Marketing Secrets with Russell Brunson - (MS) Linchpin: The Three Simple Keys To Building Your Linchpin - (Part 2 of 2)

Episode Date: July 21, 2023

In our last episode, I showed how we used Webinar Funnels to grow ClickFunnels into the Category King of funnel software. But there's ONE STEP that we didn't realize we had done that made ALL of the difference, and we're doubling down on it across all of our businesses. Here's how to take any webinar, challenge or event to the next level using my newest framework 'The Linchpin'! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

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Welcome back to the Marketing Secrets Podcast. This is Russell, and this is the exciting conclusion of the linchpin training. I'm excited for you guys to hear this stuff. As you know, Funnel Hacking Live this year is coming soon, and this year's theme is the linchpin. We're going deep into it, and I want you guys to understand these principles because when you understand them, you can start applying them into your business. So if you don't have your tickets yet to Funnel Hacking Live, go and get them because you're going to want to go deep with us on the linchpin. But anyway, this is, um, step two of the process. Last presentation, we talked about, um, just the whole principle, like the foundational things you have to know and understand for the linchpin to work. Now we're going through

all the actual mechanics of it. We're going to go into three of the key elements that are essential. Uh, it's gonna be awesome. So with that said, I hope you enjoy the exciting conclusion of this linchpin training. So now I want to walk you guys through what this actual linchpin model is. So again, if we can zoom out again, I'll show you. This is what the whole thing looks like. And today we're not going to have a chance to go through all of it because this is like, for me and our business, this is like all whole thing looks like. And today we're not gonna have a chance to go through all of it because this is like, this is like for me and our businesses, like all the pieces, right? Um, but I'm gonna go through the core things that are, that are associated with the, with you guys

doing actual webinars. And I want to caveat this as well, saying that, um, a lot of you guys know I bought a lot of companies. Um, we have a lot of companies. Um, for me, if a business does not fit into this model, it's not worth doing. Like we just won't do it. Like we flat out will not do it. Like everything we do fits into this model or we don't do it. Um, everyone we coach their businesses fit in this model or else we help them get there. And it's tough because a lot of people like they have a live events like, Oh, I'm killing, I'm making a million dollars a year, $10 million a year in live events. Like, cool. That's a piece of this, but it's all the goal of live events. It also get people in the compounding continuity, right? I have a webinar,

I have a challenge. Cool. It's all about getting people continuity. So, um, understand that head time. Like, like I'm so deep on it. I told all our students, like you need to tattoo this to your forearm and look at every single day. Cause it's that important. This is the way, this is the business model. And again, I'm not going to have a chance to go into all of it. I want to go into the parts that are essential for you guys to master, um, for you to be like, to be able to do this with webinars. Okay. So again, the first step down here, this piece right here is continuity. Okay. We talked to that already. If, okay? So again, the first step down here, this piece right here is continuity. Okay, we talked about it already.

If you don't have continuity, you don't have a business. And I would look at all of you guys' businesses and try to figure that, like, the question one is how to make my business continuity. And actually, so I have a high-end mastermind group. He'll pay $250,000 a year to be part of it. And one of our students is Pedro Adeo. A lot of you guys know Pedro. He'll pay $250,000 a year to be part of it. And one of our, um, one of our students is Pedro Adeo. A lot of you guys know Pedro. He's the challenge guy, right? And, um, uh, Pedro was sitting in the room and, uh, again, I, it's funny hearing him explain this.

I wish he was here so he could tell it to his own words, but, um, he was sitting in the room. I said, if you don't have continuity, you don't have a business. Um, and he, he raised his hand. He's like, well, I, you know, I do challenges and I don't have continuity. He's like, but I, I've made a lot of money and I have a lot of houses and I have a lot of nice cars. I have a lot of stuff that feels like it's real. It feels like a real business. And I was like, dude, just trust me. Like I promise you. And so he said that day he went home, he jumped in his plane, he jumped in the plane, he was flying home. And he started thinking, what if Russell's right? What if like, you know, I paid him. He's my mentor. Like, what if he's actually right? And he started thinking through that. And so he shifted from like, no, I don't need continuity. Like Russell's

crazy. I'm making tons of money. Like what if, like what if Russell's right? And so at that time he was doing his next challenge and went back and he shifted the offer to include continuity and, uh, and weaved it in there. This does the same challenge he was going to do anyway. And when this challenge ended, he ended up like, I can't remember the exact numbers. It was over a million dollars, a seven figure a month or seven figure a year worth of continuity and then this challenge he's like it's crazy he's like my old challenge has made a million dollars this one like i made the money plus i ended up with continuity of seven figures a year just going recurring he's like now i can start adding that and growing it and he's like it changed everything for me um and it's all come

back that premise of like what if russell's right what if it actually have continuity so first thing is understanding that and so for a lot of you guys to get it, you're just going to be like shifting the way you think, because right now you're selling a course where like someone buys it, they get the course and it's done. So the shifting from a course to continuity, it's, it's just shifting like how you, how you fulfill on it. Right. Um, I had one of my, one of my friends and mentors talk about how, um, like the thing you're selling is always the same, right? But it's how you get there. A good example, like if you've read my books, like my book is the same thing I teach in our courses, the same thing I teach at our live events, same thing I teach at our $250,000 masterminds. Like it's the same thing.

It's just how do you want to get to the result, right? Like you can go and you can walk to the result, right? Or you can like get on a bike and ride a bike to the resort, or you can get in a car and drive there, or you can get in a plane and you can fly there, or you can get in a plane and ride first class and get there, or you can book a private plane and get there right but the result's the same so the thing you're selling the result's the same it's just how are you getting somebody there with a course it's usually like hey you're gonna walk good luck hope you you know figure it out right with the continuity it's not that it's saying hey um let's ride together jump in a plane like it's something different right where you're it's a different level of how you fulfill on something so taking what you already

have and looking like how do i create deliverables monthly so someone sticks? So they're not just here buying a course and never seeing me again, but like it incorporates something in there to make it something that's living, breathing, that exists. So there's reason why people continue to pay you month after month, okay?

So that's the first thing to shift. All right, I'll get off my continuity soapbox, but I promise you guys, the quality of life will dramatically change when you start focusing on continuity, okay? All right, number two. Of all the things that we sell in our business, continuity is the second hardest thing to sell. The first hardest thing is live events.

How many of you do live events? Okay, we do an event called Funnel Hacking Live. We get 5,000 people come every single year. Of all the things I sell, that's the hardest. Because someone's got to buy the ticket, plus they've got to buy flights, hotels, time off, babysitters. You know, it's like there's like 500 yeses. So that's the hardest thing to sell. The second hardest thing to sell is continuity.

Okay. So a couple of years ago now, wow, it's crazy. Two years ago, I had a chance to buy my mentor's company. My mentor is Dan Kennedy. Have you guys know Dan Kennedy? I bought his company and it was one of the coolest things in the world to be able to meet my mentor and buy this company. I was like, this is the coolest thing in the world.

And after I bought the company, I have all these assets. I have like 40 books. He's written all these courses, all this company. I was like, this is the coolest thing in the world. And after I bought the company, I have all these assets. I have like 40 books. He's written all these courses, all this stuff. And the core backbone of his company is he has a print newsletter called the No BS Newsletter. And at the peak, they had like 10,000 subscribers who were paying like 100 bucks a month for this thing. That was the peak of the business.

And when we bought it, it had shrunk down to I think there was about 900 people or so still on continuity, right? But that was still the core of the business. The reason why Dan Kennedy is still relevant is because the continuity had lived for almost 20 something years, right? So I bought the company, I'm like, okay, number one goal is we have continuity. Like that's, this business is the continuity business. So we will buy it because it's continuity business. And so the next question, I was like, well, Dan, how, how did you get 10,000 people to pay you 97 bucks a month to get a

newsletter in the mail? Like, what was the process? How did it work? And I asked him, I asked his team and everybody told me the exact same thing. Like, it's the MIFKI. I was like, excuse me, did you sneeze? Like, what did you just say? Like the MIFKI. I'm like, the MIFKI? Like, it was the weirdest word. I'm like, what are you talking about? And they came back and said the MIFKI. And, um, and then they, one of the guys on the team wrote it out on the board. He said, the MIFKI stands for the most incredible free gift ever. The MIFKI. I was like, oh, I remember the way I got into Dan Kennedy's world 20 years ago when I first signed up was they had this thing.

It was the most incredible free gift ever. When you sign up, you get this thing for free when you join the newsletter. Okay? So you create an irresistible offer to get somebody to join continuity. And so I looked at that and I remember, um, as we're going through this stuff, I was looking at like a bunch of case studies, like one of the most fascinating ones is sports illustrated. Sports illustrated is a continuity program. And in the eighties, it was dying. It was almost to the point where it was about to go bankrupt and shut the doors. And then some brilliant marketing person

had an idea. They said, Oh, we should create a MIFCI. They didn't call the MIFCI back then. They were like, we need a really irresistible offer to get people to sign up for our continuity program. And so the offer they created, and those who have been around since the 80s or 90s, you remember this? They created an offer where it's like, hey, when you subscribe to Sports Illustrated, we are going to send you a football phone and the Sports Illustrated swimsuit issue. Like, that was the offer. Okay, you get those for free when you join continuity. And so I came back to Dan. I'm like, well, how did you guys do the continuity?

He had a bunch of different versions. I found like in the Google Drive, all their old sales letters, I found like 20 different versions of the way they sold the continuity. Different ways they made their MIFKIs. So we created a MIFKI with Kennedy. And this is what it turned out to be. So we created this box. And it's a physical, we call this a physical MIFKI. There's digital MIFKIs as well, but made a physical MIFKI.

And inside there, we have a bunch of stuff. We have, we put Dan Kennedy's Magnet Marketing book. We put a book for me. We have a bunch of stuff. Like, we just made a really, really irresistible offer. If you guys want to see the way we structure this, I'm not pitching this. But if you want to see, if you go to nobsletter.com, you can see, like, that's the MIFKI page, right? And so we created the MIFKI page. And basically, basically was like, hey, here, you get all this cool stuff

from Dan Kennedy for free when you join continuity. And then we launched this to Dan Kennedy's existing list. And we went from 800 people on subscription to 5,000 plus people on subscription in seven days. Okay. How does that change the metrics of the business? It changes them dramatically, right? We created MIFCI. And so we started driving traffic to this MIFCI. Okay. And that change the metrics of the business? It changes them dramatically. We created Mifki. And so we started driving traffic to this Mifki. That was the first piece on that. And I started telling everybody in my coaching programs, you guys need to make Mifkis for your thing.

And everyone got confused. What is Mifki? And so don't stress about the word. A lot of people are like, well, I don't have anything for free to give away. Anyway, you can do paid Mifkis. It doesn't have to be free. But this is basically just an irresistible offer. An irresistible offer they get when they join continuity. Typically,

our MIFKIs are useful, but incomplete. They are amazing. They're like the greatest thing in the world, but they're not the course. It's not teaching me all this stuff. It's like, here's a book and a report and some contracts and cool things where it's like, ah, I must have that thing, right? So we created this MIFKI, which gets people in continuity. So we did that for Kenny's business. We blew it up. I started telling everybody MIFK's. And one day I'm sitting there, if you guys have done this before, where you're like telling somebody to do something and all of a sudden you're like, I wonder if I were to hire myself, what I would tell myself to do. And I was like, we own this company called ClickFunnels. It's got a big continuity program. What if you made

a Mifki for ClickFunnels? I was like, huh, I should do what I'm telling everyone else to do. So then we came back and so we made a Mifki for ClickFunnels. The MifKI for ClickFunnels is called Your First Funnel. And it's a box with a bunch of stuff. And again, this is a physical MIFKI. You can do digital. I don't want to ship a box of stuff. You don't have to, but we do, right? So there's a book, there's a t-shirt, a whole bunch of stuff. And this is our MIFKI for ClickFunnels. We put this out there. We launched this MIFKI. And because, and again, I wish I could have three days to go deep in this, but we launched this MIFGI, their upsells and downsells. And what's crazy is right now, if we drive traffic directly to clickfunnels.com,

it costs about $200 to get a free trial. I drive the same traffic to yourfirstfunnel.com, which is our MIFGI. Our cost to acquire is less. It's like somewhere between $100, $120 to get somebody to get the free MIFKI kit, right? Because it's an irresistible offer. And then we also have upsells and downsells. We have a traditional funnel. And so we actually make back like $200. So now I can just drive people to our ClickFunnels MIFKI and it's completely profitable up front before people can get continuity. Again, whoever can spend the most money to acquire customer wins, MIFKI gives the ability to outspend everybody else as well, okay? So that's step one, step two. Number one, you have to continue, step two, you got to have

MIFKI, okay? And so that's the first steps. Now, you're saying, Russell, how in the world, what does that have to do with a webinar? Like, this makes no sense. Like, I thought we're here to learn about webinars, and so I want to show you how the webinar with the MIFKI, with the content, like this little three-piece play right here is how we grew ClickFunnels from, you know, instead of being $20 million a year company, it's a $200 million a year company, because how these three things play together, okay? So the next step right here, if you come back to this core thing right here, this step right here is called dramatic demonstration. So for me, a dramatic demonstration is like I'm doing something out in the marketplace

to get attention, okay? And so dramatic demonstrations can be anything. My favorite dramatic demonstrations are either challenges or webinars. For me personally, it's webinars. I am a webinar guy. Like, I love it. But a lot of people in our groups, the challenge is more, so it doesn't really matter, but it's something we're putting out there to get people excited, right? To get people to register. In fact, my birthday was like a month ago and I was like, we should do a dramatic demonstration and have a birthday party for me. And people are like, you want a birthday party? I'm like, no, I want people to register for my birthday party because then register for the birthday party. Then what I can do is on the thank you page, I can say, thank you for registering

for my birthday party. It's going to be amazing. Hey, before you go on the webinar, I've got an irresistible offer for you. And I offer them the MIFKI. Okay. For my birthday party, we put 450 people into ClickFunnels. 450 people times 97, that level is $147 a month. Who's my mathematicians? Get a calculator. What's the math? 450 people times $150 a month, let's say, is, anyway, someone's gonna,

Ben's pulling it up for me right now. $67,500. $67,000 a month of new recurring income times that by 12. What's that times by 12? And obviously, all these people aren't sticking

and all that kind of stuff. So I fully understand that. But let's just say they were too. $800. $800. So $810,000 was my birthday present to myself because I said, let's do a birthday party, right? And so my goal with the dramatic demonstration is

to do something just to get them to register. Because if they register, they come here, right? I talk about some dramatic, something cool happened at my birthday party. They register, thank you page, I can make them the MIFGI offer. Then I do my birthday party and the end of it, I can sell a bulk version of that. Anyway, so that's what the next step is, is a dramatic demonstration, right? And for our intents and purposes, the best dramatic demonstration that we do is a webinar, okay? So we go here, we create a webinar.

We drive traffic to the webinar. So I'm registered for the webinar, okay? And so whatever your hook is for the webinar, I register for the webinar and this is the key. On the thank you page, instead of just saying, thank you, thanks hook is for the webinar, register for the webinar, and this is the key. On the thank you page, instead of just saying, thanks for registering for the webinar, here's the date and time,

thanks for registering for the webinar, here's my SLO and $37 e-book, what we're doing is coming back and saying, thank you so much for registering for the webinar, it's going to be amazing, we're starting in three days, and before you jump on though, I wanted to give you a leg up.

I wanted to give you something irresistible. Now during this webinar, I'm going to be talking about ClickFunnels, my continuity program. I'm going to be talking about the No BS Letter, which is Dan Cady's print news. And I'm going to be talking about All Bon Broth, which is our supplements that you're going to love. I'm going to be talking about whatever it is your thing is, right? These are some of my brands. I'm going to be talking about Lady Boss, where it's the supplements that we use to help people lose weight, right? So you talk about that. Now, on the webinar, I'm going to be showing this stuff, but I want you guys to have access. I want

you to play with it before you get on. Like I want you guys to use click phones for you. I want you to order the stuff. I want you to order a sample of supplements so that when I'm telling you guys about the benefits of bone broth, that you can actually try it and you can taste it ahead of time. So because I made an irresistible offer, what we're going to do is that when you sign up right now, I'm going to give you blah, blah, blah, blah for free. Um, um, and then we give you 30 days access to my continuity program. Now I'm doing that because I want you to have access to everything. I want you to see everything. That way, before the webinar, you can log in, you can play with it,

you can see all this stuff, and then in the webinar, I'm going to show you how you can use this to get the result you're here for. So that's kind of the game plan. And then if you don't like it, you can cancel the webinar or something. But I want to make sure you have access to this before the webinar starts. That way, we can speak intelligently. You'll know what I'm talking about. You can play with it, and I can show you how to actually use this.

Does that sound good? Cool. There are free offers down below. Okay, that is the secret. That is the key. They register a webinar. Thank you page of the webinar. I don't do an SLO. I don't just tell them date and time.

I get them to sign up for continuity. I make them an irresistible offer, get them to sign up for continuity. And the reason why, because everything in marketing comes back to the reason why. The reason why is because during the webinar right here,

I'm going to be showing you guys the power of my membership. I'm going to show you guys the power of Dan Kennedy's print news. I'm going to show you guys the power of bone broth. I'm going to show you guys the power of green drinks.

I'm going to show you guys the power of personality profiles. I'm going to show you guys, these are all my companies. I'm just rolling off the big benefit, right? I'm going to be showing you that during the webinar. So get the trial right now.

We're going to give you this stuff. And again, it doesn't have to be a box you ship out to them. For a lot of our companies, we do ship stuff out. For our supplement companies, we ship things out. But we have digital MIFKIs as well, right? So we get a digital MIFKI. It can be completely digital. Like before we show the webinar, I want to make sure you have access to our membership site so you can see what's happening. You can go meet the community. You can go see how a bunch of people in there. We'll give you free access for 30 days. And then after the webinar, if you're like, this isn't for me, just let us know, we'll cancel, won't cost you anything. But that way you have access to that.

Plus you can keep all these other bonuses just for test driving and just for trying it out. Okay, that is the big secret. It's so simple, it's so easy. And it's just shifting the SLO from there to over here. All right, then on the end of the webinar, when I do sell the thing, and this is the last thing, and then I'm almost out of time here.

When I do sell the thing at the end of the webinar, what I'm actually selling is not some one-off course. This is the mistake people make. What I'm selling is bulk access to the same continuity. So I'm selling bulk access. So if you look at any of my webinars, the myth you get a 30-day trial to the continuity, right? If you watch my webinar or my challenge, at the end of it, I'm saying, hey, I'm going to give you six months of continuity for free. I'm going to give you 12 months of my continuity for free, whatever that is. And then I'm going to bulk, I'm going to, I'm going to make a special offer, right? So then I make, if you buy today, I'm going to give you my course

and my this and my this, like you make a traditional webinar offer. But the key thing, the big secret is the bulk continuity. I'm just selling bulk access to this because everything I'm doing is getting my entire business structure to get people in continuity. Mifki's continuity, webinars continuity, everything I'm doing is getting just people to get them into continuity. And so that's how we structure this. In my last 30 seconds before my presentation has got to be up, if you look at the way I do my presentation, you'll notice that when I make my offer, when I make my stack,

the thing people want the most is the continuity. They want ClickFunnels, they want the supplements, they want whatever the thing is. And so what I do when I do this presentation, I'm like, I'm going to give you six months of this for free when you invest in my offer. Okay, that little shift in how you structure your offer is the difference between $20 million a year

and $200 million a year. Does that make sense? Little tiny shift in how you structure it, okay? You're going to get this, the thing they want the most, which is your continuity, the thing you're doing, you get that for free when you invest in this.

You get this for free for six months or 12 months, whatever it is, when you invest in the offer. And that, you guys, is how we've used webinars to grow and scale and take ClickFunnels to where it is today. And I can't believe I got done with five seconds to go. With that, so thank you guys so much for letting me be here today.

I hope you enjoyed this presentation. With that said, I'm passing it back over to Anik So thank you guys so much for letting me be here today. I hope you enjoyed this presentation. Uh, but that said, I'm passing back over to Anik. Thank you guys so much for having me. And I will talk to y'all soon. Bye everybody. All right. Hopefully that was helpful. Hopefully you guys are seeing the vision of the linchpin and why it's so exciting. Again, we're using this right now to launch a supplement company, to launch a lady boss as a network marketing company. We'll use it to launch, um, every business, everything. If it doesn't fit in the linchpin formula, we're not using it. You know, in the last 18 months we have launched more of these than anybody else on the planet

and it just works over and over and over and over and over again. In fact, as the day I'm recording this, we were about to do the PLR webinar. We have a PLR funnels webinar that's going live and we use this model. And so far 11% of people who register for webinar are signing for ClickFunnels trials. It's crazy. That's coming to my list who has heard me talk about ClickFunnels once or twice over the last decade. So it's still converting 11%, which is insane. Insanity.

Anyway, I want to make sure you guys don't miss this. So it's time to start looking at the linchpin and the framework for your business. Yeah. And if you want to go deep on this with us, again, go to funnelhackinglive.com. That's where we're spending four days this September going deep into the linchpin formula with all 5,000 or 6,000 funnel hackers. I want to make sure you are there. So go get your tickets at funnelhackinglive.com. Bring your spouse, your business partners.

It is essential for you to understand this if you want your business to thrive in the future. With ad costs going up and all the other chaos, the Lynch Pin is a way that you can outspend all your competitors. It's a way you can make the most amount of money. It's a way you can scale your business, a way you can get continuity in your business, all the things you want. And we're going to go deep on it at this year's Funnel Hacking Live.

So go get your tickets if you don't yet. With that said, thank you guys so much for everything. And we'll talk to you soon. Bye, everybody.