Marketing Secrets with Russell Brunson - The Coaching Framework That Built ClickFunnels (And How to Build Yours) | #Success - Ep. 53

Episode Date: July 16, 2025

In this episode of The Russell Brunson Show, I’m sharing a live presentation I gave at one of the biggest virtual events in Spain… Where I broke down the exact steps I took to become a coach, attract dream clients, and build a multi-million dollar business using frameworks. If you’re a coach (or want to be), this is a crash course in how to go from someone with a result… to someone who can replicate that result in others and actually build a business around it. I walk through the four-step process I’ve used to create offers people want, get my clients life-changing results, and build programs like Inner Circle and Atlas. Key Highlights: The #1 mistake new coaches make (and why you should never skip this step) Why results alone aren’t enough… You need a tested framework How to use student results to massively explode your coaching business How to name and own your proprietary process so people talk about you The real story behind my first coaching client, and why I coached him for free How I helped Organifi go from almost shutting down… to blowing up Essentially, this is how you build a coaching business that actually lasts. Not by chasing trends or selling empty promises, but by serving people, proving your process, and turning those wins into stories that sell for you. If you’re serious about building a coaching empire, start with this episode! ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://sellingonline.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://clickfunnels.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://nordvpn.com/secrets⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠northwestregisteredagent.com/russell⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn.com/CLICKS⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠RocketMoney.com/RUSSELL⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Indeed: Get a $75 sponsored job credit to boost your job’s visibility at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices

This episode is brought to you by Adidas. When the frustration grows and the doubts start to creep in, we all need someone who has our back. To tell us we'll be okay, to remind us of our ability to believe, because their belief in us transfers to self-belief and reminds us of all that we're capable of. We all need someone to make us believe.

Hashtag, you got this. What's up everybody, this is Russell. Welcome back to the show. I hope you guys are doing great today. Today, I actually wanna share with you guys a presentation that I did at one of my Atlas members events. They run one of the biggest challenges and events in Spain. They do these events where they go for like four or five days

in a row, seven days or say 24 hours a day. It is insane. They get hundreds of thousands of people to register. And so last year I had a chance to be part of it and this year they asked me if I'd be part of it again. And obviously I jumped on to support them and it was a lot of fun. And anyway, I wanted to give you guys access

to this recording because I think there's a lot of really cool things from you. So if you are a coach, try to start a coaching business, try and figure out how to turn your frameworks into something that people will give you money for. Try and figure out how to get your first client. We're gonna be talking about that during this session and hope you guys enjoy it. If you do enjoy it, let me know in the comments, take a screenshot of you listening to get your first client. We're gonna be talking about that during this session and hope you guys enjoy it.

If you do enjoy it, let me know in the comments, take a screenshot of you listening to this and tag me. I love seeing that. And other than that, I appreciate you guys. And I hope you get a lot of value from this episode on the show. This is the Russell Brunson Show. Hey, this is Russell Brunson. And first off, thank you so much for having me here.

I'm excited to spend the next 30 or so minutes with you guys, helping you in your coaching businesses. Obviously, you have so many amazing speakers. They're speaking over the next few days. And I was trying to get, what are the things I could bring of value that might help you guys on your journey? And so I've created something kind of unique

specifically for you guys, and I hope that you love it. Before we get started too much, if you don't know who I am, my name is Russell Brunson. I'm the co-founder of a really cool company called ClickFunnels that we launched about 10 years ago. We've helped hundreds of thousands of entrepreneurs from all around the world to create and to launch funnels, to change people's lives, to create movements,

and we've helped train experts in almost every industry you can dream of. And so I'm gonna share with you guys the things that I've kind of learned on my journey as I was trying to figure out how to become an expert and things I've taught other people and hopefully it'll help you wherever you are in your journey, okay?

I know a lot of you guys are just getting started. Potentially this is the beginning of your journey and you're trying to figure out like, what do I sell people? What do I teach them? Like, what does that actually look like? Or maybe you've got something like kind of creative but it's not working, people aren't buying it

or maybe they're buying it but they're not having success with it. And so I'm walking through kind of what I've done over the years to be able to figure out like, how do you create something that's actually going to change people's lives and something that people will pay you money for? Because if you figure out those two things,

this game becomes a lot of fun. My favorite thing about business is the fact that when you do it correctly, two things happen. Number one, if you do it correctly, you get paid a lot of money, right? And so we're gonna talk about that a little bit. But number two, if you do it correctly, two things happen. Number one, if you do it correctly, you get paid a lot of money, right? And so we're gonna talk about that a little bit. But number two, if you do it correctly, it gives you the ability to change a ton of people's lives.

And for those guys who haven't made money yet on the internet, I don't wanna ruin it for you, but what's gonna happen is you're gonna make some money and you're gonna think that that is going to fulfill you and then you're gonna find out really quickly that it's not a very fulfilling feeling. And you're gonna be like, oh no, I had this goal to make a bunch of money,

I made a bunch of money, I don't feel any different, like I don't feel what I thought I was gonna feel. Okay, it happens to most entrepreneurs on this journey. They start because they wanna build a business to make money, and then they get the money and they feel empty. Okay, I've seen this over and over and over again for decades, it happened to me, it happened to so many people.

But then what you're gonna find, when you start shifting your focus from how do I make money to how do I actually change people's lives, like that is where fulfillment comes from. That's what you're gonna find, when you start shifting your focus from how do I make money to how do I actually change people's lives, like that is where fulfillment comes from. That's where you're gonna have those experiences where it's like, oh my gosh, I changed this person's life.

And that feels like the feeling you're hoping for. And so I don't wanna ruin the price for you. I know you guys are starting the business now and trying to grow, but just you know, long term like the focus on actually changing people's lives is the key. And so this process will help you create the products that you, that people are gonna buy, but more importantly,

the ones that are actually gonna change people's lives. So that's kinda the game plan. You guys cool if I jump into that and have some fun? All right, so the first thing you have to realize is when you're starting any kind of coaching or expert business, usually the way it works, it starts like this, right? Here is a picture of you.

Okay, I've drawn this a million times. It's the most simple drawing, but this is you. And there was something that happened in your life where you wanted some big result, right? So I'm gonna over here, it's the top of the mountain, and this is the result you desired, right? You wanted this thing. And so this result could have been a lot of things, right?

It might've been like, I wanted to lose weight. I wanted to make money. I wanted to trade stocks. I wanted to make money. I wanted to trade stocks. I wanted to learn how to cook. I wanted to learn how to fill in the blank. Whatever your wildest dreams and desires are, right? This is the result you wanted. And then what happens for most people

is because they have that desire, they're down here. And again, this is you and you go on this journey and you start going to try to achieve that result, right? And what happens? For the most part, we go on the result and immediately we hit it, right? No, that never happens. That's never what actually happens in real life.

What happens instead is like you start on the path to go towards this result, you're going, and all of a sudden like you realize you went the wrong direction and boom, you hit a dead end. You're like, oh, it didn't work, right? And then you start over from scratch. You go back to home and then you start again. You go on this journey, you start going towards the result.

I'm gonna figure it out. I'm excited and all of a sudden, ooh, and you get lost over here and you, dead ends again, right? And you're like, dang it, I'm gonna try again. So you go back to the beginning, you start going, and you're trying again, and then you get lost again. And it keeps happening over and over and over again, right? And this is the pattern that most people have, okay?

The reality is this is happening for your customers as well, all right? When somebody is coming to look for you, it's very rare that this is the first time they've tried to achieve the result that you're promising them, right? Usually they've tried a whole bunch of different things. I had a chance to buy a women's weight loss company a couple years ago, and I remember when I was talking to the

founder of it, she told me that the average woman in America, I don't know if it's the same in your part of the world, but in America, the average woman goes on eight diets a year. Eight times. Eight times they know they want the result, they want to lose weight, and they go, okay, I'm gonna try the the Atkins diet. They go, oh, and it fails. Okay, I'm gonna go try the carnivore wanna lose weight, and they go, okay, I'm gonna try the Atkins diet, and they go, oh, and it fails. Okay, I'm gonna go try the carnivore diet, oh, and it fails. I'm gonna try paleo, and they try these things over and over and over, eight times a year.

Okay, people try and start online businesses. I don't know the actual statistics behind it, but my guess is probably similar, probably eight to 10 times per year, someone who's trying to get the result of starting a business, getting freedom, that they go on this path, and they try and they try and they try, right?

How many of you guys know what I'm talking about? I mean, as I've experienced that, right? You've gone on this dead end, maybe you guys are right there right now, like you just got down to the dead end, you're back at home, like, okay, I'm gonna come to this summit, I'm gonna come to this event

and see if I can figure out finally how to get the result that you desire, okay? And so that's what happens in the typical lifestyle cycle and probably happened for you as well, right? But then over time, you start getting better and better and better. And eventually you figure out the well, right? But then over time, you start getting better and better and better. And eventually you figure out the path, right? It's the path from going from where you are today

to actually making it through all the clutter and getting to the result that you desired the most, right? And you did it, you achieved it. You made money, you lost weight, you got a six pack, you traded stocks or Bitcoin or whatever your thing is, right? You figured out how to do it, you got the result. And it's like the most exhilarating thing, right?

You got, yeah, I'm a wrestler, so for me, like, whenever I think about winning, the feeling for me winning is when you win a wrestling match afterwards you shake their hand, and then the ref would raise your hand. So for me, it's like that raising my hand, like I got the feeling, I did it, I won. I accomplished it, right?

And it feels great. How many of you guys have won something before? It's like, this feels amazing, right? So that's what happens, you go through, you finally figure it out, you get the result you want, and then for some reason you come back and you're like, I wanna be an expert. And this is where we're gonna pick up the conversation, okay?

Cause you figure that out. And we have to understand now is you've found something on this journey. You found the most valuable thing in the world, okay? What you have found is you have figured out the map, okay? You have this map and the map takes you from where you are today and took you all the way up here to get the map, okay? You have this map, and the map takes you from where you are today and took you all the way up here to get the results, okay?

And so that is what you have. That's where we're starting this journey. So you guys have gotten a result, you wanna coach people on it, so now you're gonna come back, and you're gonna figure out, how do I take that result back and help other people to get the same result as me?

Knowing full out, the most people you're gonna be serving have been going on this journey, tried this one, then this one, it kept failing, right? And so they're in that same spot that you were in earlier and this is where you're coming to them, okay? Now a couple other things that I think are important to understand. People always ask me, like,

Russell, I don't know who, like, who am I gonna sell this to? Who's my dream customer? Who's the person that I'm supposed to serve with my product or my service or my coaching, right? And so this is the big key to understand. The person that you are supposed to serve is basically it's you five years ago.

It's you when you very first started this journey. Okay, now for some of you guys this is gonna be hard. You have to go back and remember, okay, what was happening in my life? What did I feel? What was the pains and the frustrations? What were the stories I was telling myself? What were the things I was trying on this journey

that didn't work, right? Because these are gonna give you all the assets and tools you need when you get to actually starting marketing and selling it. We're not gonna get too deep into that during this session. But I want you guys to think about that because when you realize that the person you were called to serve is you five years ago, it's like you already know.

Like you went through the same path they're going through. You figured out a step-by-step process to get the result and that's the key, okay? You're coming back to them saying, look, I found the map. Let me show you how I got from here to actually get the result. And you're coaching somebody through that process and taking them on the key, okay? You're coming back to them saying, look, I found the map. Let me show you how I got from here to actually get the result. And you're coaching somebody through that process and taking them on the journey, okay?

That's all the coaching basically is. It's kind of fun. Okay, so now what I want to talk about is for a lot of people, they go through that and they're, okay, now I'm gonna go, I'm gonna be a coach. You know, maybe you're doing coaching or consulting or you're doing group coaching or maybe you want to create a course

or write a book or something, right? And this is where people kind of struggle, is they achieved it for themselves, but now they wanna go into their site, try to share with somebody else, right? And I'm sure you guys all know this, a lot of times there's somebody who's really good at what they do, but they're really bad at teaching it.

Have you ever seen that before in your life? Okay, I had some wrestling coaches who were some of the greatest wrestlers in the world, but they were horrible coaches. I had other guys who like, they weren't that good actually wrestling, but for some reason they're really, really good at coaching it.

Okay, these are two different skillsets. You actually achieving the result, and you coaching somebody else on how to get the result are two different skillsets, okay? So my job today is not to help you to figure out how to get the result. You guys already figured out how to get that result. My job is to teach you how to actually teach that result.

Because if you can break it down into a simple process to help someone else be successful, that's how you become a great coach, okay? And the better coach you become, the more people will come to you, the more clients, right? When I learned this process, I'm gonna be sharing with you guys, you know, it takes some trial and errors,

you will see it as going back and forth. But after I started having some success with it, then people start saying, man, Russell's really good at getting this result, and then more people came. And then all of a sudden, people started showing up, and it became a lot more fun, okay? It became easier to get clients

because I had a process that was working, and I knew exactly how to teach it consistently time after time after time, okay? Okay, so now we have this kind of the foundation here. Now I wanna talk about what your job as a coach is you are creating a framework for their success, okay? A framework or a map. It's a framework, it's basically a step-by-step process to get them from

where they are today to the result that you're promising them. That's it. That's when I'll send it. That's all you're doing. Okay? All we're selling people are results. If you give me money, I can give you this result. Okay? That's all that you're really doing in any kind of sales argument and now it's like how do I take them on this journey? Okay? If you've been following me for any amount of time, you know I always talk about as you're growing and scaling your company, the most important thing is finding the who, not the how. Who is the person that can help you drive more traffic?

Who is the person that could be your CEO? Who is the person that could build your funnels? Understanding the who will dramatically speed up the growing and the scaling of your company. Now, the best place to find the who's who can help you with your vision is Indeed. When it comes to hiring the right who's, Indeed is all you need. Indeed gives you the ability to stop struggling to get your job

post seen on other sites because Indeed's got a sponsored job listing where you can stand out in front of your dream hires. With these sponsored jobs, your post jumps to the top of the page for your relevant candidates. That means your funnel builder is going to see it. That means the person driving traffic your funnels is going to see it. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up Indeed. And that makes a huge difference. In fact, according to Indeed, data sponsored jobs posted directly on Indeed have 45% more

applications than non-sponsored jobs. One of the things I love about Indeed is it makes hiring so fast. You can post the job and within minutes you're getting applications who are coming in looking to become the who inside of your business. Prior to that, I was often posting my help wanted ads on Facebook and Instagram and then getting tons and tons of responses from unqualified people who had no idea what they were doing. Whereas Indeed, again, they're only being seen by the exact person I'm looking to hire. Now with Indeed Sponsored jobs, there's no monthly subscriptions, there's no long-term

contracts, you only pay for results. You may be wondering how fast is Indeed? Well, in the minute I've been talking to you so far, 23 hires were made on Indeed across the Indeed network. So there's no longer need to wait any longer. You can speed up your hiring right now by going to Indeed and listeners of the show get a $75 sponsored job credit to get your job more visible by going to indeed.com slash clicks.

Just go to indeed.com slash CLICKS right now and support our show by saying you heard about Indeed on this podcast. Indeed.com slash clicks. Terms and conditions apply. Are you hiring? Indeed is all you need. All right. So here's the steps.

Step number one. Okay. The first thing that you got to do is now that you've gone through this path, you have to create what's called a framework hypothesis. Okay. So a framework hypothesis, just like a scientist, the scientist is going to go do some science experiment. The first thing he does, he creates a hypothesis. I think that if I do this, this, this, and this, then I think it's gonna be successful.

So they make a hypothesis and they test it and they see if it works. And if it works, awesome, then it's real. If it didn't work, hey, why didn't it work? Oh, this didn't work, let me come back. I'm gonna make a new hypothesis. And you test a new one, right? And so you do it over and over and over again.

Okay, so the first thing that you gotta do is you gotta come back and remember back in time, new hypothesis, and you test a new one, right? And so you do it over and over and over again. Okay, so the first thing that you gotta do is you gotta come back and remember back in time, okay, if I was to go back five years ago, what were the actual step-by-step process that I did to be successful? Okay, I'm gonna build out, again,

it's called the framework hypothesis, okay? So step number one, I know that I had to do this step. Then step number two, I did this step. Step number three, I did this step. Step number four, step number five, step number two, I did this step. Step number three, I did this step. Step number four, step number five, step number six, right? So these were the steps that I did to be successful. Therefore, this is my framework hypothesis.

I think that if I take somebody else through this process, they're gonna be successful, okay? And so what most people do is they don't even identify that. So step number one is like actually identifying what are the actual steps to get somebody the result, okay? That's the first thing, you better know those. You better know like here's my six step process to do this. Here's my 12 step process to get this.

Here's my 13 step, like whatever it is for you, what were the step by step things you actually did to go from A to Z, okay? So that's the first thing to kind of figure out, okay? Now the next thing that we like to do, step number two in the process, after you've created your framework hypothesis, then step number two is say, okay, based on that,

I wanna test this hypothesis, okay? And what initially happens is usually you wanna test it on yourself, okay? Now obviously you've gone through this process once, it's like, okay, I've done this once, I'm successful, okay? But the reality is you wanna test it on yourself as many times as you can. So I don't know what it is for you,

for me and my world, like, the thing that I'm an expert for is I help people to create and launch funnels, right? Like that's my world. That's why I know how to do funnels better than any other human who's walked this planet of all time. That's my claim to fame, right? Okay, but the reality is I remember me, I was trying a whole bunch of stuff, right?

I was trying to sell things on eBay, I was trying Craigslist, I was trying a bunch of stuff, it didn't work. And eventually the very first thing I did that had success was my potato gun DVD, okay? You may have heard that story. It's my very first funnel I ever created. I launched it. I had success. I was like, this is amazing. Now what I didn't do right then is go launch a coaching program. I have one successful funnel. Let me teach you exactly how to build

funnels. Okay, okay. I wanted to become a master. I want to become an expert at it. So I said, okay, I had success once. Let me see if I can duplicate these results more than once. Okay, so I'm gonna go back to the drawing board. I'm gonna figure out what's my framework hypothesis? What was the first thing I did? What was the second thing, the third thing? So I figured out, here's this process, okay? Here's the step-by-step process of how I have success.

Let me try it again. So I went back and I created another product, okay? Following the exact same steps I did for the potato gun DVD, I went out there and I launched it and guess what? It didn't work. I was like, wait a minute, this doesn't make any sense. I followed the path the first time

and worked for potato guns, why is it not working this time? Okay, and for me at first I was like, oh man, this doesn't even work. Like I was all frustrated, right? But I was like, okay, like was this the right framework? Maybe I missed something. I started going back, okay, why is it not working? I'm like, oh, I forgot, I did, for this to work,

I had to do this product research back here. I forgot, like I did a bunch of keyword research here. And then I found a market, I forgot, I did, for this to work, I had to do this product research back here. I forgot, like I did a bunch of keyword research here. And then I found a market, you know, and I went back through and I was able to look at it, like, why is this not working? I'm like, oh, I forgot this, I didn't add this. I kept tweaking it. So I came back and I would tweak things and test things

and tweak things and test things, till eventually that new funnel I launched actually started having success. I was like, okay, cool. I've got potato gun DVD, I got ZipRander, I've got two different products now, they're successful. Let me try this again, okay? And I'm becoming the human guinea pig, okay, cool. I've got potato gun DVD. I got ZipRander. I've got two different products now. They're successful Let me try this again. Okay, and I'm becoming the human guinea pig. Okay I don't know if you guys if you guys follow Tim Ferriss. Tim Ferriss is one of my favorite authors

Tim became famous like at the very beginning of like the whole biohacking movement you see nowadays But what Tim would do is he started testing all these ideas on himself So he literally gets blood tested every day and he'd go do crazy things. He gets blood tested, do these supplements, gets blood tested, try this. And like, so he was becoming a human guinea pig. He was learning all these things in real time according to his own body, his own blood work,

everything to learn all this cool stuff. And then from there, after he was a human guinea pig with thousands of different tests, then he wrote this book about, here's all the things I did to help me to be more successful, right? And so I always think about that when I go through this phase is like, I'm becoming a human guinea pig. I don't want

to test out my philosophies on somebody until I've proven they've actually worked, right? Because if someone gives me money, I want to make sure I'm going to get them the result, okay? Worst thing, someone gives you money and you lead them on the path like this. You do that, you lose your credibility, it's going to get hard to get new clients, all sorts of stuff. So, I need to figure out how to make sure I can replicate the success for myself, right? And I do it again and again and again, okay? I keep testing it on myself and I launch a second funnel

and a third funnel. And during this process is where you're learning like all the intricacies. I remember during this time, at the time, like most of my businesses were in very specific like consumer markets, right? So like potato guns, weight loss, things like that. And then I got some clients who came to me who like,

they wanted to do it like a chiropractor or a dentist. I was like, oh, I got the path. So I made the whole path. We tried to launch it and it didn't work. I was like, wait a minute, this is different for traditional like local businesses than it is for a digital business. And then I had an e-commerce guy,

hey, we have an e-commerce store, I wanna do the same thing. I'm like, okay, let me for sure the path and plug it in. It's like, this doesn't actually work for e-commerce stores, right? And so I started learning that, okay, when does for sure the path and plug it in. It's like, this doesn't actually work for e-commerce stores, right? And so I started learning that, okay, when does my framework hypothesis, when does it work, when does it not work, right?

And making tweaks and changes, the tweaks and changes. And so from that I figured out, okay, if I'm selling e-commerce, like it's the same framework, but this is the nuances, the tweaks it makes if you're doing e-commerce. Here's the nuances you make if you're a dentist, here's the tweaks you make if you're a chiropractor, right? I started learning how my hypothesis would work

with different business models, okay? Now for me, fast forward, you know, a decade later is when I wrote the Dot Com Secrets book. And if you've read the Dot Com Secrets book, if not, go read it, it's my first book I ever wrote. But it's the result of me testing this hypothesis over and over and over again, realizing like, there are laws, there are patterns

that work consistently over time, right? That's the thing you as a coach, you have to understand is what your job is, is you're recognizing the patterns that are working, and then you're helping other people to implement these patterns into their business, into their life, into their health, whatever it might be. And so for you though, it's like you gotta figure out

what the patterns are and get really, really good. So now it's fun, if I can have almost any business owner in the world come to me, doesn't matter what kind of business you're in, they can tell me about their business, I'm like, okay, I've got a dozen patterns that I know work, okay? Oh, e-commerce, it's fun if I can have almost any business owner in the world come to me, doesn't matter what kind of business you're in, they can tell me about their business, I'm like, okay, I've got a dozen patterns that I know work. Oh, e-commerce, it's gonna be these two patterns work the best for e-commerce.

Oh, you're brick and mortar. Oh, you're doing high-end coaching. Oh, you're doing, and I just pick the frameworks that I know work consistently for those things and then I can plug them in and it's just like, now we know exactly, boom, how to get the actual result. So that's what's happening during this whole, step number one of creating the framework hypothesis

and number two is testing this hypothesis on yourself over and over and over again, okay? This is the part most people miss. Most people, they read a book about something and they put a flag in the ground like, I'm a coach and then they coach people and the people get lost in these paths and don't have success, okay? Again, you want to figure out a way

to get people to be successful, it's the key, okay? And so this step is crucial for you to understand you gotta test your stuff over and over and over again you want to figure out a way to get people to be successful. It's the key, okay? And so this step is crucial for you to understand. You gotta test your stuff over and over and over again on yourself, okay? All right, next step, step number three. Now, step number one was creating a framework hypothesis. Step number two is testing your framework hypothesis

on yourself, becoming a human guinea pig, okay? And then number three in the process is after you've figured out the step-by-step process, then you need to give it a proprietary name. It's got to be your name, like your unique wrapper that you have around this thing to make it unique. Okay? So you think about this, the reason why that's so important is because there's a lot of people who sell this result, right? And they might be selling different ways, but what's unique about yours? If I'm gonna be selling coaching or framework, I got to have my own proprietary

name for what it is I'm gonna be selling coaching or framework, I gotta have my own proprietary name for what it is I'm doing, okay? If you've studied any of my stuff in the past, you know I have a proprietary name for almost every one of the frameworks I teach, right? Every one of these systems. I have like one that's called The Perfect Webinar. I have one that's called The Epiphany Bridge.

I have like all these different frameworks of things I teach. Every time I teach them, I give it a proprietary name so that it's mine, so that I own it, okay? So it's not just like everybody else's, right? If I was gonna go and launch a weight loss company, okay, I would look at like, what are the other names? Like there's Paleo, there's Keto, there's Atkins Diet, there's a million different diet names, right?

If I was gonna launch a new name, I would find a way, how do I name this framework something different, that's unique, so I can talk against all the other options that people are trying, okay? One of my favorite, there's a guy in my Atlas program, Jeremy Miners, some of you guys may know Jeremy. He is a sales trainer, and there are a lot of sales trainers on the internet, tons of them,

in every different industry. And Jeremy, like when he came in, he brought his sales formulas and frameworks and stuff, and obviously, they're amazing. He's one of my favorite sales trainers, actually, I've ever met. So like he's that good, but I think what makes him most unique

and the reason why he has so much success in the marketplace, okay. He's not just like another sales training guy like everybody else out here. He created a proprietary system called NEPQ, right? And NEPQ is his, it's the proprietary framework that he created. If you go inside of it like,

yeah, there's a lot of principles that people find in other frameworks, but this is his proprietary thing. So the third step is after you figured out your process, like what is the actual framework and what are you titling it? You may think that's dumb, like who cares? Like this matters more than you ever understand. Okay, after you have the framework, then you own it.

And then people will start referencing your framework and start referencing you over and over and over again, right? And so it's important that you've got this proprietary framework. Think about the best books out there right think about the guy that wrote the five love languages book right tons of people in the marriage and counseling world all reference this book they all call it the five love languages it's his proprietary name that he used right now all these other people who are using and talking about all lead back to his book his coaching his programs okay um so you have to think about that like what are you going to call it what's your who are using it, talking about all lead back to his book, his coaching, his programs, okay?

So you have to think about that, like what are you gonna call it? What's your proprietary framework name, okay? So that's step number three here. All right, now I'm gonna move on to step number four. Okay, so we've done a couple of things, all right? We created a framework hypothesis, went and tested it. Step number two, we tested ourselves over and over again

until we perfected it. And number three, we gave it a proprietary name. And step number four now, and this is where most people aren't willing to do this step, but this step is key. Okay, step number four is you have to go and prove it now on somebody else. Okay, it worked for you, right? You got the result the first time,

you were able to replicate a bunch of times over and over again, now you gotta go get that result for other people. I see a lot of people, they go through this process to create a firm and they start trying to sell. Like you can do that, but if you wanna be very successful, you gotta make sure this works for other people. And again, we're not gonna get to the selling side

of this business right now, but if we were getting to the selling side, me saying, hey, I made a million dollars, let me show you exactly how I did it. That's strong, but what's way stronger is like, hey, I had some success building a business, but I help these 12 other people do it and I want you to tell their stories.

And these people are telling their stories. That's such a more powerful sales argument, right? So now you're talking about how great you are, because then someone can look at you like, well, you did it because you're superhuman. You're Russell Brunson, you're Tony Robins. They'll look at you as like, well, you have something unique that nobody else has.

But if you can get the same results for other people, that proves that you're a good teacher, it proves you're a good coach, it proves that you're not just, you know, spouting off things, but like you actually can help other people. So that's one of the most valuable assets. And so for me, I remember, if I go back in time,

this is before we launched the ClickFunnels business, I had been doing funnels for a long time, right? I had launched, I think I did the math one day. It was like 80 or 90 funnels I had launched. I had done this process more than most people ever do in a lifetime, right? And so we had all these results of us doing it. Then I started writing the.com Seekers books.

I'm writing the book, I'm putting all the frameworks in there, I tested it on myself. And then I realized, I'm like, these things are all in my head. I know they work for me, but they work for other people. I don't even know what they do. It's a sharp thing, I'm like, hey, someone who buys this book, who eventually buy my coaching,

what does that person look like? Who, like what does my dream customer look like? Who do I actually wanna serve, right? Like who is me five years ago that I would love that I actually helped that person? And so for me at the time, I was, I had gained a little bit of weight. I was a little chubby at the time,

and I was trying to figure out lose weight. So I was following all the influencers. And there's one guy that really spoke to me. His name is Drew Canole. He had a company at the time called Fitlife TV. And just, he was awesome, right? I remember watching his stuff and he was talking about juicing and all sorts of stuff.

I was like, I really liked Drew. And so I just randomly messaged him one day. I'm like, hey man, you're awesome. I do this stuff with funnels and I'm kind of this nerd over here and I'm trying to find someone to coach. Can I come coach you for free? And he messaged me back.

He's like, hey, yeah, I've seen your stuff online. And he's like, well, what's the catch? I was like, no catch at all. I just wanna prove my stuff works. Can I come and coach you and your team for free? He's like, well, I guess, but like, what's it gonna cost? I mean, I'll pay for my own flights, hotels.

I will come and just coach you guys for free. He's like, but like, what's the, like, there's gotta be some catch or something, right? It's like literally no catch. I just want to prove, I gotta prove this stuff actually works. Like it all works for me, but I need to prove that I can actually coach somebody else through the process. And so finally after a whole bunch of backforsakes, fine, like sure, go for it. So I flew out on my own dime, went to his office, met with his team, and I didn't realize

at the time that the team, they've been struggling. met with his team, and I didn't realize at the time that the team, they'd been struggling. They'd built a big business and they had kind of fallen apart and like, anyway, they basically, they showed me their numbers and they're like, we're about a month and a half, two months away from closing the doors. I was like, oh, crap, okay.

And I didn't have this verbiage at the time, like I always tell people now, you're one funnel away, you're one funnel away, but if I would have said, don't worry guys, you're one funnel away, but we don't know which one is, we gotta create a couple just really quickly to figure this out so we sat in the room and we figured out a new funnel for their coaching funnel for their like the info product funnel we map that out with

them and then they had a new supplement coming out call called organify then actually in the upper like with this new green drink and so I showed them I like it well here's here's how I do my stuff like I looked at my my frameworks like oh here's my supplement framework here's how I do my stuff. I looked at my frameworks, I'm like, oh, here's my supplement framework. Here's what I did, boom. And I walked through exactly all the steps for how I launched my supplement. I gave them the playbook, the framework, the everything.

And then after I left, they went and they put it all together. They did a ton of work on their side. They launched it. We did voxers and phone calls back and forth, helped guide them along the line. And then it launched this thing and it blew up for them. Okay, it became a much bigger business

than the coaching business. They've had a ton of success for the last decade now selling Organifi and it was cool. And so I was like, oh my gosh, this is so cool because my frameworks work for me. It works for Drew as well. Okay, after it blew up, Drew sent me this amazing video and he's like, the video is really cool.

He's like, hey, Russell came out to our office. We were struggling and luckily for me, he was willing to help us. He helped us putting together a funnel. We launched it and changed everything. So he made that video. And it was the coolest things. I took that video back

and I was launching my coaching program at the time. I ended up writing about Drew in the intro of the.com Seeker's book, I told his story. And then I launched the book. And then I created a page for my coaching application. And the page was so simple, it was the easiest page in the world. And the headline said,

I'm looking for more of my dream customers. Fill out this application to see if you qualify or something. And I put a video of Drew telling the story, okay? Nowhere on this page am I even on the page. My face isn't there, there's no video of me, it's just Drew being like, hey, I worked with Russell Brunson, this is what happened, this is really for,

the after, huge results. If you have a chance to work with him, you totally should. And there's a button down below that said, apply to work with Russell. And then, this is what happened, this is really for the after, huge results. If you have a chance to work with him, you totally should. And there's a button down below that said, apply to work with Russell. And then they click on the button, it would pop open, fill out a form, and then someone from my team would call him and we'd sell them coaching, right? And that was the funnel, very simple, two pages,

that was it, one video, Drew telling his story. And so we launched it, and guess what happened? People came, they saw Drew's results, they're like, wow, local Russell is for Drew, I wanna thank you for me. They signed up for my coaching, they came in, I started having success with them success with them right I would take people like hey, they come in my world my kid What's the issue? Oh, you're an e-commerce cool. Here's my e-commerce framework boom boom boom boom boom help them launch it Have success and then guess what I'd say. Hey, you have some success with this

Can you make a video tell them about your story like sure of course you just help me have success I would love to they make a video telling their story. They send it back to me I put up on a page looking for a few more My Dream clients. Click here if this is you. Boom, click it pops up. They fill out the form. Boom, more people join the coaching program. Okay.

Eventually we got one from someone named Liz Benny. Some of you may know Liz Benny. Liz Benny is down in New Zealand. She fills out the form. We pick it up. She joins the coaching program. I'm talking to Liz the very first time. She's like, I want to be a coach like you.

I was like, okay. I was like, what you should do is a webinar. She's like, how do be a coach like you I was like, okay Um, I was like we used to do is a webinar shake. How do I do webinar funnel? I was like, I happen to have a framework. It's called the perfect webinar. Okay, and I here's it So I took her through the journey. She went through the entire process, right? She wrote a webinar She launched it to the world blew it up Had her first six figure month grew from there and you know, Liz is hugely successful right now But that was kind of I had a chance to be a little piece of the journey at the very beginning when she launched this whole thing and then she actually flew from New Zealand out to Boise, Idaho where I

live and we recorded a video of her and her video is just telling her story. Like, hey, this is what happened. I was really struggling. I worked with Russell. It changed my mindset, changed my everything. We launched this business and it changed, right? I put that video on a page. I'm looking for a few more Dream clients. If this is you, apply down below. LizBendy video. We sent traffic there. People saw Liz's video, popped open, filled out the form, and that coach program kept growing and growing. That became, if you guys know my back end coaching program,

I have a program, it's $50,000 a year called Inner Circle. And I have one that's $250,000 a year called Atlas. And like that funnel is the thing that brought all these people in. Just other people saying, I had success with Russell, I followed his frameworks and they actually worked. And if you wanna work with Russell, you should click the link down below and fill out the form.

And so that's it you guys, that is the real magic. That's the big secret sauce behind how this whole thing works. Everyone keeps worrying about like, all right, what's the, you know, how do we, what's the algorithm look like? How do we write copy? How do we do all these kinds of things?

Those things are okay, like they're incremental in what you're trying to do. But if you really wanna be successful, right? It's getting people results. That's it, you get people results, everything else will come to you. Okay, Zig Ziglar said, if you help enough other people, get what they want in this life,

you'll get everything that you want. Okay, it's true, it's like you figure out how to help as many people possible, you'll get overpaid for the rest of your life. Like that's the key. That's why you guys are coming into this coaching business, why you wanna do it, why you to pursue it? Okay? So I want to come back and say, if you're gonna do this correctly, start at the very beginning.

Go through the process like I explained it to you, right? Go through everything, okay? So again, first step, okay? Is obviously you got to go get a result, okay? If you haven't got a result yet, if you want to be a coach on some market, you got to figure this out for yourself. You got to go get the result first, okay? Go back and do that. If you don't have a result yet, okay, you can go and build funnels for someone else who is an expert, but they have to, someone's gotta have a result.

That's what you are selling is the result, okay? The map to get the result. Okay, number two then, you go through and you figure out what is your framework hypothesis? What do you think is the process to get that? And then you go try and replicate on yourself as human guinea pig over and over and over again till you start learning it, perfecting it,

figure out the nuances, the things that are working, things that aren't working, right? You're gonna figure it out, then you come back, give it a proprietary name, so it's your framework, your system, then you take that, and step number one is go work for free. Find two or three or five of your dream customers, and just serve your face off.

Do everything you can to help them be successful. Okay, and if you get one person, two people, three people, start having success with the frameworks that you created, created, then it's game over. This business becomes so simple and so easy. Then your customers will tell the story, you highlight it, you show them, people click the links, they come to the page, they join our coaching, and you do that over and over and over again. So that is the real secret, I believe, behind how to be successful in the coaching

industry. All the other stuff is good. Good funnels, awesome. Driving traffic, awesome. Email sequences, all like there's so many other little things but this is the bulk of it. Like if you figure this out, you can do almost everything else wrong and you'll still be successful. Okay, people will come to you if they find out you're the person that can get them results. I look at who are the coaches that I've hired over last decade, right? Who are the people that I've sought out trying to find stuff? Sometimes I see them from an ad. Yeah, that's, I mean, we buy a lot of ads. We spend over a million dollars a month in each of our businesses buying ads.

We see those things over and over and over again, right? And so that's one way, but more likely not, it's like I hear about them from other people. Other people are talking about, did you see so-and-so? Oh, so-and-so did this, so-and-so did this. And keep hearing these stories over and over and over again to the point where it becomes really hard

to not get people to come to you, right? If you focus on just getting really, really good at getting people the results, right? I look at my business right now, the reason why we're still successful, we keep growing, is because we're really good at one thing. We're really good at getting people results. They come to me with a product, a business, a service,

whatever it is, we can help them to create and launch a funnel and help them be successful faster than anyone else on this planet, I believe. And that's why we've been doing this for so long. So I hope that that helps serve you guys as you're going through this expert journey, as you're figuring this whole things out. Have fun in the journey.

Don't be so stressed about, I gotta make money really quickly. Instead, figure out how can I serve people? What's the way that I can give people the best value, help them get the results, and if you shift your focus to that, all the money will come to you. But if you're focusing on chasing the dollar

and trying to shortcut things, it's gonna be really hard to be successful in the long term. Sure, I've seen people out there who can go and they can, they're slick salespeople, they get some money upfront, you know, in the short term. But if you wanna be here for the next year,

five years, 10 years, I'm 20 years into this business, you wanna be here for the long haul? It comes down to you really getting good at getting people results consistently over and over and over again. It comes back to like, to do that you got to have a framework, you got to test it like crazy, right? Give it a, give it a proprietary name and then test it on other people for free, get their results and then share that with other people. And that's

how you change the world. Hope that was helpful. Thank you guys so much for allowing me to be here today. I'm going to pass it back to the MCs and we'll see you guys all again soon. Bye everybody.