Marketing Secrets with Russell Brunson - Offers Will Change Your Life: The Stories Behind My Biggest Turning Points | #Success - Ep. 90

Episode Date: November 24, 2025

In this episode of The Russell Brunson Show, I share one of my favorite presentations I ever gave at Myron Golden’s event. The entire event was about offers, so Myron asked me to walk through my personal journey with them. But not just the mechanics of an offer and all the typical stuff… He wanted me to share the real stories… The terrifying moments… And the breakthroughs that happen when you have the courage and determination to put out an offer.  In this episode, you’ll hear the five times in my life when a single offer literally changed everything for me. This one skill saved my business more times than I can count at this point, and has made all of my success possible. If you have ever doubted yourself, felt stuck financially, or wondered how to create momentum when everything feels impossible, this episode will show you what is actually possible when you learn how to build and launch irresistible offers. Key Highlights: ◼️Why the person who makes the most offers always wins, even if some fail! ◼️The Christmas couch story and the first offer that changed everything ◼️How a high ticket idea created under pressure saved payroll and became a five year revenue machine ◼️What happened when every merchant account disappeared overnight and how a one thousand dollar teleseminar offer kept the company alive ◼️The ClickFunnels launch that failed six times before a room of three hundred people triggered a billion dollar breakthrough ◼️The twenty million dollar library vision no bank believed in and the million dollar seat offer that raised fourteen million dollars in Mexico If there is one theme that has repeated itself in my life over the last twenty plus years, it is this: Whenever I hit a wall, whenever I felt out of ideas, whenever I thought everything was about to collapse, the thing that turned everything around was an offer.  I hope this episode gives you the belief and the tools to start putting more offers into the world because you are always one offer away… ◼️If you’ve got a product, offer, service… or idea… I’ll show you how to sell it (the RIGHT way) Register for my next event →⁠⁠⁠⁠⁠ https://sellingonline.com/podcast⁠⁠⁠⁠⁠ ◼️Still don’t have a funnel? ClickFunnels gives you the exact tools (and templates) to launch TODAY → ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://clickfunnels.com/podcast Learn more about your ad choices. Visit megaphone.fm/adchoices

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We'd love to talk, business. Do you have a funnel, but it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to sellingonline.com slash podcast. That's selling online.com slash podcast. What's up, everybody? Welcome back to the show. I hope you're all doing amazing.

This is probably dropping during Thanksgiving weeks. Hopefully if you're in the States, you're having great Thanksgiving. If you're anywhere else, hope you're having a great week. And I appreciate you guys always paying attention and listening. Today I wanted to give you guys a bonus episode. This is from, I had a chance a little while to speak at Myron Golden's event because Myron is the man. And basically when he asked me, you something, I say yes.

So that's kind of a relationship we have. He's amazing. And I asked me if I can speak this event for him and with him. And it was so much fun. The whole event was that offers. And so he wanted me to put my spin on offers and what I've learned and how they work. And I had a couple presentations that I did at that event. But this one was one that I thought was really cool that I want to share with you guys.

because hopefully I'll start thinking about offer creation and the different offers you can create. And the fact that, you know, the people in each market that make the most offers, the ones have the most success. And it goes through a lot of different offers and things that we've created over time. And anyway, it was a really fun presentation to prepare and to give. And I hope that you guys get a ton of value out of it during these holidays. And then after that, get back to just making some offers, Black Friday offers, Cyber Monday offers, Christmas offers, New Year's offers, like, put all those offers.

because that's, they say, an offer day keeps the, keeps the tax man away. I don't know, something like that. All right, that's it. I hope you guys enjoy this episode and we'll talk to you. This is the Russell Brunson Show. A lot of you are going to be really, really nervous. Like, I don't know how to put offers out there. Like, it's like, ah, there's going to be anxiety and stress.

And what if my offer sucks? What if nobody buys it? But the second side you have to understand is that the person in any market who's willing to put out the most offers is the person who wins. So it's not just like I'm going to put one offer out there and hope it. does well. It's putting out offer after offer after offer. Just in the last 30 days alone, I've probably put out 12 different offers to my market. I'm putting out offers all the time. I see what works, what doesn't work. Sometimes it's put out offers and they completely bomb.

Even today, I put out an offer and I think I'm pretty good at this at this point. I still put out offers sometimes. It don't work. Other times I put out offers and they blow up and you never really know. So when I was preparing this presentation day, I was thinking about, man, I've been in this business now for 20 and 21, 22 years, something like that, which is crazy because I look like I'm 14. But I've been doing this for a long time. I'm 43 years old right now. And I started my business when I was in my early 20s. And so, yeah, it's been over 20 something years I've been doing this. And I'm thinking about the offers I put out there that actually changed my life. Because there were definitely like four or five that were like huge shifts

that changed everything for me. And so if you guys don't mind them and tell a couple of stories about that and hopefully it'll give you some inspiration about just like the reason why this is so important, why it's something that's essential for you guys to do. Because one, good offer you put out there can and will change your life forever so when i got started um again 20 some odd years ago i just married my beautiful wife anyone ever seen my wife online socially she hates being on social stuff but she's on there once in a while um i met her fell in love i was like i want to marry this girl um my wife six years older than me and so i was like how do i impress her like i'm broke she's like beautiful like all these things right and i don't know somehow i tricked her she was uh

she was the very first like sale like the very first time i closed someone i was like i can't believe i close her on me. This is ridiculous. So she married me and it was amazing. And I was wrestling at the time. So I didn't have a job. So she also had to marry me and she had to support me, which is like, I'm a good closer, right? If I can do that. And so she marries me. Then she's supporting me and everything's happening. And at the time, I'm like, I got to figure out how to help her. Because long term, when I get done wrestling, like, I got to support her. Like, what am I going to do? And so while I was in school, I started trying to figure out, how do I make money. How do I create something that will make us money? And I tried a whole bunch of different

things. Some of you guys have heard my story. One of my first products was teaching people I make potato guns. I made a little products called Zip Brander. It was a little software product. I created a whole bunch of different products and put them out there. And I had mild success with a lot of them. Like nothing like, you know, I didn't become a millionaire selling DVDs on how to make potato guns. But I made a little bit of money here and there, right? That's why I got started. And I remember the very first time that I actually made an offer. I didn't even know that it was called an offer at the time, but it was our second Christmas together. My wife I had been married for two years. It was our second Christmas together. And my wife's super low maintenance. Like,

she thinks all this stuff is, like, when she comes events like this, she's like, why are people here to hear you talk? This makes no sense, right? It's like, oh, she's amazing. One of my friends told me, like, if you didn't marry Colette, your head would be so big, but she doesn't care about any of this like it's so funny and so anyway um but i remember we got married and i'm trying to figure this business thing i had a couple of i was selling some potato gun dbds i was selling a couple other things like that and i had a little email list at the time it wasn't huge but i don't know probably a thousand people or so who were who joined my email list and uh and i remember like we had these couches and there were couches again she was six years older me so when she when she moved out of

home she bought some couches and then those were only couches she had for you know prior to us getting married then we got married and i had nothing so i was like not only like you're going to marry me and you're going to support me. Like, do you have any couches? So she had the couches and, like, they were these old couches, you know? And, like, anyway, and I was just like, man, I would like to get her something nice. And she'd mention, like, someday, like, if you ever get a job, we should get some new couches, right? And so anyway, that Christmas was like, I want to buy her some couches.

But couches are expensive. They're like, I don't know, three or four thousand dollars I did not have. So I was, like, put together an offer. Again, I don't know what that was the name for it. I'm put together something and see if I can make enough money to buy my beauty. with wife some couches. And so it was Christmas time. And so I remember I called it the Grinch sale. So I had a picture of the Grinch on it. I was like the Grinch's heart grew three sizes that day and he wanted to get this cool thing for his wife. And I just told the story. I was like,

I want to get my wife a couch. I can't afford it. But I want to get a couch. And so I'm going to create a really cool offer. So I create an offer. I was like, if you sign up for this thing, it's $37, you're going to get this and you're going to get this. And I put together five or six really, really cool things that were worth way more than $37. But I was like if you pay for it, If you pay the $37, I'll give you like $3 or $400 worth of stuff, right? And I put together this thing. Again, I didn't know it was called an offer at the time, but put it together. I sent an email out to my list, and I went to bed.

And this will come back in a little bit. I'm going to talk about Hook Story Offer, but I told this story. I wasn't, I didn't try to hide it. I wasn't like, hey, buy this really cool thing over there. I literally, the headline is like, I'm trying to buy my wife a couch for Christmas. If you guys buy this thing, I will buy her the couch, and then I will put your name on the Christmas card. is one of the people who helped support me in buying my wife, this beautiful couch. And so I sent the email out, the story, the picture of the Grinch on it, had the

law, had the story about it, had a couple pictures of the things that were going to be included in this offer, sent the email out, I went to bed, woke up the next morning, and I sold like a dozen of them or something. I was like, this is amazing, like $37 times a dozen, you know, $3, $400 in sales. It's amazing. What I didn't know is one of the people that bought it was this guy named Carl Gledi. And at the time, Carl Gleady had a huge email list. And on the thank you page, I had an affiliate link where I said, if you sign up as an affiliate,

you can promote this as well, and we'll split the money 50-50. So he bought it. He's like, this is a really good offer. And so he took the link, signed up for his affiliate, and then he sent an email out to his list. So that day, I'm going to school. My wife's going to work. I have no idea what's going to happen. I go to wrestling practice.

I get down with wrestling practice. I come back home, and I open my little PayPal account, $20,000 in sales in my PayPal account. And I was like, what the crap? I could buy two or three couches for this much. Like, but part of me is like, something went wrong because I don't, I was like, I only have a thousand people on my list and like, this doesn't make any logical sense. And then what else happened is some of those people who bought saw on thank you page, like they joined us in and so next day more sales coming, more cells coming in.

And there was a little three day, three day sell. At the end of three days, we sold $37,000 worth of this thing. And I was just like, are they going to take this? money back. Like, am I going to go to jail? Like, I, like, $37,000. To put in perspective, like, my parents made like $37,000 a year. I made that in three days selling this thing that had a picture of the Grinch on it. The story about I wanted to buy my wife a couch with a little offer. I had no idea that was possible. I'm a college kid, right? And so then, am I like, do I tell my wife? Do I not? Like, and so I didn't even tell her. So then, like,

I was like, hey, Colette, um, I'm going to buy you a couch. She's like, we don't have money for a couch. I'm like, no, we kind of do right now. Let me explain. So I tried to explain to her what's happened. And she's like, wait, people, what? She could not fathom it. I couldn't fathom.

It was this crazy thing. But then also, the email started coming in. And people were like, hey, did you buy your wife the couch yet? Did you buy your wife the couch? I bought that thing. I bought three of them because I want to make sure we get. And all these people bought something. And so my wife and I went down to R.C.

Willie, which is where we bought the couch, bought the couch, got it back, took a picture of me and her. Send an email out to all the people who bought, like, thank you so much. this is what you were able to get for my wife and I for Christmas. And it was the first time that I'd ever seen the power of an offer. I was like, this is crazy. Like, I'd made $37,000 in my entire life up at that point, three days because we made a really good offer.

Okay. Some of you guys are the same way. Some of you guys have been doing this business for a while and you've been struggling. Maybe you put a product or an offer out there and you tried something or something and it didn't work yet, right? You have to understand that you're literally just one offer way. Like, well, you put one really good offer out there and boom, somebody takes it and it goes viral.

Whatever happens, you can change everything for you. you. And so that was the very first time an offer really had a big impact on me. And I started looking through this morning. I was right now like, what are the other times? There were five core times I put out an offer that shifted everything. The next time was fast forward a couple years later. I'd started to grow my business. I had a couple employees time. And the weirdest thing that you're going to find out. How many guys have employees right now? How many guys are just solo right now? Okay, for the solo people. This is something I didn't know about employees. So I hired them. So as an entrepreneur, you only make money when you sell something, right? You

kill something, you get to eat it. That's how we like, we'll have to kill it. We get to eat it, right? But when you start hiring employees that blew my mind. I'd never had a job before. Because I was a student athlete. I'd never had a job before. This is the first only thing ever did. But employees expect to get paid every two weeks, whether you make money or not. Did you know that? Yeah. I had no idea. So like I hire up my friends. They're working for me. And they're like, hey, it's like, it's payday. When do we get paid? I was like, what are you talking about? We have to kill something before we eat. And they're like, no, no, we get paid every two weeks.

It's like, oh, crap. Like, I had no idea. And so I'd hired these people and they wanted to get paid. And so I was like, ah, so I started like getting better at making offers because like, I got to pay these guys. So I like, I create an offer, send a list, make a bunch of money, pay them. I'm like, okay. And start working on the next project.

All of a sudden, they're like knocking on the door. Hey, it's been two weeks. When we get paid again? Oh, crap. Okay. So I go on and make a quick offer, send it out to the list, make a bunch of money, pay them again. And like, this was the cycle. And it was just like overwhelming.

And I was doing that for five or six months leading up to about Christmas time. And it was just, it was hard. Like, I was hustling to make money to pay these people and back and forth. And the point where I remember it was, it was December. And I was like, I don't have money to keep paying my employees. Like, I'm out of money. Like, I don't have anything to do. I'm out of ideas for offers.

I don't even what to do. And I remember it was, like I said, it was Christmas time. I was outside hanging up Christmas lights. I just remember it was freezing cold outside. I didn't have gloves on. So I had this, like, stapler. Have you ever hung Christmas lights before? One nice thing about, like, making offers, you make enough money, you can hire someone to do it, but I didn't have money at the time to hire someone.

So I'm out there, like, on a ladder, like, stapling in Christmas lights around my house. It's a horrible thing. It's freezing cold and Boise, I don't, like, shivering. And I'm sitting there. I didn't want to go inside because I was, like, so stressed about how do I pay payroll in the next two days? I have no money. I don't know what to do. I have no ideas for offers.

So I sat out there just, like, stapling these lights, sick to my stomach about how am I going to go and fire all my friends and family members in December right for Christmas? Like, I had no ideas. and so at the same time I'm also listening to some audio this is pre-podcasts I downloaded some seminars I was at I'm listening to some things and I remember that at the time somebody had they had a high ticket coaching program and I had never heard about high ticket before this was a new thing I didn't understand it and I'm listening to audio they talked to how they had these things and they sold for $5,000 did they have people come to their office and they would teach them how to do a thing and I was like

okay maybe like maybe I could do a high ticket offer and I started thinking through this and like that was the first time I'd ever thought about like a high ticket offer right And I'm like, what would I do for high ticket? Like, I haven't had no idea. And then, anyway, as I was hanging up Christmas sites, I started getting more excited, like what I could create. And like, would people actually pay me for, pay me money? Like, I couldn't figure that whole thing out.

How many of us ever feel like, would people actually pay me $5 or $10 or $20,000? Like, I'm a, I'm a kid who's hanging up Christmas lights outside. Like, why would somebody pay me $5,000 for something? But I had, like, there's a little spark of belief, right? And some of you guys, like, I'm hoping that this event, if nothing else, it gives you that spark of belief. But for some reason, I'm hanging at Christmas when I had this spark of I think I could create something that people would pay me $5,000 for.

And so I remember that morning or the next morning I woke up and I emailed my little staff. I said, hey, I think it was a Saturday morning or something. I'm like, hey, I haven't told you this yet, but I'm out of money. I got no money for payroll, but I think I have an idea how we could save Christmas. If you guys don't want to the office, I'm going to brainstorm. And so I sent that out to everybody, text a couple of them. The next, you know, an hour or two later, we're at the office.

There's five or six of us. I was like, okay. So if we want to pay, if you guys want salary to pay for Christmas, stuff like that, I got no money. I listened to this audio, this guy selling high ticket stuff. We got to create something high ticket we could sell. I'm like, well, what are we going to sell? I don't know.

What could we, like, let's make up an idea. So we sat in front of a whiteboard like this. And I was like, what could we sell? And they like, what if people like flew out and they did this? We made like the first thing. And we started a second thing. We started just listing out all the crazy things. I was like right now everything's on the table.

The crazier, the better. Like, what if they flew and they stayed at your house? I'm like, let's put it on the board. Right. What if they came and like your wife cooked in breakfast, lunch and dinner for there. I'm like, put it on the board, right? And we started, like, putting all this stuff up there. And we could do this for people.

We could do this. And we started just mapping out. And so we had this whole whiteboard full of all the crazy things we could possibly do. And then we started looking at it. I was like, my wife will kill me if she's like, you know, we can't do that one. So we crossed out that one. And that one would be really hard. And that's going to be too expensive and started taking off the things that we weren't willing to do.

One of the problems some of you guys make with offers is that you will be so excited initially. You want to promise everything in the world. And then later you'll be miserable because you over promise. And so initially, they're in the brainstorm we put everything out there but then we start taking things away like what are our non-negotiables what are we not willing to do um i had a friend who um she's amazing and she's amazing and she sold the five thousand dollar package and i remember i saw her uh right afterwards i came and spoke of the event susan boise and it's like she did the whole thing and she

signed up like 10 people at five thousand dollars and she was like on top of the world like this is amazing made 50 thousand dollars she was so excited right and then i saw her like eight months later and she was like miserable what happened she's like well when i sold the five thousand thing. What they got is they got to come to my house three different times throughout the year times 10 people. It means 30, three-day events, one-on-one with people. And she's like, I'm like, she was just broke. She was so miserable. And she's like, I promised everything that wanted people to buy. And then like the fulfillment of it crushed me. And so when she finally finished it, we sat back like, hey, this time I'm a structure an offer in a way that's not going to

kill you. And so just a word of warning for you guys. After you make brainstorm, the greatest offer of all time, take away the things that will destroy your happiness. And so we start taking those things away. We created a new offer. I remember I had a little email list at the time and we sent out this email with the list and said, hey, this is what we're doing. It's a $5,500 offer. This is how it's going to work. And we walked through and we made just a really, really good offer. You're going to fly to boys. You're going to be here for three days. We're going to do this for you. We're mapped out and it was just a really, really irresistible offer. Send the email out to our little list of the time. And this is the very first time we'd ever done phone sales. I said, if you're

interested, fill out a form and we'll call you on the phone. And for the next week or so, me and some of my buddies were calling people on the phone and trying to explain the offer to them. And in the first 10 days after we made that offer, we had 11 people who signed up for a $5,500 offer, which is like, what, almost $60,000 saved Christmas. I paid everyone's Christmas fees. People started coming in. And all of a sudden I was like, I had an offer. I had a really good offer.

And that same offer, we ended up using that offer. We tweaked little variables of it, but that offer was basically my offer for the next five years. From that, we ended building a sales team of over 60 full-time salespeople. We had people coming in now to Boise, like every single month coming in for events and a lot. with coaching and stuff like that, all based off this one little offer. I think $15, $20 million in sales come off that one little offer that we'd created. So for you guys, again, like one little offer. And usually, I don't know if it's always the pattern for me, but usually the greatest

offers come at a time where I'm about to lose everything, right? It's like, I've got to come up with something. And that's when I started getting ideas for really good offers, okay? So that was the second offer we made, and it changed everything for me. The third one was after we'd built up the call center, we had 60 full-time sales people, it was growing, we had 20 full-time coaches, we were doing events, and it was like, I had built up huge overhead, which that's an event for another day. If you cannot have overhead, the less overhead is better.

But we had this huge overhead. And I remember this was back, man, probably 14, 15 years ago. Everybody in our industry was all using the same merchant provider. And there were some people who were using that merchant provider who were doing some really shady stuff. And so they got pushed back by Visa and MasterCard. And so overnight they shut down like, I don't know, three or four thousand people's merchant accounts just overnight just turn them off um anyone here remember that some of the old ogs in the room will remember this whole thing um anyway so i had 14 merchant accounts and one day

all of them disappeared they shut down um and we have you know 60 sales people 20 co a hundred full-time employees and you're processing a lot of money to keep everything uh overnight it all disposed and we lost all of our merch accounts the ability to process money disappeared so one note for all of you guys. One is the scariest number in business. Always make sure you have backups. We had no backups. And then because of that, everyone got merch account shut down. Everyone was trying to get a merchant account. It was really difficult. It was hard. It was hard. It was just, it was a different day back then, but it was really hard to get merchant accounts. And so much so that I had started laying people off. I was literally hiring or like firing 20, 30 people a day. Like all you guys,

you have to leave. I have to leave. And like, it was painful. I started firing friends. I was firing family members. I was firing all sorts of people just to keep our business afloat. And I remember we went from this huge 20,000 square foot building, the point where we'd fired everybody we had no room for it i couldn't pay the lease on anymore i was just like i'm in trouble and i remember uh i told the landlord like i can't keep our lease he's like okay well you need to leave and we're probably going to sue you i'm like cool well i got nothing left so come to sue me like i don't even care so we were packing up our office and getting everything out and i remember um we we were throwing everything away just trying to like to downsize and we

eventually were moving into this little 2,000 square foot building with a five or six of us that was left but i remember the last night i was in this building and this was like you know you have a dream like this was my my dream we'd built this up we had we had there was an event center people were coming to events and they're like it was like I was like my identity was so tied to this this building this location it was like the most beautiful thing in the world I remember the last night we were there um everything was gone all the desks were gone everything was done and I remember um I was trying to think like how am I gonna how am I pay like for the building for the 2,000 square for building I have no money even to pay for that

I was like I need to create I need to create an offer I got to create something so that we can we can be in this building. And so I'd send a couple emails out to my list at the time. I had him got on a webinar. And I remember, it's crazy. I was sitting in this little room as my old office. There's no desk left. I remember I had my shoes off. I was in my socks. I was sitting on the floor because there was no desk. And I promoted this webinar. And actually, that's not true. It was the tele-seminar. Me and Myron talked about us last night. Pre-webunars, we did everything on the phone. These things called teleseminars. And so I'm sitting on the floor with my laptop, pick up the phone. A whole bunch of people had registered for this call. And I started.

started talking and I was telling them a story and I made them an offer and I was like in my head I was like if nobody buys this I'm in big trouble I don't know what to do and so I got it makes offer as good as possible and I remember putting together this offer for a thousand dollars something I put together offer made a really good offer stack and did the webinar or did the tele-seminar made the offer and at the end that offer I remember like I made I pushed the sales and then I was done hung up the phone and then I remember like putting my laptop walking out the door and shutting the door, doors locked behind me, and I was just like, that was an error in my life, it's over.

I remember walking home, getting my car, driving home, and just kind of like, I don't know, just that feeling of just that kind of sadness and depression and like, man, like, I laid down all these people, all these staff, all these employees, all these people I cared about, just kind of let them down and being upset and frustrated and all those things and scared, getting home, walking in, seeing my wife, seeing my beautiful kids, you know, putting them in a bed at night, and then getting my laptop, just to check to see if I made sales and opening it up and um still they just want to things like look at my account and we sold over 30 people a thousand dollar offer 30 thousand dollars is in the account i was like oh my gosh

and next day sales kept coming in we sent out a replay of the audio and over the next week period time it over six figures and sales on this offer which gave me the ability to pay for to pay for the new office gave me the ability to like to pay for the employees we had to make sure we could fulfill on everything and just um it wasn't an offer that we blew up and scale but it was an offer that saved me at a time that I needed it. Dan Kennedy, who's my original mentor, he's the guy that I learned all this stuff from initially. He used to have a saying he would say, he's like, if you have, if you need money, he's

like, you got to create an offer and then you send the bill to the herd. So he's like, if I want to buy a brand new house, what do you do? So he create an offer and you send the bill to the herd. The herd will pay for your house. You've probably heard this story about John Lennon and Paul McCartney back in the day when they were top of the game. They were sitting there one day and they're like, we need to, like, I want to, a swimming pool. I think it was John, I think was John Lennon said, well, then we should just

write ourselves a swimming pool. And they sat down and they wrote the words to the song, Love Me Do, sold that, boom, made enough money to pay for the swimming pool. So they wrote themselves a swimming pool. Like, that's what you guys have the ability to do when you start creating offers, right? You write yourself a swimming pool. Like, what do you want? You want a new house? You want a new car. You want a new couch. You need money to save yourself. You need whatever. Like, you just, you write, you create an offer and you send the bill out to your people and people come in. When Dan Kennedy, when Dan Kennedy got divorced the second or third time or something. He told me, he's like, I got divorced. He's like, the next,

it was like, I was going through divorce. He's like the next day, one of my long-time members sent me a fax because you only communicate with Dan Kennedy through fax machine, even to this day, which is weird, but whatever. But he's like, he's like, so-and-so faxed me. And he asked me, he's like, when are you going to be sending out the offer? He's like, what do you mean? He's like, well, you're going through divorce. I'm assuming you're going to make an irresistible offer to us to be able to pay for it. And the audience was like, train. Like, he's like, you are correct. And they create an offer, send it out and paid for the divorce. but that's like the thing you guys will start like if you master this skill yes if you master the

skill that we're talking about over the next couple days it'll give you guys the ability to do that it'll change your life forever okay so there's three times i think i have two more i was going to share and then i got some cool teaching points i want to share with um oh yeah the next one was so after we shut the office down everything everything uh went away we made that offer which got gave us a breathing room then over the next like three or four years i was creating all sorts of offers. I put out offers every week, every two weeks, we put another offer, another offer. And like, I was trying this and trying that, trying to figure what the audience respond to, what they want, what they not want. I kept putting offer after offer. And while we

were doing that, every time we would create an offer, we would put it into like what I call a sales funnel. Some of you guys are familiar what that is, but we create a sales funnel launch that offer. It would work or didn't work, create another one, work or didn't work. And during this window of time, we put out over 100 different funnels, 100 different offers. And what I, what I found was like, as I kept creating these different offers and putting them into a funnel, we were building a funnel. Another funnel, another funnel, my team was like, we are so tired of building these funnels for you, Russell, there's taking so much time.

And one of my buddies, he's my business partner now, one of the guys worked for me at times, his name's Todd Dickerson. And Todd was like, I could build software that just made this really, really easy. I was like, what do you mean? He's like, yeah, we could build software. And then instead of me custom building a funnel for you every single time, we could just make it really simple. Or even you could do it, Russell.

And in fact, it was the joke while they were building ClickFunnel. I was like, if we can build something so simple that Russell can use it, then anybody can. I was like, what does that mean? Like, uh, that's not very nice. I'm definitely the non-technical co-founder. Like, I have no tech skills. And so that was the goal, make it so simple, Russell can do it. So Todd built what became ClickFunnels, right?

And so when ClickFunnels was done, I was like, this is going to be the greatest thing in the world. We're going to change everyone's life. We're going to sell this thing that crazy. And so we've created the very first ClickFunnels offer. How many guys have ever created an offer and you launched it and it didn't work? and you're like, oh, I suck at this, right? So it makes you feel any better. I've been doing this for a decade and a half of this period.

We created click funnels, like arguably, I think, the greatest offer of all time. I created an offer, and we launched it to our list, and it was crickets. Like, hardly anybody bought it. I was like, oh, like, this is not good. We spent so much time and energy and effort and money, like everything we had to make to build this thing. We launched it. It didn't work. I was okay, the offer was wrong.

Let me redo it. So we re-changed the offer. We tried it again. We launched the second time. nothing like oh crap came back refigured out the offer launched it again refigured the offer launched again six times six times I had to rebuild the click phone's offer the six time it was literally the point where I was about to give up we were like we spent all of our like all of our life savings all of our work all of our effort building this thing

we thought was going to change the world and nobody was buying it like what's wrong why is not working and one of my friends called me is like hey Russell I need to speak in an event and it had probably this minute about 300 people so half the room the event. So I need you come speak to this event and I want you to sell ClickFunnels. I was like, I got bad news for you. Nobody's buying ClickFunnels. He's like, he's like, he's like, I didn't want you to come and I want you to sell it for, uh, I can make a $1,000 package and sell the event, we'll split the money 50-50. I was like, you don't understand. Right now ClickFunnels is a free. It's a free 14-day trial and nobody's buying this thing.

I've tried everything. I've tried five different ways to sell thing. Nobody's buying it. He's like, he's like, well, I have your face on the sales letter. You have to come and sell click funnel to my audience. And I was like, you didn't ask me and you put my face on the So those letters, like, people behind ticket is based on fact you're going to be there. I'm like, ah. So, um, the event's happening. I remember I was, uh, he was streaming it. It was right at the very beginning.

People weren't streaming events back then, but for some reason, he was streaming this. So I was in my office and I was watching the event happen. Watch the day number one. I was speaking day number three. So I'm watching the event happen. I'm flying out day number two. And I'm stressed out like, how am I going to create an offer to sell click funnels for $1,000?

Like, okay, it's like, how am I going to do this? And so I started putting together a webinar presentation and how am I going to, how am I going to position this? and I was like, I need to create a really good offer. So I was like, okay, I'm creating an offer. We're going to give them ClickFunnels. We can click funnels for a year. And then, like, what else can I put in there?

And like, oh, we could put in, like, a course that teaches them how to use funnels. A lot of people know what funnels are. And what if we put in this? And what if we put together the offer, the next day, I fly to San Diego, what this event's at. I show up in a room with this many people. And I'm like in my head. I'm like, nobody's buying ClickFunnels. I got to convince these people.

And so I created this presentation, started going through the slides. And at the end of an hour, we transitioned to the offer. put together offer, went through, boom, boom, boom, started doing the offer stack, showed people what the offer was. And when it was done, it was crazy. I'd seen people have table rushes in the past.

You'd seen table rush before. People started jumping over and like, I'd seen it before, but I'd never had it happened before. So I make this offer, I go out there, boom, I tell them for $1,000, you click phones for a year, plus you get this, plus you get,

I made this offer, and people started, like, jumping over the seats. People are knocking each other over. People are throwing credit cards. People are like, and I'm watching this. I'm like, oh my gosh like this feels great this is amazing and i'm not even half i'm like not even finish my pitch people running i'm like and so like at first like caught me so off guard i'm like whoa i was

like look at this you guys like these guys get it and everyone looked over to everyone else that's like sprinting through and then they're all like freaking out they're jumping over like and it was crazy i couldn't even finish my pitch because the offer was so good people going crazy we didn't have selling like 50 60 percent of room bought the thing at that moment it was crazy we get done and the promoter hands and his big stack of order forms and i'm like this is like this is crazy. Everyone's order forms is worth $1,000, right? Which is blowing my mind. And that night, I went to dinner with Todd Dickerson and his wife, with my business partner, his wife. And then Dylan Jones, who was out of your business partner, we're sitting at dinner. We're just laughing,

have a good time. And I was like, do you guys realize what just happened? They're like, yeah, that was amazing. I'm like, no, no, you don't understand. I was like, I've never had that happen before. That is the greatest offer I've ever put together and see people react like that. I was like, we're going to be rich. And they're like, oh, no, you don't understand. Like, not like a million dollar rich or $10 million rich. Like, we're going to make hundreds of millions of dollars with this like you serious i'm like this is the greatest offer i've ever had okay um within so that was nine nine years ago how's that event uh this year i will cross a billion dollars in sales from that one offer thank you that crazy

i didn't think that's possible um that's the power of of a really good offer okay I got one more story and then I got some teaching points. I have no idea how long I get to go for. So someone will just pull me off stage and we're done. Is that cool? Because anyway. So last one is about two years ago, I had a vision for something really weird.

And I was like, I want to build a library slash museum in Boise, Idaho. I want to have big old statues in it of Atlas holding the way the world on his shoulder. I want to buy the most rare, expensive books on the planet. And people are like, why? I'm like, I have no idea. It just seems like the right thing to do it this time in my life. And so I started pursuing this vision, right? And so, like, I started buying these old rare books.

And so I was telling the group yesterday. In the last two years, I bought over 15,000 first edition books in all my favorite genres, personal developments, religion, business, marketing. I spent about $12 million in just books, like old, old books and manuscripts. And it's the coolest, weirdest, nerdiest thing in the world. And I think my staff thought I was insane because every day I'd be on eBay and I'd buy 40, 50, 60 books. And then eBay would deliver 40, 50, 60 books. In fact, during about a 12-month period of time, everybody at the post office knew who I was in Boisek. It was ridiculous because I was getting so many packages coming every single day.

Because you're buying one book at a time, 50 books, 15,000, 15,000 packages delivered to my office in a year. So you can do the math on how many a day. People thought I was crazy. My entire staff's like, should we lock him up? Do we need to delete the app from his phone? Get rid of eBay? Something is wrong with Russell. I'm like, no, no, I promise.

I see a vision. It's going to be amazing. I don't know how to explain it yet, but there's something big happening. So I was working towards that vision, working towards it. And then, man, two months ago, I was like, this is getting really expensive. Like, I wonder if I can somehow send the bill to my herd. How can I get other people that help me finance this thing? Because this is a lot of money in books.

And I got to build a building. It's a $20 million building. Between the building and the statues and the event center, all the kind of stuff we're trying to build. And I'd go to the bank. And I was like, hey, bank, will you give me $20 million to build this building? And they're like, why? I'm like, because I'm buying these old books. It's going to be really cool.

People will come to Boise to see the old books. And then it'll be awesome. And the bank's like, what? They're like, you want to build a building with statues in that? I'm like, yeah, there's like, if you, some of you have seen, like, there's three statues, one of Atlas holding the way the world on his shoulders, one with the Atlas standing and shrugging, one with him walking away. It's a nine-foot statue holding a six-foot globe.

And they're like, you don't understand, like, if we give you the money for this building and you default on loan, there's no other human on this planet who will give us money to buy a building with three statues in it and a stadium in Bois, Idaho. This is the weirdest thing ever. And so I went to like 20 different banks to all of them, like, we're not going to give you money for that. I'm not giving you a money. I'm like, you don't understand that the vision is huge. We're going to make so much. We're going to change the world. They're like, you're an idiot. I'm like, I swear, I've got a good track record.

I can't explain it well, but this is going to change the world. No banks can make any money. So two months ago, I'm in Mexico and with my mastermind group, and I'm about to, the week before we go, we have the idea, like, what if we create an offer where the seats that are actually in the events, what if we sold the rights to those seats, where someone could pay a million dollars and they would have access, and they could come whenever they want and they have the seats. So anytime we do events and seminars that they own that.

seat, it would be their seat. Like, how much will we be charged? Like, let's charge a million dollars for that offer. And they're like, no one's going to pay a million dollars to rent a seat in your library, Russell. Like, no, no, I think they will. It's going to be amazing. And then we got to make this offer irresistible.

How do we make it where it's like literally free? They spend a million dollars for the seat, but then they can run an event at the event center, which they'll make at least a million dollars from that. Plus, like, what if we give them virtual tickets? We start creating this offer, like virtual tickets where they could like sell those tickets to their audience, they make money from that. And what if we did this and we sat down and we started brainstorming, how do we make an irresistible offer. So we created this offer and I was like, this is really, really good.

So before we left Mexico, I sat down and I recorded a video and me telling the story. I'm getting this hook story offer, but I told the story, this is the story like why I'm creating this, what is, why you can be part of it. And we made this offer. So I go to Mexico, we've got a little less than this people in the room. I'm nervous. Like, I still get nervous every time I have a new offer. Like, what if it ever makes fun of me? What if they reject me? What if they think I'm a hoarder? Because I have so many books and like all the different things, right? Some of my staff said the only difference between hoarding and collecting is the size of the space that you're putting it in. I was like, I need to get this library before

people start, yeah, put me on the show. Anyway, so I'm in Mexico and I almost chicken out. Like, I'm like, ah, do I do this? Like, they're all going to make fun of me. What if it doesn't work? All this stuff that I'm sure you guys feel every time putting an offer out there. I'm freaking out. Planning, like 10 minutes before I'm going on stage, I decided I'm not going to do. I'm going to show in the video, but I'm not going to make the offer. I'm just going to do it. I'm sitting back backstage, or back behind the audience, and then Eileen Wilder walks up. And you guys are going to hang out with Eileen, I think today or tomorrow. She's one of the most coolest people in the world.

She comes up to me, she's like, hey, you're going to make the offer? I was like, uh, no, like, I'm going to show the video. I can make the offer that like, like, anyway, she's like, you have to make the offer. These people want it, Russell, like, you're going to change their life again. You have to make the offer. I was like, but like, what if they laugh me, what to make fun of me? I'm like, freak out. She's like, you have to make the offer.

And like, if you say, I mean, she's like this little skinny nice person. She's like yelling at me, you have to make the offer. I'm like, okay, I'm going to make the offer. And she sat down with me, like, how to make this better? She's tweaking it and shifting things with me. I'm like, oh. And so then I'm texting my team. I'm like, we're making the offer.

Like, what are you talking about? We haven't planned this time. I'm like, I know, like, create an order for, like, right now that I'm like, you're on stage in like 30 seconds. I'm like, I'll make an order form and make it, uh, camera, I gave them a link. They make this link right here. I make an order form there because we're doing this thing. And so they're back stage behind the state.

They're trying to step in order form. The internet access in Mexico is horrible. So they're trying to connect. They're trying to get things out. Printing it in order for them. I'm on stage. I show this video. I come off.

I'm making this stack. I'm making this offer on the thing. And in my head, I'm like nobody, like no sane human being on this planet. It's going to pay a million dollars to get a seat at my library. But I have to put this out there because I lean to she yelled at me and I trust her. And she's amazing. But what other thing is I put the million dollar offer out.

And guess who's the first person bought? Myron Golden is the first person. it's not always my own practice talk about this he does this every single day um he's the very first person sign up and somebody else signs up and somebody else signs up um by the time we leave mexico uh over 14 million dollars raised towards my 20 million dollar building that crazy all for making offers an offer will change your life you guys in a lot different ways and it's going to change different points when i was you know 22 year old russell wed trying to get a couch for my wife and offer changed my life right when i'm 43 year old russell

who's trying to change the world that's vision for this insane thing an offer made it possible like learning how to create and structure offers will change your life