. I have the software to build a funnel, but then how do I write the
copy for the page? And they didn't know they had a problem with copy until I, until they've gone
through this thing, right? So next thing, next step, like here, now you need copy. And then
number four is like, I have copy. What's next thing? Now I need traffic, right? So every time
I introduce something into the offer, it solves the problem and then it creates
a new problem.
Solves the problem, creates a new problem.
If I come back to this analogy of the hiker hiking the thing, right?
I give them the map to the top of the mountain.
It's like, cool, I'm going to go hike the mountain.
It's like, wait, you're about to hike Mount Everest.
If you just hike that, you're going to die.
You're going to need some equipment and some gear.
It's like, oh, I didn't even know I needed gear.
Cool.
So by giving me a map to hike Mount Everest, now I need gear to be able to actually, I
need gear, I need a guide, I need water, I need food, I need supplies.
So I'll just open up all these other things I need.
So I'm creating an offer.
My goal, though, is to look at what all the things the customer actually needs.
I want to create a complete offer stack where it gives them everything they need to actually
be successful to get the result they're looking for.
I see people all the time where they come back and their offer is coming back and
they're like, hey, you're going to buy this thing right now and we're going to give you guys the
map to go and do it. And then that's all they give them. And then the person gets the map,
they try to do it, they fail, and then they leave and they never come back. It's like when I'm
creating an offer, I want the offer to feel complete. So it's like, here's all the things
you actually need to go and get the result. So you got the map, you got the Sherpa, you got the
walking stick, you got the food, you got all the things you need to be successful. Okay. And so
those are the core things I'm looking for when I'm creating an offer. Okay. Again, number one,
understanding the core part of the offer is the framework of the map. Number two is positioning
as a new opportunity. Number three is figuring out how to increase the value by adding a bunch
of things that are important to make it better. And number four is as I'm increasing the value,
everything that I'm adding isn't just some random thing. I'm adding the next step that all the things they need to actually be
successful with the map I'm giving them. Okay. So those are the core things I'm looking at when I
am creating an offer. Okay. Secret number five, we're still not getting time. I'm about to give
you guys a really cool gift here in a second. I was going to tease you guys earlier about it,
but I forgot. We got something really cool we created for all of you, especially if you're
at home, you guys are going to freak out when you see this. I got a couple more things to share with you
before I give you guys a gift. Okay. Secret number five. You're just one funnel away.
Now, I have people all the time, the hardest question I get on podcast interviews is like,
hey, Russell, I know that you talk about funnels more than anybody in the world.
Like, can you explain what a funnel is to our audience? Every time I'm like, oh man, I'm like, well, a funnel is like the hardest thing in the
world for me to explain. Because for some people, a funnel is this. And like, there's a million
things it could be, right? It's like the hardest thing for me to explain. And I started thinking
about this. I was like, what is the goal of a funnel? What does a funnel actually do? And all
that a funnel actually does, the goal of every single funnel is to help deliver a sales presentation like that's all is and all said and done
there's different ways to do different types of funnels but the goal of a
funnel is to deliver a sales presentation and I started we we do a
lot of looking through the data we have a chance to see hundreds of thousands
of people's businesses and so a little while ago I did this study I was looking
through and so we looked through over 6.1 million funnels,
over 130,000 split tests you guys are running.
And I started looking at all the different stats and numbers,
trying to figure out, like, what are the commonalities?
I'm always trying to figure out, like, what's the next thing for us,
for the community to get to the next level, right?
And what I found out was really, really interesting.
The single biggest secret to selling more inside of your funnels without driving any extra traffic.
Any of these there might be?
It's really interesting.
It's fascinating because it wasn't the type of funnel people used.
That was not what was the number one thing.
It was not what your design looked like.
It was not even what you were selling.
The number one thing that showed how much money
someone would make inside of a funnel
was the person's ability to communicate their story
with someone who entered into funnels.
That's the most important skill set,
is understanding how do you deliver the message. People ask me, what hey, what's the most important funnel? Like what's the best funnel, Russell? Is it a webinar funnel? Is it a high
ticket funnel? Is it a challenge funnel? Is it a book funnel? Is it like, what's the best funnel?
Morality is it doesn't really matter. What matters is are you able to communicate your story in a
way that gets people to move, gets people to go and buy something? Like that is the most important
thing, okay? I've seen people with the ugliest funnels in the world
who are really good at telling the story and they win.
I've seen people with the most beautifully designed funnels
that look amazing, they save tons of money on designers
and the story, the message is wrong, whole thing flops.
Your ability to make your story with people
in your funnel is the number one thing
to actually make the money you want, which is really fun.
And again, I look at every single funnel,
the goal of every single sales presentation is one thing, one thing only, is the money you want, which is really fun. Okay. And again, I look at every single funnel goal of every single sales presentation is one thing. One thing only is to
give you the ability to make your sales presentation. So then you can make the offer.
Like that's all it really is when all said and done. Okay. And so over the next couple of days,
I'm going to be going a lot deeper into all these different pieces. In fact, tomorrow,
well, yeah, let me go to the next slide.
The three core things we talk about is offers.
Like, what is your level 10 offer?
What's the offer you're going to be able to create?
Okay?
Most of the speakers today are going to be talking about different types of offers.
We've got a couple of speakers talking e-commerce offers, a couple of speakers talking expert offers.
Like, you're going to be learning a bunch of different ways to figure out what offer you guys need to help grow your company.
So, number one is figuring out your level 10 offer.
The second step, then, is mastering what's called a one-to-many presentation
how do you create a presentation that you deliver one time but many many people can see it and they
can be and they can convert and buy from that in fact the entire theme of tomorrow is this i've got
two 90-minute presentations i'm doing specifically about this which is learning how to sell one to
many um i'm so excited for tomorrow it's's gonna be insane. Okay, because if you can master that,
if you can master having a really good offer,
master one to many selling,
and the third step then is that's what gets you on the road
to get two comments worth of impact.
So that's the process we're gonna be taking us through
over the next couple of days.
And my goal, obviously, when I talk about one to many
selling, a lot of people think it's this, and it is.
It's talking to a whole bunch of people,
but as you'll see tomorrow, one to many selling is more powerful because if you can learn,
master the skill set, you can plug in those presentations to any kind of sales funnel,
and that's how you grow and how you scale outside of yourself.
Okay?
So that's what we'll be talking about, like I said, all day tomorrow.