Marketing Secrets with Russell Brunson - Funnels Won’t Fulfill You Unless You Do This First! | #Marketing - Ep. 41

Episode Date: June 4, 2025

In this episode of The Russell Brunson Show, I take you behind the scenes of our ClickFunnels Connect event in Salt Lake City, and into a personal journey I haven’t shared publicly in a long time. This session was a deep dive into the real reason we build funnels. Not just to make sales, but to fulfill callings, build movements, and create something that actually matters. I opened up about my own journey with ClickFunnels… From the moments that nearly broke me to the decisions that changed everything. This wasn’t a typical business presentation. It was raw, vulnerable, and packed with lessons I wish someone had told me when I was starting out. Whether you’re just launching or scaling to eight figures, this episode is about rediscovering your “why”… and building from a place of purpose, not pressure. Key Highlights: The two kinds of callings entrepreneurs feel, and how to know which one is driving you Why the strongest funnels are built from faith, not fear How your business is a reflection of your internal growth The “3 types of funnels” framework and how each one serves a different mission Why chasing money alone is a trap (and what to do instead) What I’ve learned from the most fulfilled entrepreneurs I know, and how they build movements, not just offers If you’ve been feeling stuck, overwhelmed, or disconnected from your business, this episode might be the reminder you’ve been needing. Let’s realign your mission, reconnect with your calling, and get back to building something that actually lights you up!! ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://sellingonline.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://clickfunnels.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠https://www.clickfunnelsconnect.com⁠ Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://nordvpn.com/secrets⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠northwestregisteredagent.com/russell⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn.com/CLICKS⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠RocketMoney.com/RUSSELL⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Indeed: Get a $75 sponsored job credit to boost your job’s visibility at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices

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Learn more at visa.ca slash fintech. What's up, everybody? It's Russell. Welcome back to the last episode for our ClickFunnels Connect events. I hope you enjoyed the last two. The last one, what McCall shared was amazing, what Bridger shared was so cool, so powerful. And at the end of the event, I got up and I spoke for, I don't know, an hour or so on offers and shared some really cool, I think pretty powerful things. A lot of people loved it.

I hope that you enjoy this. This is the third and final episode from the ClickFunnels Connect event in Salt Lake City. I hope it gets you excited about running, either running an event in your hometown or attending one in your hometown. Remember when the episode is done, go over to clickfunnelsconnect.com. There's a whole marketplace of all the different meetups that are happening around the world. We have them literally in tons of countries all happening. And I'd say go and find one in your local area.

If there's not one, then you should go throw one and make it a party and come hang out with other funnel hackers. And these are meetups. It could be two people. It could be 10 people. It could be 100. It might be at an IHOP. It might be at your hotel.

It might be at your house. Who knows? But these meetups are happening all around the world, and we want to make sure you guys participate in them because it's first off just a cool part of the community that you can tap into and a lot of fun. So that said, thank you so much. Go to ClickFunnelsConnect.com and then after that, you'll have a chance to listen to my presentation

about how to create your offers. Hope you enjoy it, thanks so much. This is the Russell Brunson Show. Does this feel like a little mini-futile hacking live in the middle of the month or what? Okay, this is the vision you guys, where we wanna do these connect events, is give you guys a little dose of this month after month,

week after week, whatever, however often you guys wanna throw parties. Because I don't know about you, but I love Futtle Hacking Live once a year, but then I miss it throughout the year, and I think this is gonna be a really cool way for people to connect more often, which is gonna be awesome.

Thank you, McCall and Bridger, for coming and speaking and serving these guys. So grateful for both you guys for showing up and serving. And yeah, this has been fun. So I'm gonna talk another 30 minutes or so. I got a couple things to share, and I thought it'd be useful for everybody as a whole. I kept such a weird thing somewhere.

I don't know what to talk about. And so I think this would be probably the most beneficial for everybody. So this is kind of where I landed out after going back and forth, there's a ton of different ideas. And then when we're done, we'll hang out for a little bit. I think the 10 or so VIPs that signed up for pitchers,

we're gonna go somewhere afterwards to go get pitchers somewhere, so that'll happen after. And then, what else, what else? That's kind of the game plan. And then at the end of this, I'll show you guys one more time if you wanna host a meeting, kind of what to do. But I wanna spend a little bit of time talking

about what I thought would be most beneficial for most people because there's a lot of pieces of this game, right? And I love this game. I'm obsessed with it. It's funny, somebody asked me the other day, first off, why I didn't sell my company four years ago. We had the opportunity and second, when am I going to sell?

And I was like, I'm never going to sell. I love, I'm obsessed with this. And I remember Bill Von Fumetti in my Atlas group. He was like... He's like people keep thinking that like try to figure out like what's Russell doing that makes things different? Why is he so excited all the time? Why is... And like what people understand is not because he's got some motivational thing or something. Some secret morning routine. The reason why he does this is because he's obsessed with the game. So, I'm obsessed with this game. I love it. I think about it all day. I talk about it like I'm going to

keep doing this. I'm in a wheelchair someday crawling around and I'll be talking about offers and funnels and it'll be insane. But and so I just love this and I think as I think about this like the thing that a lot of people are struggling with is or thing that not focusing enough on is the actual offer. So I'm talking about offers today for next 30 minutes or so because of all the things is probably the most important, right? As much as I love funnels, a funnel with a crappy offer is not going to work. As much as I love stories, a story with crappy offers is not going to work. Webinars, it all comes down to this pinnacle, this thing which is the offer.

The one thing, I'm stretching, there you go, there's my high kick. Just kidding. And so that's what I want to talk about. So a couple of things when we talk about offers. The number thing I want to share, and this might be helpful for some of you guys because so many people I know Wait because they want to put together a perfect offer and they don't want to mess it up And so they start thinking about and they're talking about and they spend a week and then a month and then three months and six Months and a year then two years then two and a half years and they're waiting about the office

I don't want to mess up I want to make sure it's perfect and they keep waiting and waiting waiting and they came to fun like and I've one two Three four five six seven eight nine nine and a half and they came to final act and I have one, two, three, four, five, six, seven, eight, nine, nine and a half. And they're like, I'm about to launch the offer. I'm about to. It's like, just go. So first thing I want you guys to understand is the person in every marketplace that wins is the person who makes the most offers.

Do you think there's anybody in the marketplace that makes more offers than me? Who's winning? Okay. This is the rule to understand. We're not trying to make weight to the perfect offer and then we will release it to the world and it'll be amazing, right? The way you find the perfect offers by putting out a lot of different offers, okay? We keep thinking we're gonna figure out the perfect thing but we have to understand is that the market is going to tell you what they

want, okay? The way you win this game is the market votes with their credit card and for most of us, maybe not me because I do so many, but for most people, they'll keep waiting to put out the perfect offer, so they keep waiting and waiting, versus like, put out one, and it's going to fail, and put another one, and another one, and as you're doing the processes, when you're going to start figuring out

what people actually want, what they don't want. Okay, last Final Hacking Live was really cool. We had the Well twins on stage. If you guys remember before we did the pitch, and they were talking about their webinar, right? So they went through the whole, the Prime River coaching program, built out the webinar, they launched it,

and they went and they did the first one, and nobody bought their offer. And they're like, oh, that Russell Brunson's full of crap. Just kidding. But no, it didn't work. And so what they did is they got on the phone, they started calling, they're like, why didn't you guys buy? What was the reason?

And people are like, oh, well, we don't actually want this. If you had something like this, we would've wanted it. Oh, and so they tweaked their offer, tweaked the offer. Next one made more sales, and they called the other ones that didn't buy. Why did you not buy it? And they kept going till eventually they had an offer and now it's crushing and it's growing and scaling.

Trey Llewellyn, if any of you guys know the e-comm track that we have, we have a one funnel way e-comm track, and Trey does weekly trainings on that. Trey's like the king of this. When he launches a new e-comm offer, he puts it out there, and then every single person who opts in doesn't buy, he literally gets on the phone and calls him. Now I'm an introvert, I would never do that.

Trey's extroverted, loves, he's calling people, why didn't you buy? What's the reason? They just tell me. And like, if you've heard the story about the tactical flashlight, he launches this flashlight funnel and click funnels. It's like funnel number 11 form or something. And he puts it out there and people aren't buying, can't figure out, he starts calling all the people.

And one guy on the phone, he's like, why didn't you buy the flashlight? He's like, oh, I only buy things that are tactical. Shae's like, huh. So he opens up click funnels, the headline was get your, you're running a flashlight, and he just wrote, he just added the word tactical, save. Went back, started driving traffic, and conversion went boop, and that funnel,

I can't, I wish I could tell, I wish I, the whole like, you can't tell income claims, anyway, but that was like, that funnel made more money in six weeks than most people will make in a hundred lifetimes. It was insane. We watched, because Stripe, it's a Stripe connecting, so I can watch the stats, the numbers, and we had, I don't know how many,

five or six thousand people on ClickFunnels platform and Trey launched this and the offer started going up, and I remember, because me and Todd are freaking like, look at how much money all of our customers are doing. And like, there's actually all, we were in Snapchat, Snapchat's of me and Todd are freaking like, look at how much money all of our customers are doing. And there's actually all in our, it was Snapchat. Snapchat's of me showing the click. Look at these guys are making, you guys as a whole, you guys make like four or $500,000 a day.

We're freaking out right, showing this thing. It turns out it was like all Trey's volume. He was the only one, but it was good for me because I didn't know. And so I had so much belief, like, oh, this is amazing. But it was all coming through this one funnel that Trey did. And he did it because he was putting out these offers, offer after offer, and then talking to people, I had so much belief like, oh, this is amazing. But it was all coming through this one funnel that Trey did. And he did it because he was putting out these offers,

offer after offer, and then talking to people, figure it out, and then just change one word to tactical, and then boom, took off. So you never know, right? And so we've got to keep putting things out there. We keep waiting. There was a guy that was in our community during the first two or three years,

and he left for a couple years. He's back right now. It's been fun watching him. But when he first came to the market, I was following him on Facebook. And he would put out a new offer almost every day, just his Facebook, and he'd put out this offer, and he put out another offer, and he did PR stuff.

And so he's like, oh, he's got some PR thing, and this other thing. And after a while, I messaged him, and I was like, every day, you're putting out some new offer. He's like, yeah, I'm trying to find out what's the best offer. And he kept doing that after a week or two,

and then finally had this offer, and he's like, that was the one. It was the way I framed it, positioned it a little bit different, and it blew up. Everett started coming to me, but he was just putting things out there and just testing the market, right? And waiting to see when the market votes with their credit card. And so I want to give you guys again the freedom to put out a lot of offers, putting them out

there, right? The person in every market who makes the most offers is the one who wins. Okay? And so that's number one thing I want to share. Number two, sometimes we're scared, like I don don't put our offers out there, like, they're going to be mad at me, you're going to be annoyed at me, right? But you have to understand that an offer is the way that you change somebody's life. That's the key.

If you start taking this mental shift, an offer is not just like you trying to make money off someone. An offer is a thing that changes somebody's life. I look at my life and there were definitely a couple offers that I purchased that radically changed everything for me. The first one, my wife and I were married for a year. I was trying to make this whole internet marketing thing working. I was struggling.

I had no money. She was making $9.50 an hour supporting us. I was wrestling. We were trying thing after thing. I remember this guy named Mark Joinder created an offer. It was called the Farewell Package and it was $1,000, which $1,000 may not seem like a lot to you guys, but as a 21-year- old newlywed wrestler without a job whose wife was making 9.15 an hour, that was everything, right?

As a thousand dollar offer, I'm like, I can't afford this. And I would watch him do this promotion, the campaign and I would think about it. I would just constantly going through, I need to buy this offer. I know this is the thing that's going to change my life. All the way to finally towards the end, urgency and scarcity, selling out. out and I was like and so the night before selling out they put out this audio was like two or three hour audio of this guy Mike Chen and Mark Dreher talking about so I'm listening to the audio all night I can't sleep I'm freaking like I have to have this I still remember the feeling I love that

feeling and I'm laying there and so I'm late I like I didn't sleep the whole night and next morning Colette wakes up and she's like oh what's going on am I looking at her like hey I need to buy, and she's like, oh, what's going on? Am I looking at her? I'm like, hey, I need to buy this thing. She's like, how much is it? Like, $1,000? She's like, whew. Put in perspective, we didn't have a $1,000 credit limit on our credit card.

We couldn't even like, I couldn't if I wanted to. And she's like, OK, I trust you. I'm like, what? Why would you trust me? I have no track record. Nothing's, anyway. So we had to call the bank, increase our credit limit, bought the thing, get shipped out to me. and it was the first time I actually invested in myself

and that offer changed my life. Like it went from me having no business to that was the thing that shifted me and I've told Mark Jordan this many times since then. I'm like, his willingness to put out an offer and to push it and to promote it and to talk about it is the thing that shifted my life forever. Like I'll be forever indebted and grateful for him because he put out that offer. And for a lot of people like oh he's spamming, he's scamming, he's putting he's trying to make money off everybody. Yeah he made money off everybody and he changed a whole bunch of people's lives on the way. Like when you're shifting your mind where an offer is how you change someone's life and it's like

I'm not scared to put this out there because I'm trying to change someone's life. So keep putting them out there like hope that gives you guys some freedom. So offers are the way you change somebody's life. Now this is why, I wanna put in perspective why offers are so important to understand and to learn and to master. There's a guy named Claude Hopkins, any old marketing nerds in the room who know what Claude Hopkins is?

Okay, like two of you guys? All right, okay, we'll talk more about Hopkins in the future, okay. Claude Hopkins was like one of the fathers of modern advertising, wrote scientific advertising, great book from way back in the day, but brilliant. So Claude Hopkins, his job title back then, they called him Schemem, so that was their name.

And the job of a Schemem is to go and actually create the most important part of the advertising piece, which is the offer. So he got paid full time just to create an offer for a company, okay? And he got paid in 1907, he was getting paid $52,000 a year, which is the equivalent of $1.4 million a year. So he was making $1.4 million a year,

and his only job was to figure out how to structure the offer, that was it. Like that's how valuable that piece of it is. Sometimes we're focusing so much on all these other things that are all great, they're all important part of the piece, but like the offer is the key. If you get the offer right, if you have a really good offer and crappy marketing, you make a lot of sales.

You got really good marketing, crappy offer, it's way, way harder, right? So the offer is the key piece of it. And so that's why it's so important for us to, I think for all of us to talk about it, to think about it, to like, to brainstorm, like whenever we're creating new offer, like that's half of the thing is us sitting from whiteboard,

like what if we did this and this and like, just mapping out different ideas. And so I just want to get that more and more in the forefront of all of our minds. Just if we spend as much time on the offers we use to these other pieces, it'll help amplify everything that you're doing. A couple of other reasons why offers are important.

Myron Golden has a really cool bit, if you've heard Myron talk about it, but he's like, you can use offers to buy anything. Like instead of using cash to buy things, you use offers to buy things. So for example, a couple years ago Myron's like, I never, that is from him flying from Miami to Boise like five times a year for events.

He's like, I never wanna fly commercial again ever. And then he called me one day after like one of the times coming to the event, he's like, Russell, I am never flying commercial again. I'm like, oh yeah, I've said that before. He's like, no, I never will fly commercial again. He's like, I'm gonna fly, I'm like, you buying a private plane?

He's like, no, but he's like, but from this point forward, I'll never fly commercial again. He's like, I'm going to fly. I'm like, you're buying a private plane? He's like, no. But he's like, from this point forward, I'll never fly commercial again. And he hasn't, all right? And I was like, how are you going to do this? He's like, every time I want to go somewhere, if I want to come to one of your events, I do is I make an offer. People pay for my plane, and then we fly to the event. So how many of you guys are with any Inner Circle members

here? If you guys are Inner Circle and you come to Boise, Myron's always there, and you notice he always brings this huge entourage of people. Most of them are Inner Circle members at this point, and he's like, hey I'm getting my private plane, if you want to fly with me on the private plane, you each chip in 30 grand, we'll get a private plane together and we'll network and talk the whole time in the air and the whole time back, okay, and everybody gets excited. And so if you get on with Myron's list, every time he's going to any event, he gets sent

out an offer before every single thing, hey I'm going to so and so, I'm going over here, I'm going to Mexico, who wants to go with'm going over here. I'm going to Mexico. Who wants to go with me? And then he flies private. And he just has everybody else pay for the flight. Creates an offer, they pay for the flight, and then travels there, right? He's like, everything in my life I want.

He's like, I create an offer to pay for it. Another really good story about this, Paul McCartney and John Lennon, obviously Beatles, writing songs and stuff like that, and one time they were sitting down and they were trying to figure out, like, they wanted to build a swimming pool in their backyard or whatever. And Paul McCartley turns to John Lennon and says, let's write ourselves a swimming pool. And they sat down and they wrote the words, love, love me do, wrote the song, launched it, the money came and paid for the swimming pool.

How do we write ourselves a swimming pool? That's what good offers are. You create a good offer and you put it out there and it pays for whatever you want, okay? First time I ever experienced this, I was newlywed. Clell and I were in our, we'd married for a year and a half because we were, first we were in a rental and the second we bought a house

because I read Rich Dad Poor Dad's, we bought a duplex. Anyway, we're in the duplex. I started my business, I had a couple thousand people on my little email list at the time trying to sell stuff and Christmas time was coming up. We had these, so my wife's six, I had a couple thousand people on my little email list at the time trying to sell stuff. And Christmas time was coming up. So my wife's five and a half years older than me. And so when we got married, I had nothing. And she had stuff.

She had couches and everything. So we moved in this house, and it's like all her stuff. I'm like, this is great. I don't have to be afraid of this, right? But she's had these couches for like a decade, and she just like doesn't want them. And so my business is making a little bit of money. I'm like, OK, I want to buy my wife new couches for Christmas.

That'd be amazing. And so we went to R.C. Willie, and new of money. I'm like, OK, I'm going to buy my wife new couches for Christmas. That'd be amazing. And so we went to R.C. Willie, and new couches, like, $3,600, which that was a lot. Like, $3,600 is a lot of money. And so I'm like, well, I can't afford it yet. What do I need to do? And then I was like, what if I put together an offer and put it out there, and maybe I

can get people to help me pay for this for my wife? And so I put together a sale. I remember it was Christmas time and I called it the Grinch sale. I had a picture of the Grinch on it. The headline, it said something about the Grinch. And I created this really good offer. I was like, hey, for, I think it was $27, maybe $37.

$37, yes, $37. $37, you would get, it was like eight different products. And most of them I bought resale rights from or licensing rights or things like that. And I put it all together and they're all really, really good products, right? It was 37 bucks, you get all these things. And then in the copy, I wrote the reason why.

Like this, and there's a book called, by the way, anyone want to, Justin, this is for you too. There's a book I'm trying to get called Reason Why Advertising. I'm looking for a first edition. It's one of, anyway, I cannot find it. If anyone can find, CJ should know. Reason Why Advertising.

Anyway, the guy wrote a book about, the whole thing is like when you're advertising, if you just give someone a reason why, like the basic, they're more likely to buy. So in this Grinch sell, I'm like, here's the sale, blah, blah, blah. The reason why I'm doing this is,

I want to buy my wife a couch. We've been married now for two years. She brought the couches in a relationship. They're really old and I can't afford them, but I would love to give her a couch. This would be everything for her. And if you guys will buy this offer from me, I'll take the money and I will give her a couch

and then I will put a card on it with all of your names on here. It's like part of the gift that you all gave to my wife. And so I put the sales letter down, I sent an email that night to my two or 3000 person list and I was smart because I'm a funnel nerd. When they signed up for the offer on the next page, they could become an affiliate to promote the offer.

So send the email out, go to bed, wake up the next morning, getting ready, decide to check on my stats, jump on the computer, check my stats, and we're like $8,000 in sales. I was like, what? The crap? And then I go to school, come back from school,

refresh my thing, like $18,000 in sales. I was like, what just happened? Like, I have no idea what's happening. And keeps going, keeps going. And over this little campaign, we ended up selling over $30,000 in this little thing. And thank you. And what's crazy is like some people bought it.

And then on the thank you page, like I remember one guy, Carl Gulletti at the time was like the biggest list. He bought it. He was like, this is a great offer. So he came and filled it. He promoted. That's when this big spike came. And then a bunch of people saw it and they promoted.

And all these people started promoting. I'm like, what is happening? This offer's blowing up, right? And then I got all these letters from people who were like, I bought it twice because I wanna make sure your wife gets the couch and da da da da, all these kind of things. And so afterwards I told my wife,

anyway, I love my wife, she's very risk adverse. And so I'm like, honey, these people on the internet said it's money, I'm buying you a couch. And she's like, is this legal? I'm like, I'm pretty sure it's legal, we'll find out. So we bought the couch and after we got pictures of it on the couch and we sent it out to all the people, I'm like, thank you so much for helping with Christmas.

And that was the first time I was like, I used an offer to pay for something. I didn't pay for that out of my own pocket, right? Somebody has heard Dan Kennedy's story. He told the first Funnel Hacking Live, we had him at where he always talks about when you have something, you send the bill to the herd. That's a Dan Kennedy phrase, right?

Send the bill to the herd. And so when Dan was going through I think his second divorce one of his members messaged him and said, hey Dan we're just curious like when the offer is coming out. Dan's like what are you talking about? Like well we figured this divorce is expensive and we know you're not paying for it so what do we got to buy from you? And the guy's like, Dan's like you're right, hold on. He faxed him out an offer and then everybody bought it and paid for the divorce right? But like that's the power of offers. Like you get the skills so when you learn it you guys like that's what's amazing like

you want to get something crazy you can go and do it right okay so I'll talk about my gimp arms I'm so sorry oh someone asked earlier what happened so if those who don't know so a month and a half ago I went to a wrestling tournament there's a wrestling tournament every year for old guys and somehow in the tournament I got in one of my matches I came off and like my bicep wouldn't flex I was like that's really weird oh well and they called my name against went to another match that match I shot and the guy sprawled my arm I could hear my bicycle pop I was like oh crap um that's not good and then luckily I flipped him over and I pinned him I still

won the match even with no arms the refs looked my hand, I can't get my arm up. He's lifting my arm like, oh. I get off, I look down, and I was like, oh dear me. These do not look like arms. They go to like the weird, there's like a three inch gap between here and here. And then I was like, well, my wife and kids were in Hawaii for spring break.

I was like, I'll figure it out later. So we jumped on a plane, I flew to Hawaii. I'm trying to lift up my backpack, I'm like, I can't even lift this thing up. And then I'm in Hawaii and my arms look like they had elephantitis. They were just swollen up like yellow and purple. And like the whole week I was just like, but I knew that my wife didn't want me to go wrestle. She wanted me to be on spring break with her.

And so it's already this weird thing. And so as I'm flying to Hawaii, like can't move my arms, I was like, if she knows I'm hurting even a little bit, I will never let this down. So I showed up, I was the most happy Russell on the history of the planet for a week straight. I'm like, ah, and we fly back home. And then I was like, I probably should get these looked at. So we went and got MRIs in both of them. Like, oh yeah, the muscle detached from the bone on both of them, like, oh crap.

So they basically, this one they went in first, they cut it open, they go up and they grabbed the bicep. And this one had some frames, they cut it, and then they pull it down and then reattach it. They did that for two weeks. I had a thing, I had just one. I tried to get them to do both at the same time.

And then the question that my wife and the doctor asked, like, well, if you have no arms, who's going to wipe? I was like, okay, you can do one at a time. So we did this one first. So we're two weeks ahead of that one. Then two weeks later, as soon as this one could move and I could do basic things, then they did this one, cut it open, went up there, grabbed it, re-sewed it.

And this was on a Friday, we did a second one. And next Monday, I had inner circled out. So for four days, I was on stage in double cast, like walking around. So right now, it's good. I have two big slashes. And I can almost extend my arms, but I'm in PT, and it's really weak.

So like I said, this is the time to wrestle me if you want a shot. But I'm still, I don't need arm, I can arm wrestle. All right, Funnel Hackers, let's have some fun for a second. One of the hardest parts about B2B marketing isn't getting attention. It's getting the right attention. I'm sure you know what I mean. Isn't it a pain when you see the weirdest ads showing up in your feed, ads for things you know you would never use in a million years and you start thinking that person's

wasting so much money targeting me for a product or service I will never use. And here's the thing. Those companies probably thought that they were marketing perfectly, but they were wasting money because they didn't get their targeting right. And that's why LinkedIn ads is such a game changer. LinkedIn isn't your everyday social platform. This is where over 1 billion professionals, people who are already thinking about business are hanging out and their targeting options are unreal. You can target by job title, industry, company size, role, skills, revenue

level, seniority, literally laser focus to the decision makers who can actually buy what you're selling. It's like having a magic filter for your perfect customer. And if you're serious about growing your business and you don't want to keep paying to show people ads who will never buy, then you have to get on LinkedIn. Here's the best part. LinkedIn will even give you a hundred dollars credit on your next campaign so you can try it yourself. Just go to linkedin.com slash clicks.

That's linkedin.com slash CLICKS. Terms and conditions apply only on LinkedIn ads. What's up everybody? Russell Brunson here. I've got something really cool to share with you today that I think is gonna speak directly to that fire inside of you. You know as entrepreneurs, taking risk isn't just part of the journey,

it is the journey. It's built into our DNA. We've all had those moments where an idea hit you out of nowhere and your gut is screaming, go for it, and your brain is like, wait, are we really gonna do this? That tension between the bold vision and total fear,

that exact leap is what this new podcast season is all about. It's called This is Small Business, and lately I've been hooked. Seriously, the host, Andrea Marquez, takes you behind the scenes with real founders, people who don't just dip their toe in the water, they cannonballed into the unknown

and figured it out midair. And yeah, sometimes they crashed, but other times they absolutely soared. What I love about the show is how raw and unfiltered it is. These aren't sugar coated startup stories. These are moments of panic and pivot and hustle and break through and every single episode is loaded with lessons you can actually apply to your own journey. There's one episode where the founder was literally days away from walking away, but instead of folding, they made one bold move and that move ended up being the game changer.

That's the stuff that lights me up. It's like getting a front row seat to the kind of decisions that define people's legacies. If you're constantly on the hunt for that new edge, whether it's a mindset shift, a new strategy, or just the spark of inspiration to take your next big step, you've got to check this out. So go follow This Is Small Business on Apple Podcasts, Spotify, or wherever you listen. This is the kind of inspiration that reminds you why you started and helps you figure out what's next.

Don't miss it. Okay, ADD Russell, I don't even know where we were at. Oh, I know, I know, I know, Ken. Okay, let's start this. So there's three types of offers, Ken. The first type of offer was called repair. And if you look at like advertising, marketing, business history throughout time,

like back in the early 1900s, this was the only kind of offer people could make, right? Because most people like us couldn't go and build brands. So there was like Sears and like the big companies who build refrigerators and car companies and stuff like, they were external from us entrepreneurs, right? They build these things. And so when entrepreneurs came into the scene,

like the way entrepreneurs typically would make money is that they could come and they could repair something. Oh, your fridge is broken? I'm starting a business, I will fix your thing. Right, so it's repair. A lot of people are in repair businesses now, right? Repair you think about it's like, someone has a car and something's broken,

I'm just gonna fix it, right? You think about therapy as a repair business, right? Marriage is not doing well, we're gonna fix it, right? It's a fixing. So this is like one tier of offers. Repair is good, traditionally though, there's not as much money in repair, but it's the way a lot of people live.

To this day, that's still a way a lot of people make money. Okay, second type of offer is called improvement. Okay? So this is where the whole, like when I was in college and high school and stuff learning about business and entrepreneurship, they'd always talk about, okay, what your job to do as an entrepreneur is you find something that's got something good,

a mousetrap, and then you build a better mousetrap. That's improvement. This is where 90% of people's offers land is here. And this is good, it's better than repair, improvement's better. So repair is like your car's broken, I'm gonna fix the engine. Improvement's like that car sucks. Here's a better car, right? You're changing somebody's vehicle, right? Repair and then improvement

You can usually tell that your offer is an improvement offer if the words if the letters er somewhere in how you describe it Like it's kind of like this but better. It's kind of like this but faster It's kind of like this but like er er you're of like this but faster. It's kind of like this but like E-R-E-R, you're using it as an improvement offer. Okay, improvement offers are good. Again, most people, this is where they live at. Most people in my world, marketing educators, they're teaching people literally this. Like I go through their courses and they're just teaching people how to make improvement offers.

I'm like, oh, that's good, but there's such a, there's something better. And there's a time and a place in everyone's value ladder where improvement offers are what you do. Okay? The positive thing about improvement offers, they're easier to make because it's just like, oh, mine's better than this. It's just like this, but way better. Right?

The downside of improvement offers is for somebody to take an improvement offer, they usually have to admit that they failed at something. Right? There's a lot of personal thing where it's like, oh, I failed at this, but this one's supposed to be better, so I'll try that instead. It's harder. Also, this is based off of people have desires to change, but most people like, I think about the people in my world that aren't in this world, this world, you guys are all weird, we're all freaks here.

But in the normal humans, most people don't actually want to improve. They say that, but most people don't actually want to improve. They say that, but most people don't actually want to. If you look at my business, usually we're bringing people in on the third one. And then, but my back end, my coaching programs, Inner Circle, Atlas, are people who want to improve. Those are improvement offers on the backside of my value ladder, but the front side of my value ladder,

to make it more efficient, more effective, and get more people in, is the third type, which is new opportunities. And this is by far the best. So if this is, your car's broken, I'm gonna fix the engine, this is, your car sucks, I'm gonna get you a different engine, new opportunities, like why would you drive somewhere, let's fly, I got a plane, right?

It's a new opportunity, it's something completely different, it's not in the same genre or classes, like this is different, this is better, this is a better, faster way to get the thing you want, right? And so that's the way. So any offer you create, usually is going to fit somewhere in one of these things. And you probably have offers that are going to be different ones, right? And again, like ClickFunnels, when we first launched ClickFunnels initially a decade ago,

it was a new opportunity, okay? And today's market scape is no longer a new opportunity. So ClickFunnels, when we position now, is an improvement offer. Because a lot of things that we improve, this is how it's better in our site, right? There are our sales repair. A lot of people who are agencies, right? Your funnel sucks, I'm going to fix your funnel. I'm going to do repair. I'm going to do conversion.

I'm going to do like, there are repair offers as well, right? So, you think about this, like your offers will fall in different spots. But for me, when I'm building an offer, I'm going to know ahead of time, like, this is what I'm doing. Okay, if I'm creating a front end offer, I want to get to the masses. A new opportunity is a better way to get people to get the masses in, right? And if you, I go deep into this expert secret,

so I'm not going to go too deep right now, but it's a better way on the front end to bring people in. But after someone comes into your world through a new opportunity, then usually every other step in the value ladder is like, cool, now you have this, let me show you a better way to do it, let me show you a faster way to do it, let me coach you so you can implement it quicker.

And so like, usually I'm moving through improvement offers. A lot of times my really high expensive stuff would be more one-on-one. People do my $100,000 consulting day or things like that. It's repair where it's like, all right, come in, show me your webinar, and then we'll just fix it. And so it's kind of backwards.

We're like, yeah. The pricing goes this way unless you flip your value out of it, then it goes that way. Anyway, some of you guys understand that. If you don't, don't worry about it. You'll get it next time you watch the replay. I don't want to explain it, but I think that's right. So that's the first thing I want to just kind of,

is to bracket things into those three things. Now, the next thing we understand is that every problem in your business now is gonna be solved by an offer, okay? So you think about this, if you have a business right now and you just don't have enough customers to sell to, it means you need to create some type of lead generation offer to get more leads in so you can sell them something.

Right? It's a lot of times when we're diagnosing a business and they're like, yeah, that's a crazy thing over here, it's awesome, how do you get leads? We have no way to get leads. Okay, like, then you need to focus on an offer that's awesome. How do you get leads? We have no way to get leads. Then you need to focus on an offer that's gonna get leads in so you can actually sell them something.

If you have a business and you're struggling with cash flow, we just can't keep cash flow, I can't pay the rent, I can't pay the bills, da da. It's like, okay, you need to create an offer to solve that problem, you need to create some type of continuity offer. Continuity offer will get somebody in, now you have recurring revenue,

now it's like, okay, now that's taking care of my fixed costs and it's easier. If you're struggling at revenue, it's like, hey, now that's taken care of my fixed costs, and it's easier, right? If you're struggling at revenue, it's like, hey, I need more revenue in my business, cool, you need a high ticket offer, right? So like, offers will fix whatever part of your business you're struggling with. So when I'm diagnosing somebody, they're hiring me

for whatever, it's like, someone's not working, what is this? It's like, okay, what's broken? What's the offer we create to fix that thing? It's even true outside of just marketing and sales, right? Like, I need more staff, my employees suck, my like, whatever those things are, I say, hey, you need an offer to get the right employees

into your team. Like, people always ask me, how'd you build such an amazing team, right? It's like, well, sometimes it's like, we put a job application and someone sees it and that's the offer. But other times, like, we find someone and we recruit them. It's like, I gotta make a better offer to get that person

than someone else is making them, right? And so, if you're struggling with the staff of the team, it's like, hey, make a better offer to get the right people into your room so you someone else is making them, right? And so if you're struggling with the staff or team, it's like, hey, make a better offer to get the right people into your room so you can actually work with them, right? So almost any problem in business, and honestly in marriage and life and family, it can be solved by figuring out the type of offer

you need to make that thing work. That make sense? Okay, so that kind of hopefully comes back to all these things. All right, now through those lenses, I just want to go through some things. If you have an offer, as you're thinking about an offer, things that'll make your offers do better.

And I've got a list of a bunch of those, and that's what I'm gonna focus on for next a little bit. Okay, I wrote in my notes, I call these offer amplifiers, things to amplify your offer, right? How to increase the perceived value of the offer. So the first thing I wanna talk about is, one of the mistakes people make is, and here's

all time when someone's making an offer like, oh yeah, the sales people, sell people on the phone, I'm on the phone with people and the people don't have money. They're broke, they don't have the money. And I want to reframe that for you because people not having money is almost never the real reason why someone's not buying, right? You think about this about this if I go Downtown Salt Lake over here, and I find someone who's living outside the road doesn't have a house There's anything I go up that person. I was like hey. I got this course and make you bunch of money

It's a thousand dollars. Do you want it? What are you gonna? Say? I don't a thousand bucks All right, I'm broke now if I go to that exact same person I pull up in a Lambo a five hundred thousand or Lambo make hey, man I got a Lambo here's ten thousand dollars you want to buy you wanna buy it? Do you think you'll figure out how to get $10,000? Yeah. Like every human on this planet will figure out a way to get 10 grand to buy the Lambo. Because the 500, because it feels,

it feels like such a good deal. It feels free, it feels better than free, right? So when I'm creating any offer, that's what I'm always thinking through. It's like, I have to create something so when they see it, they're like, oh yeah, I'm gonna sell a kidney. If that's what it takes, I need to do that to buy this thing, right? That, you can get them believing that, like that's the thing. That's how you have to figure out how to create something so when they see it they're like oh yeah I'm gonna sell kidney that's what it takes I need to do that to buy this thing right that

you can believe it that that's the thing that's how you have to figure out how to create an offer so I'm always thinking about that as I'm creating offer how to make it feel free how to get feel like they'd be an idiot like I want them to be willing to mortgage their house their kids whatever it is to buy this thing because it's such a good thing right I guess the lens you I look through not saying oh yeah it's a good offer you People should buy this, it's really good. I give you all the time that come to me who are like, yeah, no one's buying my offer, I can't figure it out.

And it's like, you gotta amplify it to get somebody to literally be willing to do anything, right? So I was thinking about like, if you're driving down the street and you find a guy and you give him a Ferrari for $10,000, like don't figure out how to do it. You need to make your offer feel like that when you're presenting it to him, okay? Okay, so different ways to make them feel that way. Number one is what are the deliverables of your offer feel like that when you're presenting it to them. Okay, so different ways to make them feel that way.

Number one is what are the deliverables of your offer? If you look at traditionally when I'm doing an offer, I always have an offer stack, right? Like you're gonna get this, you're gonna get this, so we have the deliverables of what they're gonna get. And so this is the first way we get it to feel a certain way, right? You're gonna get this and this and this,

we kind of break down all the different things you're gonna get when they buy the thing from you, right? You're gonna get this and this and this, so we kind of break down all the different things you're gonna get when they buy the thing from you, right? Which is pretty simple. And so, the mistake a lot of people make, especially in the info coaching world, is they're like, you're gonna get a course about this, and we're gonna give you a course on this, and a course on this, and you keep stacking information

for people, but the problem is that it gets more and more overwhelming, and that's not usually the thing. So for me, when I'm creating offers to make things irresistible, I'm looking, okay, usually I'm gonna have one component and one component only that is information, right? So the first part might be, okay, this is information, and then the other parts of the offer,

more information makes it feel heavier. Doesn't make it feel more free, right? And so I'm like, what are the other things? So I'm starting looking for external components, like tools or scripts or things that are just unique, right? I remember back in the day we did an offer, this is pre-click photos, we did offer go high ticket secrets.

And so we had a training course teach people how to sell high ticket. And then after that, I was like, okay, what are all the other things that we can include in this offer that they don't have to be big, but they're like, they're just like, there's intrinsic value, like, oh, that'd be so cool, right?

So we started putting in like, here's the legal contracts that you, like the contracts we have people sign. Here's the sales scripts we actually use. Like, so it's like a two page thing, but it's like, you get these two pages on a sales script. Here's the, you know, think like the lead gen sources we get. So it's like external things.

Usually it's like, this is my tool or it's a contract or something that they have to go figure out on their own, right? Not just more information. And that's one of the big things that a lot of people do is they try to overwhelm people too much information. Instead it's like here's the info product and here's all the other things that you're going to have to figure out on your own that we're just going to take care of it for you.

Okay? So that's kind of the next piece in here. Okay, after we have that then, the next thing to understand is that if I just make someone like here's the offer, I go, I find the guy on the side of the street, you're going to get this, this, this, this, and this. Some people might be like, oh yeah, that does, that isn't worth a hundred thousand dollars. It is worth whatever. But most people aren't going to just get it intrinsically.

So the next thing is you guys know is when you make an offer, it's important, it's essential that we are tying a story to each piece of the offer. And the story increases the perceived value of the thing. I think the first time I really did this was at Grant Cardone's event, the $3.2 million one we did. Because I was spending a lot more time trying to go deep on what the actual bonuses were. A lot of times in the past, I would just go faster.

Like, you're going to get this. And I was like, I'm going to slow down. I want to spend more time. I remember consciously thinking, okay, before I introduce each piece of this bonus, I actually wanna spend time telling a story so that the perceived value of just this piece alone is so high that they, like just that one thing alone,

they're gonna go by, right? And so I remember doing the whole event, get down the stack and the clubs, talk about, you click funnels for free, and then you get the funnel building, a funnel hack system. And then I had a couple other bonuses. The next one was traffic secrets.

Now in the past when I'd given people traffic secrets, I'm like, hey, how many guys need traffic to your website? Yeah, it's really cool, so I have a course called Traffic Secrets and you get a bunch of traffic, right? And it did okay. But the Cardona event was the first time I was like, instead of me telling them what it is

and trying to explain the value of it, let me step back and I'm gonna actually like, I'm gonna show them what it's, I want them to believe that this one piece alone is worth a million dollars. Okay so what I did is I told the story. I said John Reese created this course back in whenever called Traffic Secrets. The first offer that ever made a million dollars in one day. 18 hours a million dollars right and I bought it for a thousand dollars back then and what's crazy is that every single year he relaunched it. I bought

this course every year for next decade. Every year I buy it again and buy it again. So I spent, you know, whatever, 12, $13,000 buying this whole thing. Okay, now when I came to this event, I knew that if you guys had this traffic course, it would change everything for you. Having a funnel is great, but you need traffic.

And so I called John up, I said, hey man, can I give everybody at the event traffic secrets for free? Who here would want it for free? And the whole audience is like, ah, going crazy, right? I was like, cool. Well, he told me no. Like, oh, bummed out, right? I was like, cool. Well, he told me no. Like, oh, bummed out, right?

I was like, so I messaged him again. I was like, well, can I buy the company from you? And then I could just give it to them for free. And John's like, sure. I was like, how much is it going to cost? We're back and forth. And finally, I was like, so I ended up buying it for a little over a million dollars. In fact, check this out.

And I showed the wires. I was like, do you know you can't wire a million dollars in one wire? Took six. So here's wire one, here's wire two, three, four. And they saw the actual wires. I also like, so I spent 1.2 million, whatever it was, 1.2 million dollars so I could give this to you guys for free. So if you invest, you get it for free. You know what I do? That piece right now in their minds worth a million, like 1.2 million dollars. I just gave it to them. Before I was just like, you're going to need traffic,

you're going to need it, the course is going to be awesome. Instead, I came back and told this story. And I told the story about the next thing and the next thing. So what we forget a lot of times is we tell our stories earlier in the webinar, but it's like, what's the story about why you created this thing? We're working on one of our 100k clients. We're working on her offer stack right now.

And she's got like a billion things that she could include in, right? And so she's like, this is all stuff, like what should I put in there? I'm like, there's a lot of stuff, you don't want all that many things. And so I keep asking, what's the story behind this one? And then I'm like, ask for yourself, what about this one?

Like I'm not looking for the deliverable as much as the story about the deliverable. That's way more valuable, right? Because if I go through everything that's in her stack, it's insane and no one cares because it gets overwhelming. So I'm looking for four or five stories that are tied to pieces of the offer because that's what people are gonna buy into

is the actual story. So we went component after component after component, we threw out stuff, she said, you can't throw out something most important thing, they need that. I'm like, it'll be in the members area, but we're not selling that because there's no good story about it.

I'm only including things in the offer to have a good story that I can tell because that's what increases the perceived value of it so that when they see this, it's a $500,000 Ferrari for 10 grand and they're going to go figure out how to get the money. That's what I'm trying to do as I'm creating the offer. Does that make sense? So create those stories, increase the perceived value. And then the next thing is like when you are positioning this, the other thing to think

about is what's the alternate if they don't buy this? And this is where a lot of people make the mistake, especially in non-how to make money offers. A lot of times in how to make money offers, it's a little bit easier. But I've seen with Annie Grayson or Overcome Alcohol Addiction or Stacey and Paul Martino with their marriage and family

relations stuff, They always struggle, like how do I get somebody to pay $17,000 for a marriage retreat for two days? That's the question. And she's like, well, you guys are, you're going to make money things. So you can be like, oh, you're going to make a million dollars, so only pay me $100,000. Easy for you guys, it's harder for us. It's like, okay, this is where you have to focus on the offer. What is the alternate if they don't buy this?

So if they don't buy this? If they don't buy your marriage course, two-day event, what is it going to cost them instead? What's the alternate? Well, the alternate is that first off, their marriage isn't great, so they're miserable. Number two is there's divorce. When there's divorce, how much does that cost? Half of everything. If you make $100,000, that's $50 thousand dollars it costs them now to not take your course.

So now seventeen thousand seems really cheap when the equivalent is paying fifty thousand, right? So it's like figuring out like if they're not buying your thing, what's the alternate, right? So when I come back through it in traffic secrets, yes, I'm telling a story about the whole thing, but it's also like now if you don't have this, fine, you can go figure out traffic on your own, but for most people you're going to have to go and you hire an advertising manager, you're going to do this, you're going to do this, like all the other

costs that they'd have to do to get the benefit of the thing they're getting for free here. Right? And so thinking through that with all your things, like if they don't get this thing, how do they still get the result? Right? And the pain associated, the cost associated, and you weave that back into it, and all of a sudden it makes this seem cheaper and cheaper and cheaper. Right?

The price seems more and more free. Now this $500,000 Ferrari or Porsche or whatever, Lambo, which car did we, I'm not a car guy, what should I start, Lambo? The Lambo, $500,000 Lambo now seems, again, like it feels like $10,000, and they're gonna go sell their kidney and give you the money for the offer, okay?

So those are the first set of things. So that was my first note, like these are the ways to make the offer feel free, or feel as free as possible. Okay? All right. Number two. Number two is creating what is called a Mifke. Let me ask you, have you ever talked about Mifke before? Yeah, James is pumped. This is all for you, man. Okay. So Mifke, so the story behind Mifke. So say point number one is is make the offer feel free. Point number two is make it free with the commitment. And so MIFKEE, I got this from Dan Kennedy

after we bought his company. M-I-F-G-E. We bought his company, and I brought the whole team. And I was like, you've been running this company for 20 years. What's the number one way you got people to join Continuity? And they all said the MIFKI,

and I thought it was the weirdest word in the world. I'm like, what's the MIFKI? And so the MIFKI stands for the most incredible free gift ever, okay? And so I feel like Dan Kennedy's business, for the last 20 years, that's how I got into Dan Kennedy's business back in the day. It was a Valentine's Day,

and they put together a thing, I was the, I actually didn't call it the MIFKI, but internally, that's what they call it the MIFKI, but internally that's what they call it the MIFKI, but it was a Valentine's Day. Yannick Silver promoted it 20 some odd years ago, and it was like, Dan, Kennedy loves you. He's my mentor. He's giving me a free gift for Valentine's Day,

and I love you too, so I'm gonna give you this free gift. And when you sign up, you get $600 worth of money making stuff for Dan for free, plus two months of the newsletter. And so that's how I got into Dan Cain's rules. I bought that offer, get on the newsletter, and I was stuck forever, right? And so we bought Kennedy's company.

They said MIFKI's the best thing. So step number one, we executed, we created a MIFKI. We made a new one, we made a box, a bunch of really cool things in it, and they got it for free when they signed up for the newsletter. So again, first thing is make your offer feel free. Number two is actually making your offer free

when they commit something else, okay, through a MIFKI, right? And so that's what we did. And if you know the story, I think we bought Kennedy's company, there's about, there's about a little under a thousand active subscribers, sold a newsletter, made a MIFKI, launched that list. And seven days later, we had over 5,000 people on continuity. So like that's the, yes, thank you. You can clap for that. Right? Like it dramatic increases because people like they want like the free thing. If you've been following me for any amount of time, you know, I always talk about as

you're growing and scaling your company, the most important thing is finding the who, not the how. Who is the person that can help you drive more traffic? Who is the person that could be your CEO? Who is the person that could build your funnels? Understanding the who will dramatically speed up the growing and the scaling of your company. Now, the best place to find the who's who can help you with your vision is Indeed. When it comes to hiring the right who's, Indeed is all do you need. Indeed gives you the ability to stop struggling to get your job post seen on other

sites because Indeed's got a sponsored job listing where you can stand out in front of your dream hires. With these sponsored jobs, your post jumps to the top of the page for your relevant candidates. That means your funnel builder is going to see it. That means the person driving traffic your funnels is going to see it. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up Indeed. And that makes a huge difference. In fact, according to Indeed, data-sponsored jobs posted directly on Indeed have 45% more applications than non-sponsored jobs. One of the things I love about Indeed is it makes hiring so fast. You can post the

job and within minutes you're getting applications who are coming in looking to become the who inside of your business. Prior to that, I was often posting my help wanted ads on Facebook and Instagram and then getting tons and tons of responses from unqualified people who had no idea what they were doing. Whereas Indeed, again, they're only being seen by the exact person I'm looking to hire. Now with Indeed sponsored jobs, there's no monthly subscriptions, there's no long-term contracts, you only pay for results. You may be wondering how fast is Indeed? Well, in the minute I've been talking to you so far, 23 hires were made on Indeed across the Indeed Network. So there's no longer need to wait any longer. You can speed up your hiring right

now by going to Indeed. And listeners of the show, get a $75 sponsored job credit to get your job more visible by going to Indeed.com slash clicks. Just go to Indeed.com slash CLICS right now and support our show by saying you heard about Indeed on this podcast. Indeed.com slash clicks. Terms and conditions apply. Are you hiring? Indeed is all you need. Spring is here and you can now get almost anything you need delivered with Uber Eats. What do we mean by almost? You can't get a well groomed lawn delivered, but you can get chicken parmesan delivered. Sunshine? No. Some wine? Yes.

Get almost, almost anything delivered with Uber Eats. Order now. Alcohol in select markets. See app for details. Now, there's a lot of mistakes people make with the Mifke, okay? So all Mifke is like, hey, when you buy, I want to get you to do this thing, right?

So for the Dan Kenney business, it's a newsletter. For you, it could be anything. I'll come back to this, but you have your first core thing thing and then the most incredible free gift ever is all these amazing things They all these things for free When they buy this thing, right? This is the thing you actually want and so create the crazy Smith key. And so Now the mistakes you make the first thing they hear me say most incredible free gift ever like, okay I'm gonna make a miffy I'm gonna put in my thousand-dollar course and my this and my this and my this. And they put a whole bunch of crap

in the box and they ship it out and people get it. And then they cancel and it's overwhelming. Okay. Because a Mifke is not about, about giving them something that's complete. Okay. The thing you're selling, this is what gives them completion. If the Mifke makes them complete, they will not stay on the thing you're trying to sell them. Okay. When you're creating a Mifke, the goal of MIFKI is create something that's useful but incomplete. Really, really awesome and sexy, but doesn't actually finish the path for them.

Does that make sense? Useful but incomplete. So the best MIFKI's are that way. We always figure out something like you're putting in elements of this offer that are very, very useful. This is cool, I wanna have this, I wanna have this, I wanna have this, but it's not complete.

When you give them a complete system, a complete course, a complete anything, then they come in to get the MIFKI and then there's no purpose to continue because they've got completion there versus other things. So like the best MIFKI's for me are like, I'm going to give you swipe files, I'm going to give you this thing over here, I'm going to give you this really cool thing from here and they're all like really cool things. They're like, oh, I want that thing.

It's like I have a soundtrack to my life right now. I'm building up to the MIFKI. We're going, we're going, we're going. Useful but incomplete. Okay? And then the other thing, so useful but incomplete. UBI? UB Mifke.

These acronyms are getting way too big. Useful but incomplete. And then number two is it got to be something that can't get anywhere else. So you can't have it, it's not like, the only way to get this thing is through this place. If they could also buy it at three or four other places, they're not going to come in and do it, right? So when we build the Kennedy Mifke, for example, we put it in like something from Dan

that you can only get inside the Mifke. And I put it in my 74 funnel swipe file that right now is only sold through here. So only way to get that is to buy this. You can't buy it online, you can't buy it from me, you can't buy it anywhere except from this thing. So useful but incomplete, and then something you can only get here.

And those are the keys to making a really good offer to get somebody to go take advantage of it. Okay, now in our community, we always, at least for me, I'm always talking about MIFKIs as a way to get people into continuity, okay? So I wanna suspend that for a minute, I wanna take that out of your head, like yes, attaching a MIFKI to your continuity offer is a great way to build a

continuity program. Okay. But my third step here it says attaching a MIFKI to everything you sell. Okay. So I remember the very first time we sold to Comma Club X. So the FHL 2018. So the thing we were selling was 2 comic club X, I think back then was $1,800 a month. That was the thing we were selling and then the Mifke, the most incredible free gift ever that they would get when they invested in our $25,000 coaching program. The most incredible free gift ever was coming on the 2 comic club cruise with Russell. We're going to sell the season. It's going to be amazing, right? We had three or four other things. But the cruise was the Mifke right so Mifke is not just

something you attach to free plus shipping chains yes it is but it's also something attached to every single offer you're doing okay whenever I'm creating any offer like what's the thing I'm selling okay it comes back to office like here's the thing I'm selling everything else down here is is the Mifke now I'm putting it through that lens because somebody is buying this and they get all this for free. They're buying this, they get this for free. This is a test we did.

This is pre-click funnels. This was an upsell test we did. It was so cool. So somebody would come in, they'd buy the first product and the next page we're selling the course, right? Normally, of course, the thousand bucks you get for $197. And we did that and it was converting okay and we kept trying to tweak things and test things and tweak things.

And one of my friends said, I think it was Onyx and Gall actually, this is a long time, I think it was Onyx. But anyway, he's like, he's like, I want to, what if instead of like selling the course, what if we just took one DVD from the course and we sold that for the $97 and then we give them all the rest of them for free. He said, if we do that, he said, we can say free on the order form like 40 times. I was like, you're right. The more times I can say free, the better. And so the headline switched from buy my course for $197 to, hey, when you buy this one disc for $197 right now, you're going to get these other 12 for free. And then it says, that means when you invest in this, you get this one for free. And then you get this one for free and then you get this one, like free, free, free, free, because I'm selling one thing, and then the MIFK is all the things they get for free.

So now my upsell page had the word free on like 40 or 50 times, and people are coming, and they're like, this is free, and they're like freaking out because it's free, they're like overloading everything, and then they bought it, and our conversions skyrocketed. And so now if you ever notice my upsell pages, well, number one things I tell Heath, my copywriters,

everyone on our team who's doing upsell pages, I'm like, they're like, what do you think, they always send to me before we review it, I'm like, awesome, it says free once, we need 12 more free, so we need 30 more free, so how many more free's can we get in there? And so it's just taking your existing offer and restructuring it where it's like,

you're paying for this thing and you get everything else for free. If you look at when we launched ClickFunnels originally, right, I did my 70 or 80 webinars and roll live every single time, we're about a month in, and the way I was selling initially is that you buy click funnels for 12 months and you get funnel hacks for free and you get all the other things

for free, right? And Todd had an idea, he's like what if you flipped it? What if the thing we're selling on the webinar is the course and then they get click funnels for free? So you notice when I do my my webinar presentation, I'm like how many guys like to have click phones for free? And they're like yeah, free. I'm like awesome. I want to give you for free as well. So, when you invest in my course, you will get click phones for free. And I can say free 500 times the rest of the stack of the clothes, right? So, how do you say the word free? And so, I wanted to frame that through the MIFKI because in my mind, I'm like, in every single offer I'm selling, there's one thing they're

paying for and everything else is a MIFKI that I'm attaching to it. That makes sense? If it's high ticket, mid ticket, continuity, wherever it is, and you look at that lens, now when you're writing copy, when you're pitching it, you look at it differently. Not instead of like, here's my offer, you get this, and you get this, and you get this, and you get this, it's like, no, no, no.

Here's my offer, and when you buy that, you get all these things for free. Now how you position it instantly starts shifting. Does that make sense? Okay. So that was number three, attaching a MIFKI so you can save free as often make sense? Okay. So that was number three. Attaching a Mifke so you can say free as often as possible. Okay. So number one is making feel free. Number two, Mifke make it free of commitment. Number three is attaching a Mifke so you can say

free as often as possible. Number four, I'll talk for a minute just about upsell offers. So all of us are selling something on the front end and then we have upsells. And it's crazy to me how often even my own team and I make this mistake, which means I'm assuming some of you guys are making it as well. If not, I'm preaching in the choir, which is great, but just as a reminder. So when somebody buys your first thing, we start transitioning now to the upsells. The next things they're going to buy, right? This is all about positioning. And this whole principle, I'm working on, VIA's Anthony Morrison, working on a funnel

thing right now that he ran for a year that was just, he ran it for like five years. It's crazy numbers. And so it's no longer live, but he found the old pages. We found it all. I was watching his videos and his upsell videos are fascinating because he's got three upsells and every video is like, hey this is Anthony don't worry I'm not selling you an upsell. I hate upsells. I don't believe in upsells because upsell is just more of the thing you just bought and that's not what I'm doing. What I'm doing is I'm

selling you the next thing and he literally it's like the way he positioned it every single time is like this is not an upsell and then upsell number two is like this is not an upsell either. This is the next thing. And this is not, which is, but that funnel was like a, it's like a 50, $60 million funnel. And it was just fascinating the way it did. So there's two paths of what you sell on the upsells, right?

Number one is you are selling the next thing. Okay. And this is the key, especially in in info product business. Okay? Somebody just bought your course on how to get six-pack abs. If the next thing you sell is something else about abs, it's not going to convert well. Okay? You have to close like congratulations you bought the thing. You now have six-pack abs. Congratulations. Now here's the next thing. This is not, you don't have to position the weight. It was hilarious. I was like dying laughing because the way he

positioned it. But it's true, right? He was hilarious, I was like dying laughing because of the way he positioned it, but it was true, right? He's like, I look at an upsell as, you know, someone sold you this, now you have to have this to be successful. That's not true. Everything I know is going to be successful, okay? So separately, here's the next thing you're going to need,

though. It's not an upsell, it's a, I don't have a position, anyway, it's kind of funny, okay? But you're looking at the way you structure the offer, if you're doing info business, always the next thing, okay? Now, if you're selling at the way you structure the offer if you're doing info business always the next thing Okay. Now if you're selling ecommerce physical products, it's not the true. Okay, we're selling physical products What the next thing is is more of? the same at a discount

Okay, so if you want any of trays again if you guys you guys do OFA, by the way, you guys all jump back into OFA, it is insane. I think we've rebuilt that course five or six times, the newest version is insane. And there's two paths, there's like the e-commerce path with Tray or there's mine, it's awesome. But if you go to Tray's, it talks a lot about it. So like if someone goes and buys the flashlight, they buy the flashlight for 40 bucks, the upsell now is like three more flashlights at $30 a piece, right?

And so you're selling more of the same thing at a discount. So e-comm funnels are traditionally that, whereas information funnels are traditionally what's the next thing. And it's like just different ways to structure the offers as somebody's coming into your world and kind of going through it. Okay, all right, I've got one last thing to share.

And this is tied to how you pitch an offer. This is probably the biggest test that converted that we've ran in the last year. It gave us the ability on our high ticket offer where we were selling on the phones where we could literally not sell on the phones and keep all the money, and it like 5X, that was was more 5x. I'll tell you a story first. So this is a story. So how many guys have been through the selling online challenge? Yeah if you haven't you should all go through it. It's like the best thing starts to get on Tuesday's next one. So in the selling online challenge what we would do is when we get to the

to the pitch we're making the offer right we make the offer and we push them to a page and on that page the offer is a basically it's a $10,000 coaching program and then it would split. It's like if you're ready to sign up, click here and we take an order form. If you're not ready to sign up, you have some questions, click here and we'll call and the sales team will call you. So it's split, right? And so what's happening is like half the sales people just buy and half went through sales guy.

Now I love sales guys, but the problem with sales guys, they take part of the money and they put in their own pockets. Even when somebody like just clicked on the link and like, hey, I just need to put on two cards, what should I do? And then because on the phone, they take the commission, right? So we're like, how do we solve this problem? I want to make more money without sales people and how do we do this whole thing? And so we changed how we did the offer. And it's kind of funny, somebody has made Bill Von Fumetti, he spoke at FHL International. He's in our, he's in my Atlas group and he was doing this on his virtual event, he's crushing with it.

And Eileen asked him about it and Bill was like, oh, I actually just modeled this from Russell. Russell did it so I just copied it and I was like, what did I do? I'm like, I do not know what I did because we weren't doing it over here. And then so she asked Bill and Bill told her, I was like, oh my gosh, I totally forgot about it. So this is what the concept is. When you are presenting your offer, usually it's the very beginning, what you're going to do, so you're going through your stack slide and the very first thing you're going

to do is you're going to introduce a constraint. And constraint? No, a constraint. Okay, so for example, what I would do is in the Funnel Axe Webinar, I'm like, when you get signed up today, we're gonna give you a ClickFunnels enterprise account and our ClickFunnels members,

they can build up to 20 Funnels in their account, they can have 100,000 contacts and whatever. And so I did, I just introduced a constraint, right? You have the account, but here's the limits on the account. So like, ah, cool, but there's a constraint and there's like this weirdness, right? So I introduce the offer, and with the offer I introduce the constraint, okay?

Then I go through the rest of the pitch, I'm doing the pitch, doing the pitch, doing the pitch, and at the very end of it, then I come back and I'm like, remember I told you guys earlier that you got 20 funnels and 100,000, whatever it is? I wanted something really cool, because you guys are here today. I'm gonna give you guys a special bonus.

What I'm gonna do is instead, because you guys are here right now, I'm gonna lift that constraint. We're gonna give you guys a special bonus. What I'm gonna do is instead, because you guys are here right now, I'm gonna lift that constraint. We're gonna give you unlimited funnels, unlimited feeding, we lift the constraint if you sign up right now, and boom, that's how we would get table rushes, that's how we got people to go by like crazy, right?

So that's how we would do it, and then release, release constraint. Okay, so I'm presenting the offer, introduce constraint earlier, and then release the constraint. That doesn't say release. Anyway, you guys got it. I have an excuse. I have gimp arms.

I can't stretch them. Yeah. Okay, so come back to selling online. So we took selling online and we made some tweaks, four or five tweaks without the presentation. So the first thing we did is the $10,000 coaching program. We reframed it and so what it was was a $10,000 a year coaching program, okay? Which is normal for most of like our other programs are yearly, right?

$10,000 a year coaching program. So we changed the whole event to change the offer to be $10,000, right? So we introduced a constraint. $10,000 a month, or sorry, $10,000 a year to be part of this coaching program. Then we go through the whole thing and then we got down to me actually making the offer. We said this, okay, this is the deal. I like people who take action. I want you guys to take action quickly.

So we have a special offer. What we're gonna do is normally, as you guys know, it's $10,000 a year for coaching program. For anybody who goes and puts down a thousand dollar deposit right now, we will lock you in where it won't be $10,000 a year, but you have $10,000 lifetime. But you have to put a $1,000 deposit in right now.

Ready, go. And so they go to the page, and they put in the, and again, so $10,000 offered, they go to the page, they put in the $997 deposit, and the next page is like, cool, now do you want to do the pay in full, or do you want to pay in plan? And they can pick whichever one they want. And so that was what tweaked and what changed.

Okay, now the stats before we made this little change. Stats before on day two of Selling the Line Challenge, traditionally, we could have ran it now seven or eight months in a row. Before we made this change, what would happen on day number one, we would get about 30 people to sign up for the coaching program.

15 people would go straight to order form, 50 people would get sold to the call center. Okay? We launched this and anyway, for the coaching program. 15 people would go straight to order form, 50 people would get sold to the call center, okay? We launched this and anyway, this part was automated and so we had pre-filmed this tweak and plugged it in there and so me and our team, like we're sitting in the room watching this to see, okay, how's it gonna work? Is it gonna convert?

Is it not gonna convert? We have this little dashboard on our phone you can refresh to see how many cells are coming through. So, okay, last time we got 30 cells day one, let's see if we can get similar to that, right? Or maybe we can beat it a little bit. And what's nice about this is that there's no sales people, right?

They come here, they put in deposit, they choose. And if they don't finish choosing, then our team can call them. But it's not a sales call, just a customer support call, find out where it's gonna land at, right? And so, that happens. And we're watching sales come through. And it's crazy, cause on, yeah, it happens.

We refresh and there's like no sales. Refresh, there's no sales. I'm texting Morag, our project manager. I'm like, there's no sales coming through. Is the form broken? She's like, I don't think so. Like try again. So I refresh, refresh.

Also refresh like two sales. I'm like, okay, it's not broken. Good. Okay, we're sitting here. We're going to refresh, refresh again. It's like, all right, six sales. Like, okay, cool. Refresh again, 17 sales.

We're like, oh, okay, cool. Refresh again, 68 sales. Mor cool. Refresh again, 68 sales. Morag is the foreign broken? What is happening? It says we have 68 sales. Morag is our project manager. She's in the UK and she's like messaging back. She's like no I'm counting them in Stripe. They're actually in there. I'm like this is crazy. So we're sitting there. Refresh again. It's like 92 sales. I'm like what the crap is happening? And I'm messaging McCall. I'm like McCall, everything's falling apart. I don't know what's happening. We're freaking out.

And refreshing it. And hey, in that first day, again, normally we'd sell 30, half through call center, half through the order form. This time we ended up selling 120 day one. No call center, no sales commissions, no nothing. All in day one. Is that crazy? So when you are making your offers, think about it.

How can you introduce a constraint in your offer when you are presenting it, then release the constraint later, right, and then pushing people to a deposit as opposed to buying right out of the gate. If you're gonna make a $10,000 sale, it's like, I gotta think about how to move money around versus something simpler. Just put $1,000 in real quick, lock in your space,

the next page you figure out payment plans, or if you get stuck, you can call our office, or whatever, it changes the way we structure the offer, and it completely, radically transformed that entire funnel, that entire business and it's amazing. So, was that helpful for you guys? Yeah. Okay, all right.

So there's some cool offer stuff. Again, we can go on for days on offers, but those are some of the things I wanna share with you guys just to get the wheels spinning, get us as a community thinking and talking about offers more and more, because I think it's the key, right? It's that thing in the middle where you can master the offers is better. And hopefully gives you guys permission to put more offers out

into the marketplace. Even if nobody buys. The coolest thing about the internet, you can make an offer and put it out there and if nobody buys, guess who knows? You. You're the only one. Nobody knows. You guys see I do a lot of offers, right? A lot of them don't work. Do you guys know which ones didn't work? No, you have no idea. That's why it's so good. So stop being scared. Just put your offers out there.

Just try something. Put it out there and put it out again and put it out again and keep trying till eventually the market will tell you, this is what I want, this is what I don't want. When you figure out what the market wants, then you start putting in the gas and start growing and scaling it becomes really fun.

Okay? But offers are the best part. Like it should be fun. And the coolest thing about offers, you can put them out without even creating something, like I wonder if this offer would be good. Post it on Facebook, okay, I'm thinking about doing this, who's interested?

We're putting together a $25,000 event right now to show people how we're doing our three day events. So a real kind of sales letter for it, and we're literally, like, we have the offer, and like here's the dates for the event, we're gonna teach this, and I'm like, I don't know what the dates are, so we just like left that blank,

and so we're sending it out to a segment of our list. And we're just going to see if anyone responds. If no one responds, I don't have to do an event. But if they do respond, then I'll be OK, let's find a date for the event. But I'm just testing it. I'm just putting it out there. And it could bomb.

And none of you guys will even know. You bet you'll say, maybe Russell did that event. It's probably a huge success. Everyone loved it. But if nobody signs up, I'm not going to do it, right? But if it does work, you'll see it over and over again, because we'll keep, you know, you double down on the winners and keep on going.

So I want to give you guys permission to go put offers out there and just try and just see. Don't be scared because if nobody, if it fails, nobody knows it's up for you. And then just do it again and do it again and do it again. Okay. So that's the core thing I want to teach on. The last thing we'll talk about today and then we'll,

then we'll break and do whatever the next thing out on Yeah, I just want to kind of start where we or come back to we started initially So I told you guys the reason why we did this connect event and reason we're gonna start doing these again in the futures Again, from like you live was once a year We want to be able to have little mini mini fun like lives happening all around the world Where it's three people that I hop it's two people your hotel it's ten people in the room like this it's 50 people and wherever like we just want to like start organically growing this kind of like grassroots a little mini events all

around the world because I would see it all the time like so I can have come everyone comes on fire they leave and they're pumped up and then over time it's like you lose the energy lose momentum things start you're dying and a lot of people plug in the coaching programs, which help because every couple of months we do another event, another event to keep it going. But for the most part, it's hard to keep your motivation and your momentum happening without the right people

around you. And I think in every city around the world, we have funnel hackers, we have people who are doing this kind of stuff, and we can get people meeting together and connecting. And it's going to give a lot of energy to everything that we're all doing and just keep everybody moving forward and so I want you guys to be running these events I want to see pictures I want you guys to post it I

said I'm planning on jumping in planes and randomly flying to two different places to come jump in and like actually show up with Chris Harrison to meet some of you guys's events it's gonna be amazing and so we're probably a week or two away from launching the actual site which is again it looks very similar to meetup.com where you can go and just see where meetups are happening. You can go click on one and go show up at someone's house or wherever they're running at. Or number two, you guys can actually host an event.

That's what we want you guys to do here. That's the only takeaway from this event is, if you're interested in hosting an event, kind of like this, any size, small, wherever you're at, we'd love to have you guys be hosts of it. And so this is, again, this is what's coming up soon. So you scroll up. This is what it'll look like here in about two weeks.

You'll be able to see a map. Like here's where all the fun hackin' meetups are happening all around the world. You click on it, see what's happening. You'll see which ones are happening, who's hosting it, the dates and the times. You can set up, you know, like recurring ones. You're like, I wanna do this once a month.

I wanna do it once a week. Or whatever, you can set those things up and then you can gather with people in your local area and do these little meetups. Our plan, again, is to do it where, like, once a month we do a coordinated one where it's like everyone, Friday the 17th at midnight we're all going live and we will bring guest speakers similar like having McCall or Bridger or whoever who I would stream into your little

local things. There's a whole bunch of fun ideas and stuff we have. But this is an organic thing. We've never done before. Things could change. It could be a nightmare. We may just shut this whole thing down in a month for now. I don't know what's going to happen but I'm excited to try and just see kind of where it goes. And so, this is what it looks like if you guys want to

host an event. It's not something we're charging for. We've come back for like we charged this, we not. But then like if you paid me for it and then you're horrible and I want to kick you out, it's weird. So, I'm like let's just find cool people and let them do whatever they want within some boundaries and then yeah. So, yeah it's not something we're selling or anything. It's weird, so I'm like, let's just find cool people and let them do whatever they want within some boundaries. And then, yeah, so it's not something we're selling or anything, it's just something that the right people want to do. So if you want to be a Connect event, yeah, basically come here, fill out this form.

And then over the next week or two, Danny's gonna be doing some group webinars, kind of walking us through the process, what it looks like, and some of the structure. And then after that, he'll give you a log into the account and you can go set up as many meetings you want and start throwing parties. You can also if you're traveling if you're like hey there's an I'm at so-and-so's event in Chicago today. Let's do a meetup and you can set up one's local different places like

it gives you the ability to do really cool things. I was watching Pace Morby if you're in Pace's community he does this really well every time he travels somewhere the night before he does an event like this. That's kind of why where this came from I was like I want to come watch Garrett do a thing, like let's throw up a Connect event right ahead of time. And so for me, as I'm traveling to different places that I'm at, I'll be throwing Connect events in different places, different locations. Like we were at, with Pace, I met Pace the very first time

at a Tony event, a Tony mastermind in Florida. And we all had dinner and then he took off early. It was like, that was kind of rude. He just took off and left. And I found out that he had a meetup, like a mile down the road. He had 800 of his people all show up at this meetup. He spent like 12 hours just hanging out with people,

talking, networking, sharing cool ideas. And it was like this cool thing. I'm like, oh, that's what I want. I want to be able to do that kind of stuff. And so that's kind of Game Planet what we're doing. Like I said, we're playing it by ear. So I'm sure it'll be messy for a little bit, but it'll be fun. So all you gotta do to host go to

clickfunnelsconnect.com slash host and James thank you for the domain name he's the man he had the domain he gave it as a gift over to us so amazing he ran his own first event like when was that a month ago about a month ago so he did the very first one as a pre-test pilot just one did it which was awesome so yeah so this is a click for standard calm slash host fill out the application He did the very first one as a pre-test pilot, just went and did it, which was awesome. So this is a ClickableSend to com slash host. Fill out the application and then it said, you'll hear from Danny next week or so, just kind of the process.

And then after that, we all start running it. My plan is probably, sometime in the next 30 or so days, is to do one in Boise. That would be like the one that everyone's doing and we'll stream from it and it'll be a party. But I don't know all the details on that yet. So everyone is at home, by the way. You guys are all welcome to this as well. Again, I want these things in every country around the

world. We have funnel hackers literally everywhere so we want these things happening in Spain and Argentina and Brazil and like wherever you guys are at, wherever you guys run these things as well, it'll be fun. And I think it gives a final lot of connection community. When I first came into Dan Kennedy's world, they had an offer they sold. It was called the their IBA program. Any Kennedy people in the room? He had an IBA program. You could buy your area for like $50,000 or something, and then they would run events.

And so somebody had the Boise IBA. And I used to go to that every single month, and it was cool, because there was like 50 Boise guys who were into Dan Kennedy stuff, who they'd all be in a room once a month. I'd come, I'm like, this is so crazy that here in Boise, there's Dan Kennedy people. And so I think, yeah, the goal is very similar

to just create something cool like that. So, all right. So that said, you guys, that's kind of it for this Connect event. I hope you guys enjoyed it. Hope you had fun here in the room and everyone at home. Thank you, thank you. Do you have a funnel but it's not converting?

The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to SellingOnline.com slash podcast. That's SellingOnline.com slash podcast.