Marketing Secrets with Russell Brunson - My Funnel Hacking Live Keynote Presentation - Part 2 of 4

Episode Date: March 27, 2019

Listen to part 2 of 4 of my keynote presentation from FHL. During this part of the presentation, I start diving deeper into how to create your irresistible offers. On today's episode you will hear part 2 of 4 of Russell's first presentation at Funnel Hacking Live 2019. Here are some of the super awesome things you will hear in this part: Hear Russell give ideas for a written offer, an audio offer, and a video offer, that are all super easy. Find out why it's so important to not be a commodity and how you can avoid it. And see why Russell always has several things he can use to bulk up his offers. So listen here to hear the second part of Russell's keynote presentation at this year's Funnel Hacking Live. Transcript - https://marketingsecrets.com/blog/192-my-funnel-hacking-live-keynote-presentation-part-2-of-4 Learn more about your ad choices. Visit megaphone.fm/adchoices

Metro links and cross links 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. Hey everyone, this is Russell. Welcome back to the Marketing Secrets Podcast. I hope you enjoyed the first 25% of my keynote presentation from Unlacking Live. During today's episode, I'm going to start diving deeper into actually how do you create an offer, right? We talked about

so far the fact that the offer increases the value. You have to have amazing offers because that's how you decommoditize yourself and how you make people desire and lust and go crazy for the thing you're trying to sell. So next thing's like, okay, well, that's cool, Russell, but I'm selling physical products or I'm doing this or whatever

and I don't know how to bulk up my offer. And the easiest way to bulk up offers is with information products. So the next section of my presentation, I started going deeper into exactly how to create information products and walk through nine different ways that I think you're gonna enjoy.

So we're gonna kind of go through the nine different ways and then do a couple potential exercises and things like that. And then we're gonna move into story. So with that said, I'm gonna cue up the theme song and jump into part two of my keynote 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

answer. My name is Russell Brunson and welcome to Marketing Secrets. The question is like, well, how do you, how do you do that? Okay. So I was like, I sell this thing. I had, how do I make it sexier? How do I, how to make do that? Okay, some of you guys are like, I sell this thing. How do I make it sexier? How do I make an offer? So the fastest way to increase an offer is to bulk it up by adding other types of information products. So I'm gonna go through a couple ways

that you guys can create quick information products to bulk up any offer without actually having to write a book. Does that sound like fun? All right, cool. So I'm gonna go through three different things you can do. Number one, there are written words. I'm gonna show you how to do it without actually writing any words.

Number two is audio, and number three is video. This will give you guys ideas so nobody will ever say, well, I can't create an offer, Russell. You can, with these things I'm going to show you, you can create millions and millions of offers. In fact, if you start looking at everything I do, you'll notice it's always one of these three things I'm using to bulk up my offers every single time. Okay, so the first are written themes. So the first thing I want to show you guys is, how many of you guys would love to have a book, but you don't want to write a book? Books are the most painful part of everything I've ever done ever by far. So this is a book that was a crowdsource book called Chicken Soup for the Soul. How many of you guys have read Chicken Soup for the Soul? Okay. How many of you guys have read one of the like eight million versions since then? Okay. The most amazing thing about this book is that the authors who

wrote this book didn't actually write any of the words in the books. Isn't that great? Yet they still made millions and millions and millions and millions of dollars. Okay. The other day, my son came into my little office. It was Bowen again. He came in and he saw this book and he said, dad, is that your new book? And I said yeah, he's like you wrote another new book? I was like well kind of, he's like what do you mean kind of? I'm like well I wrote the title and that was it he's like did you cheat? I'm like no I didn't cheat

I said I had 30 people who got two comic club awards write how they would get a two comic club award if they could do it again and he's like and then they just wrote the chapter, said yeah and i put in a book and then we sell the book he's like but you didn't write anything i'm like i wrote the i wrote the title it's a really good title he's like i don't think that's a real book dad i'm like no it really is okay how many of you guys decide whatever business you're in could find a whole bunch of experts and whatever it is and you could write a book like this this book alone um we did the very

first launch of the one fun away challenge where we gave this away and you could write a book like this? This book alone, we did the very first launch of the One Funnel Away Challenge, where we gave this away, and we closed it down for like four months. People were auctioning these things off. Someone sold one for over $500 on eBay. People were going crazy for this book, right? Now when we launch One Funnel Away Challenge again,

we're like, you guys get this book, and people flip out. People buy it just because they want the book. I didn't write a word of it, okay? So I don't, think about this, like how could you guys, like Chicken Soup for the Souls trailblazed it for us,

I've trailblazed it for you, how could you guys do that same thing in your market? Find people around you and say, hey, let me interview you, let me interview you,

30 of you, or 20 of you, or 10 of you, and put it together, make a book, make a, like there's a million things you can do with that,

but it's a fast, easy way to create a book where you don't actually have to do it. Okay, number two way to get written books really fast is to compile examples of stuff. How many of you guys have read my 108 split test book? Okay. This is literally just screenshots of 108 of our split tests and people go crazy for it.

Okay. How many of you guys are doing stuff in your business or whatever it is you do that you have like this byproduct? We weren't planning on selling this. We were just doing split tests and it takes screenshots of the split tests and eventually like two years later, we should just put these all in a book. We just compiled a whole bunch of examples and we sold it. Okay?

This right here, how many of you guys are members of Funnel University? Every month we find a couple of funnels and we compile them and talk about them and we show them to people. They're not my funnels. They're other people's funnels. We just find the cool ones

and we show them and we put them in a newsletter. Okay? How many of you guys have seen this book, The 74 Funnel Swipe File? None of you guys have seen it yet. Another product coming out soon to a funnel near you, right? Same thing, we're just compiling cool stuff. How many of you guys have seen cool stuff before? All right, you should just compile it then and then make a book and then it's amazing more people probably read this book than my other books i spent years slaving on dry and they're like oh this is way better okay and one of my favorite ones this is kind of a tricky one have you guys ever heard the public domain before this is where walt disney got all of his ideas by the way he

never wrote anything he just like went to the public domain he's like oh sweet someone wrote a story about a beauty and the beast or about the snow princess or about all these things, found these public domain stories and produced movies out of it. Okay. Anything that was written pre-1923 in the United States is in the public domain. You can republish it as your own. Okay. One of my friends, Matt Fury, he took this old 1914 wrestling course, Farmer Burns, published in a book, made over a million dollars selling that course. Okay. If you guys read Think and Grow Rich, Master Key Systems, tons of the books that you guys are knowing you are aware of are all in the public domain. You can republish them. So there's two places I go for public domain

stuff. Number one, I go to gutenberg.org. Everything on gutenberg.org is in the public domain. They just published, there's like 50,000 eBooks there. You can find when your market, you can take it and republish it as your own. The second secret, I go to eBay and eBay in the nonfiction book section, you can search by year. So I search by year and I start typing keywords in my market. And you'll be amazed at how many amazing books have been written that people are selling on eBay for $1.50. You can then republish and sell for whatever you want.

Bundle inside of your offer to quickly get amazing books. Okay? So those three fast ways to make books. Crowdsource them. Compile a bunch of examples. Or go in the public domain. Okay, now those three fast ways to make books. Crowdsource them, compile a bunch of examples, or go in the public domain. Okay, now here's a concept I need you guys to understand

as we move from the first three to the next three and beyond. This will make this whole process simpler for you. Okay? The concept is this. People will spend more money for the exact same content packaged in a different way.

Okay, say it again. People will spend more money for the exact same content packaged in a different way. Okay, say it again. People will spend more money for the exact same content, packaged in a different way. Okay? When I first started this business, I remember going to events like this, and the speakers, it seemed like every single time some speaker would say, who here's read Think and Grow Rich? By the way, how many of you guys have read Think and Grow Rich? Which is in the public domain, by the way, so you guys can all republish this. Think and Grow Rich for dentists, Think and Grow Rich for surfers, Think and Grow Rich for whatever.

Anyway, it's there ready for you. But anyway, so I kept hearing that. So I went and bought the book and I was like, oh, I'm so excited to read this book. And I put it next to my bed stand and it sat there for months and months and then years. And every time I go to an event, people are like, who read Think and Grow Rich? I raise my hand. I'm like, well, I actually read it. I have it.

Someday I'll read it. And one day I remember feeling guilty. I went on eBay and I'm like, well, I actually read it. I have it. Someday I'll read it. And one day I remember feeling guilty. I went on eBay and I typed Think and Grow Rich CDs and someone was selling the CD course of it. And so I bought the CDs, got in my car, and for the next like three weeks I started reading Think and Grow Rich in my car. You know what's interesting about this is the book Think and Grow Rich cost me $9.97 on Amazon. The CDs cost me $97 on eBay. So I literally paid 10 times more money for the exact same thing packaged in a different way.

Like, was there any difference between the book and the audio? Literally, word for word, some dude read the book and it became CDs, and I spent 10 times as much. Okay? This is a lesson for you guys. How many of you guys read the Dotcom Seekers book? How many of you guys read the Dotcom Seekers book?

How many of you guys read the Expert Seekers book? Why are you here then? Everything I know is in those books. Like, I got nothing else. Oh, because it's packaged a different way. Does that make sense? We have to all understand that, like, what you have, you can package in so many different ways. And because of the experience, how it's being fulfilled, all those things, it shifts the

value of it, right? This is way more valuable than a $10 book, this experience in being here. All right. So let me shift over to audio now, okay? So this is the book that we republished. This is in the public domain. It's called Life, Work, and Farmer Burns. I had my father-in-law get a microphone out.

He read it. We turned it into a CD and we started selling. This is probably 10 years ago. Started selling this book on CD. So you can find a book and you can read it. You can have somebody else read it. You can find a book in public domain. You can find something like that and you can make an audio book.

Very simple, easy way to do it. Okay. Number two is you can interview others. So this is a book. How many of you guys have read this book, by the way? I know all of our Two Common Club X members. I sent you guys a copy of it. Everyone's like, this thing is like bigger than the phone book. It's one of the best books ever. And I remember when it first came out, David Fry, where's David at? Yes. So David got it. And he's like, this book's amazing that

he called it Vince James, the author. And he interviewed him for a whole bunch of stuff. And he made an audio course out of it. And Dave's a genius. I was like, I should just do what Dave did. So then I called him up. I was like, hey, can I interview you too? And he was like, sure. And so I interviewed the guy who wrote this book. The guy made, he was a 20-year-old kid, made $100 million through direct mail selling supplements.

And so I called him on the phone, and I interviewed him, and he let me interview him for six hours. When it was done, he's like, you can have the rights to the audios. I have the rights to them. You can do whatever you want with them. I'm like, sweet. And so then like two years later, I launched it. And this actually became my very first ever to comic club funnel. I made a million dollars selling the interviews of the interview I did with this guy who wrote the book. That amazing. How many of you guys have ever read a book before? How many of you guys could call the author and be like hey can i interview you and some people say oh he's too famous he wrote all these big books he's never going to interview

me okay i'm gonna tell you the life of an author if you guys really want to know how it works they geek out on topic they spend their whole life writing this book and they're so proud of it they're so excited right and then they tell their spouse or their family their friends they're like okay that's weird and they're like oh nobody cares and then there's an audience who gets a book and they love it and they read it. And they're like, oh, my people, they read it, right? And then somebody calls them like, hey, that book was amazing. Can I interview you? The person's like, yes, you can.

Just so you know, they want you to talk to them. They want to share the stuff. It does not happen enough. If you went to Amazon and find the top 10 authors of books in your, in your market. I guarantee you nine out of 10, you could get on the phone for free that fast. Okay. Or you could actually, um, I don't know if Jason Flattelman is here this year, but Jason gave me an idea that was brilliant. Um, he was doing an offer. This kind of ties back to the story we'll talk about here in a minute, but, um, he was doing an offer. He was selling

a funnel course and he was like, I want to interview someone who did e-commerce funnels. So he's like, well, Trey Llewellyn has got the highest grossing e-commerce funnel right now inside of ClickFunnels. I want to interview Trey. So he calls up Trey. He's like, hey, can I interview you? And they're friends. And Trey's like, sure, man, you can interview me. And Jason's like, well, I need to wire you some money first. And Trey's like, no, don't worry about it. I'll do the interview. He's like, no, no, I need to wire you the money because otherwise there's no value in this interview. He's like, no, don't worry about it. I'll do the interview. He's like, no, no, no. I need to wire you the money because otherwise there's no value in this interview. And he's like, what? And Trey's like, whatever.

So Jason wires him like $5,000. He does the interview. And then when you see when Jason's selling his product and does the stack, he goes through his stack. He's like, number one, number two, number three. He's like, number three right here. You see this right here? This is the guy.

He is the number one e-commerce seller in ClickFunnels. He had a funnel to $20 million in six weeks selling flashlights. Number three right here, you see this right here? This is the guy, he is the number one e-commerce seller in ClickFunnels. He had a funnel to $20 million in six weeks selling flashlights, and I wired him $5,000 to interview him. I'm coming to find out, I mean he does interviews, but I wanted to find out the real stuff, so I paid him $5,000 to interview him, and that interview you guys could have.

All of a sudden that bullet point in this stack slide went from, oh it's an interview, to that's worth $5,000 now. The value instantly shoots up, right? So interviewing people is huge. In fact, when I launched the 10X Secrets course, I had my offer, and it was good. I was like, how do I make this sexier? So the first thing I did is I interviewed a bunch of people.

I interviewed this man right here. Where's Myron at? Everyone loves Myron. Yeah. Anyway, I interviewed Myron. I interviewed a bunch of people who I learned how to close from stage from. I interviewed all of them, plugged that into the course, increased the value of the course. Okay. So interviewing people is huge for any product. I don't think there's a product I put out that don't interview people. I do it, even if it's my product, I'm like, who are the 10 other people I can interview who've done something similar? Because all those things increase the

value of what it is I'm selling, okay? And then the last audio one is compiling hard-to-find podcasts and audios and things like that, okay? If I told you guys, I'm like, hey, my favorite podcast is Mixer GS, you go listen to it. How much value is in that? Not much, right? But if I was like, okay, there's this one interview that Andrew did. And in the interview, he started talking to the guy and he literally, the guy showed three different websites that were the key to blah, blah, blah, blah, blah. And I listened to those things. I found the websites. I never knew they existed. I started doing the thing and that's how we got ClickFunnels to do whatever, right? If I tell you that, you're like, oh my gosh, I want to do that podcast. Like, cool.

When you sign up for my thing right now, I'm going to give you a link directly to that podcast so you can find it. Okay? You curating stuff for people, there's value in that. Okay? YouTube videos. I've done it tons of times with opt-ins where we're like, opt in here to get a free video from Robert Kiyosaki teaching the number one tax strategy for middle-aged Americans.

And I just found a video on YouTube of Robert Kiyosaki teaching the number one thing on whatever. And that's what I give people when they opt in. Okay. So you curating stuff you think is cool can be bundled into offers as well. Okay. So there's the audio ones really quick. So audio books, interviewing other people and compiling hard to find audios is big thing. Last time we go through really quickly is video. Okay. There is a program. How many, how many of you guys here use Windows? How many of you guys use Macs? Holy cow. All right.

Okay, there's a program. If you are using, if you are using, if you're Windows, you should be using Camtasia. If you're using Macs, you should be using ScreenFlow. This tool has made me and probably most people

more money than anything else on earth. It just records whatever's happening on your screen. So you make a presentation or slides or literally the very first version of the Funnel Hacks training, the one that got us from zero to 10,000 customers, I had a Word document open on the screen with my notes. And the right-hand side, I had a little picture. I just clicked record on ScreenFlow and I talked for an hour as I read through my outline. We did like $ million plus dollars in sales

and that was what the product looked like. But we also don't have a professional video studio. You don't need one. Just get a microphone, ScreenFlow or Camtasia, record your screen, have it presented and just teach it. Okay?

It's super easy. It's simple. It's like the easiest thing in the world to do. Okay? Number two video thing is just get your iPhone out. Literally you can get your phone out and just make videos. Where's Rachel at? Is she in the room right now? We were on a, did you finish the course by the way? Can I talk about that? So Rachel, we were on this like cruise thing after the 10X event, and she came to me. She's like, I have an idea.

It's gonna be a course called Selfie Secrets. Am I gonna ruin this? And I'm gonna record the whole thing on my iPhone. And then she, the next day, recorded an entire course on her phone, teaching the entire course, which is amazing. And it was all on her phone. Okay, so how many of you guys have a phone?

You have everything you need. All right. Okay. And you guys should all buy her You have everything you need. All right. Okay. And you guys should all buy her course when it goes live. All right. And the last thing is like you should throw a workshop teaching people stuff. And you don't even have to speak and bring other speakers to teach for you. Okay.

When I first got started, I didn't have any product to sell. And so the first thing I did is I threw a workshop. And it was really exciting to have a workshop. I was pumped about it, but I had nobody coming. And so was really exciting to have a workshop. I was pumped about it, but I had nobody coming. And so I emailed my tiny list at the time and said, I'm doing a workshop. It's $5,000 a ticket. And then the first day, nobody bought. The second day, nobody bought. And third day, one guy bought. And at first I was like, yeah. And I was like, oh crap. Now I have to do a workshop. There's like one person coming. This is awkward. And then luckily two other people

bought. So I had three people buy, I was like, okay, now we have a workshop with three people. And so I called everybody I knew, my friends, my family, everybody. I was like, okay, I'm doing a workshop. People paid to be here. You have to come and just sit in the audience and don't tell them you didn't pay because I need this to look good on video or it's gonna be super embarrassing. And so we set it up, we had it all set. And it was like, not like this. It was, it was really bad. We literally had, the windows behind me were too bright, so we got sheets from the, from the bedrooms and electrical tape sheets over, like, it's so bad. But we recorded, and that became the very first course I ever sold, was the videos from us at the

Holiday Inn with the electrical tape over the sheets, literally behind me the entire video. And it looked amazing. Okay, so throw a workshop. Even if nobody comes to it, just invite your friends, do something at your house, bring people in, just record yourself teaching your thing,

and you can bundle that in really quickly. Okay? So for videos, we've got screen captures, iPhones, and workshops. So here's a real quick recap of the nine ideas. Crowdsourcing books, compiling examples,

public domain, audio books, interviewing, compile hard-to-find audio, screen captures, iPhones, and workshops. Okay? Tons of easy ways to do that quickly.

Okay? So what I'm doing now is I want to actually, I'm trying to think if we should do this or not. I'm going to let you guys do this on your own. But in your paper that I handed out, I have this little section here for you guys to figure out what are potential products I could bundle inside of my offer. Okay? And this is something we do all the time. Every time we have a new product comes out, we talk, I talked about this last year, we have bat meetings where like we literally send out a bat signal to Vox or our marketing team. We all come on Zoom and wherever they're at from around the world and we get in front of a whiteboard.

Okay, what can we create for this product? We can put this in it and this in it and we start just dumping out as many different ideas as we can. Okay, so now you guys have like, let's say I'm selling this product. What else can we do? Oh, we can interview this guy. I can compile these things here. I can do this. it and this in it. We start just dumping out as many different ideas as we can. Okay, so now you guys have like, let's say I'm selling this product. What else can we do? Oh, we could interview this guy. I could compile these things here. I could do this. I can make a video.

I could do a workshop. We could do it. And all these things you can quickly create to turn this into an offer. Okay? Now, really quick, I guarantee I know the number one thing going through some of your heads right now is like, well, Russell, that's cool for all the coaches and the consultants and the info product people, but not for me. I'm different. I sell real stuff, right?

I sell physical products. I have a local business, or whatever your excuse is right now. And I want to shatter these excuses because the biggest thing that's going to keep you guys from having success over this week is the thought of like, oh, well, this doesn't apply to me.

Okay, I'm excited. I think either tomorrow or the next day, we're going to have Jamie Cross who's going to this doesn't apply to me. Okay. I'm excited. I think either tomorrow or the next day, we're going to have Jamie Cross who's going to be coming up here and speaking. Yeah. Jamie's amazing because two years ago, she came to Funnel Hacking Live. She was sitting in the audience and she sells soap. Okay. And I was on stage talking about webinars. I'm doing this usually about webinars and stories and this whole thing, right? And every other e-commerce person I I'm guessing, in the audience is like, this is not for me because I sell physical products.

And Jamie said, how can I make this work for me? 12 months later, she's on stage giving a two combo cup award. 12 months later, she's on stage sharing her story with you. She took this concept of the webinar and made an e-commerce webinar. She didn't say this isn't gonna work for me,

but how can I make this work for me? And she shifted some things and made it work for her and blew up her company. I'm so excited for her to tell her story. But I want you guys to think the same thing. Okay. So I'm going to do this example right now. This is a product that I sell. This is a physical product called Vigon. How many of you guys have ever seen this before? The three people on my team. All right. So back in the day when I launched 15 companies in a year, which is a horrible idea. Don't do that.

One of them was this thing right here. I had a friend who had this company and he was getting in trouble. And this little machine here, if you start getting a cold sore, you feel it tingle. You pull this out. If I can open it. This is a new one, so the seal hasn't been cut yet. All right. What's up, everybody?

This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. 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 wealthy consultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthy consultant.com slash 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,

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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 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 Gs, working genius, two Gs in the middle, workinggenius.com, and then use promo

code secrets, S-E-C-R-E-T-S at checkout. You get 25% off, but then we'll 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 be 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. Then you peel the seal off. All right. So when you open this thing

up, um, when you feel a cold sore coming on, come on, there we go. All right. You open it up and there's these two little electroids. Okay. And you take it and you push the button and then you put it on your cold sore and somehow, I don't know how some scientists figured out something. It's actually patented everything. It goes in and like zaps the cold sore, destroys it, kicks it in the face and destroys it. And the cold sore never shows up. Okay. Isn't that awesome? How many of you guys want one of these right now? Really? Yeah. Get my funnel back up. Anyway. So this is a physical product I sell, right? And you're like, well, Russell, this is, this is, um, this is, you know, I don't sell, I don't sell information. This isn't gonna work for me.

But imagine if I did this, how do I turn this into an offer? Okay. This is a physical product. It does what it does. It's just a thing. Okay. And the guy who sold, who I buy these from, he sells it to other people. So it's not like I'm not the only one. It's a commodity. There's like 30 other people that sell the same thing. Oh, mine's better. Okay. So for me, like, how do I compete against everybody else? Well, everyone's got the exact same thing. Oh, mine's better. Okay. So for me, like, how do I compete against everybody else? Well, everyone's got the exact same thing. It does the exact same thing. So I have to turn this from a commodity into an offer. Cause if it's a commodity, I gotta be like, okay, well, he's selling for 150. I'm gonna sell for 130. And then the next is also 120. Like crap. 110,

one nine, one five, boom, boom, boom. Soon as things like $9, 95 cents, right? Retail. Okay. That's the product problem with products or commodities. Or I could say, okay, this is amazing. This helps with cold sores. But what else could I do with cold sores? Okay, what else could I do? What else could I do? I could go on Amazon and be like, cold sore cures and remedies.

And I guarantee there's people on Amazon who have written books on how to do cold sores. I could message one of them and be like, hey, man, you are the definitive expert in cold sores. Can I interview you talking about all the tricks you know how to prevent cold sores. I can message one of them like, hey man, you are the definitive like expert in cold sores. Can I interview you talking about all the tricks you know how to prevent cold sores from happening? I'm sure there's something in your diet and exercise, right? And like, oh yes. So I get them on phone, I interview them. Now it's like, hey, when you buy from anybody, you get the same thing, but you buy from me, you get the cold sore inhibitor. Plus you also get the interview with this dude over here, who's the number one highest stars on Amazon, writer of a cold sore book, you get his book as well, plus my interview where I actually interviewed him.

And then number three, there are seven supplements I found that help get rid of cold sores. Seven. There's a whole bunch of people who claim the supplements, but there's actually seven that work, and there's two that work almost instantly. The second you feel a cold sore coming, you pop any of these two pills, gone. Instantly. Okay? And I wrote a report about about those because I want to make sure you get the right ones. If you get the wrong brand, you get the right product, you get the wrong brand, you are screwed. So I'm going to show you the seven supplements as well. So you get this first,

plus you're going to get the interview with the number one expert in the world, plus you're going to get the seven supplements, the actual brand names, where to buy them, how to get the discounts, all the seven supplements. And next thing you're going to get is blah, blah, blah, blah, right? I just take a physical product, I'm bundling information around it to increase the discounts, all the seven supplements. And next thing you're going to get is blah, blah, blah, blah, right? I just take a physical product. I'm bundling information around it to increase the value of the thing. Okay? So it doesn't matter if you're selling information or not. If you're selling physical products, it's the same thing.

Information is the easiest way to bundle this, right? The problem with infomercials is the only way they bundle is like, if you call now, I'll give you another one for free. Right? That's what almost all e-commerce people do. It's like, ah, that's good, but now'll give you another one for free. Right? That's what almost all e-commerce people do. It's like, oh, like, that's good. But like, that's, it's like, now I got two of these things. So if I have cold sores, I can have one in my house and in my office.

That's kind of weird, right? But if I, if I bundle the information, probably doesn't increase the cost to you at all, but dramatically increases the value. Okay? Now when I'm competing with the 30 other people selling this, I can sell it for higher and people will still buy from you versus everybody else because my offer is better than theirs. Okay. Another good example of this is my friend, Mr. Steven Larson. How many of you guys know Steven? So this is a good example for any of you guys who are like, I'm here, Russell, but I don't have a product yet. So Steven,

he has his own products, but he's also an affiliate for ClickFunnels. He's an affiliate for a bunch of other things, right? And so we did the One Funnel Away launch and the 10X launch, a couple other things. He said, okay, Russell already created an amazing offer that he's selling, but there's like a thousand affiliates who are all selling this product as well, right? He said, so everyone's doing it, so how do I compete against this? He said, okay, well, here's Russell's offer. How can I make my own offer to make it better?

People always ask me, how do you make money as an affiliate, Russell? The first thing you do is you don't sell the product that they're already selling. That's like, buy Russell's thing. That's like number one on your list. And it's like, now I need to make my own offer. Okay? How many of you guys bought the One Fun Way Challenge from somebody and then bought it again from Steven later because you wanted his bonus? Okay. How many of you guys bought twice from Stephen because you wanted the new bonus the second time? Okay. There's a lesson in this. So even if you don't have a product yet, that's okay.

Find something else for the product and then how can I now make an amazing offer? What can I bundle together to increase the value of this offer so people buy from me versus somebody else? Or if they did buy from someone else, they'll also buy from me because my offer is so valuable. Okay. All right. So this is kind of the exercise for you guys to start doing is going through here and listing out all the ideas you can have, okay? So tonight, this weekend,

with that paper handy, I'll start writing out these things, start putting them out there and start putting as many as you can think of and make it like, the biggest problem you can have is you're kind of putting in your potential products that are going to make an offer.

It's like, oh, that's not going to work. That's not going to work. When you start to be creative, like when we first did this, man, probably 12 years ago, we sat in front of a whiteboard and we're doing this. And we were like, we were at a point where we needed a funnel to save us from everything, right? It was like the bottom of everything, right? We had to make the most irresistible offer ever or else we, like we're shutting the doors. So we sat in front of a whiteboard and I came, what could we give them? Like, okay, they can fly to my house and I will give them a massage and feed them food. And then we're going to do this and we're going to do this. And we're shutting the doors. So we sat in front of the whiteboard and I'm like, okay, what can we give them? Okay, they can fly to my house and I will give them a massage and feed them food. And then we're going to do this

and we're going to do this. We made all this crazy stuff. We had it all on the whiteboard. And then we started to say, okay, what's the offer actually going to be? They're like, well, I'm pretty sure my wife would be mad if I hadn't put it in my house and I give them a massage. Let's not do that one. But it was there, right? And it's like, what if we did this? And it gave us a little time to

brainstorm and then from there we start pulling things over to actually make an amazing offer. Okay. Anytime I create a new funnel, a new thing, I'm always looking at creating an offer, please make potential things as possible. And then they can know what am I actually going to create? Pull them into my little stack slides. Like now I know I need to create to increase this offer. Okay. All right. Now, one thing I want to mention as well, the reason why I have a whole bunch of things as well is because there's more than just one offer in every funnel. You guys understand that? And so I need a lot of stuff that I can give away, right?

So if you look at this right here, there's an offer on my ad. I'm trying to get someone to click on something. So I'm like, click on this thing and I'm going to give you a free report, right? There's an offer happening there. Luckily, that was one of my ideas I already created because I can now pull that down and it becomes this, right? Then I land on my landing page. I'm like, I need their email address. I'm trading them. What am I going to have? Oh, well, I have something up here. I've already created because I can now pull that down it becomes this right then they land on my landing page I'm like I need their email address I'm

trading them what am I gonna have oh well I have something up here I've already created potential products I mean given my interview with so-and-so give me your email address I'll give you the interview with so-and-so boom right there's next product this I now buy this product I'm gonna give you these five things then my upsell is these three or four things okay I think so many of us go into this thinking like okay here's the product in a cell and we're trying to build a funnel around it. It's like, no, no, no. Understand it's like, you're looking at more like how do you serve your customer and like what are all the things you could possibly give them to do that? And then you're breaking down to the different parts of

the funnel. Okay? All right. So come back to the hook story offer. So that was the offer section of this part.