Marketing Secrets with Russell Brunson - My Funnel Hacking Live Keynote Presentation - Part 1 of 4

Episode Date: March 25, 2019

Listen to the first 1/4 of my keynote presentation from FHL. We talk about what funnel hackers are doing and start digging into "Hook, Story, Offer". On today's episode you will hear part 1 of 4 of Russell's first presentation at Funnel Hacking Live 2019. Here are some of the super awesome things you will hear in part one: A little background into how Clickfunnels got started, and stats of where they are now. Find out why hook, story, and offer are the keys to your success. And listen to Russell show how increasing value in an offer is better than decreasing price to compete with others. So listen here to hear the beginning of Russell's first presentation at this year's Funnel Hacking Live about the Hook, Story, and Offer. Transcript - https://marketingsecrets.com/blog/191-my-funnel-hacking-live-keynote-presentation-part-1-of-4 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. What's up, everybody? This is Russell Brunson. Welcome to the Marketing Secrets Podcast. So today I've got something really special for you guys. For those who were at Funnel

Hacking Live, you may remember my intro presentation. It was called Hook, Story, Offer, and How It Relates to the Perfect Webinar. And it was a lot of fun. And we actually streamed it live so that everyone who wasn't at Funnel Hacking Live would get extreme FOMO if you're missing out and want to come to Funnel Hacking Live next year. And so, you know, I thought as long as we streamed live online, what if I give it to everyone on the podcast and give them all FOMO as well for those who weren't there and for those who were there, just to give you a reminder on, you know, the foundation that I laid out for the event because it's the foundation for all

the different things. And so it's a presentation I'm really proud of and I think will help a lot of you guys. So it's going to go into hook, story, offer, and also how it ties back into the perfect webinar and beliefs and a whole bunch of stuff like that. We're going to break this up over probably four episodes. There's a couple of parts I'm going to cut out just because they don't make sense to show you. Like for example, we did a year in review video that was really, really fun. But if you can't see it, it doesn't really make sense. So we'll kind of pull some of those pieces out of the podcast episode that you have to be able to see visually. But for the most part, you'll have a chance to hear my opening keynote presentation from this year's Funnel Hacking Live.

If you haven't got your tickets yet for next year's Funnel Hacking Live, you are insane. This may be the last year we do it in the future. I have no idea. Maybe we'll do it five more years. I don't know. But I do know we booked the hotel. We paid the money. So it's happening one year from right now-ish. And I don't want you there. So if you haven't got your tickets yet, go to funnelhackinglive.com and grab your tickets. And with that said, I hope you enjoy over the next four episodes, my keynote presentation from Funnel Hacking Live 2019. So I'm going to cue up to the theme song and when we come back, we'll start into my first opening presentation. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture

capital, we're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets. How many of you guys are pumped to be here this week? This is like, we've been talking about this for the last 12 months since last time we were all hanging out. How many of you guys feel like this is your ClickFunnels Funnel Hacker family reunion? So exciting to have all of you guys here.

It's funny, as we were kind of preparing this whole thing, and you guys kind of know I'm obsessed with t-shirts. You've all gotten at least one so far, right? There's more coming. But we were looking at, like, what should, like, what's the right message for the t-shirt everyone's gonna be wearing when they come here today that's gonna really connect us as a family? And at one of my inner circle meetings, I can't remember who it was, they posted this quote up during the presentation, and I read it, and I got chills, and I was like, oh my gosh, like that's, like that's the message. And so if you see the first slide here, this is the back of the shirt you guys all got. It says, surround yourself with the dreamers and the doers, the believers and the thinkers, but most of all,

surround yourself with those who see greatness within you, even when you don't see it yourself. I think sometimes that's how it is inside of a family, right? Obviously everyone that's here is at a different stage of their business, of their life. Some of you guys are in a spot where you're trying to figure out the next big thing to take your business next level. Some of you guys are at the very beginning trying to figure this out. And so we've got a lot of you guys all here together. And so what's amazing about this community and this family is how everyone works together to help each other and to raise each other up, which is really cool. A couple, about a month and a half ago or so, as I was preparing for the 10X event. How many of you guys were at the 10X event?

In front of 35,000 people in the baseball stadium with an echo that made it impossible for anyone to hear. So much stress. And then this event, which was like, and all this stuff, there's like, it was, it was heavy on me. And I remember I texted Garrett White and I was just talking to him back and forth and he sent me a quote that meant the world to me. And I think for a lot of you guys who are here in this room, you probably feel this, this pressure a little bit. And this is what his text said to me. It said, heavy is the head that wears the crown. And, and he, and I said that, he said that to me, and I started thinking. And then he messaged me a few minutes later.

He said, I want you to understand. He's like, I understand where you're at. You've chosen to go out from the world. Most people sit at home, and they watch TV, and they do as little as possible. You've chosen to step out into the world and try to change it. And that's different. It's not normal. People don't do that, but you've done it.

And he said, I see you. And as I was preparing my presentation today, I was thinking about how many of you guys are here doing the same thing. It is way easier to stay at home and not be here, right? It was way easier to just go to a job or just way easier to plug in and watch TV or watch Netflix or do whatever it is. It's harder to come here and try to learn a skill set and the thing where you're going to go out there and put yourself out. It's going to be awkward and uncomfortable to learn a skill set and a thing where you're going to go out there and put yourself out. It's going to be awkward and uncomfortable a lot of times, right? How many of you guys feel awkward here right now?

Okay, where are my introverts in the room? Yes. It's hard, right? That's why I'm on stage because I'm scared of everybody. Okay, I understand it. It's tough. But it's worth it, okay? And I wanted to say to all of you guys who are in that situation right now, like, I see you.

I see what you're doing, and that's why we're killing ourselves. People ask me all the time, Russell, why are you still doing this? Pretty sure you got enough money from all those ClickFunnels people, right? I was like, yeah, it's not about money at this point. It's because I understand the process

and the path that you guys are going down. And so every single day, I'm doing my best to trailblaze as well so I can show you guys, like, it's over here, come over here. Come on, keep coming. Keep coming. Cause I know that for me, when I was trying to figure this stuff out, there were people I plugged into people, I, that led me.

And so I'm trying to do my best in this role here to do that for you guys as well. Thank you. Um, I know that, uh, as you're doing this stuff, as you're becoming an entrepreneur, you're building a company, there's loneliness in a lot of things. There's loneliness in leadership. Okay? It's interesting. A lot of people, when you're leading a movement, you're leading your group of people, right?

Like you're there, you're trying to share your message, and you may have a team of people, which is amazing. But when all is said and done, it's you out there putting your face online. It's you doing the Facebook Live. It's you writing the book. It's you doing the presentation. It's you. And it's scary sometimes, right? And there's loneliness in leadership.

But there's also loneliness in faith. The faith of like, is this actually going to work? I know for a fact that half of you guys who are in this room right now came on in faith and a hope and a prayer. I was telling somebody earlier, I said half of the room that's here are people that have come to this before, and it's a big family reunion, and they're excited to be with their friends and their family and, like, start growing their business to the next level.

And the other half, it's your first time, right? And you're scared, and you probably have a little, like, you have faith in this process a little bit. You hope it's going to be amazing, but you're like, oh, my gosh, what if it doesn't work? What if I spent all this money and I flew all this way and I'm here taking a week off of work? Like, does it make any logical sense? And sometimes it doesn't. So I understand there's loneliness, not only in leadership, but also loneliness in the faith of like trying to do that thing and trying to step out there to do it. Right? And then the last thing I want to share is I did a podcast a little while ago called Entrepreneur Scars. How many of you guys

listened to that? I know that a many of you guys listened to that? I know that a lot of you guys who are here in this room have entrepreneurial scars. You've tried to risk everything, right? You tried to go out there and do the thing. You tried to do a business, try to launch something, and it didn't work. Or you had something that was working really good for a while, and then something happened and it crashed. Okay?

And I want you guys to understand, like, we've all been through that. I feel like one of the most amazing gifts that our founding fathers gave us when they founded this country, America, was the ability for entrepreneurs like us to be able to risk everything, and if we've messed up and we fail, it was okay. They gave us bankruptcy laws. They gave us things like that to give us the ability to risk without the fear of, like, if you mess up, you're locked up in jail for the rest of your life, right? I think so many of us, we risk everything, we're trying to change the world, we do this thing and then it fails and then we shrink back and we're like, I just gotta hide because I don't want people to know that I messed up, right? And I know for a fact there are people in this room right now who are in that spot right

now. You've had success in the past but there's that fear of like putting yourself out there again. And so for all of you guys who are here, I just want you to understand, I see you. I understand what you're going through, and we are here for you to support you as a community. Okay, so the theme of this year's Funnel Hacking Live is the theme of every Funnel Hacking Live. I want to make sure I'm showing my slides up here as well, you guys, because I got a lot of slides that are great. As much as I'd like to see my face, I want to make sure you guys see what I prepared

as well. So the theme of this year's Funnel Hacking Live event is the same as every year. People are like, what's the theme this year? I'm like, it's the same thing. I'm not changing it. I love this theme. I mean, there's a couple. I've got to create six presentations. I can't have a new theme every year, too.

Come on now. No, the theme is One Funnel Away. And I wanted, for those who are like, I thought you were going to change the theme. It's like, no, this is the same message, okay? Everyone's here at a different spot than you were last year, right? A different spot than two years ago or three years ago, and some of you guys, it's your One Funnel Away from like, you're here, you're putting it all on the line. You're like, okay, I'm going to gamble. I'm going to try it, and this is your shot. This is your One Funnel Away shot, right? And you're trying to figure it

out. For other of you guys, this is your second year, third year, having success. Things are growing. Things are amazing. They're happening. And you're one funnel away from the next step. In fact, I want to share a really quick story in ClickFunnels. We're going to share the numbers and the stats and the growth here in a few minutes. But as we started growing ClickFunnels, as we got bigger and bigger, it got harder to grow.

And we started getting to a sticking point. In fact, the last 12 months, we continued to grow, but at a much slower rate. It got harder and harder and harder as we got more and more people, and all of us inside ClickFunnels were figuring out, how do we grow this thing? How do we get from 50,000 to 500,000 people? Like, how do we grow it? And we just couldn't get past some sticking points, and literally six months ago, I was sitting in an inner circle meeting, and Natasha Hazlett, who's going to be speaking to you guys tomorrow, where's Natasha at? Natasha's right here. She's pregnant with twins. She might give birth tomorrow on stage, I'm hoping. It's going to be amazing. But Natasha gets on stage in her humble little self, and she's like, hey, we tried a book funnel, didn't really work, so we

tried this challenge funnel instead, and it was really working good for us. And we looked down, I was like, oh my gosh, I've seen challenge funnels before, but not the way she explained it. And we went back to the drawing board, started freaking out, started doing some stuff. And how many of you guys went through the one funnel way challenge so far? So because Natasha gave me that idea, that one funnel, we launched it. The last six weeks in ClickFunnels, we've had more growth per week in the last six weeks because one funnel we challenged than we have in the last two years. So for some of you, it's Natasha. You need her. She's going to tell you a story about her funnel and it's going to be like, that's the thing I need. Some of you guys are going to be somebody

else. We have so many amazing speakers who are all sharing different types of funnels, what's working for their business. So I want you guys listening with ears. Not that you have to create everything. You shouldn't be creating everything, but listening by what's the next thing for me? What's the one funnel for me in my stage right now? And some of you guys has one funnel to launch your business. Some of you guys has one funnel to get to the next level. It's whatever it is for you, but I want you just to listen with those ears because if you're listening with the right ears, you're going to get it and you're going to hear it. Okay. I could have easily been in my inner circle meeting being like, Oh, Natasha is paying me to be here. I'm not

paying attention, but I was listening, and I was like, oh my gosh, that's amazing. So I want to make sure throughout this whole week you guys are listening with your ears to hear the things that are here created for you, okay? This is a picture. Let me go back one slide. Okay, so this right here, a couple months ago we did an interview

with Andrew Warner, who's the host of the Mixergy podcast, which is my favorite podcast. And I asked Andrew if he'd come and he interviewed me on the ClickFunnels startup story. Because I wanted to kind of tell the whole story. Obviously, a lot of times you guys hear parts of the story, but I was like, I want to tell the whole story. He's my favorite interviewer. So we flew, and it's funny, Andrew's famous. He does these things called scotch nights, where everyone gets together and they drink scotch.

I didn't know what scotch was. I thought he was talking about butterscotch, like candy. And I was like, what? And it turns out it's alcohol. I don't know these things, right? And then I was like, I want you to interview me. He's like, we could do a scotch night. I was like, but I'm Mormon.

I don't drink scotch. And then I was like, wait a minute. There's this place in Utah. It's a bar, but it's called a dry bar. And he's like, what does that mean? I was like, it means it's a bar that they don't serve alcohol. Like, we should do the event there. And it turned out really cool, so we brought him and me, and we did this, like, butterscotch night. It was amazing.

At the Dry Bar Comedy Club. And he interviewed me on the ClickFunnels Startup Story. How many of you guys have heard that interview? Okay. The first half, it just went live on the podcast today, and the next half goes live in, like, two days. So if you guys want to hear the whole interview, it's there. But what's cool is before he did this, he does tons of research. He's like, so show me the funnels you did before you launched ClickFunnels. And I was like, okay. So I went back in the domain archives of every domain I've ever bought from the

beginning of time until now, and all the ones that we actually produced. And there was like over 150 funnels that we had created and launched. In fact, here's a couple of them. I'm going to show you guys some pictures of all the stuff I tried before ClickFunnels. In case any of you guys are wondering, like, when's my funnel going to work? You might need to do one or two or three or four, a whole bunch.

So, this is just the ones that had good screenshots. There were a lot of other ones. So, if any of you guys are like, oh, I tried my funnel, it didn't work. this is just the ones that had good screenshots. There were a lot of other ones. Okay? So if any of you guys are like, oh, I tried my funnel, it didn't work. This thing's a scam.

It's like, you should try another one. I don't know. I did a lot of them before I found ClickFunnels. And some of you guys are like, I'm waiting for the perfect business. When the perfect business shows up, then I'll build a funnel. It's like, if I would have waited for this,

if I would have waited for ClickFunnels, guess what would never have happened? I'd never have been ready to be able to run ClickFunnels. I would have ran it into the ground like two days in. I had to go through all of this to figure out how to lead you guys on this path. Okay? And the same thing's for you. Thank you. In fact, it's funny. The first time I tried to build ClickFunnels was in 2005. It was called click.com.com. How many of you guys came to the click.com.com event?

Nobody. My wife's there. I got my one super fan. Thank you. But what's amazing is Dylan Jones, who was one of our original co-founders in ClickFunnels, I actually hired him to do the design initially. So if you look at this, these are the initial designs of click.com.com.

We had sales processes. They weren't called sales funnels back then. But I tried this game a long time ago, back in 2005, trying to get this live. I understood this was the vision. I wanted to go, but I couldn't figure it out. And I tried, and I failed, and I tried, and I failed, and I tried, and I failed. It went over and over and over again. It just didn't work for a long, long time, okay, until I had a funnel, and I was one funnel away from a success story, but what's interesting

is that this funnel was a complete failure, and I'm telling you this story because how many of you guys have launched a funnel, and it was a complete failure? The rest of you guys just haven't tried yet? Like, not even one? Come on now. I want to share a story because we launched this funnel. This was after I'd built a big, big company. Everything collapsed. I told this story a couple of funnel hiking lives ago. And those who've gone through the one funnel challenge heard me tell the story.

But we built a company of 100 people. The whole thing collapsed. I had to fire 80 people in one day. And I'm not going to get into that whole story. But on the backside of that, I was trying to figure out, like, what am I going to do when I grow up? Which is a question I think all of us should ask ourselves at least once a week. I was like, what do I want to do when I grow up? And I'm laying in bed, stressed out, trying to figure out how we're going to make money. Like, I didn't have a vision or idea, and I went to Flippa.com. And Flippa's a website, you can buy websites. So I'm on Flippa.com, and I'm just scrolling through on my, I think I was

on an iPad at the time, scrolling through, trying to find, like, what's the vision for this thing? And this website came up called championsound.com. And I looked at it and it was an email, text message, autoresponder for bands. And I was like, oh my gosh, what if I bought this and it would be an email, text message, autoresponder for bands,

but I could like rebrand it and make an email, text message, autoresponder for dentists and then make one for chiropractors and then for entrepreneurs and for like all these different businesses. And I was so excited. By morning, Ioresponder for dentists. And they make one for chiropractors. And then for entrepreneurs and for like all these different businesses. And I was so excited. By morning, I had sold myself on the idea.

And I went to go buy the site. And I didn't have them. It was $20,000, which we did not have at the time. But I was like, this is the vision. This is where we're going to go. So I bought championsound.com with money we didn't have, calling the banks, increasing credit limit. How many has ever done that before?

I'm like, I need this. This is important. This is the future. So buy this, buy championsound.com. And after we get it, I have, I tell my programmers, like, hey, put it on our servers and we can start selling this. It's gonna be amazing. And my programmer looks at it and he's like, I can't put it on your servers. I'm like, well, why not? He's like, well, it's code in Ruby on Rails. I was like, what does that mean? And he's like, you know how you speak English? I'm like, yeah. He's like, you know how other people speak Chinese? I'm like, yeah. He's like, this is written in Chinese.

I only speak English. I'm like, what does that mean? He's like, I can't help you. I was like, oh, crap. So then I'm like, okay, so I try to hire someone on Odesk. I'm like, hey, can you transfer this Ruby on Rails thing to a thing and to a server? I don't know what that even meant. And they were trying, and five or six people tried.

And after about two weeks of trying, nobody could figure it out. I was like, great. I spent our last $20,000 we didn't have on this funnel, on this company, on this brand. And we, and I can't even do anything with it. And I remember that day, the office was like, well, I just, I'm just gonna walk away from it. Like it's just a lost cause. And then after I just packed my computers, walking out the door, I stopped, and I had this thought. I'm so, so, so grateful that I listened to that voice. And it said, turn back around and email your list, because somebody on your list knows what Ruby on Rails is.

I don't know if it's emotional here. So I come back in, and this is like the lowest peak of my business, where everything just collapsed around me. I don't even know what I'm doing, or how we're going to survive, or what we're going to do. And I emailed my little customer list at the time. I said, Hey, I'm looking for a partner. I bought this thing. It's called in Ruby on rails. If anyone, you know, Ruby on rails, I'd love to be, you know, I need somebody to help me on this,

this thing, send the email out. And a couple hours later I get an email back from a guy. And, uh, and I never met him before. He sends me this email. He's like, Hey, I know Ruby on rails and I'd love to partner with you on this. He's like, send me the login. I'll see if I can fix it. So I send him the login that I'd gotten from the guy I bought it from and I didn't even know what it meant. I'm like, here you go.

And then I went home. Next morning I come back and then there's a message from him. He's like, hey man, I fixed it. It's good. And I'm like, what do you mean? He's like, yeah, it's done. I'm like, it's done?

He's like, yeah, I fixed it. And while I was in there, I found all these other bugs and stuff. I fixed those as well. I got those working and now it's all done. I was like, yeah, I fixed it. And I, while I was in there, I found all these other bugs and stuff. I fixed those as well. I got those working and like, and now it's, now it's all, it's all done. I was like, are you kidding me? And, um, and it started my friendship with this person and that friendship grew over the next two or three years. We worked together on projects.

And, um, the day that we had the idea for ClickFunnels, we sat in a room for about a week, whiteboarding out the whole vision of it. And on the way taking him back to the airport, he was flying back home where he lives in Atlanta. He said one thing before we got out of the car. He said, hey, really quick though, if we're going to do this whole ClickFunnels thing, I don't want to be like an employee. I want to be your partner. I remember being so scared, like, ah, I don't know if I, like I'm an entrepreneur. I control everything all the time. I was so scared. And in that moment, I made the second greatest decision in my life outside of marrying my wife. And I told him, yes. 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 because 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 on hands. Now,

if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy has been lately. It's not the time to be gambling with your finances. So Taylor put together this book called The Revolving Pricing Method and it's awesome. It helps you turn every client you close into a long-term profit machine. We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul.

Now here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab The Revolving Price Method book and over $150 worth of bonuses and get this all. It's at 70% off. And I promise you guys as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you

need to add into your funnels. So go over to wealthyconsultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthyconsultant.com slash secrets. Do not miss out. Hey, this is Russell Brunson. And I want to jump in really quick to share with you a new assessment I found out that is insanely cool.

You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius.

And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it.

And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you gotta figure out, make sure that you have, first off, the right people, but make sure the right people are sitting in the right seats on the bus. And this assessment will teach you how to do.

Now, normally this assessment, you can go to workinggenius.com and there's two Gs in the middle, workinggenius.com, but I got you a 20% discount on the assessment, which is only $25. So don't stress, it's not an expensive test at all, but you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com, again, two Gs, workinggenius, two Gs in the middle, workinggenius.com, and then use promo code secrets, S- C R E T S at checkout, get 25% off. Uh, but then we'll take the test again. It takes you 10 minutes.

Um, 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. It's going to be the most joy, number one, but then number two, um, it's going to make sure that you are, uh, 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. And that man is Todd Dickerson, who's my co-founder and partner at ClickFunnels. Let's give Todd a huge round of applause. Stand up, Todd, come on out. What's up? Oh, man. Wow.

What's up, funnel hackers? Wow. That was amazing. Thank you for that insane intro. I'm emotional, so you're up now. I know. I know. This is Todd. He has been the best partner, the best friend, the best mentor that anybody could ever ask for.

And he was the one who initially sat down and built ClickFunnels after I tried for decades to make it work. And he did it like in a weekend. It was amazing. A little bit longer than that. Most of that was true. Really quick, I'll show you something really quick. So this was actually, that's right, slide. So September 23rd, 2014, this was the day that changed my life and all

of your guys' life forever, even though nobody knew it. This was the day that ClickFunnels officially went live. How many of you guys remember that day? Yeah, three of you. Yeah, nobody really knows. So here's the back story. We were one funnel away too, but we didn't know which funnel it was. So this is the initial branding and the logos from ClickFunnels. So we picked that one. You guys could all be wearing completely different swag today had we picked a different logo.

This is us in front of the whiteboard. There's Todd and this is one of our other original co-founders, Dylan Jones, sitting in front of the whiteboard, mapping out what ClickFunnels was going to become. We launched it the first time. Nobody really bought it. Then we built another funnel. We launched it. Nobody really bought it. And the third, the fourth, the fifth, I think it was the sixth time we got invited to speak at an event. And this is the picture from the event. It was in a room with about 100 people. And I did the very first time I ever did the ClickFunnels presentation. We did the presentation, and like 35% of the room ran to the back and bought. And I remember like we're all excited. And that night went to dinner and we're sitting around and I was like, just so you guys

know, like that's not, that's not normal. Like what just happened is like, this is, it's game on. Like this is going to change everything. Went from that point forward and started growing like crazy. So I'm going to toggle some, some of the stats of what's been happening ever since that day when we launched ClickFunnels. Yeah, absolutely. So after that presentation, Russell's like, it's game over. We're going to be at 10,000 customers next week, which didn't quite happen. But by the end of year one, we actually did hit 10,000 customers. It's crazy, crazy.

Then followed by year two, 20,000, doubling over. Then year three, crazy growth with the books and the amazing training that Russell was putting out. 50,000 customers. Year four last year, Funnel Hacking Live, we were 60,000. This year, as of today, we are at 76,000. 726,000 customers. How crazy is that? So insane.

That was amazing. And Devon alluded to this earlier. We processed over $2.5 billion in sales through Stripe alone. All of you guys. All of you guys have done $2.5 billion in sales. So crazy. Which is actually $1.5 billion more than last year. So in a year, you guys did $1.5 billion. So just to give you a comparison here, last year GDP ranking, we showed you guys this last year. If you took all the GDP of all the countries in the world, ClickFunnels right now is number 15 highest GDP in the world, which you know what that means? Check out next slide. If there was a country and our people were called funnel hackers,

we would have higher GDP than 15 other countries. And I'm kind of thinking about, do you guys like this venue? I feel like we're in Funnel Hacker, like our own little city here. What if we all just moved here and lived here and took over 15 other countries? Funnel Hacker Island. I like it. Let's do it. Check this out.

So we also, the two Comic Club winners, we're up to 505 total winners, which I got an update right before I came out here. It's actually 506 now. Congratulations, somebody! Yes, sir! And that's actually 241 new ones in the past 12 months alone since Mortal Hacking Live last year. So insane. Give a big hand to you guys. Then we have the two comic club

X award, which is the eight-figure award. There have been 38 total winners for that now. And 22 of those in the past 12 months alone. Amazing. And in order to keep serving you guys, we've had to grow our team like crazy. We're up to 251 amazing people serving you guys right now. 252. Again, as of yesterday, we had a new hire.

So there you go. If any of you guys need jobs, we're looking for people. Yes, we're looking for amazing people every day. That's 132 customer support people, 43 people working on product development with me every day, and 26 people in marketing working with Russell every single day to provide amazing stuff for you guys. It's amazing.

Our mission at ClickFunnels is to help free all entrepreneurs so that you guys can focus on changing lives of your customers. And that's our goal and our mission for this entire week. We're so excited. We've got so many amazing speakers who are coming here to serve you guys. We don't pay our speakers. They come because they love you, because they've been in the same spot you are. Half our speakers were in the chairs last year sitting here, and this year they're up here to serve and give back to you. I'm so grateful for all of them. Now, one last thing before we move into the presentation. I feel like if we're going to move from 76,000 customers to 760,000 and beyond and build this community even bigger, I think one of the big things we

need to do is start changing some of our language patterns. We have to stop being marketing nerdy geeks. How many of you guys are willing to help me with this? I'm going to talk more about this later, but I think one of the big things that we've been struggling with trying to get our message out to more people is we're using things like tripwire funnels and high ticket application funnel and all these geeky nerdy things. And so we're going to try to simplify the language i'm going to talk a lot about this out the next year um it's just trying to get things more simple so um i got some pictures here just some stuff like instead of calling things like squeeze page funnels which is like

when i tell my buddy who's a chiropractor you need a squeeze page funnel he's like what does that mean i was like well it's like a funnel that generates leads he's like why don't you call the lead funnel i'm like oh that makes more sense and then uh i was like, well, it's like a funnel that generates leads. He's like, why don't you call the lead funnel? I'm like, oh, that makes more sense. And then I was like, next thing you need is a tripwire funnel. He's like, that sounds really dangerous. I was like, yeah, but I explained, it sounds kind of like a shopping cart. I'm like, oh, yeah, like it is. We call them cart funnels.

And I kind of went through, and you'll see, like, instead of webinar, like, what's a webinar? It's a presentation funnel. What's an application? It's a presentation funnel. What's an application? It's a phone funnel. So we're going to try to start making our language more simple so that we can get more people into our community and start understanding what we're doing. So we're going to go through more of that later, but just I want to simplify the names.

All right. With that said, I want you guys all to give Todd a huge round of applause for his huge contribution to this community. Thank you guys so much. Appreciate you, man. Okay, now we can get started. Now that all the tears are out. Okay, so what I want to do right now, I want to kind of move into my first like training portion of this. And I wanted to lead this out. How many of you guys have gone through the One Funnel Away Challenge? Yeah. Okay, those of you who've gone through it, if you know, I stress a lot

about one simple thing, which was hook, story, offer. I talked a lot about that, and I want to talk about that for the next hour or so, because throughout this week, you're gonna be learning about a lot of different types of funnels, right? About challenge funnels, and summit funnels, and like all these different things. And some of you guys may get confused, but I want you to understand like the core fundamental, like foundation of what you have to become good at as an entrepreneur is understanding this one concept, which is mastering hook, story, offer. And so I'm going to spend some time going over that hook, story, offer. I gave everybody a handout that came

with your, should be on your seats. You guys take notes on it, stuff like that. But one of the things it says in there, I think on the very front page, is that something's not working in your funnel. It's always either your hook, your story, or your offer. Every time. Aaron's was like, my funnel's not working, Russell. What should I do?

I look at him, I'm like, oh, your hook is horrible. That's why nobody's clicking on your ad. Or, hey, your hook's good. People showed up, but your story's boring. That's why no one's buying. Or it's like, you hooked and you told a good story, but man, that offer was horrible. No one would ever give you money for that. And I've learned, like, as I've broken down consulting to, like, three things, like, it's

always one of these three things. Okay? So I'm going to spend the next hour or so going over this, giving you guys ideas and, like, opening up your mind to becoming better at that. If you become better at that, this framework fits into any funnel. Okay? If I'm selling a book, I gotta be good at hook, story, offer. If I'm selling something through the phone,

hook, story, offer. If I'm selling something through webinars, hook, story, like this is the framework that we all have to become masters at. So I wanna lead with that today and then as everyone else starts training on different funnels and strategies, you just remember like if my funnel's not working,

it's because of one of these three things every single time, okay? If you were to hire me for my insanely high consulting rates, like Russell, my funnel's not working, it's because of one of these three things every single time. Okay. If you were to hire me for my insanely high consulting rates, like Russell, my funnel's not working. What should I do? I'd just be like, thanks for the check. It's either your hook or your story, your offer. So next time you're like, man, I wish Russell just looked at my funnel. Just sit down and be like, huh, what would Russell say? He would say, it's either your hook, your story, or your offer. Okay. It's always one of those three things every single time. Okay. So with hook story offer, that's, it goes hook story offer, but I'm going to start with the offer first and then move

backwards just because that's kind of the framework, how it works. Okay. So the offer, excuse me, a lot of you guys have gone through like my training with perfect webinars. So you see this thing called a stack slide. How many of you guys are familiar with a stack slide? Good. Okay. The stack slide is how we create an offer. Okay. How many of you guys are familiar with a stack slide? Good. Okay, the stack slide is how we create an offer, okay? And even if you're not doing a webinar, you still create a stack slide. There is no circumstance when I ever sell that I don't use a stack slide.

If I was emailing somebody and they were like, hey, what does it cost to hire you as a consultant or hire you to do whatever? I would literally send them an email and I'd have a stack slide. I just have like 4.1 value, 2 value, 3. I would use this in everything. Okay, so, and I'm going to show you guys some examples today.

It doesn't matter if you're selling coaching or supplements or physical products or services. Like, you should always have this. Okay? Now, to begin with, I want to talk about one of the founding fathers of our industry. A lot of you guys may not even know him or heard of him. His name is Claude Hopkins. How many of you guys have heard of Mr. Claude Hopkins? All right, all my OGs, all the originals.

Okay, this is your marketing history lesson. So Claude Hopkins was the father of modern advertising. And what's interesting is way back then in the early 1900s, what they called, what he was called, what his job was, he was what they call the scheme man. Okay, he was a scheme man. What the scheme man did is they came into a company and their whole job was to come up with the offer. That was it. The most important part, which is the offer. Okay? Now to show you the value, even in like the late 1800s, early 1900s, the value of becoming a scheme man, the person who actually creates the offer, Claude Hopkins back then was paid $52,000 a year in 1907. Okay, now the equivalent of that, that's $1.39 million in today's dollars. They paid this dude over a million bucks a year to come in and be like, this is what your offer is. Okay? And most of you guys never even think about this. You just kind of go off and like do whatever. And I'm not going to, I'm excited.

Steven Larson is going to be talking in two presentations. He's going to go off and like do whatever. And I'm not going to, I'm excited. Steven Larson is going to be talking, uh, in two presentations. He's going to go deep into like how much really cool offer stuff with you guys. But we understand like this is the value of like the most important part of offer. You have to understand that this is so valuable that back then they paid people that much money to come create offers for them. Okay. So it's worth your time to start figuring these things out. Okay. Now I want to kind of talk about when offer isn't for a minute. Um, because most people in business, I think about like, what's the product I'm going to create. Okay. And the biggest problem when you create a product is that when you have a product, it is a commodity and anybody else can, can create it. Right. And if you have a product and it's a commodity, when you're trying to figure

out how to sell it, the only thing you have to like as leverage is price. Right. Okay. That's why when you go to Amazon, like someone's selling the thing at this price, it's like, oh, well, if I'm going to beat him, I got to sell it for less and I got to sell for less and less and less and less. And like, it's a race to the bottom, which is the worst type of business to be in, by the way. Okay. Dan Kennedy told me when I first got started, man, 14, 15 years ago in this business, he said that, um, there's no strategic advantage of being the second lowest price leader in town. So if you can't be Walmart, like there's no sense of being the lowest price leader in town.

But there's a huge strategic advantage of being the most expensive person in town, right? So if you're creating something like, you can create a product and become a commodity and you're racing to the bottom, or you understand how to create an offer which decommoditizes you, I'll show you here in a minute, and it makes it so you can charge whatever you want. Okay? So that's kind of the key you have to understand. So a product is like a one singular thing. An offer is we take a product

and you bundle it with a bunch of other things to increase the value and to make it unique and separate and different. Right? If I would have sold this as a digital marketing event, there's like 800 digital marketing events you could have gone to, right? Why did you guys fly here in the middle of the rain?

It's because it's different, right? It wasn't just a product. It's not a marketing event. It's a whole bunch of other stuff. When you bought ClickFunnels, most of you guys didn't buy it because you're like, oh, here's software that builds websites. There's tons of software that builds websites, right? We created irresistible offers and bundled them together to make you go crazy to come and buy and to come here and do things, right? I spent a ton of time focusing on how to create an offer. Now, one thing you have to understand, there are basically, there's two ways to make your product the cheapest in town. The best way to illustrate this. The first way is obvious, right? If you want to be the cheapest product in town, you have to decrease the price, which again, funnel hackers don't do that, okay?

We don't, we should make a t-shirt that says that. Funnel hackers do not decrease prices, okay? If you decrease the price, you become cheaper than somebody else. The other thing is if you increase the value of what you're offering, then you become cheaper, right? Okay? Because if I sell you something and it's worth a million dollars and I only sell it for a thousand, that's cheaper than the person who sells you something for a thousand bucks that's worth a thousand bucks.

Does that make sense? Okay? So I can either decrease the price or I can increase the value to increase the value of the thing. And if you look at this, it's interesting. I had this conversation with my kids the other day. Like, um, how much money you make is 100% tied to how much value you give. It's a hundred percent correlation. So my kids were asking me, my kids are cute because they're the age where they're trying to start figuring things out. And, um, and, uh, one of my sons, Bowen was like, dad, it doesn't make any sense. This guy over here is one of our friends.

He's like, he's a doctor and he's way better than you, but you make way more money than him. How come? And I said, well, you get paid based on how much value you offer. He's like, but dad, he operates on people. That's way more valuable than what you do. And I smile. I said, it's definitely more difficult. Like that's, I can't imagine that.

But I said, you don't understand. He's only able to operate on one human being at a time. So he's offering insane amounts of value for one person. And so because of that, he gets paid really, really well. But it's finite. It's as big as it can be. I was like, I'm able to offer value to 4,500 people or 76,000 people or a million people because I create something of value and I can create itself so many more times.

And so I said, that's the reason I'm able to make more money than doctors because of how that works. And I kept explaining this to him. And so I told him, I was like, look, if you want to get a job, you get paid based on how much value you have, right? Okay, so like if you get a job at McDonald's and they're paying, you know, whatever, what's minimum wage nowadays, eight bucks an hour. I'm like, that's how much value you're getting.

I was like, but if you go and you can create something, you can do something bigger, the value is so much higher and you can get paid more money for that. Okay, and I was trying to explain this to a kid, which is really fun. So the whole name of this game is you're creating funnels and you're figuring out how to hook your store, your offer. You're trying to increase the value, okay? So the offer increases the value of whatever it is you're trying to sell. Okay. So I'm gonna show you some practical life examples. The first one here is dating. Okay. Now, when I met my beautiful wife, Colette, the very first time, there were tons of men who wanted to date her. And, um, I was just a product. I'm like, Hey, I'm a, I'm like

wearing baggy pants. And like, I have a shaved head and glasses. And like, like I was like wearing baggy pants and like I have a shaved head and glasses and like Like I was like that was the product. That's the best I had, right? there were much better looking like dudes who dress nice all sorts of stuff and I was like if I Like looking at me and in like a lineup. It's like man. There's much better offers out there much better products, right? Because I was a commodity that time so it's like okay If i'm going to convince my wife to marry me who's way more beautiful than me What do I got to do? It's like I have to like have to like, I have to create an offer. I have to make this better. Right. And this is true for any of the single men who are trying to figure out how things work. Like you got a bundle, right? So if I'm like, Hey, do you want to go on a date with me? She's

like, I got asked by four of the people this week. I'm like, Hey, this is the deal. I planned a date. It's going to be amazing. What we're going to do is we're going to go to dinner and what's the fair place to eat? Oh yeah, we're going to go there. And then what would you like to do? And we like plan an actual date and make an amazing offer. Then she's like, she's not judging me versus somebody else, product versus product. She's like, oh man, that experience seems amazing. Right. And the offer's better. Okay. And so, um, when you're dating, it's the same thing, right? When your business partners, when Todd came to me as a business partner, he had so much value. It wasn't just like, oh, I'm a programmer. I'm like, I'm a

programmer who can turn your, your, your dreams and who can turn your dreams into a vision, into reality, right? I can do this. I can do this. It also becomes this amazing offer. It's like, oh my gosh, I can't say no. The value gets so big, right? Okay, so it works in dating. It also works for movies. How many of you guys are pumped to see this movie next week? How many of you guys have no idea what movie this is? Okay, so if I came up to you and I was like, hey, Captain Marvel's coming out next week. Who wants to go with me? This room is fine. If I walked in normally, who wants to go to Captain Marvel with me?

They'd be like, ah. They're like, this is the deal. Okay. Captain Marvel's coming out. I'm so excited to come see this movie. So I'm so excited. What I did is actually it comes out on my birthday. March 8th is my birthday.

That's the day it comes live. But the night before, they're doing a private screening in Boise. And I saw a commercial for it the other day. And on the commercial, it said, hey, the movie's coming out. Make sure to book your tickets now. And I was like, oh. So I went to the little app, the Fandango app. And I looked at the theater.

There's only one theater playing it at 7.30 the night before. And half of the theater is taken. And I was like, oh my gosh, half the theater is taken. So I bought the other half. Okay? This is a true story. Colette's like, why do you keep buying all these tickets? I'm like, I don't know. I'm sure someone's going to want to hang out with me. So if I was like, this is the deal. You can come to Boise with me, and we're all going to go together. We've got half the theater just for Funnel Hackers. It's going to be amazing. Okay, now I went from a movie, like a $20 movie to like this experience, right?

And then ahead of time, we're going to do, we're going to go to my favorite sushi restaurant. There's a roll called the Rattlesnake Roll. And it's like this little podunk, like strip joint in Boise that seems kind of weird. But they literally have the best sushi on planet Earth. I always bring people and they're like, oh yes, sushi in Boise is going to be great.

And then they have and they're like, oh my gosh, this is the greatest sushi I've ever had. I'm like, I know. How many of you guys have been there with me? Yeah, it's insane. So what we're going to do is we're going to go sushi first. I'm going to introduce you guys to the rattlesnake roll. Best roll on planet Earth. Then we're going to go, we have a separate funnel hacker section. We're going to watch

Captain Marvel together. Third thing is I'm going to buy costumes for each of us. And all of us are going to pick somebody. It's going to be amazing. And it's going to be awesome. And then fourth off, after it's done, we'll go back to my house, and then we'll just goof off. We'll play in the wrestling. We'll play on the tramps and stuff. It'll be amazing, okay? How many of you want to come to that movie now? So you see how I increased the value? I went from like, oh, it's a 20, I'm going to go to the movie, to like, oh my gosh, I'm going to book a plane, and we're going to fly there tonight, right? Just by increasing the offer, okay? So if someone's not buying your thing, it's a 20, I'm going to go to the movie to like, oh my gosh, I'm going to book a plane and we're going to fly there tonight. Right? Just by increasing the offer. Okay? So if someone's

not buying your thing, it's because your offer's not good. How do you increase the offer? How do you make it better? Okay. Always thinking how to make it better, how to make it better. Okay. We have a product we sell right now. It's two pieces of paper and we sell it for a thousand bucks. How many of you guys will give me a thousand bucks for two pieces of paper? My diehards. Thank you. All right. Well, we literally do so i have two pieces the sales scripts are high ticket sales groups two pieces of paper we sell for a thousand bucks um and uh if you look at you're like i would never pay a thousand bucks two pieces of paper russell and most people wouldn't but i'm like these two pieces of paper guess what they are this is our

high ticket sales script okay today we've done just short of 30 million dollars in sales with these two pieces of paper you someone pick up the phone you read this one and then you read the other side, and then they give you money. It's amazing. It just works every single time. And I didn't make it up. People have been using it for years. There's been billions of dollars in sales tracked back to these two pages. And the person I know in the world who's the best, this is a guy named Robbie. In fact, Robbie's here in the room. Where's Robbie at? He's here somewhere. He's probably out, dude. So Robbie is the one who showed me the script initially, and he trained me, and they trained our sales guys and built a whole team, and he did it for me.

Okay? So for a thousand bucks, I'll give you two pages, but then I'll also give you Robbie in a box. So how do you guys like, Robbie to make videos to train your entire sales team just for you? It's amazing, right? So you hire sales people. You give them these two pages. You say, watch the videos of Robbie teaching you.

They watch those for like three hours, and they come out, ruthless sales people who can sell anybody anything, right? And then you're like, but that's cool, but I don't have any ads. I'm like, okay, how about this? I will give you the ads we run and I'll give you the funnels I run. I'll just give those to you as well, right? And then how about I can hook up a call where you can jump on the call with Robbie for 30 minutes. He'll train your salespeople one-on-one to make sure to customize the script specifically for you. Now, how many of you guys pay a thousand bucks for that offer? Okay. Do you see how it works?

Like, it went from two pieces of paper to I bundle it all, it's just like, oh my gosh, I have to have that. Okay. If people aren't buying, again, it's the always hook story offer. If it's your offer,

it's because you don't have, you gotta figure out how to make it better, how to increase it. Okay. One fun way challenge, the same thing. This is a challenge where you get to jump on a coaching call

every day for 30 days. See the energy, like, oh. Now let me tell you all the stuff you get. The challenge where you get to jump on a coaching call every day for 30 days. See the energy like, oh. Now let me tell you all the stuff you get. The first thing you get is you get the big old box in the mail. Inside the box is a book called 30days.com where 30 people of our two comic club winners each wrote a chapter about how they got in the two comic club. And then there's videos of them showing behind the scenes of each of their funnels. And then on top of that, you're going to get 30 days of video from me.

Then you get 30 days of video from Julie Stoyan. And then on top of that, you're gonna get 30 days of video from me. Then you get 30 days of video from Julie Stoyan. And then on top of that, Steven Larson will come on every single day and yell at you and make sure you actually get the stuff done. By the time they're done, your funnel's gonna be finished. And we go on and on and on.

All of a sudden, this is the most irresistible offer of all time. Okay? The first challenge, we had 7,500 people sign up for it. My goal is to get 10,000 people a month signing up for this challenge. We keep making the offer better and better and better.

Okay? If you want to sell more stuff, figure out your offer and make it sexier. Increase it. Make it better. Want more marketing secrets? If so, then go get your copies of my two best-selling books. Book number one is called Expert Secrets, and you can get a free copy at expertsecrets.com. And book number two is called Dot Com Secrets, and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the fastest growing non-VC backed SaaS startup company in the world.