Marketing Secrets with Russell Brunson - (MS) How To Break 9 Figures a Year Using this Linchpin - Part 1

Episode Date: March 24, 2023

Hey everyone, I'm in Mexico with my family preparing for the COOLEST event we do for our coaching students, our Mastermind in Paradise! I'm going to be sharing with them a strategy I revealed at Funnel Hacking LIVE this year and it's going to be amazing! But I wanted to share the goodness! So, for the first time, I'm going to reveal my framework that's made ClickFunnels a 100M business! It's called the "Linchpin"! We're going to split this into 2 episodes so make sure you're tuned in next week for part two. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing TwoCommaClubX.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Metrolinx and Crosslinx are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert, as trains can pass at any time on the tracks. Remember to follow all traffic signals, be careful along our tracks, and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. You're listening to Marketing Secrets with your host, Russell Brunson.

What's up, everybody? This is Russell. Welcome back to the Marketing Secrets podcast. I'm actually recording this introduction. I'm in Mexico right now. So in the background, if you hear waterfalls and rivers, that's why. I'm in the middle of nature eating guacamole and having the time of my life. So we are about to do our Two Combo Club X slash Inner Circle slash Category King slash Atlas Mastermind in Paradise. And so we've got about five or six hundred funnel hackers all flying out to beautiful Mexicoxico for the next week uh for meetings and masterminds and having fun out here in paradise and uh really excited so we came a week early this year with my uh my kids because last year they wanted to come and we didn't bring

them and so their spring break is right now so we're doing spring break my kids and then um this weekend is when all of the coaching groups show up. So we're excited. But anyway, since you guys aren't here in Mexico with us, well, 600 of you are, but for the rest of you guys who aren't here with us, I feel a little bad. I want you guys to hear this is like where you need to be. This is where entrepreneurs grow and develop

and become the kind of entrepreneurs who can change the world. And so I want you guys to hear, but since you're not here, what I thought I would do is give you guys a cool gift. So you guys cool if I overdo it for the next two weeks? Okay, so while I'm here guys here, but since you're not here, what I thought I would do is give you guys a cool gift. So you guys cool if I over-deliver for the next two weeks? Okay, so while I'm here in Mexico, instead of doing my normal podcast of me sharing insights and ideas, what I want to do instead is I wanted to share you guys a presentation from Funnel Hacking Live. And this is not just any presentation. This is the most important presentation I think I've ever given.

It is a presentation on showing a framework that we call the linchpin. And you've probably heard me talk about the linchpin or you've heard other people talking about it. You heard people in the ClickFunnels community. I first introduced this about 18 months ago to my inner circle. I shared with them and I didn't tell anybody else. And then after I shared with them, I started doubling down on ClickFunnels like reshifting everything to follow this specific framework

and then I decided at FHL this last year to share it in it's full detail and so we shared it but what people didn't know behind the scenes is at the same time we took the entire 2ComicClubX coaching program and we rebuilt it to sync with this linchpin framework.

And then my inner circle, my category is my Atlas. Like everybody is focusing on this linchpin framework. What's been cool is over the last seven or eight months since FHL, right now me and I'm aggressively doing it in like eight different companies. On top of that, though, we've got a whole bunch, like hundreds of other people doing it now in every industry. In fact, I saw yesterday Christine Morrell launched mifki for musicians which was so cool and anyway it's just kind of fun seeing it now being replicated in so many different markets but um we always joke we say

the linchpin is the way kind of like the mandalorian where he's like this is the way um and so this is what the linchpin is and you're gonna be talking a lot more about it um in fact we have a book coming out called linchpin it's gonna be teaching this framework but this uh fhl was the first time i really kind of shared it publicly with people and um the people who got it freaked out and they joined the coaching program knowing that we would be focusing on that for the next year and so we've been doing that and uh what's cool is that since this presentation is continuing to evolve and grow and like mature now there's hundreds of people's minds all kind of playing with it. And this week in the Mastermind in Paradise,

the entire week is broken down where each day we get together and we're focusing on one piece of lynchpin. Like just continuity, just MIFKI, just dramatic demonstrations, just challenge, just webinars, just how to take it, like all these different pieces. And we've got cool speakers all sharing

some of the best practices that they're doing. Anyway, so it's going to be insane. It's going to be amazing. That's what's happening over this week. And so I want to catch you guys up because obviously you're not going to be getting the things that are happening here in the room in the mastermind yet. But this will at least give you the ability to catch up to where we're all at, which is understanding this framework called the linchpin. You may be wondering, well, what is the linchpin? How does this fit into everything else Russell's taught? I think Steve Larson said it best. He said the linchpin. Um, you may be wondering, well, what is the linchpin? How does this fit into everything else? Russell's taught. I think Steve Larson said it best. He said the linchpin is basically taking the value ladder and putting rules around it. Um, and so you'll see that as you kind of go through it. Anyway, that's kind of game plan. So I'm going to break this up

in two weeks and listen to the first half of the linchpin presentation, which is going to go deep into some of the core philosophies that make linchpin work. Um, it's going to talk about continuity, talk about the MIFC and some of these beginning things. And then next week I'm going to let you guys listen to the second half of it, which will start going into dramatic demonstrations and other cool things as well. So it's gonna be amazing. It's gonna be awesome. I hope you guys enjoy it. Um, and this is one of those things you may have listened to two or three times to really grasp the power of it. Um, you know, I was, this is one of the things I wish I could fly to your home and I grabbed you by the ears and just hold your head and be like, listen to this. This is that important. Um, everything

we're doing now inside of our companies either fit into this linchpin framework or we get rid of it. This is including our supplement companies, our software companies, our info publishing companies, like any partnerships to do everything fits into linchpin or we don't do it. Like that's how vital, how important it is. Um, it was crazy is that, you know, I'm sure for most of you guys for the last two years, we've been all struggling and being profitable on ads. Uh, ever since the iOS, Apple, Facebook update things, it's been harder. And, um, since we've gone down hardcore and incorporating this linchpin formula and framework, I'll be sharing with you guys. Um, we are positive on our ad spend day one, um, uh, our, um, and most

of our campaigns. And then the ones that are leading to a dramatic demonstration, uh, we're like positive within the first seven days, uh, on our ROAS, which is crazy. I think it's, it's insane. So it, it changes the game. It it changes the game. I talk a lot about the evolution of offers from having a product to an offer, to a funnel, to a value ladder. This is like the next evolution from a value ladder to a linchpin, which will give you the ability to outspend all of your customers. So this is worth studying and restudying. When the book comes out later this year, go and buy the book and then joining the coaching programs and being indoctrinated deep with me and all the funnel hackers who see the vision of what we're doing.

So anyway, for those who aren't here in Mexico, we miss you, but this is something you kind of start jumping into, start learning what we're geeking out on and going deep on here inside the Mastermind Group. So that's it. Hope you guys enjoy this first half of the episode of my presentation on the linchpin at Funnel Hacking Lab. So second presentation I want to give you guys is called the linchpin. And this is something that, again, the only time I've ever shared this publicly was in my inner circle about eight months ago.

And then again, after I shared it, our team starts freaking out. We started going back to all of our businesses and retweaking things. And I'm going to show you guys behind the scenes of all these businesses to see how that actually works. But it is like, I think one of the most powerful things that we stumbled upon and then I forgot about, and then we re-stumbled upon it again. How many guys have ever had something where you do it and it's really, really successful and then you forget about it and you stop doing it? Yeah. What does Stu say? Yes. Or day one. So he's like, if something works, do more of it. If it doesn't work, do less of it, right? So this is one of those things.

It literally, as I said in the title slide, it's the number one secret to ClickFunnels breaking nine figures a year. It's the difference between us being a $10 million a year company and a $200 million a year company was this little piece. And it's so small and so insignificant. I'm almost scared to show you guys, so I don't want you to be like, oh yeah, yeah, that makes sense. No, if you don't have the like, boom, aha, then you missed it, okay? So pay

attention because I'm going to walk through the process, and there's a lot of little pieces, intricacies, and after you see it, my goal is for you guys all to have the aha. So this is what the linchpin looks like. If I was just a doodler on a board, okay? And I'm going to go walk through all the pieces of this in a lot of detail so you see how they all work, how they fit together. But this is the structure of the business. And I will show you how literally this is the structure of ClickFunnels. It's the structure of Magnetic Marketing now. This is the structure of all of the different companies we're acquiring,

all the companies we're building. It all follows this exact same process and model, okay? You're welcome. I haven't even told you what it is yet. It's amazing, though. I promise. You're welcome. I don't even told you what it is yet. It's amazing though. I promise it's going to be cool. In fact, um, all of the current two CCX members, I did a little private webinar with them last week. I was like, here's the framework. I showed him, I wouldn't show him the whole thing. So for those of you guys who've been waiting for like two weeks,

there's the framework. Now we're going to go into it. Okay. You're welcome. I told him like, this is the most amazing thing I've ever shared. And, um, and I wouldn't share it because I wanted to share with you guys all together at once. Okay. So step number one, you have to understand this whole process. Step number one is called continuity or subscription. Okay. Most of us call it continuity in the market, but I know that's a technical babble word.

So what continuity is, is basically someone signs up for something and you get billed month after month after month. Okay. Netflix is a continuity program. Okay. Disney Plus is a continuity program where you sign up for once, you pay every single month, okay?

So step number one is continuity. Now this is a key principle. Like everything I'm gonna tell you guys, the rest of, from here to the end of the day, all hinges on this one principle that I learned from David Fry. Okay, and if you understand this, it is the key to everything.

David told me, he said, if you don't have continuity, you don't have a business. And say he said, if you don't have continuity, you don't have a business. I'll say it again. If you don't have continuity, you don't have a business. You just have a promotion or a campaign. Okay. Prior to ClickFunnels, I made a lot of money. I lost a lot of money. Made a lot of money, lost a lot of money. I was always tired. We were doing big launches and big downs, right? Until we had ClickFunnels, which is an actual continuity program where people sign up and they pay us monthly, where it took the pressure off of me and I could go back to creating, having fun, which has been the last eight years of my life, right? Continuity is the key. And like

I said, what Dave said, if you don't have continuity, you don't have a business. Okay. I'm curious in this room right now, how many guys, raise your hand, have continuity in your business? Raise your hand. Very good. How many guys don't have continuity in your business right now? We're at 50-50. Okay. It's good. To those of you guys don't have continuity in your business right now? We're at 50-50. Okay. That's good. For those of you guys who do have continuity, we're going to triple down on it today. Those who don't yet, it's going to become the focal point moving forward.

Okay. And there's a lot of different types of continuity. My favorite, by the way, as you probably know, is SaaS. SaaS stands for software as a service. Okay. Back in the day, the way that software was sold, someone would sign up for Oracle or these big software programs. They'd pay $10 million. They'd come in. They'd connect the way that software was sold, someone would sign up for Oracle or these big software programs. They'd pay $10 million. They'd come in, they'd connect the software.

It was really expensive. Salesforce was the company that changed this. They were the first company who didn't charge, you know, $10 million to set up to use their CRM. They shifted this thing and it changed the entire market to SaaS, software as a service. So instead it said sign up and it's like 500 bucks a month for every single seat you have, right? And they started building continuity. If you look at all the companies now in the, like

all the big companies have transitioned to this, right? Back in the day, Photoshop and Microsoft, all these things, you just buy the software, 500 bucks, you have the software. Now if you notice, all of them are all shifted into SaaS. There's a reason. It's a more stable business model. It's nice waking up every single morning knowing the money's coming through. Okay. Just, I want to paint it. I don't want to, this is not an income claim. I'm scared to talk about it. I want to paint a picture of this for you. Okay. We launched ClickFunnels. We started getting people signing up and we got it where they're consistently signing up. It was cool because on your phone, and you just have Stripe on your phone, like Stripe would send you a message every day about how much money you made the day before. Right? So the best thing is you

wake up in the morning, you look at your phone, you pick it up, and you just glance really quick, and you're like, nice, right? I don't have to work today if I don't want to, but I'm going to, but that's really nice. And I remember the process looking at where it was like a thousand dollars a day. I'm like, we have arrived a thousand bucks a day. And then it was like two thousand a day, right? And then it was like five thousand a day. And then ten thousand000 a day, right? And then it was like $5,000 a day. And then $10,000 a day. And then $30,000 a day. And then $50,000 a day. I remember the first time it started breaking $100,000 a day. I'm like, that used to be a good month for me. Now that's what happens before I wake up, right? And then $200,000 a day, $250,000, $300,000 a day. Like, it it is amazing it's the best way to wake up in the

morning how do you have a bad day after that you know what i mean okay i want this in all of you guys this is why continuity is so important because all the other stuff's amazing right everything else but if you look at your business through this lens everything we're doing in our business all focused on one thing and one thing only and it's to build up our continuity income okay all the rest of it's great, and there's a place, and I'll show you in the model, there's a place for high ticket stuff, there's a place for events,

there's a place for challenges, there's a place for all the things, but all of them have one and only one focal point, which is to build up your continuity. Okay, so SaaS is one of my favorites. Okay, print newsletters are great. Dan Kennedy's company, he's been running this since 1996, was the very first issue of the No BS newsletter came out.

Okay, the reason why I bought the company outside the fact I wanted to hang out with Dan Kennedy, which we'll be honest, that was the real, that was the real reason. The second reason why I bought it though, is because it had a continuity program in place. Okay. It came at the time with, I can't remember how many, a thousand or so active members who were paying monthly for this newsletter. I said, cool. We just got to grow that.

Like that's the business. I don't have to rethink it. I'm not going to do a product launch. Dan's not going to do product launch videos with me. Right. We have this base. We have this thing. Now we're just going to focus on scaling the one thing that matters, which is continuity. Okay. So print newsletters are amazing. Supplements. How many of you guys are in supplement business? Yeah. I love supplements. We have, I think three supplement companies we bought or

are launching this year. And they're, no, three we bought. Yeah. We bought a green drink company, a bone broth company. And then how many of you guys heard the news? Do you guys know that we bought Lady Boss? So, because continuity. So I love supplements. I'll tell that story another day. But so supplement companies are great because continuity, like I love continuity businesses.

Box of the Month Clubs, okay, are great. This is actually, Mark Rober isber is a youtuber is really good and my kids and i love watching his videos like he's so much fun to watch and uh like a month ago or so he launched the box of the month club where every single month you get in the box and you get these gadgets you make these cool things and i was sitting there watching a video with my little buddy aiden uh who's the one who came out here um as bruno the bull on day number one doing the cartwheels and uh he got excited. I got excited. We bought this. And now these come once a month, it gets boxed and we sit down and we make these, these cool little gadgets. One of them like spins a coin. One of them shot rubber bands, like all these really, really cool things. And so we bought

the continuity and from them. And so box the months are great. Most businesses are some type of box the month. Anyone who's got an e-commerce business um perry talked about premiums i'm talking about premiums a little bit but a premium into continuity is the greatest right and so look at ecom like how do i shift ecom into a box of the month okay and another great one uh other one of my favorites are membership sites um we are doubling down on membership sites um mostly because now click funnels has the greatest membership site building platform on the planet uh which makes it really really exciting uh but membership sites are a big the planet, which makes it really, really exciting. But membership sites are a big thing.

And the other thing that's really powerful, I want to explain this, because I don't think even I didn't get it until we started going deep down and doing membership sites again. Membership sites are actually easier to build than a course. Think about this. With a course, you have to have like, it's like building a college curriculum, right? Like all this stuff you have to teach them, all the modules and the steps and the frameworks. It's a lot of stuff. The membership site is different. Membership sites

are more about like mastery. And so I was talking to Stu McClare and he was doing a consult with me as we were rolling out one of our membership sites. And he said, the biggest problem you're going to have, Russell, is you're going to want to put a million things in the membership site. He's like, I got a million things. Let me put it all in here so you have access to everything. He's like, you give people access to everything. They come in there, they get overwhelmed, they cancel, they leave, all sorts of stuff like that. He's like, the secret to a membership site is you give them just certain things consistently every single month. And so the way he broke it down to me, he said, every single month you create one masterclass. You're teaching a topic, just one. Because Russell, you don't want to do one a day or three a week or whatever. No, just one a month.

So you do one teaching a concept. And so for me, my masterclass is about 30 minutes long. I teach a masterclass. Okay. Then the next week, he says you do a backstage pass, showing behind the scenes of what you're actually doing, so people can kind of see you doing the thing that they're learning about in the masterclass. Right? And then step number three, you do a member maker, where you take one of your members, and you do the thing for them, and make it better

for them. And then week number four, you take a nap. Okay? That is so much easier than building a course. Courses are great. Like there's a place for all of them. But from a continuity standpoint, it's actually easier to build a membership site and have continuity than it is to build an entire course. Okay. And so our master, our, our, our membership sites, this is the structure they're coming through. People come in and they go through this process. Okay. So it's, these are all the different ways to build

continuity. So coming back to this framework, again, step number one is really understanding and mastering like the business is the continuity, okay? I'm trying to triple down on that because I want to make sure that as I go through the next steps, we don't forget about this because everything else we're doing is an appendage to this and this alone, okay?

Like I want you guys to understand, like the business I'm in, you guys see me do all sorts of stuff. I do live events like this. We do webinars. We do challenges. We do book funnels, we do all the things, but I'm not in, I'm not in the author business, I'm not in the event business,

I'm not in any of the businesses. I'm in the continuity business. Everything else is the appendage that gets more people into the continuity, gets them to stick longer, become raving fans, but that is the only thing that really is the goal at the end of the day, okay? All right, so that's step number one. Step number two is called the MIFKI.

How many of you guys have heard me talk about MIFKI before? Okay. This is like literally the most annoying thing in the world. The MIFKI. MIFKI. Can you say that? MIFKI. It's like the weirdest thing. And so I didn't know what the MIFKI was until we acquired Dan Kennedy's company. And we had the whole, the team that was left come into our office. And the first question is like, well, what's worked? Like what's worked in the past? I don't want to make sure I'm not reinventing the wheel here. This company was run by Dan Kennedy for crying out loud. He knows more than I do about this game. Like, what should we do? And then they kept saying like, they're like, oh, the MIFKI. I was like, what are you talking about? The MIFKI. Like that is, and at first I

was so annoyed just because like, I couldn't remember. I'm like, I tried to remember what it was in the conversation. And finally, what is the MIFKI it's the MIFKI stands for the most incredible free gift ever the MIFKI I was like oh the okay like that's literally I'm like 18 years ago when I got into Dan Kennedy's world it's because I bought the most incredible free gift ever I had no idea it was called the MIFKI and so we used to tease about it and then eventually became like a thing so the first thing we did and this is me and Dan Kennedy and Bill Glazer back when I was like 20, I don't know, 25 years old, 26 years old, like in that world getting immersed with them.

I came into the world because they had this offer called the Most Incredible Free Gift Offer. Now, a couple of things before I go too deep. The offer does not have to be free, okay? We call it the MIFKI internally because now it's a word that we use. And hopefully inside of our community, we'll start calling it a MIFKI because it's like a quick thing we can start calling it but it doesn't have to be the most incredible free gift ever it could be a paid gift as well

it doesn't matter it's just it's an irresistible offer that's so irresistible you'd be insane to say no okay and so I went back when we bought Dan's company I got this google drive that had everything that he'd ever created in the last 40 years which is like treasure hunting like going through and like searching things in folder after folder after folder and events and super conferences and masterminds and copy and swipe file. Like it's just been so much fun.

And so I went into that folder, I typed in Mifki and all of a sudden popped up 300 different versions of ways that they'd sold the Mifki in the past. Sales letters, faxes, events, postcards, direct mail, inserts in books. Like, and I started looking at like every single thing that Dan had ever done was all a MIFTI offer. Like you look at any one of his books, you go to Barnes and Noble right now and buy his

book, flip through it. The MIFTI offers in it. Okay. You look at anything. And this was the, this was the focal point of all of their marketing efforts. They weren't buying traffic to 20 different things. All their marketing efforts focused on one offer and one offer only. And it was the MIFTI.

Okay. Because it's the most incredible free gift ever right and so um we looked at it's okay well if we're going to relaunch this company the newsletter all that stuff i want to build out a mifki too and so that's the first step we did now um perry came up here and talked about premiums which was so cool and he actually talked about sports illustrated mifki and so i'm not gonna it's funny i'm sitting backstage preparing this presentation and I look up and the video is playing. It's literally the video I was gonna play on the next slide. I'm like, Perry like ripped the exact same video

I did off of YouTube, which is the original Sports Illustrated video. So I'm not gonna re-show it. But the concept you wanna understand is that Sports Illustrated and MIFKI was the football phone and Sports Illustrated swimsuit issue. The continuity was Sports Illustrated.

But the MIFKI is what got people to actually get on continuity. The hardest thing you will find in your business is to get somebody to actually subscribe for continuity. And so we can't just like hope that they sign up, right? We create an irresistible offer to get somebody in. We give them a football phone and sports illustrated, swimsuit issue for your, for your business, right? So for us, when we launched Dan Company, the first thing we did is we created the MIFCI. And I literally, we had, like we were writing the headline for this. It was almost a joke. I was like, we should use the word MIFG in the actual headline.

So if you ever like, what was that weird thing Russell said again? Just go to nobsletter.com, make most incredible free gift ever. MIFG. Oh yeah, that's right. So this was the MIFG designed to help you make maximum money in minimum time.

And so we created this irresistible offer with stuff from Dan, stuff from me. It became amazing. We launched this into the world to Dan's newsletter and to our newsletter. And in like 14 days,

I think 14 days, we had almost 4,000 people join a $97 a month Continent newsletter. That crazy? Okay. Yeah. That deserves a round of applause,

I think. Maybe you guys all have your calculators out and you're like, 97 times 4,000. Holy crap. Wait, times 12 months in a year. Oh my gosh, I should have a MIFCI in my business. I mean, just think of that. Because that's what I started thinking.

After I did this, I sat back, I was like, why in the world doesn't ClickFunnels have a MIFKI? I've been studying down for a decade and a half and I missed it. We need the MIFKI. And so I went back to our team. I was like, hey guys, you know how the MIFKI is like crushing it right now? And we're getting tons of people. This company is growing.

We took it out of like this stagnant spot. Also it's blowing up. It's growing. New members are coming in. Paid ads are working again. Everything's happening. And all we're doing is focusing on one offer and we're blowing up this company. Why don't we do that in ClickFunnels? You've never had those things. And so guess what we did next? And the fact is, it's actually funny. I talked about Mifki on like a podcast episode. I spoke at some event, talked about it three or four times. It wasn't really the fourth time that I talked about it. I was like, we should build our own Mifki. What's up everybody? This is Russell

Brunson. I've got something really cool for you today from my friend, Taylor Wells. And Taylor spoke at our last funnel hacking live. Cause I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well. And it is amazing, but to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash

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I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have, first off, the right people, but make sure the right people are sitting in the right seats on

the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's in the middle, workinggenius.com, but I got you a 20% discount on the assessment, which is only $25. So don't stress, it's not an expensive test at all, but you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com, again, two G's, workinggenius, two G's in the middle, workinggenius.com, and then use promo code secrets, S-E-C-R-E-T-S at checkout. You get 25% off. But then go take the test. Again, it takes you 10 minutes. But even in a 10-minute session, you will get something that is so insanely valuable to help you understand yourself,

to make sure you're working in a spot that's going to give you the most joy, number one. But then number two, it's going to make sure that you are, with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code SECRETS for 20% discount. Take this test for yourself and for your team.

And I promise you, it'll change the working dynamics amongst everybody and help your company to grow. So shortly thereafter, we built the ClickFunnels MIFGI, which is the yourfirstfunnel.com. We created this MIFKEE and we started driving traffic to it. And it's crazy. We get customers at ClickFunnels. It's cheaper for like, if we drive traffic directly to clickfunnels.com, it's like $150 to $250 for someone to sign up for a free trial.

We drive traffic to the MIFKEE, it's like $100 for a trial. But guess what? When someone buys the MIFKE, there's the MIFKE, there's an order form bump, there's upsell, downsell. Okay, we make $300 for every single person who takes the MIFKE. So I can spend $300 to get a ClickFunnels customer now and still break even. You guys getting this? Okay, changed everything for us.

The metrics are completely different. Okay, most of our rad focus now is on this and this like this is the thing now scaling our companies and growing in dramatically okay the MIF key is so simple it's just an irresistible offer to get somebody to join you in your continuity program okay and so you guys can go look at these I would recommend funnel hacking these two funnels like even if you don't want to be members of them like just go through because we've been tested we have so much traffic, so much volume coming through these things

that we've been testing every single element and offer from the order form bumps, the upsells, the downsells. The Dan Kennedy MIFC right now has the highest average cart value of any funnel I've ever built ever. Okay, which means I can, I think I can spend like $350

to get someone to get the MIFC there and I still break even. Like it's crazy. Like that's how you scale a company. What did Dan Kennedy say back in the day and over and over and over again? Whoever can spend the most money to acquire a customer wins.

I can spend 350 bucks to break even to get a new customer. Who else can do that? Nobody. Okay, click phones. We can spend 250, 300 bucks and still break even. It's crazy.

Thank you. These guys get it. There you go. Okay, let me go back. So that's step number two. So we focus on subscription, then we build a MIFKE offer to get people into the subscription.

After that point, now we can go and start driving traffic. Okay? And this is where the MIFKE gets created. Now it's like, hey, let's launch the MIFKE. You drive traffic, you do Facebook ads, you do Instagram. Like all the focus starts coming here. And now this is where the process begins. Okay, this is where I start marketing the business,

whatever it is. And so advertising goes to MIFKI, MIFKI gets people on continuity, and now we're in business. All right, guys, hope you enjoyed that first half of the presentation. That's just two of the steps. Next, we're gonna go deep into the rest of the puzzle

that makes this whole thing work. For any of you guys who are starting to grasp what I'm talking about, and maybe it's confusing, so you're like, I don't quite understand it, but I see to grasp what I'm talking about, even maybe it's confusing, so I don't quite understand it, but I see the vision. I'm understanding what Russell's saying. I feel a bit of energy and excitement. If you want to dive deep with us, like I said, this is at every level. The Two Common Club X coaching program, which is the beginning, that's where we take people from startup to a million dollars in sales. That's what we're

focusing on is the linchpin. The next tier from a million to 10, which is inner circle, we're focusing on from 10 to 30, which is our category. We're focusing on 30 to 100, which is the Atlas group. We're focusing on the same framework at every single tier. So depending where you are, if you're like, ah, I know I want this, I'd recommend going to 2,clubx.com. It's spelled out T-W-O, clubx.com. There's an application form there. You can fill the application. So my team will jump on a call. And if you're a good fit, we will let you in the coaching program. And you can start building out your linchpin with us starting tonight or tomorrow or whenever makes sense for you.

So anyway, there's just an option if you do want to dive into this deep with me. If you want to get deep in the pool with all the cool kids who are learning this stuff at a high level, you should come join us in Two Comma Club X coaching program because all we're doing is talking lynchpin. So again, it's 2ComicClubX.com. And it's really cool. As we've been developing this, for each module we're going through and building out workbooks and swipe files and case studies and

showing, again, this model is evolving and growing so rapidly right now. It's really, really exciting. So if you want to geek out with me, like I said, come to 2ComicClubX.com, come apply and we'll have some fun. So thanks so much for listening. We'll see you guys on the next episode of the marketing secrets podcast.