Marketing Secrets with Russell Brunson - Storytelling, Niching, and Selling: Q&A from the Selling Online VIP Session!

Episode Date: December 16, 2024

This week on the Marketing Secrets podcast, I hosted another exciting Q&A session packed with game-changing strategies for entrepreneurs, business owners, and marketers looking to level up their game. These sessions are where the magic happens as I dive deep into your questions and challenges, offering tailored advice and actionable solutions. We tackled a variety of challenges this time, from attracting high-caliber clients to fine-tuning complex offers and crafting the perfect pitch for niche audiences. I shared insights on identifying unique frameworks that differentiate your business, leveraging storytelling to sell high-ticket offers, and structuring events that drive value and engagement. For those wrestling with market segmentation or feeling overwhelmed by broad opportunities, we uncovered the power of niching down and leading with what truly lights you up. Key Highlights: Attracting Premium Clients: Learn how to create offers and events that draw top-tier audiences. Simplifying Complex Offers: Discover strategies to streamline your pitch for clarity and impact. Storytelling for Sales: Explore how to use story-selling to build trust and close high-ticket deals. Overcoming Overwhelm: Find out how to niche down and focus on what drives passion and long-term success. Monetizing Expertise: Get tips on structuring premium offers that align with your unique skillset and market demand. Whether you're looking for inspiration, tactical advice, or both, this episode has something for everyone ready to take their business to the next level. Tune in now and transform the way you approach your goals! And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

The Paramount Plus exclusive series, The Agency. The CIA sends us out to behave in a dangerous way. Starring Michael Fassbender and Richard Gere. Whatever it takes, make it invisible. The Agency, new series now streaming exclusively on Paramount Plus. Express. Shop online for super prices and super savings. Try it today and get up to $75 in PC optimum points. Visit superstore.ca to get started. What's up everybody? This is Russell Brunson. Welcome back to the marketing secrets podcast. This week we're doing another

the last of the year the last selling online event of this year. So you've yet to come to selling online. This is your last shop. Go to selling online.com start, this episode should be dropping on Monday and the live event starts Tuesday. It's Tuesday, Wednesday, Thursday. And then Friday we do actually a special VIP Q&A day. So I was actually gonna share with you some of the Q&As from the last Selling Online event.

They were very interesting and cool and I think there's a lot of value for all you guys. We've been hearing really good feedback on all the Q&A calls. You guys liked hearing those and hearing behind the scenes of stuff've been hearing really good feedback on all the Q&A calls. You guys have liked hearing those and hearing behind the scenes of stuff. So we're gonna give you guys some Q&A calls from the last Selenol Line event,

but I highly recommend going and registering and coming to the next event. Again, it's this week's last one of the year. If you come, we're gonna teach you how to create a one-to-many presentation, how to create a level 10 offer, and how to create a virtual stage. And it's the best event I do.

Do not miss it. it's 100 bucks. Best 100 bucks of your life, and it'll give you the foundation you need to launch into the new year. So, with that said, thank you guys so much, and I hope you enjoy the Q&A episode from the Selling Online event, and we'll see you guys all soon.

In the last decade, I went from being a startup entrepreneur to selling over a billion dollars of my own products and services online. This show's gonna show you how to start, grow, and scale a business online. My show is going to show you how to start, grow and scale a business online. My name is Russell Brunson. Welcome to the marketing secrets podcast.

Let's just get right into Clayton. Who do we got? The first person we have is going to be Sebastian Jimenez. Sebastian, what's up? Let's bring Sebastian on camera. Hey, what's up? Hey, Russell. So I run a live streaming studio kind of like similar where you are right now We've had some people from your inner circle coming through. We've had the bond do MC for them my question is How do I reach these people like that?

These high caliber people that have, like, high end live events, they're not gonna spend 90 minutes on a webinar for me to sell in the studio. So, like, how do I approach, like, with your final structures, with your strategies, how do I attract people, like, inner circle type of clients to come to the studio and do live events?

Do you try to get people at that level to come and do events in your studio, is that correct? Right, yeah, so we sell, we run the studio and do live events. You're trying to get people at that level to come and do events in your studio, is that correct? Right, yeah. So we run the studio basically and we run the technical part for them. So they come in, they do their event, and we run the technical part, like the Zoom part, all the technical side of things. Very cool. So a couple things. If you want to track like that caliber, people that are making a million dollars a year and beyond, you just got just got to look at like what is it that they're, what is their pain point? What are they desiring, right? What is the problem they have? For most of them, especially nowadays, like most people know they want to run events or they don't. I look at Barry and Blue. So Barry, Baumgartner and Blue, they help us run front-line hiking live.

When COVID hit, they're the ones that built Tony's studio and their own studio and stuff like that. And the way they get people to come in their studio is that they teach people how to run live events, right? They have a course, they have a framework, and they teach the thing, so someone goes through the thing, and then from there they upsell people like, hey, come do the event with us over here. I watched Eileen Wild, they're very similar.

Eileen teaches people public speaking, and then people pay her for public speaking. She has a $250,000 consult day, they pay 250 grand for the consult on how to structure an event. And then from there, they go in there to run an event, and she'll come and speak at it and stuff like that. But it's like, that's what you got to do. You got to create something like that that's going to show somebody how to run an event

in their business, right? And so maybe, I mean, you said that people like that wouldn't spend 90 minutes on a webinar, but I think you'd be shocked. I saw people in the inner circle after spending 90 minutes on a webinar. So like they will, but it's just like the hooks got to be right, right? So it's like, you got to find someone who maybe it's like, they're an author, but they don't have an event yet, or they have a webinar, but not an event yet, or looking like they've got part of the value ladder, but they're missing this piece of it that you have. It's like you coming in and teaching that framework of like how inserting this piece

would be the missing link for them, right? Does that make sense? So I'm looking, yeah, I'm looking like, for example, one of our clients is Andy Stickel. He's in your inner circle. And he knows how to run the webinars better than me. I mean, he's one of your best students and they make a lot of money when they come here.

I feel like I can't teach him anything on how to run the webinar, on how to run the events, but I can help them run the technical part. And that's kind of what I'm struggling, because I can't teach them how to run the event itself. I can help them. Why not? Have you watched people do events before?

Do you know any, have you learned any unique things by running people's events, running in the back of the room? On the technical part, yeah, not. Running the actual webinar, kind of like you didn't know. I think the big part is like that's going to be your role, man. You got to start figuring out like what's the unique thing that you bring to the table, right? Barry Baumgartner, she brought out her framework for how they run the events.

Like that's the unique thing that people come to her to learn and they wanted to have them do the events for them, right? If you want people to come to events, like you've got to have some secret sauce events for them, right? If you want people to come to events, you've got to have some secret sauce, some kind of framework, something you do that you've discovered, you learned. And if it's not you, it can be your clients. The way I got into Dan Kennedy's mastermind originally is I bought a CD course that was all of Dan's clients talking about growing their business. I was like, that's amazing. So if you've got people doing events, every time someone comes to an event, you should come and interview them. What are the

top 10 things that you do in your events that are different? Or something like you can become the reporter, and you're the one who's doing these things. You have the event structure. So you can be interviewing other people who are doing events, and that could be their unique frameworks, unique ideas you're bringing to the market.

But that's what you gotta do, because that's what's gonna set you aside from everyone else versus them just set up their own studio like I did, or not doing it at all or whatever that that might be. And so that's what I'd be looking at. Could I, could I go on that for a second? Yeah. I think, I think one thing too is sometimes there's a very small tweak between making something a level 10 opportunity, right? Is one of the things that I think you may have

a limiting belief about is you just mentioned inner circle or just a specific group of people. How many other people out there? And yes, of course we need an inch down, but there might be other people too that you can reach out to, that you can teach how to run these events, add that secret sauce, et cetera.

But I mean, I think there's some nuance between level 10 opportunity and what Russell said too with the hook. Can I, I think level 10 opportunity be, because Vince, I'm looking at building out a bigger event center and I keep thinking about this, how do I get, do I let people pay me to do an event? And that's okay, but I was like the bigger opportunity is like find the best people in

the world and have them come to events for free in my office. Like, hey, you guys can use my facility, we'll run the whole thing for you, we'll structure, we'll help you do the back of the room sales, we'll do everything, we just want 20% of sales. So instead of just renting my room for 30 grand for the day, the room sales, we'll do everything, we just want 20% of sales. So instead of like just renting my room for, you know, 30 grand for the day, it's like, man, come do the event for free, we'll run everything, and you do a $3 million pitch, we get 20% of that, and now it's like,

that's a level 10 opportunity, I think. So it's just restructuring how you're doing the fulfillment of it as well. For sure, that's awesome. Thank you, yeah. Awesome, man. Thanks, man. Give a hand. That was a great question.

That was good. That's a unique opportunity, too. All a hand. That was a great question. That was good. That's a unique opportunity, too. All right. Let's keep going, Clayton. Who else we got? The next person we have is Miro.

Miro. All right, Miro. Welcome out. What question do you have for Russell? Awesome. Yeah. Thank you so much for doing this, Russell. So my question is, I have a very complicated offer with a lot of moving parts, and I'd

love to hear you simplify it and hear how you would pitch it. Okay cool. So I run a personal brand accelerator. Essentially we give six-figure personal brands every single input that they could need in order to scale to seven or eight figures. So we build their offer and market selection. We do their personal brand identity development. We do their content strategy. We build their content team, their ads team. We place their setters, their closers, their triagers. We build all their back end systems and funnels. It is productized, the entire service,

so it's still running very leveraged and at 80% margins. But there's so many moving parts. We essentially give personal brands everything they could possibly need to scale the seven or eight figures. And I need a simple way, an effective way, to pitch that. Gotcha. How do you pitch it right now?

We'll help scale your, we'll help you turn it into the most known, liked, and trusted authority in your industry by giving you your personal brand every single input it needs to create an output of seven or eight figures a year, from building your offer and market selection to your attention lead generation mechanisms to your back end generation mechanisms to your backend sales systems. Gotcha.

So I see what like the struggle you have is I see this a lot of people is like they have the ability to help somebody do everything. And I used to have that struggle myself when I got started in this game, I got really good at all the pieces. I go get a copywriting in this and that, like copyright and traffic generation, funnel building, like all the things, right? And I would go and I would try to sell that to people. I remember being in an event,

and the same event I spoke at, that I remember Jeff Walker spoke at it, and Perry Marshall, all these different people, right? And someone in the back of the room asked me, so what do you do, Russell? I was like, I do it all. I know, but what's your thing? And I was like, I do them all.

Yeah, but Jeff Walker, he does product launches. If I want product launches, I'm gonna go with him. I'm like, well, I can do product launches. Yeah, but Jeff's the product launch guy. And Perry's the PPC guy. And so, and everyone had a thing. And like, what do you do? I was like, I do all these things,

but better than all of them. Like I can, I can do everything. And the guy was like, oh cool. And then he went over and he bought Jeff Walker's thing. Cause he wanted to launch a product. And that was, I had the realization. It's like, I can do all the things, but if I can do all the things,

like then in people's minds, I can't do anything. And so for me, what it morphed into is like, I'm going to become the funnel guy. Like that was the thing I was most obsessed with, right? So I've niche down on this thing. But then inside of funnels, what do I do? I do copywriting and traffic generation and like all the other things. But there was like one focal point that was unique that I was able to come in and like come into the market hard and heavy, like I'm the person.

And it's funny because, you know, when I came into this role, everyone's like, Russell, eventually when I started taking that laid, everyone's called me like, I came into this role, everyone's like, Russ. Eventually, when I started taking that laid, everyone's called me like, Russ is the funnel guy. He's the funnel guy. But then they came into my world, and they bought everything else. So for you, I would try to figure out, what's the one unique thing that nobody else is doing

that you can specialize in, even though you can do all of their stuff? Because as soon as you start saying, we do this, and as soon as you say, and, and, and, and, and, and then it's just like, and my back-end system, and my front-end system. You can't be good at all these things. Even if you are, it's hard for them to believe that.

So it's like, what's the one unique thing that every person in that world wants the most, right? And then you can make an argument, this is the most important thing. I always make the argument of all things, the funnel's the most important. But inside the funnel, the copy's the most important. But I gotta be able to, in the market, divide the market,

this is the most important thing, and that becomes my thing that I lead with. And after I come into that door, then in the market, divide the market. This is the most important thing, and that becomes my thing that I lead with. And after I come into that door, then I can do all the other things. Does that make sense? That makes perfect sense. So with the last two minutes, and I'm glad you said that because that's kind of been my suspicion,

and I have the one thing I kind of wanted each down towards, and I want to hear if you'd be open to telling me how you would kind of pitch that. Okay. And so that is essentially the most important thing for me with the personal brand accelerator has really been selling through storytelling, which I kind of refer to as story selling with the clients. Now, how would you kind of frame and offer that really high ticket offer around story

selling that people would be willing to pay $10,000, $15,000 for? I mean, it's similar to what we've done the last three days. If I was trying to do a $15,000 offer, I would structure a three-day event, very similar to what you just experienced, with that being the focal point. When you guys looked at what was the main result I was trying to give you guys at this event, learning how to sell one to many. So I would do the same structure in my event, but I would do, hey, I'm going to teach you guys how event, right? It's like learning how to sell one to many. So I would do the same structure in my event, but I would do, hey, I'm gonna teach you guys how to do story selling, like how to,

how to not feel like a car salesman person, but how to tell stories in a way that motivates, inspires, gets people to want to follow you and give you money and build your brand, like that kind of thing, you know? And then the vehicle, if you're trying to sell $15,000, like it's usually like like this structure of an event is how you sell a higher ticket like that.

And so I would then just weave it in into an event like this three days, where you're going through each of the different pieces. The goal of each piece, these training sessions, is like introduce an idea and then create a gap that then the offer eventually fills the gap over there. So if you just kind of re-think like how we structure this event

and then just taking those pieces and rebuilding it around story selling, it would be very, very similar. Perfect webinar framework. Yeah. Like 100% if you follow that, where you're telling those stories, you have the vehicle, you're giving the internal, external false beliefs, destroying all that, it would be huge. Yeah.

Thank you so much, guys. Really appreciate it. You're awesome. Good luck. Thanks, Miro. Let's give him a hand. Great job. All right, Clayton, let's keep this party going. Who we got?

All right, next up, we have Karen Duncan. Karen. What's up, Karen? Oh, looks nice. Russell. Can you hear me? Yep, we got you. Oh my gosh.

I'm such a nerd. I've been following you since you started in, well, not since you started, 2014. But here's my question. I love you. I'm so grateful for question. I love you. I'm so grateful for you. I'll just say that.

I have been stopped by so many things and my big question really is how do I choose an avatar based on all the results that I've achieved to solve a high ticket problem for 10K offer out of the gate? And then how do I segment the market? Do I start broad or go niche? And what I mean by that is let's just say I own a health clinic, so I could help health clinic practitioners grow their local business. But I've also spoken on stages and in front of Tony Robbins and stuff. And then I've also sold windows and doors where we took a company from 3.2 million to 6.4 million in 18 months in annual revenue.

I have all these results I've gotten in all these different areas, and I'm just like, where the frig do I start? And how do I know, how do I analyze the market to know who needs the offer, who wants it? I could do credit repair, and doctors apparently have terrible credit so they can afford it, but do they even care about it?

Like, does that make sense? Yeah. What do you like the most? Yeah, I like health the most, but I have this false belief that you can't make enough money in health, and once you do health, you can't go back to sales. And my original, like all the stuff I have

in my ClickFunnels membership, you know, area is like rapport, and prospect prospecting and icebreakers and sales and pre-frame and all of these other, like, I think higher paying skills, which – Can you do marketing to help professions? So you kind of have your foot in both worlds. Like there's the sub-niche is two different markets blending together and it's the cross-section. Yes.

So I have like, I could help say healthcare, local local businesses because that's what I did for 25 years. I could help local healthcare businesses. I actually had a great idea for like how to exit your brand, how to start your brand, how to open your own clinic, that kind of stuff because I've done all that. Then I taught my first business workshop and the feedback was, I'm a better parent because of you. And I'm like, what? Every single form was like, you're a better parent, I'm a better parent. And I was like, well, I don't know parenting. I suck at parenting.

My kids are horrible. I mean, a joke. But people call me back like a year later that someone got shot at their school and they were like, I got through this with my daughter because of you like crazy powerful stuff. Okay, so what I say that's awesome. So that's the side. That's like a side better. I get people all the time to they're like, I started going back to church because you Russell, I started doing like same kind of things. It's like, I didn't tell him to go to church. Just the fact I do the people like, oh, Russell did. So there's this cool side ripple effect of you being you, you're gonna change people's lives in ways that don't make any sense logically. And that's okay, you don't have to go build businesses around it, I'm not building a how to go to church company, I'm just pumped that people are going to church, right?

And that's awesome. So, and it's funny, same thing, I'm a better parent because of you, I'm the same way my kids, I'm really struggling with my kids right now. Teach me what I've taught you, because I have no idea. I think the biggest thing, this comes out to everybody though.

Sometimes we stress about what's the right opportunity for us to get into, and when all is said and done, there's the short term, it's like, I'm gonna figure out market selection, da da da, I'm trying to figure out the thing that's gonna make the most amount of money, but long term, that stuff, you get burned out. Long term is like, what are you passionate about?

What do you wanna wake up every single day and talk about? I would rather go like the thing that's going to fire me up over the next decade versus the thing that makes the most sense on paper in the next six months because there's a trend or there's a hot market or I can prove the numbers and the metrics. Like as long as you know there's money in the business,

which health market, there's tons of money. So it's one of the three big, the three top three, right? Health, wealth, relationships, like boom. Now inside the health market, that's what it is. Like, do you want to teach health? Do you want to teach marketing? Like which one fires you up? And so I would just every single time you're trying

to decide just to like stop for a second, like which one would I do for free? Do that one. And then next thing, which one would I do for free? That one. And just keep going down that path because there's like the short term that I think we're always trying to optimize for

but I've been doing this now 20 years and I can tell you the times when I like optimize towards what I'm pumped about is when it got most exciting. And what's crazy is right now people, it's funny because people are like, well Russell, you picked the funnel world, which is this huge industry. And I was like, 20 years ago, this is no industry.

I made this industry from the ground up. I did events, I got two people to show up, and I'm talking about funnels, and they're like, what is he talking about? Right? I'm so passionate about it, that eventually it built the industry. So do your thing that you're obsessed with

and you'll build the thing that you want around it and all the side benefits will come and you'll change people's lives and you'll be pumped about it. But just focus on the thing that like fires you up the most because over the next decade, that's what matters the most, you know? And so that's what I'm focusing on.

That's awesome. And if that was the thing, the thing I talk about the most is probably how to make your kids healthy, fix autism, ADHD, and metabolism for the parents because parents breed sick children. That's just the way it is. But I feel like health changes so much that you can't... It's just a trend. Like, Kalyn, every nine months or nine times a year, people are going on a diet. Well, part of what I teach is going to be nutrition, and then they're going to phase out of that, and, people are going on a diet. Well, part of what I teach is gonna be nutrition and then they're gonna phase out of that

and then it's gonna be irrelevant, you know? Yeah, I love it. You could talk about that for decades and decades and never run out of stuff to talk about. You know what I mean? So I think start, like the hook you just gave like was a mitten stick. It was.

Sick parents have sick kids. Like if my wife saw that, my wife's really healthy. She's like very, if she heard that, she'd be like sucked in like, cause she, even the healthy people are like, I want to make, like I don't want to make my kids sick. How, like, so the healthy people will go for it. The people who aren't like, it's great hook, great angle, huge market. You can sell.

But not a 10k offer. 100% you can do 10k offer. Have people come out and you help rebuild their entire life. Like have, like you can launch 10k offer tomorrow. Be like, Hey, I'm going to have five people come to my house. We're going to spend a week at my house, we're gonna walk you guys through how to restructure your life, your kitchen,

your finances, all kinds of stuff to help your sick families. 100% people pay for that. I got a dude that I know who charges 10K to fly out and lift weights with them for the weekend. Like, you start building you as the person and they fall in love with you, they'll pay whatever you want to come and get a piece of you in a more intimate setting.

Does that make sense? That's amazing. You're doing better than you think you are, Karen. I can already tell you're passionate about this. Just keep going after it. You're worth more than 10 grand. And now just go sell it. You know what's funny? Awesome. Let's give it up for Karen, by the way. That was awesome. You know what this reminds me of? Is Heroes 2 Journey 2.

All of us focus so much on like, you always talk about Lightning McQueen, like piston cup, piston cup, piston cup. But then his friendships and these relationships change. Look at how you're affecting these people's lives and they're saying, my kids are better and everything is better. I think about Joe here in the audience,

same type of thing that he's been struggling with is like, hey, this initial thing and then the secondary, you can do both. It's crazy though, I think the ripple effect of putting ourselves out there is really interesting. People have felt like, like, I've my wife in tears, and they're like, because of your marriage, my marriage is stronger.

And Clem's like, we didn't do anything. And they're like, yeah, but the fact that you're married and you both seem happy, that's rare. And so because of that, we realized we could be, and it's like, it's this weird thing where by you serving, you serve in all these ways you weren't planning on, that it's just like these hidden benefits of you stepping into your calling.

Yeah, anyway, it's fun. Yes, keep going, Karen, that's awesome. What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend, Taylor Wells. Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept

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That's why Bumble is changing how you start conversations. You can now make the first move or not. With opening moves, you simply choose a question to be automatically sent to your matches. Then sit back and let your matches start the chat. Download Bumble and try it for yourself. All right, Clayton, who else we got? Let's go. Next up we have Christine Burke.

Christine, how are you? Hi, thank you. So I train civilians to work with the police to identify unknown human remains and identify suspects using genetic genealogy. And the other opportunities, I don't want to say competition, but the other opportunities are colleges, traditional college and community college. And looking at doing funnels and presenting my offer, I've had a pretty good success, but it may be in my own mind,

the issue is the piece of paper and the certificate from the college. And I wondered if you had any ways to maybe present that. So when they go to the college site, it's very cut and dry, it's not a funnel, it's not a, it's like, here it here it is you know 101 102 and here's the price and they're like okay whereas I want to do things a little different get them to know me and you know buy into the psychology as you present so do you have

any ideas how to overcome that even if I need to? So the question is you're creating something that's competing with traditional universities. You have a course, they've got a degree, right? That's your, you're asking us how do you, so- It's not a degree, we both offer a certificate, but I believe the, you know, the institutional whatever, might be a deterrent. Because people want the institutional certificate

or whatever? Correct. Cool, so this is all just a deterrent. Because people want the institutional certificate or whatever? Correct. Cool. So this is all this positioning thing. So, because if you look at like institutions and their certificates and their degrees and you look at 99% of certification programs all on the planet, across the world,

they were all built by marketers like us. Like they're not built by the, in fact, I remember, I think the hair, it's the haircare industry. These haircare industry, they were shown the certifications and stuff and they went back in time and the person created certification Was not had never done hair before they were marketers like we should certify things that became like the industry standard like it's just it's just a positioning thing like you position against that like like there's universities who are certifying people in this thing and like You know like Annie grace look at her, she's got the alcohol addiction, like she's, she's fighting against AA. And so like her stories are just like, AA has got a 1% success rate. You know, I've got clinical trials where like

a 63 percent, whatever her number, percent success rate. It's almost like showing that, like, like Stacey Paul Martino, same thing, like traditional marital counseling. It's like, if you go to the marital counseling, it's like you draw from like a, or I think it increases your, your chances of divorce or something. Like they have, they have the stats, like, hey, if you go to the marital counseling, it's like you draw from like a, I think it increases your chances of divorce or something. They have the stats, like hey, if you're 60% divorced right in America, but you get counseling, it jumps to 70% or something. And our students right now are at 1%.

So you gotta throw rocks at the other version of it, where it's just like, hey, cool, you got this certificate, but the thing that doesn't actually work, or you come over here where we've got the clinical studies, and then whenever, I don't know what you have yet, or what you're working towards, but finding those things where you can show the success states and success rates,

and then creating your own certification program. And then there's this positioning, like you positioning against the opposite version of it. And then, yeah, it's all, it's all in our mind, we're like, why just create this thing? It's not real, but it's like in the mind of the world, like it's, that's what every, that's everything is, just created, right? So it's just you positioning it in a way where people

like they value it. Does that make sense? Yeah. And I think, I think one of the things that you said to during this week, um, you were having that podcast with Myron and you brought up Annie and it was like, what is the alternative? Like what's the cost to do that? Like, you know, you could go to AA or you could go check yourself into $25,000000 rehab. You saw the college close here. How Russell does that? The alternative is expensive and it takes a lot of time. How can you shortcut that and get the same type of result?

Okay. Awesome. That's kind of what I'm doing. I'm trying not to throw too big of rocks, but I'm just using my experience and the fact that I'm doing it instead of teaching it. Theory actual, practicality versus theory. So thank you very much. Feel good and I'm ready to go. So thank you. Awesome. Go for it. Go change that industry. I love it. Let's give it up for Christine guys. That was awesome. All right, Clayton, let's keep it going. Who we got? All right. Next up,

we have Belle Baguie. Bell. Hey, hi Russell. I'm excited. You just answered my question, so I'm asking a different one. What's the most costly mistake you've made in business? And what did you do to turn it around? And what lessons did you take from it? Oh, good question. I would say the most costly mistakes for me have been tied around building

a team. I would hire, sometimes I would hire people and since Chris is my friend, so I shouldn't say this around him, but. I've been here six years, so I worked out. Yeah. But like, when I first got started, like I was doing this thing by myself and then you know, an entrepreneur, you're juggling like 50 balls, like you're learning copywriting and traffic generation, how to build a course, how to do customer support. If you're doing everything, you're drowning, right? And they're like, I need help.

And so I just started hiring all my friends and family members because I'm like, help. And then they come in and they weren't good at the thing. And I had to teach them and it was so hard. I think that's been... And I still this day make that mistake a lot of times. I'll hire someone based on, I like the person, whatever, versus, how do you find people who are already good at the thing you're trying to get done, right? Like, bringing in people who already have the skill set versus bringing

in someone you like and trying to teach them the skill set. I think that's one of the biggest things. Like, there's a, we can talk about this event, but sometimes I'll do a session on who not to how, which is a Dan Sullivan question, right? So it's like, a lot of times we spend so much time trying to figure out how to do this, how to do this, and we get in this, like, procrastination loop of learning, trying to figure out how, how, how. Whereas the reality is to speed things up and have success in business is it's so much better and faster when you look at a problem and say, okay, who already knows how to solve

this problem and go finding the who's? And that's, that shaves off decades of time. A lot of times, you know, it's why we do coaching a lot of times. Like for me, it's like, you guys can go figure out how to do this, or I'm the who who can help you write them on a one-to-many presentation. Come in here, we're going to show you how to do it, right? But it's true to all areas of life, like traffic generation. I see a lot of people like, I'm going to drive traffic now, and then I'm going to go learn

Facebook ads. You could do that and spend the next six months doing that, or who already knows Facebook ads, you can go find it and partner with them, or hire an agency, or someone who already can do it, they can get you to the finish line faster. You know what I mean? That's probably the most costly mistake. The second most costly mistake I would say is not watching my numbers close enough, like driving traffic where I'm spending money on ads and I'm forgetting it, like not watching

it. We're all sudden, it's like you come back and it's like, we spent $10,000 and made 100. Like, God, like that was like, I need to be watching it day by day, hour by hour, like making sure. So our team now is like, it's like they have spreadsheets they're watching in real time, it's like stock trading almost. Like they're seeing what's happening

because you never know like when you're wasting money and stuff like that, it's like, you gotta be able to turn things on and off because you should never be spending money unless it's profitable all the time, you know what I mean? So those are probably the two biggest ones, I would say. You got more time,

do you have any other follow-up questions? Oh gosh, yes. If you were asked to speak in an event, but not allowed to pitch, what would you do differently with the perfect webinar framework to have people speak you out afterwards? Very cool, so the first year of ClickFunnels, the big event at the time was called Trafficking

Conversion and they asked me to speak at it. I was like, yeah. I was like, I need 90 minutes. Like you get 60 and you can't sell. I was like, what? This is insane. So what we did is I took my perfect webinar and we burned it on, this is DVDs back in the day. Nowadays we put it on the USB drive. We burned it on a DVD and we paid for a booth. And so I got on stage and I did my perfect webinar. All the way up, I did the first hour and then when I would normally transition to clothes, I was like, now unfortunately they won't let me sell anything, but I've got a booth in the back and I've got a CD and the CD's got this entire presentation, if you want to re-watch

it, plus I made a special offer for you guys on that CD or the DVD or whatever. If you go back to the booth, they'll give you a free copy of it and then they'll answer questions. And we pushed people back to the booth and we handed out these DVDs, we got everyone's, everyone that got a DVD, we got their name, phone number, email address. And then after the event, we texted them a link to the webinar, we emailed the link to the webinar and we called them and we just tried to get people to go back and rewatch the presentation. And most of them, they'd watched the hour long presentation, they were excited, but

they like felt unfulfilled because like it was just, you know, and Hermosy. Hermosy was someone. That's what he was talking about. He was there in the room, watched the hour, didn't get a bye, freaked out, and then later came back because he loved to train so much, but felt like I need something. All his faults, he's been crushed,

but I got no way to implement the tactics now. And he ended up showing up later, and people kept showing up later. So that's how I did it, is just use the hour to blow their minds and then push them to a booth or some other way to capture the information where you can then have the conversation externally.

You know what, for the first couple of years that I was here, you had me running a speaking team. And it's so funny, some people will give you the full 90 minutes, some people will let you speak to sell, others are like, no, you only get 60 minutes, you may only get 20. What's cool about the perfect webinar and this perfect sales presentation, you only get 60 minutes. You may only get 20. What's cool about the perfect webinar and this perfect sales presentation is you do it five minutes, you can do it 20.

It's like accordion, right? Is you make sure you have all the components, but then maybe those stories are condensed, or maybe they're longer depending on how this goes, right? So you can stretch or condense it, but one of the things that always seem to work is we sometimes push to strategy sessions like at the booth.

And if you have a team or not, like if you're willing to take that time one on one after you, that's one to many, but that's how you get people in the door. You could do the stack and the close at the booth one on one and just get it done or a book to call or something like that. There's a lot of different ways that you can do that where you can still have that stack and close after the fact, even if they don't let you do it on the stage. I'd make sure you find from the promoter what they allow you to do.

Because we had someone at this last year's Film Hacking Live who did not get permission and then in the presentation pushed people to a link. And that person never speak for me again. And so also you have to be careful. You have to respect the host of the person as well. So I had a time like, hey, can I push people to an opt-in and somebody as you can, so you can't. And we're're also done even if you just give the presentation and blow their minds,

people will find you. Totally. The right people here and they're like, I gotta follow this person. They'll jump in and dive into your stuff. So I do a lot of stuff where I don't pitch. I try to give as much value as possible. And those people end up watching my YouTube channel or coming on Instagram or whatever. And then you have the ability to serve them. It's all part of the top of the funnel. Yeah. Right. Bringing them in. Great questions. Thank you. Am I able to share this on my podcast or sessions? Go for it.

Yeah, you have my permission. Thank you. Awesome. Way to go, Bell. Fantastic. Give Bell a hand. All right, Clayton, who else we got? All right, next up we have Clive Buker.

Clive, welcome out. What's your question? Hi, guys. Thank you for the opportunity. My question is, I have been self-employed for about 11 and a half years. And my question is, is it possible to create leads in the finance?

Because I know a lot of marketers, I think you know also, play cut and all these guys. They talk about creating leads in real estate and all this stuff. I tried everything. I bought courses from Tony. I did everything and I just want to know is it is it possible for a normal broker who tried to you know, sell insurance banknotes whatever to create leads and what is the best way, what is the

best funnel and all that stuff. Because I'm thinking about also to buy Prime Uber. I don't have problem fortunately with money, but for me it's not the why, it's the how. And I need to know if that is possible because we just work with referrals. And yes, that is the question. So is that getting leads for as an agent, a real estate agent? No, we want to create leads. Got you. Yeah. Got you. Because I think when we talk about insurance and all that stuff I think we have to go through storytelling because people are not interested in health insurance but I started in 21 and if I I start something, I wanna scale it and sell it, and then, yes, that's the way. Gotcha, so Brad and Ryan,

who are in my Inner Circle Atlas programs, they won a two comic book C awards, so they have dramatically rolled the business. They went from referral-based businesses, I showed their picture on day one, their picture, and they came back and they basically followed the process. So they're like, instead of just selling finances, let's build a movement, which is like step number one, their picture. They came back and they basically followed the process. They're like, instead of just selling finances, let's build a movement, which is like step number one, right?

So it's like they created this movement and they have their t-shirts, like rise up and live free and they help people get freedom in 10 years. It's like, yes, first off, 100% you can. Second off, they've done it. They built a hundred million dollar company on the back of it in the last handful of years. But it was coming through not just selling anything.

It could be finance, real estate, insurance. It doesn't matter. It's coming back to how do we build a movement of people? We give them a vision, something that they're coming after. I sell software that helps people build funnels, for crying out loud. That's the most boring thing in the world. But I change it to we're funnel hackers. We're changing the world.

I created a movement out of it, and it's the same kind of thing, right? So if you're in finance or health or whatever, it's like, how do you create a movement? How do you get people rallied around something, right? So for Brad and Ryan, it was how do we get financially free in 10 years or less, that was the movement, rise up and live free, and that was the messaging, and they filled events, they filled webinars,

everything with people coming in, this is what we want, we want to rise up and live free, we want to be financially free in 10 years, and it wasn't, then the fulfillment was like, oh yeah, we're gonna help you. Like you gotta buy insurance and like whatever, all the insurance and real estate, what all the stuff they do on the back end, right?

But the front end was 100% like the vision of the end result that we're gonna get because of the thing, right? I don't sell funnels. I sell the vision of what funnels will give you, right? People don't want to buy a hammer. People want a hole in the wall. So yeah, what's the hole in the wall? What's the thing they actually want?

The hammer's the vehicle, right? Finance is the vehicle to give them that thing. Funnels is the vehicle that gives them the thing, but the hole in the wall is what they actually want, right? So what's the hole in the wall that your people want? That's what I'd be asking myself. And then we build a movement and a webinar and a presentation all wrapped around that.

That's how you get people to come into you. Because trying to sell leads into like, we're gonna teach financial management, or like that's so uninspiring. That's what everyone tries to do. It's like, no wonder no one's following, you know, no one's going in your funnel, because that's not exciting, you know what I mean?

What is your experience? What kind of way is the best way? Like, there are companies, they create leads and they call them for a consultation, and then they want to help them, you know, reaching out their goals. Or is it more like when you talk about the webinar, do they sell through the webinar

so that people can buy something, but actually we sell the insurance products. So we need to do some consultation with them. Do you know, do you have some expertise or experience with that? Or do you have to figure out all of them at all? 100% yeah, so this is the difference. So again, Prime movers, Prime movers is about setting a standard and drawing people towards you, right? So me outbound calling people I would never do for infinity dollars, right? Because now you're

chasing, you're shifting the whole dynamic. Now you're chasing people versus them coming to you. So what happens on a webinar, you set again, you set the hole in the wall, the thing that they want, right? They come to the webinar, they register, you do a presentation. With the presentation, we'll do a couple things. First off, it pre-sells somebody, it disqualifies the people who are not qualified, it does all the sifting and the sorting, and at the end of the webinar,

instead of maybe doing a value stack, you're like, here's the offer you're gonna get. From there, you push them to the phone call, and this is the positioning, we call this takeaway selling. So what I'm doing is I'm repositioning. So instead of like, I'm gonna call you and try to sell you insurance, it's like, this is what we do,

we only work with this type of client, this is our standards, this is how we work, this is what we do. And if you have interest in that work, now you've spent an hour with me on a webinar, if you have interest in working with me, go apply. We don't pick everybody, here's an application, they fill an application, and then the phone call

is not like, hey, we're gonna sell you insurance, it's just like, all right, we only work with the best of the best, tell me why we only work with the best of the best. Tell me why we should work with you. And it shifts it from me chasing you to a takeaway sale. And then what happens is the webinar does all the sifting, the sorting, the pre-selling, the positioning. It positions you separately.

And now someone's coming to you and then they're begging. It's similar. What's Robert Kiyosaki's financial dude? Are you saying Stephen Covey? No. Anyway, he speaks about Robert Kiyosaki. He's a financial planner, right? And he's got the same tools that everyone else does, right?

But we tried to hire him for something. It was insane. Hundreds of thousands of dollars for the same thing that the traditional guy locally would be begging to do for free right and we paid him because He positioned himself as the dude right like we flew to Arizona to meet the guy Keith Cunningham That's okay. We flew clear to Arizona We flew over five hundred thousand financial planners in the air to land on this guy's thing to pay him a hundred thousand times more Money because he positioned himself as the dude

What did he do? He sold me the same thing that anybody else would've sold me, but he was the dude, so I was willing to do that, right? And that comes from the positioning. That's what the webinar does, right? I'm drawing people towards me, prime movers. I'm not chasing people. Draw them towards me.

Presentation does the sifting, the sorting, the positioning, the posturing. Then they come and apply. There's a takeaway sale. Why should you work with me? They then tell you, and now you, that shifts the whole dynamics of the business, and now you can spend money to buy ads you get the right people to qualify people

you're not wasting time talking to the unqualified you're only spending time on the right people who are ready to invest with you right now. Thank you very much and just one question this is the major way or do you also recommend to you know learn some different ways for that? This is the major way yeah I mean there's no turnoff referrals yeah there's levels, right? And there's how do we get more leads? How do we sell more back end? What's the next thing we sell and how do we ascend?

So like, there's more strategies afterwards, but to get from where you are now to the first 10 million, like that'd be, I'd blinders on there and focus on that. For sure. So, Clive, be the dude. That's it, that's the answer right there. Be the dude. I do whatever it takes. So, I think PrimeMover is the next step. And I thought I'd do it on my own. And then I create a marketing team to give the stuff away and that I can control

that stuff too. Well, come do it with us, man. We're here for you. We've done it before. The process is already, the trail's been trailblazed for you. Just come jump in and start running with us, man. We're here for you. We've done it before. The process is already, the trail's been trailblazed for you. Just come jump in and start running with us. Let's give Clyde a hand. Thanks Clyde, great job. Thanks Clyde.

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All right, Clayton, who else we got? Let's keep going. All right, next up we have Rebecca Calvert. Rebecca, what's your name? Good to see you. Nice to meet you. So I am an architect by trade and I've created a course outline that walks commercial building, commercial business owners through the property development process. My problem is that process is really long. It's like two or three years long.

So I've broken it down into like 12 courses, which is kind of like a 12 step process, right? And I did that so that I could capture different audience targets during different phases of construction, right? There might be a group of people that are just looking for a piece of land. There might be another group of people that I can target that are like hiring a general contractor, right? So I don't want to just try to capture people at the very beginning, but I'm having a hard time resolving the fact that my landing page only needs to sell one thing, right? Like I have these 12 courses and everybody says,

like, if you give too many offers, then it confuses your audience and they don't buy anything. And so I have this landing page and it shows all my courses and all the steps so they can kind of self-identify where they need to go, but it's not really getting any traction. And I don't know how to manage that. Cool, all right, I got good news for you.

I know how to manage that. So I have something, a little different problem in my business that's similar, where people come to my world, and we have different, like 100 different types of businesses that could use funnels, right? And they're coming in, it's just like, if I give them one message, it's like, here's

how you use it as an author, but I'm a dentist. Like, oh, well, it's hard, so I have to do different messages. So what we've done in the past that works the best is using a very simple survey funnel. And the new click funnels, if you guys haven't used the new click funnels, we have this new survey element that is insanely cool. It's one of the cool, like, anyway, I could geek out about it for 20 minutes, but it's really cool. But basically what it does is you have a anyway, I could geek out about it for 20 minutes, but it's really cool. Basically what it does, you have a landing page

that comes in and it has a general message, like, hey, congratulations, what we do for a living is we help people in the business do da-da-da-da, right? Insert the thing that you guys do the best in the world. But people come to different stages. Some people are at this stage, some are at this stage, and I want to take you guys through a quick survey, find out where you're at so we can make sure

we answer your question, make sure we can serve you the right way. And you have just a basic survey thing, right? And you ask them half a dozen questions, and from there, it's, if you see it in QuickFunds, it's like, it builds this graph, right? So here's the first question. And from there, depending on what they ask, it takes them to one of these 12 questions. And you can build out a whole question, like a tree of it structure, and it ends up dropping on the right page. And on that page, then you have a video site, cool. It looks like you are phase three right now.

Let me explain what phase three, this is what you guys need right now. And then you go and you have a sales video, very specific just to that phase. So we did a quick final survey, and the same thing, we had 10 different business types. They would go and they would pick which type they were. And then from there, we took them through a couple questions

and they would pop out a page. And it was like, cool, it looks like you are in the network marketing space. You are a B2B business owner. We have a case study for them. They put an email address for a case study. And then we take them to the next page, there was a video and the video case study of how it works

in their specific market was basically a sales video. So it was like, cool, you're a network marketer. Let me show you how fun this works for you. Da da da, I explained it and then I make them an offer and then down below there's an offer for them to sign up if they're in that space. Does that make sense? It does, it's a little overwhelming.

What I'm hearing is 12 videos for 12 courses and then also segmenting out who I'm targeting into other sales videos. That's a lot, right? Because yeah, you kind of answered my followup question, which was, I am selling to daycare owners, restaurant owners, and doctors, right? They're all unrelated.

None of them self-identify as property developers, even though that's what I'm teaching. So how do I create awareness that they need to learn this stuff and how it's gonna save them so much money? It's really gonna save them tens of thousands of dollars, but how do I create that awareness and that desire on their part? So what I would do first, because doing the survey thing, as you got a little overwhelmed, I could tell,

so let me simplify this. So right now what you're doing is you are trying to serve the entire market, right? And segments of the market and the other markets and stuff like that're doing is you are trying to serve the entire market, right? And segments of the market and the other markets and stuff like that. And so you're trying to, you're way too broad. So I would use I would come down and like, how do we shrink it down to like, so look at all the categories that you that you're, you're in, right? Is there one

that like you have a really, really solid case study for like daycare or something like is there one that's like, what would be the ones that you're the best at? Or do you have a daycare? Yeah. Okay. So my or that you have a best? Daycare, yeah. Okay. Daycare. So my guess is if you just focus on daycare, even though there's a million other things you could do,

there's probably a $10 million in your business just in daycares. And then you could do other ones later. But I would just like for right now, cause it's gonna simplify everything. Just do that. Yeah, it's overwhelming. Now you're having just a webinar.

And now what's nice is like, it's easier and less expensive to buy ads cause now you're just targeting daycare owners or future daycare owners. You have a webinar that's just speaking to daycare owners. Everything's very specific, very simple, very easy. And so your ad costs will drop dramatically. Your sales will increase because they're not coming

to a webinar and you're like, this works for this and this and like, oh, and it does work for daycares too. It's like very specific, like this just works for you. You know what I mean? That's what I'd focus on right now. And then within daycares too. It's like very specific, like this just works for you. You know what I mean? That's what I'd focus on right now. And then within daycares, they still have the 12 different markets or is it simple? Yeah, they do.

Yeah. How long is each course? About two to three years is what the typical process takes, right? From when you first put together a business plan and find a location to moving into the building. So the person you're finding, they are pre-daycare or they've got, they're renting, they're trying to buy.

What's the avatar look like? It could be anything. Generally, they're already own one and they're building another, right? They kind of do these like little miniature areas. Like they target a community and they kind of saturate that community with their brand. Okay. Yeah. So follow-up question. Like I know dentists who own their own building, to kind of saturate that community with their brand.

So follow up question, like I know dentists who own their own building, like they end up owning the strip mall, is that kind of what you're talking about? Some people do that as well too, right? If the property is too big for what they need and it makes business sense, they'll add extra. I kind of feel like there's still one thing, like are you a business owner, but tired of paying rent? Then maybe you kind of feel like there's still one thing, like, are you a business owner, but tired

of paying rent? You know, then maybe you kind of get into this thing where you're renting out other things. You could maybe niche down to that, like a business owner that has a physical space. And another thing that I want to say is you're like, man, those 12 videos, that sounds overwhelming. What could be overwhelming is taking all these different people who are in different versions of the business and having that conversation a hundred times.

If you can record this once, right, now you basically cloned yourself where now this is happening 12 different times. Yeah, it's 12 videos, but if you really go write these scripts and go just film the videos and put it out there, it's one time. And the reality too, I would say is like what I did that the first like three minutes of the video was custom for that segment, right? But the other like 90% of the video was just the same video. Like, oh, yeah, yeah, that's a good point. Congratulations. You're a

dentist. Let me tell you about funnels. Then there's a jump cut. And it's like the other video, I'm just pitching funnels all you know, all the way. So thank you for that. Yeah. And then who not to how let somebody else edit edit that. Like if that's overwhelmed, you find somebody who's a good editor, throw them that stuff and say, do it. Yeah. I wanna come back real quick,

so I'm gonna go a little long, kind of just be helpful for other people too, but you're saying the course takes three years to fulfill on, which is like overwhelming. When you're trying to sell somebody something, it's like we're trying to sell them speed and time and access, like I'm trying to think, what's the win for somebody that's shorter? Right?

Like, because my goal, obviously, with all you guys coming into my world, like, I want you guys here for next decade. So I've got a decade worth of stuff to sell you, to send you to, like, all sorts of things, right? But I'm not selling you guys, like, Inner Circle and Atlas and FHL, like, right? I'm just picking one thing that's very tangible, like, $10,000, Prime Member Foundation. We come in here. This is like the, there's a beginning, there's an end, there's a result, this is the tangible thing we're going to get. And so it's not overwhelming because you guys all know it's like, okay, I could get this

done in six weeks, six months, like I have it forever, but like it's very tangible. And if I serve you like crazy, then you're going to want the next thing, the next, and you like, again, we've got people at Benity for two decades now buying everything. And, but I don't ever pitch that because that seems like, you know, if I offer you answers like, hey, for the next 10 years, you guys are gonna be like working with me, like, whoa, that seems like a lot.

Yeah, that's why I broke it down into 12 courses. It's not two to three years for each course, but the 12 courses equals the two to three years, right? What's course number one that they all need? Business planning and or location secrets. Like I have one called location secrets. That sounds sexy. Yeah, that's the offer, right?

The business secrets. Yeah, the location secrets one is the focus that I like. Yeah, so I would pick whatever those two or three things bundle out. And then that's all your, I would even tell them about the rest of it, the three year plan. I would just focus on the payment right now,

what you can do to get them out of it quickly. Because when people are buying from you, they're buying speed, they're buying access, they're buying, that's what they're, they're buying a shortcut, right? And so, focus on that first shortcut. Like, we're gonna business plan down, we'll get your location, we're gonna da-da-da,

here's the three or four things you need right now, and that becomes what the webinars focus on. So after us going over time, I say, pick a niche, if it's daycares, selling a packet of the first three or four courses that give them the big result that they can see tangibly that's gonna be a big win quickly, and that'd be the focus point right now,

and like master that, and then from there, then you can upsell people to the whole thing, and then we can niche into a secondary niche, and then we can have quiz funnels. But the short term I would just focus on one market, one message, one offer. And let's just go master that, crush that. And then from there, after you start having success

and people come in, then we can start adding other things. Just gonna build on it, right? Just keep building on it. Okay. All right, thanks so much. I appreciate your feedback. Way to go Rebecca, that was awesome. Give Rebecca a hand.

Thank you. All right. I wanna spend a little time with that because I think a lot of people have that problem. I had that problem when I first your feedback. Go Rebecca, that was awesome. Give Rebecca a hand. Thank you. All right. I want to spend a little time with that because I think a lot of people have that problem. I had that problem when I first came in. Again, I was like, I can do this to every business in the world. Like I'm a marketing generalist.

And it's funny because Dan Kennedy was my first mentor. And so Dan was a marketing generalist. Like he was like marketing for all kinds of businesses. And I remember like I started doing inner marketing for all businesses. Cause I was like, that's what Dan Kennedy is doing. And it was so fascinating cause one day I had a conversation with him and I can't remember what I asked businesses, because I was like, that's what Dan Kennedy's doing. And it was so fascinating, because one day I had a conversation with him,

and I can't remember what I asked him, but I remember the answer. So the answer was, I was basically trying to figure out, like, if he was to start over again, what would he do? And he's like, if I was to start over again, instead of being a generalist, marketing all people, I'd be a specialist. He's like, the people I coach,

they basically take the Dan Kennedy principles, and they become the Dan Kennedy of the dental market, or the chiropractic market. Or he's like, you, Russell, you become the Dan Kennedy of the dental market or the chiropractic market. Or he's like, you Russell, you're the Dan Kennedy of the internet marketing market. And he's like, you guys have it so much easier because you can be very, very specific on all the training, right?

Here's how a chiropractor would do the Dan Kennedy system, right? How a chiropractor would do funnel building, right? He's like, it's such an easier path. And then it's easy to buy ads because you're just buying to chiropractors. He's like, I gotta buy ads to all businesses in my landing pages. It's like, it's so much more work.

And I was like, I wish I would ask Dan Kenney that message before I, you know, earlier in my career. And I look at it now in the funnel world, right? Like, I'm serving all businesses, which is a lot, and we got to spend a lot of customer acquisition. But inside of our world, we've got people who are the funnel gurus of the dentist market and the chiropractor, and like all those kind of different things. And they have it so much easier than me. It's like the medical field, like you have general practitioners, right? Like the medical doctor like, oh, my kids got a flu. I go to that one. But then you have people who are spying like or dentists or orthodontists like they're specialists for a reason.

Why don't why don't we do that more with this? You make a great point. Yeah, it's just niching down. It's niching at one-on-one. The more defined you figure out your market to be, the easier it is to find the people and to target them and the cheaper the ads become which makes you win easier. I got one more question for you on that too. What about the people who are like, I've already heard a lot of them like, who's your target market? Well it's everybody and they think that if they don't niche down, they're going to make more money because they're going to this casting this big wide net. What would you say to that? Think about this, if you you were to walk into a store, right? I'm a wrestler. Think about the segments I'm in, right? And if I walk in, it's like, and there's like health food,

right? Health food is a huge market. So I'm like, oh, health food. Like, cool. I'm going to buy stuff. I'm going to buy very specific things. But if I walk into a health food store and there's a section, it's called health food for wrestlers. And it's very specific for wrestlers. And the price is probably four to five X, because it's premium because it's specifically for wrestlers. Ad bill for migraines. Yeah. Yeah. When I would buy the wrestler specific thing, that's four to five times more because it's speaking directly to me. Same thing with books, right? You can buy a general marketing book or marketing for wrestlers who happen

to be Mormon. I'm like, this book's speaking to me. It's $400 for the book, but it's like, this is my book written, like this author wrote for me specifically. I'll spend a huge premium for the specifics. And that's what you understand. It's like, we keep thinking that like having the masses is the key, but the problem with the masses is you can't charge a premium because it's the masses. And then you're competing against everybody else, right? Versus in this segment. I look at people right now, it's crazy. Oh, I can't, you can't charge a premium because it's the masses. And then you're competing against everybody else, right? Versus in a segment. I look at people right now, it's crazy. Oh, I can't tell you the person's name. You guys don't know who this person is,

but I will give you the case study, because it's insane. So this person in our world, you would all know who this person is if I told them, they sell to a very specific audience, and they, I'm trying not to give away who this person is. It's so good though. But they did a webinar presentation, and they sold a $100,000 offer where they were going to build, they positioned it as a machine that sells tickets to an event or something, right? We would call it a funnel. They called it a machine that sells tickets

or whatever. The offer was $100,000 to build a funnel for them that they didn't call a funnel. 18 people signed up off the webinar, $1.8 million. So that's the same thing that I would sell for $1,000, but because they niched it down to their niche, they could charge a premium. $100,000, 18 people bought one webinar. And I was like, I am working way too hard. So that's the power of specials. But the market's so much smaller, there's way less people.

Those people will spend a hundred times more money in the thing, like there's a premium when you are the person and you can be more specific. So the fulfillment and the training's so much easier. Anyway, so there's the Russell rant, $100,000 funnels. Just call them something that aren't funnels. We've got a facilitator, Chris Davis, on our team. And he always has this, because it comes up often.

He literally has, like I was laughing about, Advil for migraines. Yeah. If you look at the ingredients, it's the same thing as ingredients that he brings up. I have a migraine. I must pay the more expensive ones. There's the pain, right?

You're in the pain. You're like, well, that's specifically for it. And then you go grab it. And it's just genius. I think there's so much power in that. Yeah, so interesting. Yeah.