Marketing Secrets with Russell Brunson - One Funnel to Rule Them All: How to Find the One That Actually Matters - #Marketing - Ep. 135

Episode Date: July 6, 2026

For years people have asked me the same question: Russell, if you could only build one funnel, what’s the best one? And my answer always frustrates them — it depends. But here’s what almost nobody realizes: inside every business, there’s only ONE funnel that actually matters. You might look at the two hundred funnels I’ve built and think it’s chaos… it’s not. All the rest are just appendages to the one funnel that rules them all. I’m calling in from Lake Powell over the Fourth of July — fireworks, family, the whole thing — and with Funnel Hacking Live AI now about two and a half months out and more than half sold out, I wanted to give you a taste of what that room actually feels like. So I’m sharing one of my all-time favorite presentations from the last FHL: “One Funnel to Rule Them All.” I’ll walk you inside my actual brain — the exact thought process I’d charge you for in a consult — to find the single funnel your whole business should be built around. Key Highlights: ◼️Why the best funnel is always “it depends” — and the mindset shift that every business has just one funnel that rules them all, with everything else as an appendage built to feed it ◼️Gary Halbert’s line that reframes everything — how one idea, “properly exploited,” is worth more than ten lifetimes of hard work… and why most people execute the right idea the wrong way ◼️The night ClickFunnels almost didn’t make it — how I failed to sell it four or five times, then closed half the room at Mike Filsaime’s event with a single Perfect Webinar, and realized the offer was never the problem — the presentation was ◼️The “little hinges, big doors” tweak — the one change Todd made to a thank-you page that turned 2,500 buyers into 7,500 people on $97-a-month recurring ◼️How the “Linchpin” model was really born — webinar to free trial to continuity — and why it’s still the business model I’d build on today Here’s what I hope you take from this: you probably don’t have a traffic problem or a product problem. You have a “too many funnels” problem — energy scattered across a dozen things when your whole business should be pouring into one. Find the funnel that rules them all, get it converting, and every other funnel becomes a feeder that makes it stronger. So let me ask you the same thing I’d ask if you hired me: out of everything you’re building right now, which one funnel actually matters… and what would happen if that were the only one you fixed this quarter? ◼️FUNNEL HACKING LIVE AI: Russell is bringing FHL back for one night only this September — and this time you don’t just leave inspired, you leave with working, sellable funnels and AI systems actually running. Half the usual tickets, double the customer base, and the floor is already gone. → https://www.FunnelHackingLive.com ◼️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

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 selling online.com slash podcast. That's selling online.com slash podcast. This is the Russell Brunson show. What's up, everybody? This is Russell, calling in from Lake Pal. We've got two more days on the lake. We have fourth of July out here.

We need to learn at fireworks. And so by time you're listening this, the Fourth of July is probably over. But I hope you had a good time. Hope you enjoyed it. Even if you're not from the United States of America, I hope that you celebrated the Fourth of July as your Independence Day. I think that what we do as entrepreneurs is we try to create freedom and independence. And I think it's kind of a fun, you know, a fun time to think about, like,

this is our independence is reclaiming what we're doing and who we're becoming and how we're trying to control our own destinies by creating value and businesses and all the things come with it. So I hope you have to have. I've enjoyed the fourth and yeah, yeah, Fourth of July is probably one of my favorites, if not my favorite holiday, because I love to blow up fireworks. So we brought them to the lake here

and it's gonna be a lot of fun. But as we're getting closer and closer to Funnel Hiking Live, like two and a half months away, which is crazy. I have been putting together the actual event schedule for what's happening, who's speaking, why they're speaking. And they don't even know, I haven't even asking to the speakers yet, outside of one person.

So it's gonna start coming down here in a few minutes, But in a couple days, I'll be announcing who's speaking and talking about that. You know, this year's Funnel Hacking Live, as you know, it's an encore event. We did the last one ever a year and a half ago, but we're doing one time only, funnel hacking live AI, because AI is changing the world.

Some people have been amazing, some people have been horrible. And we wanna show you how to make it amazing in your life. And this year's FHL is gonna be crazy. Everyone who comes, you will leave with the working, working software, software that is sellable people coming into your funnels this will be more than just a typical you know event of getting excited motivated and understanding new frameworks that this is going to be like you leave making money it's going to be insane so um and just note this every funnel like

live in the last i think six seven years that over 5 000 people at it and this year we're capped think a room holds 2 300 people something like that more and a half the tickets are sold out we sold out the entire floor um it's completely gone the first tier is mostly gone and then going up and there's a it's a in the theater so it's like three levels. Every seat's good though so don't don't worry it's gonna be amazing. But yeah it's mostly sold out so you don't have me tickets yet go to funnel hacking live.com again more and halfway sold out we haven't been asked any speakers yet which is crazy but that's coming soon so anyway I thought I do is like those who haven't experienced at funnel hacking live yet and you know what

it is I want to show you as some of my presentations from past funnel hacking live life to hopefully inspire you and motivate you and get you fired up to get your tickets at funnel HylakingLive.com. And so this next presentation is called One Funnel to Rule Them All. So my favorite presentations I gave at FHL10. And I think it'll be helpful for you guys. So with that said, I hope you enjoy this presentation. And if you like it, if you're like, man, I need some more of this in my life.

Make sure your tickets to Funnel Hiking Live before they sell out. We've sold that every year in the past. And this year, we have half as many tickets and twice as big customer base. And so, you know, you better hurry. I appreciate you all. And I hope you enjoy this episode. All right, you guys, I'm excited. This is a presentation I've been thinking a lot about

when I'm excited to give and to deliver. We're finally starting to transition to the part of Funnel Hiking Live where we have a chance to actually talk about funnels, which is my favorite thing in the world. Have you guys guys excited about talk about funnels? Cool, the next few speakers will also be talking about different funnel types and things that you can use

to grow your business. And obviously, a couple of things we've done so far. Yesterday we talked about offers. Earlier today was about creating a one-to-many presentation to sell that offer, and now it's about building virtual straight, is creating the funnels that will get people to actually hear your presentation so you can make them the offers. Now, I've been doing this for a long time, and one of the things people always ask me, like, Russell, what's the best funnel? If you can do one funnel, what's the

best funnel? And the answer is, it depends. It depends on the business. So I'm going to throw up my slide right now. The title of this presentation is one funnel to rule them all. Come on, that is a sick design. When Leon, who was in the back, who was designing this, I was like, I want the more the ring from ring uh lord of the rings i want to turn to a funnel he came up with that which is amazing and then he went a little step further and he turned me into gallum um i've been bob ross i've been gallum i've been a little bit of everything this event so far for you guys but we're talking about one funnel to rule them all what is the funnel what is the funnel that is the most important one and the answer is it depends it depends on the business

i want to walk yes through my thought process because if you were to hire me for consulting we sit down and i would talk you through us to figure out what was the right funnel for you to to focus on. And then a lot of people look at me like, Russell, you have like 200,000 funnels. I'm like, yes, I do, but the reality, there's only one funnel in each of my businesses that actually matters. All the rest are just appendages to that. Okay, there's only one funnel that actually matters in every business. And so I wanted you get into my, like, inside of my brain and how I think about things, and maybe this helps simplify some things. You're not like, there's a whole bunch of funnels. I'm so confused as opposed to like,

okay, here's my one funnel that's the most important, the one funnel that rules them all inside of this business. And on top of that, what are the other things we can use to get more people into that funnel. One of my early mentors, I got him Gary Halbert. I had a chance once to interview him before he passed away, which was like the coolest thing in the world. I was still in college at the time. I jumped on a tele-seminor, asked him a couple questions. Anyway, a guy is brilliant. We call him the Prince of Print. He's one of the greatest copywriters. Him and Kennedy, like, best friends, like having copyrighting wars against each other. Like, he's amazing. But one quote he said, that was so cool. He said, properly exploited, one good idea that occurs to you while

walking on a beach is worth more than 10 lifetimes of hard work. Okay? So think about that, it's like, we all have ideas, but the key here is this properly exploit. Like when you understand how to properly do it, how to execute, how to get it out into the world, that one idea can be worth more than 10 lifetimes of hard work. Okay, what a lot of people do is they have a good idea and then they don't execute it correctly. Right? You guys see this before? Maybe you've done it before. Like, I have the best idea that you execute and it kind of falls apart. It doesn't really work, right? The key is like figuring out that one idea and then learning how to properly exploit it correctly, like how to do it the right way. And I think over the last 10 years teaching funnels and talking about funnels,

I don't think I was ever clear enough in my mind, like, am I thinking behind this? I'm hoping this will help clear things up. Because again, if you look at everything I've built, especially in the ClickFunnels business, like it's all based on just one funnel, even though you probably see like 200 of them. You're like, Brussels, so business is so confusing. Like it actually is pretty simple when you understand what my mind is trying to think through. Okay? So how many guys remember last Funnel Hockey Live 18 months ago?

I spent the entire funnel like I've talked about this concept called The Lynchpin. Yes? If not, this is a framework that I taught. If you get the recording, some last year's phonelocan live, the entire event, we just went piece by piece by piece. And this is still what I believe, the greatest business model on the planet. Okay? I'm not going to go deep into this because it's more complex than I want to talk about.

But I want to, again, this didn't come one day. I'm sitting there doodling on a whiteboard like, oh, the linchpin. This is like the, after doing this for 10 years, how things all started laying out in my head and how, like, different things fit together. Okay. And so I'm going to talk about pieces and sometimes I'll come back to the linchpin, but I'm hoping this presentation will be a lot simpler and easier. But then you'll see like, oh, this is why he does linchpin.

This is why all these things he was talking about how they kind of fit together. So that's one of my goal. Okay? But again, the concept right now is figuring out for each business that you start or you operate in as a consultant, if it's your own business, the reality is you're looking for just one funnel. What's the one funnel that will rule them all? Okay? And I'm going to walk you through a couple of my businesses because that one funnel is different

in most of the businesses. It's not the exact same funnel. Okay, it's not the same tool every single time. Funnels are just like tools in a toolbox, right? And depending on what the job is, I'm going to grab a different tool, okay? The key is for your business specifically, what is the number one funnel? that's going to rule them all, the most important one. Okay?

So we launched ClickFunnels. I didn't know what that first funnel was going to be. I had no idea. And so I did what any good funnel hacker does. I was like, we're launching a software company. Let me go to other software companies. And I funnel hack them. And I went and looked at their pages.

I went and I built my very first version. In fact, the cool thing, this is the very first page I ever built in ClickFunnels was actually the ClickFunnels homepage. And this is what it was. And it looked like other SaaS companies. I was really proud of it. I put it out there. And I was like, that's what they're doing.

This must work as well. And we launched it. And what I didn't realize at the time is that most SaaS companies know nothing about marketing. Most SaaS companies built SaaS. They built software. And then they go get a venture capitalist to give a whole bunch of money. They dump that money into ads that don't actually convert. And over time, they hope to make money.

And then they sell a company. Okay? I didn't know that. I was a broke kid with a credit card. And we started running some ads here. And nobody bought anything. It didn't work. And you've probably heard him to tell the story before.

This was the first funnel. I tried it. Launched it didn't work. So we made an iteration. We tried a new version. We launched it. It didn't work. Then we did again.

We did it four or five times. And after five times of trying, I was like, I don't know how to sell click phones. No one's buying this. They're not understanding what I'm trying to give them. Like, this is the decade of my life. Plus, like, two or three years of me and Todd sitting trying to figure out this thing, giving it to the world, like our greatest contribution to the planet, and nobody wanted it.

And the best thing was it was free. He was like, just get a free trial. And nobody wanted it. It was the most confusing thing to me. How many guys have been frustrating your own business when you create something amazing, nobody wants it? And you're like, I bled for this, right? Give me your money and you can have it.

And they just don't. He couldn't understand it. And it was frustrating for me. I didn't know what to do. And I remember about this time, one of my friends. In fact, he might be in the audience. I saw him on Facebook somewhere. Mike Philson.

It was, he called me up, and he was doing an event. Is he in the room right now? If you're not here, Mike, I'm not calling you. Anyway, I love him. So Mike, he had a doing an event, and he asked if I speak out a little while earlier, and then he got close to the event. And he's like, I called him up to figure out what I was going to talk about. And he's like, hey, I want you to sell ClickFunnels to the event.

I'm like, well, nobody's buying ClickFunnels. So no one's going to buy it. He's like, well, I want you to figure out, create a thousand-dollar version of ClickFunnels, sell the event, we'll split the money 50-50, and that's what we're going to do. And so I was like, all right, I'll figure that out. I remember I tried to back out of it. He's like, you're already on the sales page. You have to come.

People are expecting you to be there. And so the week-to-out event was happening. It was like a weekend event, but they were streaming it live. So I remember I was at my office. I was watching Day Number One event while I still in my office. And it's funniest thing, I literally had a copy of the perfect webinar script. by just done a training on it. And it was the first time I never really designed it

in that structure you guys saw earlier today. I set it down, open my slides, and I literally built a perfect webinar just matching everything to the T. Right? I was like, what's the story I'm going to tell? I'm going to tell my potato gun story. What's the hook?

I was like, I'm going to tell my nurse, the nurse supplement video. I'm like, what's the hook for that? I'm like, oh, my weird niche funnel that's currently making $70,000 a month. So I went through the whole thing, created an offer stack, and I built the slides while I'm there in my house.

And then the next morning, I jumped in a plane, flew out to California for this event. We walk in this room and there's probably, I don't know, a couple hundred people in the room. Stay on stage. I deliver that one to many presentation, make the offer for click funnels, and what happened next was insane. People started jumping up. They started running to the back of the room.

I was up there freaking out. I was still in the middle of my presentation. And I remember seeing people run in the back of the room. I was like, whoa, these guys are, it caught me off guard. I was so excited. I'm like, these guys are running to the back of the room. They everyone else looked back. And they all started running back and like this huge table rush.

And I was just like, this is, I've seen people do this. I've heard about this, but I've never actually done it before. And they're running back to the table, they're running over. And I remember, like, we closed. It was like close to half of the, I can't remember exactly the numbers, but like half the room in there buying ClickFunnels. And that night, it was me, Todd and Dylan. I think Ashley was there.

A couple of us were like at dinner that night. And we're all excited because we spent two or three years of our lives killing ourselves. And we were completely broke because nobody was buying this stuff. We'd use all of our money to fund it. And this first time we got paid. And we're like, we actually made money from ClickFunnels. This is the greatest thing in the world. And I was sitting at dinner at night.

I was like, no, do you guys. you don't understand. I was like now I know how to sell click funnels now. Like I know that was cool. I know no no you don't understand like now I know the present I know how to explain it in a way that gets people to move. That's all I need now they know how to explain this. I'm like it's on like donkey Kong like we are going to be rich and they're like woo like that sounds awesome. Okay so we come back home I was okay I have a presentation that sells click funnels I'm going to do a webinar version of it right so next step is I go and we created a webinar and this was the webinar registration page I built by myself. I literally, I found a weird picture myself, and then I was playing with colors.

I don't know how to do Photoshop or anything, so it was some weird thing. And it was color, and I made it black and white that I made it like this color. I was like, that's kind of weird. So I made that the background image, threw my headline on there, and we started this webinar. And we first of the webinar, someone would register on the webinar registration page. They would come to the webinar, and then I do the presentation, and we sell a thousand-dollar thing. And it was great. That's how the whole thing started, right? I had this webinar. And you probably heard me tell the story before, but I started doing the webinar and then I did the webinar more and I was doing the webinar two or three times a week. Sometimes I would do it twice a day a couple times I did it three times

in the day just because we had people partners who were willing to promote it right I had sometimes I remember one time I'd done three webinars that day I came home at dinner and I was doing a webinar in Australia there was like 4 a.m. my time so I just stay up until 4 a.m. I get on the webinar and I'm assuming it's Australia there's going to be like a thousand people I register I log in and there's two people on it's four in the morning I was like you can't. kidding me. I could do a 90-minute presentation for two people at four in the morning. All right, so I did it again. We kept doing that and doing that and doing that, right? And that's kind of how the first iteration was from this, okay? Now, after you have a funnel

that's working, the next step is like, okay, it's working, what are the, like, what are the things that need to add to it to make it work even better, right? How do I squeeze more juice out of? How do we get things to convert higher? So we start looking at all different pieces. And one of the first things that we found, and this was, this was a Todd thing. Todd was actually frustrated at me, He's like, this is great. We built a software company so we could have recurring income. And then now you've turned it into a webinar pitch. Now we make money, but we have no recurring income.

And I was like, well, yeah, but we're making money. He's like, yeah, but the whole point of this, we could have just sold a course that had recurring income or had money. We wanted recurring, you remember recurring like that? Like, oh, yeah. He's like, what if we did this? And so Todd had this brilliant idea. Let's take this funnel that's working and this make a little tiny tweak.

Okay. Now what's cool about this is these little tiny tweaks. This is what takes you from good to great. It's insane. In fact, I'm going to show you guys this here in a little bit, but two weeks ago, we have a really good event. How many guys have ever been to this selling online event? Are you guys? We have a really good event. It's been running once a month now for, I think, six months.

And two weeks ago, I took the offer and I re-recorded a 10-minute piece of the offer and at three X-star sales. That's taking an event that would have done a million dollars and did three by changing 10 minutes. The little tweaks, the little hinges that have huge swings. A lot of these things you see are these little hinges, okay? So we had this, and again, Todd goes back, so let's just change one little thing on the thank you page after they register or say, hey, get a free ClickFunnels account, and then when you show up you can see what the software is. Little tweak, right?

We just put a link on the thing. And my video just changed, it's like, hey, this is Russell, the webinar is going to be amazing. You should just click a link down, we'll get a free count before you show up. What happened is that people register, a percentage of them start to sign up for the free trial, and that that was the one little tweak made to this webinar, right? Fast forward over 12 months, what's crazy is we had 2,500 people had ended buying the $1,000 version of the end of the webinar, but 7,500 people had stuck on recurring who had clicked on that link right there in bottom, okay, which is the same. 7,500 times $97 a month, you can do the math on that, right?

Little tiny hinge, huge door, right? Okay, and so that was kind of the very first thing. So again, if you come back to the Lynchpin model, that's the first step to linchpin, right? Have a webinar, and then have a thank you page, you have someone pushed into your, your trial, it puts them into your continuity, right? So that's kind of where the first version of this whole linchpin thing came from. Okay. Now after that, the next question is like, hey, what are the other little things we can tweak? Again, I did this webinar live so many times, 80 some odd times I did this thing live. So we kept tweaking, kept tweaking, a little tiny things,

little hinges. Okay? So one of the things is we're doing this webinar, people are showing up. But the most frustrating thing for me is we'd get, let's say, a thousand people registered for webinar and then 250 would show up. How many guys have ever had that frustration? You're like, there's 750 people who never showed that. I paid for these people to be here and they didn't show up and I was so frustrated. Anybody remember frustrated about that before? So then we'll start something like, what can we do to get more people to actually show up? Right?

And so we tried things and tried a bunch of things. Then one of them was like, okay, when they're registering on a Monday and the webinar is on a Thursday, there's this big gap between when they show up. I was like, what can we do to get somebody excited? Okay? So we start thinking about that, right? Okay, what if we had a bunch of videos that doesn't teach them on the webinar, We get some so excited about the webinar that they can't sleep and I think they got to make sure they show up

We need to get more people to show up higher percentage So we started building these pre-indocratation pages I think Garrett White calls them pre-seduction pages which is even a better name to mine But so yeah pre-indocratation pre-seduction whatever but these pages they would register and the leading up the event they would get these different pages And my goal on these pages was to have a video that got them excited about what was gonna happen and so for me I'm like back then like What could we do that'd be really exciting? What could you be really fun and I was thinking about this like okay someone just registered and to find out about funnels. I want to show them the proof ahead of time

this is going to be really cool. So I had this idea. I was like, I took this guy named Chris, who was one of my lead designers. I'm going to take Chris, who's designed a thousand funnels for me, and then I'm going to take my friend Mandy, who's a coach, who's never designed a funnel,

and I'm going to have them compete to see who can build a funnel faster. Chris has got doing in Photoshop, Mandy's going to do it in ClickFunnels, and we're going to see who can win. And then it got more exciting, because I was like, what if we didn't just do it like in our office?

What if we did it in an octagon? We've rendered like an NNAGM, And so it became a whole thing. And I'm not going to show you all the three videos, but I'm going to show you the first minute of the video because this is like the kind of fun stuff you're going to do when you're playing with these little tweaks. Like how do I make this exciting for people?

People want to buy from them, they want to experience stuff. They want it to be fun. And if you're showing them fun along the way, they're more likely to actually show them participate. So this is a little clip from one of the first videos of Chris and Mandy actually battling in the Octagon. All right, I want to bring you guys here today because we set up a really cool competition

against two people that are probably kind of unlikely foes. So today, Mandy, who is not a website, designer and doesn't have any tech skills is going to be competing head to head with my lead designer on my team. Chris, you guys know the rules. Chris, no growing shots. Mandy, no biting, kicking anything you're going to do. It should be fun. So let's get started. Ready? Go. All right. Now, while we're waiting for these guys to build out their sales funnels, I actually want to take you back to the office for a minute. I want to walk you through the anatomy of the sales funnel that we built recently is making over $500,000 per month. Want to see it? All right, so while they're doing this,

more guys, just go check it out. Okay, so I'm going to show you guys the anatomy. of a half a million dollar a month sales fund. All right. So there's Russell, man, eight years ago getting people to show up the webinar. Okay, how do you get more people to show up the webinar? Make it fun for them. Get them excited. Okay. We almost doubled the amount of people who show up to our webinar just by adding in these little videos like that. And when they showed up, they were more exciting. And the coolest things on those pages that had these videos with Mani and Chris is battling back and forth. We also have links to get a click funnels trial. And so more people start signing for the trial. More people start showing up, right? And the higher conversion

rates, more trials, and everything change, right? Little tiny hinges swing big, big doors. Okay? All right. So for us, as you guys know, the ClickFunnels's business, the one funnel that ruled them all for the last decade has been in the webinar funnel. Okay, but you're saying, but Russell, I see you have a whole bunch of different funnels. You don't understand. All the other funnels, the only purpose for them is to get somebody to go on the webinar. That's it. One funnel to rule them all. The webinar funnel in the ClickFunnels of the business is the one funnel that rules them all. Everything else is just an appendage to that. Okay. So for example, After we launched ClickFunnels, the webinar is cranking,

I write a book called Dotcom Secrets. I'm so excited, okay? I take this book and I'm gonna launch it, but the reason I launched the book had nothing to sell it, well, I did, okay, the ego of Russell's like, I wanna sell a whole bunch of books, I wanna be New York Times bestselling authors, yes, I did all that, ego, yes, you can do that.

But the only real purpose outside of that is to get people to actually watch the webinar. So if you look at what the original dot com, Secrets book follow look like, someone to come, they buy the book, have an upsell right, upsell number one, upsell number two, and then with the thank you page,

and on the thank you page, boom, there was links that push people to register for the webinar. And then the email sequence after they bought the book all pushed people to the webinar, okay? Because I don't really care about them actually buying books. I'm just trying to put a new hook, a new offer out there into the marketplace, it's going to get a new segment to say yes,

they're going to buy the products. But the only goal when it's all said and done is to get people into the one funnel that rules them all for me in this business, which is the webinar funnel. Does that make sense? Okay, so that's the whole entire book funnel does. Then a couple years later, Russell gets excited, I want to write another book.

This is going to be so much fun, write another book. But the only goal this funnel is guess what? Is to get people to watch the webinar. So, buys a book, order for, upsell, downsell. At the end of the thank you page, boom, there's a link that pushes them to the webinar. And then there's an email sequence that also pushes them to the webinar. Okay? Everyone's like, Russell, like, you have all these different funnels.

Like, yeah, yeah, but the only purpose for all of them is to get people to watch the webinar because that is the key funnel inside of our business. Okay? All right, next, we had a really cool idea. This is the one I was really proud of. In fact, if you listen to all my podcasts back in that you can probably find when I had the epiphany, I was like freaking out about it. But I was like, instead of having people just register on the thank you page,

What if I created the thank you page webinar? So I did this test. What happened is someone coming through? They buy the book. And then I hit the thank you page. Instead of like, click here to register for the webinar, I actually plugged my entire webinar into the thank you page. And this is what it kind of looks like right here.

The thank you page instead of saying, hey, thanks for your order. Click here to get your membership site. And then click here to register webinar. It literally was embedded. And check this out. Somebody just bought a book called Expert Seekers to teach them how to become an expert. So what I do on Thank You Page. It says, thank you for buying the book.

Your first training starts right now. it says how to launch your expert business in the next 30 days for under $2,000. Okay? And then they watch a 90-minute presentation where at the end of it, I happen to sell them a $997 version of ClickFunnels for, yeah, click funnels for $997. So under $2,000 for half the price of that, they got this thing. Okay?

So they bought a thing to learn to be an expert. The video teaches them how to become an extrovert in 30 days for under $2,000, and then boom, I make the pitch right there on the thank you page. Now everyone who buys the book, more people actually see the webinar, and we make more sales. Okay? I'm gonna show you guys the first minute of the thank you page webinar so you can see how I positioned it how I hooked it and then transitioned directly into the training check this out Hey this is Russell again. I want to thank you so much for getting your copy of the expert seekers book

I know that if you bought this means you have something you're passionate about you have a message you have something you want to get out in the world And this book is gonna help you to do that I cannot wait to get into your hands in fact I wish I could just drive to your house and give it to you should start reading it today The problem is that we've got this postal system that takes a little while some of you guys can get this in a week from now So it'll be 10 days depending where in the world you're at. We're going to get it rushed out to as fast as we can. But I don't want you to wait to start moving forward. This business is all about momentum. The more momentum, the more moving forward, the more successful you're going to be.

So I actually want to start your trading right here, right now. That means whatever you're doing, you need to stop, you need to call your spouse, you know, pause the TV, shut down Facebook, whatever it is, because we're going to get started right now and get it. So when this book hits your hands and you get it, you actually hit the ground running as opposed to trying to catch up and get back to be excited. I know you're excited right now. half as excited as I am, because I am pumped for you to get this book. So with that said,

we're going to start this training right here right now, so that way you are ready when the book shows up. So I'm a very special presentation. It's only for buyers of the expert secrets book. And this is going to show you guys how to launch your expert business in the next 30 days for under $2,000. And before you go into all the cool stuff, I'm going to share, this is why this is important, okay? This business, the expert business is the most profitable business in the world. Okay, do you see how I transition that? Boom. Think about there. And the most, the The peak of excitement is when they're buying your thing, and then you're like, I'll ship at you in a couple weeks, and then you can, you know, whatever.

It's like, no, they're excited right now. Like, people will continue to buy from you until you stop selling them or you offend them, right? So a lot of times we like, oh, they bought it. Like, they're good away for a couple weeks and we'll talk to them again. During that little gap, they're buying all your competitors, products, everything else. Like, they are buyer and heat right then. And so you want to capitalize it on it immediately. And so we put it directly into the thank you page.

We start their training right now. And what's crazy is that even though a lot of people, I mean, it's not like we had like a 25% conversion on this. Like, the conversion rate's not insane on this. But what happens is they just watch the 90-minute presentation with you, right? And then the next time you make this offer, and then the presentation, like, they're already pre-sold, they're pre-indocrine. Like, it just, it does so many good things for everything happening post-funnel because they have that time.

And, again, a percentage does start buying, which then automatically increases your average card value as well. So there's a think you page webinar. Okay. Again, little tweaks, little things we're trying. We're adding different things just to have these huge swings, right? And again, every single funnel is all focused on the one funnel for this business. Okay?

All right, a little while later, we launched a new offer called the One Funnel Away Challenge. How many guys went through the One Funnel Away Challenge? Yeah. Now, what you may or may not know is the only goal of the One Funnel Away Challenge was to get you guys to actually watch the webinar. If you remember the original One Funnel Way Challenge, during the Belief Week, I made you watch not, I made you watch not just one, but two presentations. One of me doing the perfect webinar and the one of Ceylon doing the perfect webinar. So people literally, the first seven days to join the One Funnel Challenge, watch me and then Kaylin both pitch the webinar twice. And then the rest of 30 days is awesome.

We learn a bunch of stuff. But the only goal, one funnel of a challenge, was to get you actually watch the webinar. Does that make sense? Okay, because only one funnel for this business that actually matters. It's the webinar. So everything is trying to get somebody

into that actual webinar. Okay? And then we started doing a whole bunch of different front-in offers, right? Steve Lars and I did two events, two times at Funnel, I glad, talking about dramatic demonstrations. These are big fun events that you do

to get somebody to register, right? And then when they register, we get them to go and have an opportunity to get the trial of ClickFunnels account, and then from there, we sell them the high ticket one, right? So this was the year first funnel launch. We've done so many of these now.

I'm trying to remember this is your first funnel. So I'm going to register for the dramatic demonstration. On thank you page, we're often free for ClickFunnels trial. And the end of this was the five-day challenge, the end of challenge. Boom, we sold the package of ClickFunnels. Okay, this is another one. We just Paul Lynch. Sorry, with Paul Lynch.

Sorry, guys. So we do this right here. People register. Thank you page. offering click funnels and we sold it at the end. Another one right here. This is, me and Pedro did challenge secrets. The register. We sold the end of the end of the end here. Next one, this is my birthday. We had birthday party. People register. Thank you, Paige yourself out and if it we sold click funnels, right? So it's like we create these dramatic

demonstrations. We put them out there to get people excited to get them the register. Thank you, Paige. We'll give them a trial, click funnels, and they end up we sell click funnels, right? It's just a whole bunch of different ways to give them the one to many presentation to sell the $1,000 thing. Like that's the goal, right? So you come back to Lynch pen, that's all it is, right? We're selling this thing right here. We have the trial to get people into it and then we have a whole bunch different dramatic demonstrations over and over and over again okay so for the click funnels business the one funnel the rule them all is the webinar and everything else is just

pushing people back into that one funnel is that making sense you guys okay now you may think okay every business the webinar is most important and it's not it depends on what the business model is I'm gonna walk you guys through some of our other businesses because other businesses we have a different one okay that's actually the the other the actual core business okay so this is the Dan Kennedy business the magnetic marketing business okay when I bought Dan's business. I looked at it kind of like I was a consultant. I didn't want to come in and just like, this is what we're going to do. We're going to create a Russell webinar. I was like,

what's been working for the past? They've run this business now for a long, long, long time. And so the very first thing had all of the core team came into the Click Thrones office. I was like, hey, what is, like, what do you? They tell me about the business. Like, how did it grow so big? Like, what have they been doing over the last 20 years? And I remember they told me that it's Smifky. And I was like, what are you talking about? And I'm like, yeah, Dan has this offer called the most incredible free gift ever. This is how we built the entire newsletter, the entire business. And so for me, I wasn't like, I'm going to reinvent the will. I'm like, hey, they've proven that the MIFK in this business is the one funnel, the most

important. So what we did is we went and we made a new version of the MIFKee, okay? First thing I did after took over the company, we built the MIFK, put it all together, and it was a free trial to get somebody on the actual newsletter. Okay? Now, if you are a Dan Kennedy fan, how many guys went to Dan Kennedy Day by the way? Yeah. That was fun. I love Dan. He looked good in his suit. Do you think? Like, I was like, Dan's looking up really good. It looks awesome. Okay, so if you follow Dan Kennedy, one of my favorite quotes from Dan is whoever can spend the most money to acquire customer wins, okay? Now, so we didn't just have the MIFKee, right? We follow the Dan since, okay, we need to be able to acquire the most customers.

We need to create a good funnel for this. So again, after we had the MIFKee, the way of the upsell and the whole entire funnel to try to get as much money for everyone who signs up as possible. Okay, and so that became the funnel. That is the one funnel that rules mall. If you look at the Dan Kennedy business, if you're on the email list, if you're watching the promotions and the structures, everything is fueling towards this funnel. Okay, this is the most important funnel. It's the one funnel rules them all for that business. Okay, so everything we're doing is just how do we get people into the MIFki funnel?

That's the core focus of everything. Okay? And so from that, we do a lot, like obviously we drive traffic directly to this Mifki funnel, but then we're also thinking like, what are other cool dramatic demonstrations, other cool things we can do, okay? I think, yeah, I think our next president or after, Tim Shields is going to be speaking here in a minute. And I remember Tim's awesome. Tim does, he's spoken to Funnel Hive in the past about doing dramatic

dramatic demonstrations, right? And I'm sure he'll talk about today, so I won't ruin too much of it. But like, for example, he'll go to the side of the Grand Canyon and he'll do these webinars like on side of the Grand Canyon. He takes his audience these crazy places. And he was in my Atlas group and he was telling everybody, showing what he was doing. He was so cool. And I remember he stopped, he looked at him. He said, you know what I would do Russell if I was you? He's like, what you should do is, like literally go to Dan Kennedy's basement. He's like, that's big of a deal for marketing nerds as the side of the Grand Canyon is for photography nerds. You should take people to Dan Kennedy's basement because they're going to register for that

and they're going to show it because they're going to want to see what that is. I was like, that's a good idea. So I called Dan Kennedy. And if you've ever worked Dan before, he's very easy. As long as you'll pay him, he'll say yes to anything. So I'm like, hey, Dan, this is the deal. I want to come to your basement. I want to film a whole dramatic demonstration.

Your basement, we're going to, like, bring the Internet in. It's going to be the coolest thing in the world. And he just sends back his day rate for one day at his house. And I'm like, write the check and let's go. So we decided to this whole big campaign. So the campaign was like, is Dan Kennedy gone mad? We're going to his house. It's the first time he's ever had internet access in Dan Kennedy's house.

And people registered for this. And they have to register for this dramatic demonstration. Then on a thank you page, boom, we offered. Obviously, they could sign it for the newsletter, right? For the MIFKee offer. This campaign was so much fun. We had like a traditional Dan Kennedy offer. If we're promoting something, we might get 1,500, maybe 2,000 people to register.

For this, it was like 12 or 13,000 people registered. And then when we went live from his basement, we literally had to bring, what's the white box called that has the internet? internet? Starlink. Starlink, there's the word. Yeah, Starlink. We had to bring Starlink and like pipe it into his house because he literally, if you go to Dan's basement, he literally does not have internet. It's the weirdest thing the world. He even thinks. We look down his desk. He's like, yep, there's no, he's not connected to anything. His computer is basically a glorified typewriter because that's all he wants. And I remember the very first time I went to his basement.

I'm like, how do you get anything done? Like, you can't Google things. You can't search things. In fact, what's crazy is he's written like 40 books and he literally has never been on Amazon.com. I'm like, you've never been to Amazon. Nope, never seen. I'm like, so if I was like print one out and like fax you a picture of Amazon, I'd be the first person to show you. Like, what I'd have? He has no idea, right? It's crazy to me. And so I remember I remember he was down there. I was like, how do you get stuff done? How do you be able to research? How can you find things without internet? And he looked at me. He's like, how do you get stuff done? He's like, I imagine sitting on the internet where you've got Facebook and Instagram and MySpace and all these things hitting you up like crazy.

He's like, it'd be like trying to sit and like write a book in a strip bar. He's like, how do you focus on anything? I was like, I guess that makes sense. I don't know. But yeah, he literally has nothing. thing and like people send him like mail him packages with research materials stuff of that and that's how he studies how he write it's the cool thing in the world and so for us to bring the internet to Dan's basement was kind of a big deal and no one ever seen his basement other if you paid him to be a high-in-client so we did is we took people down there we actually toured him around and like showed him all that in fact when we started the uh and you here and you guys here actually see that we guys part of that dramatic demonstration a couple of you guys it was so fun at demacquesques demonstration, a couple of you guys. It was so fun because, I don't know, I thought Dan was, I thought he was going to be more particular in the very beginning, right, hey Dan, you want to show him your basement? He got so excited. He jumped up and he took us into his bathroom. He's explaining all the different weird things on the bathroom wall, and they took us to this fax machine and did this huge tour and people were going crazy in the comments. Our show up rate was like 70% of the registrants

actually showed up and watched this thing. How many of us are like 70% of the people to show up to your webinar? Right? Because they want this dramatic damage. What is this thing that's happening, right? So they go through the entire thing. It's insane. And then the end of we make the presentation and boom we sell a thousand dollar version newsletter and we just crushed it okay and now that business again the mifky funnel is the one funnel to rule them all so after that we just keep to figure out what are other different campaigns we can do to get people into the mifki funnel other dramatic demonstrations so we did the go to dan kennedy's house we did the marketing class we did um the annoying pest to welcome guests to challenge we did the right like dan

kennedy challenge like challenge after chat like we're just doing all these different fun things out there we do them live the very first time then we ever green them and every single one of them pushes back to the one funnel that rules them all for the Dan Kennedy business, which is the MIFK funnel. Okay? So I come back to Lynchpin, what it looks like? Dan Kennedy's got his continuity. Boom, we got a MIFI, and we just keep doing different dramatic demonstrations to get more people to go to the MIFKee and get signed up for his continuity.

Okay? All right, now I'm going to walk you guys through the Secrets of Success business. Someone's excited about that one. Okay. So secret success business is very similar to Dan Kennedy business. The one funnel that rules involved for this business specifically is the Mifke. This is the very heavily continuity-driven business. Okay, so again, same thing.

Step in one, we built the MIFki funnel. That became the very first thing. And now I remember, ah, what is Dan Kennedy today? Whoever can spend the most money to acquire customer wins? So we started adding upsells and down sales so we can spend more money than everybody else, right? Build out the funnel. And then we do the initial launch, start driving traffic here.

And that's the first game plan, right? Keep driving traffic, growing it, growing it. And then from there, it's like, what are other dramatic demonstrations we can do to get more people to come in here? Okay? So then the first dramatic demonstration we did was the Think and Grow Rich Challenge. Anyone here participating in the Thinking Growers Challenge?

It was so much fun. This was insane. One thing is fun about when you start doing different funnels and different hooks like that is when you get the right hook, the cost to get a customer can drop dramatically. Like for me, when I'm trying to do a webinar now, it might be $8, $10, $12 to get somebody to register for webinar. With the thinking of a challenge is like a buck 50, right, just because the hook was so good. This is the reason why I do a lot of different challenges, throwing things out, because you never know which ones are going to come in where a customer is like a fraction of what it normally is, right?

Especially when you do things for a long time. Like to run a webinar for a decade, okay, the cost goes up and up. That's why I talked about earlier, like I keep changing the hook, change the look, change to drop the cost, like make it unique, make it different, even though the store and the offer is the same, right? We're throwing different hooks, different front ends. Okay, thing grows challenge, it's a different hook, it's different front end, but the only goal of this is to get people to sign up for the secret success MIFki and get in the

membership site, right? So they register for here, boom, then we have an offer for the MIFki to get them a trial, and then from there they are into the challenge. Okay? Again, here's the page, registrant. Oh, yeah, that was, sorry, that was the first challenge. Second challenge we did, we took one of the books. This is Elsie Lincoln Benedict's book.

This is what I was telling you guys about. I don't think you can see it with the little blue books up there. One that I had like seven of the books, and I found an extra three later. So we took the book set, and we just did a couple interviews talking about the book. So I had Eileen read the books, Annie read the books, and then Joe Vitale read the books. And we did three calls when people register. They'd watch the three calls, right? But all that happened on everyone's calls is the end of it.

We made a pitch back to the Mifke. Mifki Miffy. It was a dramatic demonstration that gave me four opportunities to keep selling people into the Mifke. Next book set we did was called Secrets of the Ages by Robert Collier. Same thing as a book set. I got a couple people who all read it. People register for the drag administration. We made an offer for the Mifki and then after that, then we pushed people with three live trainings, all that gave live trainings and pushed people back into the Mifke. Now the next one, this is a really cool one. You guys want like a really cool secret? How many guys do podcasts or interviews? Okay. Do you realize that, you know,

You realize that every interview you do can become a front end? Like, we spend so much time creating this long form content. We put it on our podcast, YouTube channel, and we move on the next thing. Okay? So Ryan Holiday, I wanted to interview him, and so I had to pay for it, which was great, and we paid for him to promote it and stuff like that. But it wasn't just like, did the interview, put it on my podcast and disappeared. Instead, I was like, this is a really good interview.

This should be a front end. So I changed around and I called the interview Stoic Secrets, because as long as you say secrets behind something, it becomes cool. So we called their interview Stoic Secrets, and we started. driving traffic. Hey, I did this really cool interview with Ryan called Stoic Secrets. If you want to see the interview, register here. They register to watch the interview. Boom. Thank you page. Takes him. We have pitched the Mifke. And the next page, they can go see the interview with Ryan and the end of the interview with Ryan. And I pitched

to the Mifiki again. Okay. Imagine every time you do a podcast interview, you can become a whole new dramatic demonstration, whole new front end funnel. Okay. And then this is the big secret we did. Then I paid Ryan to promote this interview to his lists. You guys getting this? Okay. People who like Ryan Holiday, love Ryan Holiday. So when Ryan Hall, he's like, hey, I did this really cool interview. You guys should go watch it. Okay? And he's promoting his interview.

Tons of people register. We got tens of thousands of leads to register for the interview, right? And then from there we sold Mifki. And they're watched the interview. We sold Mifki again. And now they're into our ecosystem on our list. And we have them there for the next time we do another dramatic demonstration. You guys getting this?

Okay? But again, all the things aren't, like, again, some of you guys look at my thing, Russell's in like 500,000 funnels. Yes, yes, there's different hooks I'm putting out there, but all focused on just what is the one funnel for this business rules them all because everything else is folks I'm bringing people back to that one thing. Okay? If you look at it from Lynchpin again, we've got continuity program here.

We have MIFkeys and then we're just doing different challenges, dramatic demonstrations, to bring more people in new hooks for printing out there, new front of funnels, new things to get people to come to register so they can buy the MIFQ so they can get inside the continuity. Okay, I got one last business I'm going to show you guys, and this one will be kind of fun to show you. This is the business that we call Primeover. And some of you guys know what this is, some of you guys have no idea. So I'll give you kind of a gist. we took our company, our company for the last decade has been just one company where we're doing

coaching a bit. Everything is kind of this one big huge entity. And for tracking and accountability and all sorts of stuff and just management, we decided to break our coaching company and our software company and two things. So if you look at, if you see someone say the prime mover business, the prime mover is basically our coaching info product side of the business and click follows the software side of the business. So we're still the same company. It's just two separate entities. And so that's kind of what we have separate management teams and things like that just to make things easier. And so this is the prime mover business. Inside the prime mover business, have one funnel that rules them all. One funnel that's the most important. It's the one

that drives everything. Anyone have an idea what the one funnel to rule them all is inside of the prime mover business? You know? Oh, somebody knows. Selling online. When we were going through this, we're trying to figure out, okay, when we launched this business, like what is the thing we're selling? What's the right funnel for that? We thought a lot about it. And finally, I think this is going to be the thing. We want to do a three-day event. And so for me, what I'm thinking about this, right? A lot of it's like, what is the core thing you're selling inside of your business. This is going to help you to figure out for yourself. What is the one funnel that's going to rule them all for you?

Okay. The thing that we're going to be selling at this business, I knew was going to be a $10,000 offer, but it's a $25,000 offer and getting people ready for inner circle. That's kind of the 10 to $25,000 is what we're going to sell it. It's hard to sell a $10,000 or $25,000 thing on a challenge. It's hard to sell a $10,000 or $25,000 thing on a webinar, right? Okay. If I'm going to sell a $10,000 to $25,000 thing, I need more time. So I knew for this business, because of what the core thing is we're trying to sell, we need to at least a, like, a three-day event.

We click funnels, my core thing I'm selling is a trial to software. So I can do that through a webinar. I can do different ways. Again, in Secrets of Success or Magnetic Marketing, the core thing is the $97 month continuity program. So I can do that with a different type of funnel. But if I know the thing that I'm selling is going to be high ticket, then for me this was the type of funnel.

For some of you guys, if you don't want to do an event funnel, another type of funnel that was really good for selling higher ticket thing is like a VSL funnel. In fact, Josiah Grimes is going to be speaking later on today about VSL funnels. For his business and all the businesses he runs, and he's got huge, like big, eight, nine figure businesses, every single one of them, they have one funnel rules for their business. The one funnel for them is VSELs, two phone calls. Like that's the funnel type for them that rules everything. Okay, so it depends on how you want to sell.

For me, though, it's like I didn't want to be selling on the phones. I want to be selling through live events. So for me, the one that made the most sense for this business was a three-day event. Okay. Now, if I know it's going to be a three-day event, I don't just blindly try to guess and figure things out. The first thing I do is like who is the best in the world at doing three-day events. Anyone know? Okay, Barry Baumgartner.

You guys know Barry? Barry in Blue, they're backstaged right out running this whole show helping us around. Okay. So the very first thing I did, despite the fact that I've been paying Barry for the last almost decades, she runs Funnel Hockey Live, we do these events. Even though I kind of know her playbook, even though I kind of know what's happening, okay? The first thing I did is that if I'm going to do this kind of funnel, I'm going to learn everything on the planet about this type of funnel, I'm going to become a master so I know

it better than she does. So the first thing I do is I call it Barry. I'm like, what's the link to buy your coaching program? I got the coaching program, I got the whole thing, I watched, they did a a three-day event on how they do the three-day events. I watched the entire, I became the most voracious student on the planet. Okay, I'm a funnel hacker. I'm not a guesser. How did you figure that out? I found the person who's the best in the world at it. I gave them money and I just followed their process. Like that's it. Okay, that's how you win this game.

You guys understand that? Okay. Some people are trying to be creative. Stop being creative. Someone else already figured this out. Barry's creative. So I'm a new three-ed event. She's the best in the world. So again, gave her money. And I watched her three-de-event, every single session, every single thing, taking notes. What you do? How she do? When she opened it? And then I call one of the phone, right? And luckily I know we're signing to pay her, but I would have paid her consulting if I didn't. And like, why'd you do this? What's the reason? And we figured the whole thing out. So I mapped out, here's the structure what the Venn Funnel's going to look like. We figured it out flawlessly. So I was not ever guessing, okay? New the model. Okay. And so then we go

through and figure out what's it going to look like, what's the hook and everything. And so this became the landing page for the offer. Okay. After somebody goes and registers, it was a $100 ticket after they register. And again, you can see like, you'll see influences from a whole bunch of people like I went through Myron's make more offers challenge went through Eileen's challenge went through Bill Van from Medi's challenge with everybody I went through everybody's stuff I was like how are they you how they structuring things right I funnel hacked probably two dozen different challenge like event funnels and challenge funnels to figure out what the best things were and from all that I took

all the best stuff back right good funnel hacker and I built my thing based on that okay I didn't copy one person that took a whole bunch of people's things looked at what they were doing took a bit a bunch of pieces and we built out our structure okay the very first page you guys know they come here it's a hundred dollars for a ticket to get a ticket. We also have an order form bump, which doesn't show up on this, but there's an order to form bump. After the order for a pump, it takes you to the upgrade page.

We have a VIP upgrade page with two options. Number one is $197 to be a fly on the wall and listen into a special Q&A day on day four. Or 497, you can actually get on and actually ask me a question. We're going to hang out and I get to answer your question. Okay, that was a VIP page. And then from there it takes you the thank you page. And so that was the funnel, right? And so the very first one we did, let's see, September, it was in August.

I think last August was the first one. It was like a month before Funnel Hacking Live 9.5. So it would have been August, right? Because it was September. So August was the very first one we did. And we go live and it was insane. We did the whole event. Again, because I was not just guessing, but I was following a proven model,

we went through step by step by step, made the offer then and it crushed and it was great. Now, I want to stress, the very first time I launched this, I didn't go and spend a bunch of money in ads. Okay, the very first time I launched a funnel, if you have an existing audience, okay, this is how you make money to run the ad, run the funnel the next time. Okay, so we did this launch. we collected a bunch of money. When we made that money, then we took that money, and we reinvest in ads for round two.

Does that make sense? A lot of you guys will go and you'll launch a funnel to your launch a challenge against your own list, and you get all the money back, and you go and you spend it, and you're like, I have no money to buy ads. It's like, dude, the first time you run the event is not about making money. It's about getting the money from your customers to run the next event. Does that make sense? Okay.

So after we did the first one, made a bunch of money, we took that money, and then we started buying ads. So the second time, we did it next month. And right now, if you look at our calendar, the last week of every single month, we run the selling online event. Okay? We do it again and again and again.

And some people ask me, is it live? Is it recorded? The answer is both. Okay? The very first time I did it was all 100% live, obviously. Okay? Now, for me, the very first time I did, I was like day three, when I did,

this thing I did was, like, flawless. So it's like, next time we do it in a month, I'm going to do the whole thing over here. I want to tweak some things and change some things. But day three video, like from hour two to four, like it was flawless. I might just play that video. So I had to make sure that day I wore the same shirt and everything and I did that one.

Okay. Second time you got even better. Okay. And I loved how I did the pitch on day two and I loved how I did day three, but the other ones I didn't like again. Okay. So next time I retweaked it and retweeted. And what happens every single month, I'm taking that, right? And parts of it are being replayed, parts of it are live.

I'm tweaking things, changing little tiny hinges that swing huge doors. Try to figure things out, right? What are those tweaks? What are those changes to make it better next time and make it better next time? I'll talk about the big change. I told you guys, I made a change that increased our revenue by 3x. 10 minute video, re-edited, inserted it in three times. It's insane.

But when you do it over and over, you start learning the things, you can figure things out. It's just like when we launched the original ClickFunnels webinar, right? People ask me, Russell, how was your webinar so good? It's like, I did it 80 times, okay? The first time it was okay. And then what happens is that we do the entire webinar. When the webinar was done, we look at all the Q&As, we see what the feedback people had, we came back, tweak the slides,

to get rid of all the Q&As. Next time we did it. We did that over and over, like 50, 60 times in a row. We kept taking the presentation, finding Q&A's and tweaking them. Okay, same thing with this live event. The very first time I had no idea. We're just doing it. Right? And some parts were awesome. A lot of parts people are like, I'm confused. What's he talking about? He's talking way too fast. That never happens with me. And then we just tweak it next time. Make it a little better, make it a little bit and get tighter and tighter and tighter until eventually all the all the presentations are just flawless, right? So that's the game plan. Okay. Then as we're doing it, okay, we have people that are registering, but the show up rate is

is not as high, right? What are things we can do to increase the show up rate? So I think by month three or month four, try and figure out those things. So what we did is we started looking, here's all the different segments we have, right? There's people who register as a general attendee. There's people who are VIPs. I'm going to make different videos for those people to make sure they actually show up. Okay, so we started making all these different videos. And so now depending on when you register, someone might register for the event, you know, let's say it's March 12th and the event doesn't start to March 28th.

There's a big gap in between there, right? And a lot of people forget about it. They start paying attention. They don't even care by the time it shows up. I need to make sure they show. show up right so making videos two or three videos a week leading up to the event right getting them excited if I get them fired up I help them remember why they're registered why they sign up in the first place like what are they gonna learn about why should they actually care okay it's crazy we add these little videos of during the last cohort and our show up rate I can't remember exact numbers

but it was like it was like 50% was let's say we had a thousand people showed up like it was like 50% increase in actually people showing up which you look at the math and metrics over time like it's insane there's so much more money coming from these little tiny tweaks right and so there's the set of videos I have for the VIPs that's different right so we found VIPs we were off in VIPs access to the replays and so VIPs who typically our best buyers weren't showing up I'm like they don't show up to the event guess what they can't do they can't buy the coaching at the end I'm like dang it so they're they're not

show up because they have replays I need a whole sequence to make sure that the VIPs actually show up right so a whole bunch of videos explain hey VIPs congratulations you get replays this is the deal takes us four to six weeks for the replays out and you want to learn how to sell now Okay, so this is what we're going to do and this is the bribe. And if you show up, I'm going to give you this. And if you show up, so I start bribing them like crazy to make sure they actually show up to watch it live. Yes, you get the replays, but if you show up live, you're also going to get this, this and this and this and this and this and this and this and this and this and this and this and this and this and this, right?

And we went from getting, um, like, 20%, like, you can't do that, right? The webinar works because I was able to do this many times. The MIFCy funnels works and keep testing it. This works because we keep testing it month in and month out, month in and month out, making it better. Incremental, incrementally. You never know when you're going to hit the thing that then has a 50% increase or 75 or 3x increase and it changes the game. Okay? And then we sell the product, obviously.

Okay, a lot of you guys are asking, what was the big change? What was the big tweak you guys changed? You guys want to know? Too bad. Just kidding. We just changed how we structured the offer. It was a crazy thing. We made a little change how we structured the offer.

and by doing that it got way more people to come in and got them to buy a lot faster. I'll give you guys the, how about this? I don't want to ruin any of the surprises. I will tell you guys, what days today? Thursday, Friday? Saturday morning, I will tell you guys exactly word for war what I did to tweak this. Does that sound good? That makes sure that Saturday morning you guys wake up.

I don't want any of you guys sleeping in. Saturday morning, I will show you the exact thing we did. They gave us 3X, okay? Which is crazy. It's crazy. You never know. Like usually tweaks. You're hoping like 10 to times an increase.

Three-X million dollars to three million dollars ten minute change right in the middle. Okay, so I'll show you guys that it'll be fun. Okay, now a couple other things for the selling online business that's the one funnel rules them all So now that funnels working is we're driving traffic to it last month we spent nine hundred and twenty thousand dollars I think to get people to register and like so just we're fueling that thing every single month, right? But now it's like hey, how do I like what are other funnels I can use to bring people into that? Right, that's the core funnel one funnel that rules them all But I need other hooks out there other things so we started going back to all our our own old funnels and start saying, how do I tweak this to get it so that when someone's buying any of my products, they start showing this event as well. Okay, so the most recent one we did is the expert seekers book funnel.

Okay, so we updated the expert secrets book funnel. Someone goes and they buys the book and then check this out with the, and I got this from Bill Von Famedi by the way, Bill, you are genius, thank you for this. When someone buys the book, the first upsell then is a ticket to the selling a line event. And if they say know that, then there's a down sell for what's called an invisible funnel version of it. And if they say yes to either those, then there's a VIP version.

So it's taking them basically through the exact same selling Aline funnel. So every time somebody buys a book now, guess what? They're also getting a ticket to the selling online event. Now I want to sell way more books because number one, I sell more books, my ego feels good, but number two, more people are coming to the selling online event, and now I'm going to make way more money and help the coach them, right? So I'm weaving that in. You just want to see one last ninja thing.

The other ninja thing is at the same funnel, it's going to fuel two of my businesses, because on the thank you page, then I offer them to go register for the webinar, which now puts people into click funnels. So now every time I sell an expert seekers book, a dot-com, a traffic seekers book, it drives traffic, traffic, drives buyers directly into my two core funnels, one for the click funnels business, one for selling online business, and both those companies now grow every single time I sell

a book. That is the power. You guys getting this? Okay. So that is where this whole lynchpin the idea came from. I don't know why you're saying like this is this crazy, confusing thing like rally is just simple. It's like figure out what's the one core funnel, like the one core thing that drives your business? Is it high in coaching? Is it continuity? Is it something different? What is the core thing you were doing, right? And that becomes the very first focal point. Okay, again for the prime mover business, it's this high-end coaching business, okay? And then from there, right, for us, it's the $100 challenge that gets people into that event. And then from there we start adding it to the book funnels and the challenge,

and we start weaving all the other things, all driving people back to the one thing, okay? So you guys, the one funnel that rules them all, Russell Gallons back to check on y'all. It's gonna be different for every one of your businesses. The key though is figuring out what that is for your business. If you don't know, ask other people around here, get more questions like, okay, but every If you think about this, even though all the funnels are different, they all come back to the same core philosophy, right? We talked about from the very beginning. You've got to figure out a really good offer, a level 10 offer.

Then you've got to figure out one to many presentation and then the funnel to sell it. Okay? If you look at like all these, that's all they are. Like selling a line? We have a level 10 offer. It's an insanely good offer, right? Okay. I have a one to many presentation.

It's delivered up over a three-day event. And then we have a funnel, which is a selling a line funnel. It gets people to watch the presentations. Then I can make them the offer. ClickFunnels business, what is it? We have a $1,000 offer, right? It's our level 10 offer. From there, we've got a webinar presentation that sells it,

and then the funnel is the webinar funnel or all the other funnels to give people the webinar funnel, then go and push people into it. In the Dan Kennedy and the Secret Success business, the offer is the MIFK funnel, the MIFK offer, right? We have a presentation that sells the MIFK's, and then from there, we've got the funnels that get people and push people into it, okay?

So for your business, I want you guys thinking about that. And hopefully looking at things a little differently, right? It's not, I need 10 funnels or 20 funnels or 30 funnels, It's like you need one funnel. And I just focus on that one first, okay? Getting that one funnel done and focusing on it, getting all the traffic there that's going to get people to buy your product. And then after it's hard, having success and it's working.

Then it's like, then you start adding these other funnels. But again, the only goal of those other funnels is to get people back to the one funnel to rule them all. The one funnel for you. That is the key. That is the secret. That's able to continue to grow and continue to scale. I see so many people who have a funnel that work for a little while, works for a week,

works for a month, works for a year, and it putters out. I don't know very many people, they have had a one, webinar that's run for a decade and continues to run. This is how we do it. This is the difference. This is how it all works, okay? Hopefully that'll help you guys in your journey and in your business. Was that helpful?

Awesome. All right you guys, next goal then is figure out your one funnel to rule them all. Thank you guys so much. I appreciate you all. I'll see you guys again soon. All right, hope you enjoyed the episode. The one funnel to rule them all. We got some values, my ideas.

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