Marketing Secrets with Russell Brunson - The Future of Marketing in 2025 and Beyond (Big Shifts)

Episode Date: July 17, 2024

The people who are changing the world today have something in common, and I wanted to put them all in one room for you! But first, we have a couple of changes coming to the biggest event of the year! Funnel Hacking LIVE in September just shifted to a whole new model so you can literally experience the entire 4-day experience that has changed more lives than we could possibly count for Free! Join the experience that’s shifted thousands of businesses and defined the shifts happening in the marketing world! See how at https://www.funnelhackinglive.com today! And to prepare, 2 of the speakers who are going to be there are announced on this podcast, and they’re both unified in building their business on ONE key principle: Community. Pace Morby literally outsold every Tony Robbins & Dean Graziosi affiliate combined using a short live to his community that was less than 2-hours. His community is ragingly hot, and there’s a way to make it catch fire and in this episode, he shares more than I thought he would (it’s gold)! And you’ll also hear from Richmond Dinh who’s grown a massive following and broken through glass ceilings the last few years by correctly implementing a simple ‘small community’ strategy to grow your business, especially if you’re just getting started! You may have heard in a previous episode, but if you missed it, we’ve got a refresher (that literally made me an extra 200k). These are the people I’m learning from TODAY who are riding a wave that’s changing the game. As you listen, take note that this is barely a taste of what’s at Funnel Hacking LIVE in September, which you can watch from home and experience for free when you grab your spot at http://www.funnelhackinglive.com. Your future community will thank you! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Metro links and cross links are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert as trains can pass at any time on the tracks. Remember to follow all traffic signals. Be careful along our tracks and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast.

I hope you guys are doing well today. Today, today's gonna be fun. I'm excited. I wanna make sure you guys know what is happening right now inside of our community. As you guys know, we've been doing Funnel Hacking Live now nine years in a row. We've done nine Funnel Hacking Lives.

We have literally changed the planet through the events that happen every single year. And Funnel Hacking Live now nine years in a row. We've done nine Funnel Hacking Lives. We have literally changed the planet through the events that happen every single year. And Funnel Hacking Live 10 is happening in March in Las Vegas. But between Funnel Hacking Live and Funnel Hacking 10, there was like this 18-month gap. And I decided, what if we did like a smaller Funnel Hacking Live, a virtual one? Funnel Hacking Live International and stream it to the entire world in between these two events. And so that event is coming. It's very, very soon.

And what's cool about this is we just shifted the pricing structure on the tickets, which I'm really excited for. So if you want to come to Fun Hockey Live, this is the first time we've ever done this, ever. First off, we haven't gone virtual before. Second off, I created the offer in a way where you can actually come to Fun Hockey Live, experience the entire three days, and then when the event's over,

then you can decide if you want to come or not come, right? Or if you want to pay or not pay. Just imagine it's like going to a movie and then watch the whole movie when it's over. You're like, that movie is awesome. I'm going to pay for my ticket or going in like, that movie sucked. I'm not going to pay for it. Like you can literally do the exact same thing here at Funnel Hacking Live International, where you can come, you can attend for three days. When it's over, let me know if it's worth it. If it is, cool. You're going to pay almost nothing nothing like under $200 to get a ticket to funnel hiking live. Um, and if you, uh, if you said, I don't like this, let me know. And then

we'll just not charge you anything, which is totally cool as well. You do have to put a credit card in. That's how we know that you are actually, um, you know, game to play this game with me. So you go and so we're going to play all you go to funnelhackinglive.com, go sign up again, put your credit card in. We won't bill you anything. And then after the event, let us know if you like it. If you do boom, we'll bill your bill your card if not then we will cancel the billing and you don't have to pay anything okay so imagine like going to a restaurant if it was that way you go to a restaurant you look at the menu you order the food it comes out you eat it you're like that food wasn't very good like and then you don't have to pay like that's what this

is okay i want to prove to you that i'm going to change your life and so that's we're doing this year's funnel hacking live um this is the model and i actually wrote about this type of funnel in the very first dot com secrets. It's not in the updated version because nobody else really grasped it or really started using it. And so I didn't put it in version two of the Dotcom Secrets book, but it's called an invisible funnel. And it's a really cool strategy. And so we're using it to get you guys to make sure you come to Funnel Hacking Live International. So if you don't have your tickets yet, go to funnelhackinglive.com, go put your credit card in, won't bill you anything and come experience three days with us and let me know afterwards if you loved it.

I'm sure you will. And if not, that's cool too. Don't have to pay. No harm, no foul. Okay? Now, with that said, I want to do a couple of Funnel Hacking Lab preview shows here on the podcast. If you follow me on social, I've been interviewing a lot of the speakers about what they're going

to talk about. But in the interviews, like so much massive value has been coming from it. So many cool things that have just been really, really powerful. And so this episode, I wanted to share some of these interviews with the speakers who are going to be speaking at this year's Fun Hacking Live. I kind of trimmed them out. So you just get kind of the big core content piece from each of them. Uh, it's really, really powerful. And so this first episode right now from the FHO previews is going to be talking about, um, you know, kind of a theme of like what business is going to look like in 2025 and beyond. Okay.

Which I'll give you a little bit hint has a lot to do with focusing on your true friends and giving massive value. And so I got two, uh, two of the speakers who are going to come on and share, um, some really cool, uh, gems with you guys during this episode of the podcast. The first is Richmond Din and, uh, he's doing this really cool thing called tiny challenges. That is one of the coolest concepts ever. He's going to be speaking up funnel hiking, like going deep into it, but I'll make sure you guys are there. Um, and so I'm going to give you guys a 15 minute preview from Richmond din. Uh, and then number two is pace Morby. And, uh, pace is someone who got started in this info business, uh, like

two or three years ago, and they've already done over a hundred million dollars in sales in just a year. It's crazy. I needed it by building a huge community. And so during this interview, I asked him how he did it. He went pretty deep, like more than I thought he was going to save some of the stuff for Funnel Hacking Live, but he went pretty deep into how he builds community and why and how it works. And again, at FHO, he doesn't go deep into the psychology of building his community the way he has.

To put this in perspective, when Dean Graciosi and Tony Robbins did their last big product launch, and I was competing against all the other affiliates, um, we all launched it. And the person who won that year's, uh, content affiliate contest was pace. And what's crazy is pace only promoted for one hour. This is crazy. He messaged his community. He's like, Hey guys. It was like a Sunday.

I think he said, Hey guys, I'm going to church when I get back. Um, I'm going to go live for an hour and I need you guys. I need, I need some help. I need you to do me a favor. And so he, by saying that he got like, I don't know, five or 6,000 people registered for this webinar with like five minutes notice. He went to the community. He's like, Hey, my buddy, teen and Tony are launching this course and I want you to buy it. Uh, it's, I don't know, a couple thousand bucks. Uh, and I'm only going to let, you know, X amount of people buy it and,

um, and go. So we send it out or told everybody just on this live webinar from that he went and he blew past, like he outsold me and then everybody just on this live webinar from that he went and he blew past, like he outsold me and then he outsold everybody else. And then he like doubled me. And then he, and then like when they hit a certain number, he said, stop buying. He turned it off and like took away the offer and everyone stopped buying. And he sold more in one hour period of time with no email sent, just going live to this community that all the other affiliates combined. So is it important for you to understand what Pace is going to be teaching you guys? Heck yes, it's going to be insane.

So again, you guys can get a cool preview right now during the podcast, but make sure you come to Funnel Hacking Live so you can hear Pace go deep onto how he's done it. I've spent the last year studying him, interviewing him, geeking out with him, trying to model what he's doing. I'm actually working on a partnership with him and his team right now to bring a lot of things into the ClickFunnels funnel hacking community as well.

And it's really, really impressive. So if you want to learn where I'm learning stuff from, it's from Pace and his team. So anyway, that said, you have a chance to dive into these two really cool interviews right now. The first was Richmond in talking about tiny challenges and then Pace Morby about, um, how he's built his community the way he has. So that's it. I hope you guys enjoyed this episode. If you do love it at the end of it, make sure you go to get your tickets at funnelhackinglab.com. Again, you get to go put your credit card in, don't pay anything until the event is over. That's our special offer to you guys here on the podcast to make sure you guys go and jump all in and be there for Funnel Hacking Live International. Thanks so much, you guys. I appreciate you,

and I hope you enjoy this episode. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. The special guest that we have today, a lot of you guys have guessed who this person is in the comments, which is really exciting. What's really cool about him is he's going to show, like, I did this podcast interview with him, and he was talking about, he's like, I have this new way to help beginners to have success. Anyone who's ever, I'm curious,

how many of you guys have ever tried to do a challenge or a webinar, and you're so excited, and you put it out there, and then you get, like, one person who registers, or you get five people who register, or 10, and you get 10 people who register, then nobody shows up, and you're just like, this internet thing is a scam.

This is never gonna work for me, right? When he messaged me, we started talking about this, I was like, oh my gosh. Like, what he's talking about is something, I I think that anybody could do right out of the gates, and it's really simple, and it's really powerful, and it's amazing. So without any further ado, I want to introduce our very first announcement for our speaker at Funnel Hacking Live, someone who I've become really close friends with the last couple of years, someone I have a ton of respect for, and someone I'm so excited to have speak to you guys at this year's Funnel Hacking

Live. His name is Richmond Din. Everyone's put our hands together for richmond what's up how's it going man oh russell what a great intro appreciate you i'm so excited for this to be launching the whole speaker lineup for the whole what i think is going to be the best fhl ever to date oh it's gonna be so much fun and you by the way your your audience your people are here they're all voting for you the comments they're like it's gonna be richmond it's gonna be richmond so congratulations your people love you and they're excited to that you are here and they to be part of this year's funnel hockey live which is which is so exciting for me so real quick uh what time is it in the morning for you 4 30 a.m 4 30 which is the time i think everyone should get up yeah it makes way more sense to get up that time so

you're in where you're in australia right yeah yeah yeah yeah in australia all the way down under all the way down under the opposite side of me so um before we get started kind of talking about what you're gonna talk about like um i'm curious because tell me about the very first funnel hacking life you ever came to because you're on the other side of the world a lot of people i can't travel because it's too far and what's cool about this one obviously is it's virtual but for you what was the very first funnel hacking can have you ever came to? Yeah, it was actually during COVID. And I remember you ran one and you ran a hybrid one.

It was a live event, but then you streamed it as well because we couldn't travel out of our country to go. And so I had no choice but to go virtual. I actually wanted to go live. I had no choice. And so my thing was, oh, that's the time zone difference. But I thought like this is the world's best marketing event if I can't even get myself up for those three or four

nights it's plus I got three kids anyway so you know you can do it as a parent you can do it for your own business and that was my first experience and I remember watching it I thought wow like this is this is amazing and it's kind of funny It's kind of gone full circle a couple of years later when the world opened up. And now here we are. And I remember watching that event thinking, wow, wouldn't it be cool to one day actually serve the room at that same event as well? And here we are, Russell. And here you are. Now you got your shot and your opportunity, which I'm so excited for. I'm going to ask you specifically about what you're going to be talking about. But before we even get to that, I'm just curious how you got your start online.

What was the first thing for you that I kind of got you from being on the sidelines, looking in and watching what people are doing to actually start like a business and have started having some success? That was seven years ago. I used to be an optometrist. So I was relatively in a respectable job and in a profession, you know, from a society standard. However, you know, like most people, they're in a job that they don't love. And I think that's where entrepreneurship is born because you want to chase your dream. You want to chase your passion. And that was me.

But 10 years as an optometrist, letting that go. I knew my parents would think I was crazy. And but at the same time, it's also crazy to do what you don't love continually again and again and again. And I saw the reason why I transitioned because I was a, I was a bit, I was like most people, you know, I didn't want to leave optometry after nine years. I'll wait 10 years and then I'll leave. I don't want to change at 29. I'll wait till 30 or 39 or 40. Wait till Monday to to start that was me yeah that's awesome and so you've been in for the seven years was really cool and um what's really

this is what i decided for because you messaged me um before fucking live or excuse me before before our last inner circle means so richmond's my inner circle so he comes he flies to boise two or three times a year it feels like to come out hang out with us um and before one of the trips he messaged me and just said hey I have something really interesting I think would be useful for people and um he messaged me and then we started talking about it and we came to Boise I said I want to interview on this we did a whole podcast interview which I think is going to be airing uh either this week or maybe sometime next week which would be cool people can dig in a little deeper and see some of the concepts behind it but it was doing something that first didn't make any sense to me. You're like, I do these, these things, these challenges,

but they're one-on-one challenges. And again, at first it didn't make any sense to me. And after you explained, I was like, this is the most brilliant thing in the world. I was like, this is something that anybody could do right out gates. And when you're struggling, it's like, I can't figure things out. Like, this is where you should start. Like, I wish I would know. I wish I hadn't even crossed my mind. I wish I would have thought of this 10 years or 20 years when I was first getting started. Cause I think it's the easiest, like the least stress, least fear inducing way to get started. So I love you got to talk about what in the world this is and a little bit about how it works. Very cool. I think, um, a backstory because running challenges,

I love running challenges, but when I run almost 60 challenges now, but my first one, I was so scared of how do we market it? How do we fill it up? What if no one shows up? What if one person shows up? Which is the worst. Exactly. Cause like you said, if no one shows up, no one knows. And that's all good. But you know, as you think about it more, I thought, well, what if one person, maybe, maybe that could be a really good thing because then like the idea came from, what if I just did it as a one-on-one then it would take the stress away from marketing it would take

the stress away from actually trying to fill up a room and even have the tech and all sort and i thought wow like i'm i'm relatively a beginner when it comes to running challenges and this became like the perfect idea from fear and so that was the thing that was born and i thought wow like if i was actually if i had to start all over from scratch that's exactly what i do a one-on-one challenge because i started out doing pro bono coaching which is basically one-on-one coaching one call a week for six weeks and thought well wouldn't a one-on-one challenge be even better because you do one call a day for five days and exactly the same but you can press six weeks into five days, but it's wrapped as a challenge. People want it more.

They get better results. And it's a great transition to get the upsell in a very short amount of time. And it removes all the imposter, removes all the stress away from like the marketing. Because most people, when we start, like we're not the world's best marketers and we're just learning.

We don't even have clarity on our offer or the price or confidence. We don't even know what we're doing half the time. We're kind of just winging it. And it just became like the perfect model. And now like our students are just crushing it with this model too. And it just gives them this one step before we go to large scale group challenges. Yeah. It's such a cool way to start.

Like I said, at first I was like, this doesn't make any sense. And as you explained, I'm like, oh my gosh, this could be really, really cool. Now, I can't remember the exact numbers. On the podcast interview, share some of the numbers because people go through, it's like a five, typically a five-day challenge, right? And you have a whole framework, what you teach and how you teach it, which I'm sure you can go deep on during the event. But at the end of the five days, then people make an offer for their next thing, right?

Their higher ed or whatever the consulting might be. And when you told me some of the percentages, like the numbers of the five days, then people make an offer for their next thing, right? Their higher end or whatever the consulting might be. And when you told me some of the percentages, like the numbers of people that people are getting on that, like doing a free one-on-one challenge, what percentage they close at, it kind of blew my mind. Will you share about, I don't remember exact numbers. I remember something I was just like, that's crazy. Yeah. And so the average, the average three out of 10. So they do 10 one-on-one challenges. And the one-on-one calls are not your traditional like 90 minute or two hour calls like a normal challenge they could be just half an

hour so it's only two and a half hours of your time the average to upsell is three out of ten three out of ten and usually they have anywhere from a two to three thousand dollar program as an average some have a five thousand dollar program so they could easily make the first ten thousand dollars in the first month very easy in the first couple of weeks like that's that's the as an average it's crazy and then who's who's the do you have a record holder who's uh highest conversion rate yeah yeah we do we do her name is tracy she's just killing it she she actually scaled all the way to a hundred thousand dollars doing this um that's great yeah it's crazy which we recommend like at some point you know that you're gonna

max out um that's that's the downside because it's one-on-one but she's got all the way and she's just crushing it and and her closer ended up being close to almost seven out of ten selling a five thousand dollar, which is like insane. It's so cool. It's one of those things that I feel like when you're doing a one-on-one challenge, there's so much reciprocity at the end. There's like, man, you blew my mind. Of course, I'm going to buy the next thing you have, which is anyway, it's really cool, man. I think it's just such a unique, interesting thing. What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. And Taylor spoke at our last funnel hacking live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And

today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well. And it is amazing, but to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve.

That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy's been lately. It's not the time to be gambling with your finances. So Taylor put together this book called the revolving pricing method, and it's awesome. It helps you turn every client you close into a long-term profit machine.

We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my marketing secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab the revolving price method book and over $150 worth of bonuses and get this all. It's at 70% off. And I promise you guys as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue.

Again, that's wealthyconsultant.com slash secrets. Do not miss out. Hey, this is Russell Brunson, and I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius.

And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it is from there,

we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you gotta figure out, make sure that you have, first off, the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two

G's in the middle, workinggenius.com, but I got you a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all, but you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two G's, workinggenius, two G's in the middle, workinggenius.com. Again, two G's, workinggenius, two G's in the middle, workinggenius.com, and then use promo code SECRETS, S-E-C-R-E-T-S at checkout. You get 25% off. But then go take the test. Again, it takes you 10 minutes. But even in a 10-minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's going to give you the most joy, number one.

But then number two, it's going to make sure that you are, with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code SECRETS for 20% discount. Take this test for yourself and for your team, and I promise you it'll change the working dynamics amongst everybody and help your company to grow. Let me ask you a question.

So if someone wanted to do this, and again, they've got to come to Sonic Live to learn the whole model and how it works because you're going to go deep there, but how do they get their very first person you know i mean like because again you don't have to drive traffic or you know you run ads or anything i'm assuming it's easier because you just you don't gotta get one right how does that typically work for someone that first launching it very cool well that's that's kind of related to the special bonus too oh is it oh it was the last minute okay i think this will be valuable for for everyone attending fhl um but everyone like the vast majority of people have people in their sphere

that are already wanting to work with them like i mean if you were to open up a a brand new restaurant like the first people you invite is your family and friends and your acquaintances they're the first people that go through your restaurant and friends and your acquaintances. They're the first people that go through your restaurant. It's kind of like that when you're starting out as an entrepreneur. And so it's just really a matter of letting everyone you know what you're doing, the problem you solve, who you're solving, and then putting that call to action out, whether it's just through phone because you know them or your social media following.

That's the easiest way to get your first three, four one-on-one challenge registrations so cool so cool um all right now this is the other side of the story that i'm going to introduce this intro actually yeah i'll tell my part first so we had the interview the podcast interview and in the middle of the interview like this light bulb went off my head i was like why don't i do a one-on-one challenge i know a lot of your clients they do the one-on-one challenge where it's free or really low ticket. I was like, what if I did a high ticket one just to see, and I had no idea if it was going to work or not. It was funny. Cause I had the idea and then I was like, ah, I don't know if I'm going to do it or not. And then it was like two weeks later,

um, my brother does my podcast stuff. He's like, he's like, you forget me podcast for this week's show. Like, what are you going to do? I'm like, ah, so I grabbed my phone and I was like, I didn't have an idea for podcasts. I was like, Hey, I'm thinking about doing this thing. I just, I just like talked about it for like 20 minutes. Like it's gonna be a challenge. It's like one-on-one it's a hundred thousand dollars to do five one-on-one calls. And like, I even said, I'm hoping nobody says yes, cause I don't really want to do it. But if someone does, it'd be fun to kind of, you know, whatever. And I was like, I'm going to do it for two people and that's it. We'll see what happens. And so I posted the podcast up. So just kind of forgot about it. And I told people to text, I'd set up like a Google voice

number on my phone. I have people text it. And I ended up getting 38 people who texted me saying they wanted me to challenge. Like it was like within an hour of my podcast dropping, my phone's blowing up. I was like, Oh no, I don't know if I really want to do this to start reaching out to the people. I ended up getting, I think about eight people who are really qualified. And then I was like, okay, I'm like, there's no way they're going to, like, anyway, in my head, I'm like, is this real? Is it not real? So I sent it out. Okay. Here's like, all right, send me a hundred thousand dollars. And from that one guy, he's awesome. He actually messaged me back and he was like, as a joke, he was like, cool. Do you want me to bring the boys in a briefcase? And I was like, actually, I'm going to be doing an event with Dan Kennedy

next week in Dallas. What if you brought a briefcase of cash there? And he's like, done. So he went and collected $100,000 in cash, flew to Dallas, and then brought it to me on stage at the event, which was crazy. And then one of the guys signed up too. So I got my two signups and I closed it down. And I have two one-on-one coaching clients that are basically challenging me right now. And it is so much fun. The calls are awesome. The people are awesome. And I never thought I would do one-on-one coaching at all, let alone like one-on-one challenge, but I'm doing two of them right now. Super profitable. I told them both, I'm like, at the end, I'm going to pitch you something really expensive. I hope you say no to it, but I might get 50%. I don't even know who knows what's going to happen. So

it's just following like your model, but it just did it like a high tier. So I think for anyone to like, if you're low tier, like if you're a beginner, this is awesome. beginner this is awesome but like again someone like me i was like i can use the same strategy for what i'm doing and it worked in a really cool way now you had one other thing with your recent one where you we explained you then sold tickets people could watch how to walk me through how that worked that that came from that came from your idea too russ when we were having that back and forth and during the podcast because you were asking me like this is like a free one-on-one challenge so yeah it's it's free and then you were like you know kind of saying well could you could you do paid like that's that's kind of the angle and I thought I'd never entertain the idea of doing a paid one-on-one challenge because I've

done paid group challenges and of course it makes sense like free and paid and um and so as we were talking you said like what if like you did it did a one-on-one but then allowed say five people to buy a ticket to watch you coach that person one-on-one to grow their business and they don't get to get chance to ask questions because you're not coaching them but they actually get a seat to watch you do it and the benefit of that is they can extract the value and apply it to the business but when you do it. And the benefit of that is they can extract the value and apply it to the business. But when you do the presentation of the offer,

you're making the presentation to more than just one person. And so I did that model pretty much straight away. And we had six people watching and three people bought the next upsell. Really? Half of them bought?

Yeah. That's crazy. How much did you pay us for? 500 bucks. So I charged $5,000 for the one-on-one challenge. Yeah. And $500 for a seat. And so we had six seats

and then the upsell was $25,000 and three people bought. It became almost like an $8,000 challenge. That is insane. All right, that just changed the game again. All right, so this is just like, Richmond's like one speaker at Funnel Hacking Live who's gonna show you guys like the model behind this.

And what's cool is I've asked him if he'll share it because like for me before I did my calls, I was like, is there a structure? And he's like, yes, I have a framework, I have a structure, send all that. So I knew exactly what to do on the calls and how to do it and all that kind of stuff. So like, don't go into it just blind, like is there a structure he's like yes i have a framework i have a structure send all that so i knew exactly what to do on the calls and how to do it and all kind of stuff so like don't go into just blind like randomly doing a call like there's a structure behind it

um i think you're gonna be sharing at fun hiking live so we talk about just kind of what you're planning on presenting for like lives everyone knows exactly what they're in store for yeah because it's not it's not like a group challenge it's not like you you rock up and you're speaking to a large audience it's very intimate it's It's very personal. And I know some people are like, oh, yeah, I can try to do it because... But they go to a challenge and a lot of people, like funnel hackers, they'll hack a funnel or they'll go to a challenge and see how the challenge is done and kind of challenge hack, right? But you can't challenge hack a one-on-one challenge unless you actually

do it yourself exactly exactly so you actually need a frame of how to do it it's very different because it's more personalized more one-on-one what you do on call one is different what you do on call five is different how you transition the offer is completely different but it's just I mean it's just a really really cool way to get started and get all the data and get the experience and confidence up. Yeah. It's so cool. So for all you guys, again, if I can live this year, we're breaking down to like zero to six figures, six to seven, seven beyond.

So we're going to be talking day number one, talking about the strategy. Cause it's something that literally if you've been sitting on sidelines, you've been trying, you maybe tried something and it failed, whatever. Like this is a low barrier of entry to get in, have success. Like you said, the worst case scenario, like three out of 10 are buying the upsell, right? So if you just do 10, one, one challenges, um, you run that for a month. If you get three to buy your 3000 or $5,000 thing on the next step, like that's, that's an amazing income, right? And you get from that, you learn how to speak better. You learn, present better. You start getting your, your frameworks,

your systems down, right? And then eventually you start doing bigger ones bigger ones group ones and it can grow from there but like from a beginning standpoint like how do i get this started how do i finally get paid for my advice and my ideas um this is like the easiest lowest barrier least stressful most simple um thing i think i've ever seen like when you present to me i was just like this is so brilliant everyone needs to be doing this especially those who've like who've been here for a long time. They just haven't got into the game because of whatever, fear, anxiety, it not working, can't afford ads. Insert any excuse, this place smashes

all of them. It's like, here, just go do the thing, right? Which is what's so powerful. So if you guys don't have your tickets yet to Funnel Hacking Live, you better come get them at FunnelHackingLive.com. Now, Richmond, I heard rumor is that you have a speaker bonus you wanted to offer so people get their tickets for hacking live is this true 100 yes it's crazy what is the bonus you can get people

if they get their tickets right now today to funnel hacking live it's gonna allow them to get their first 10 15 20 one-on-one tiny challenge registrations in the bag so it's it's a it's a script it's a dm. And this is just to, you know, connect. It's not a cold messaging. It's not like outreach to someone you don't know, but it's a script to get someone from, you know, liking your stuff on your content. And then within three minutes, under three minutes, they've registered for your one-on-one challenge. And so there's four phases to it on how to warm them up, how to get them curious, how to get them interested,

how to get them committed to locking the dates. And so that script there will be your ticket to actually getting a real registration to your one-on-one challenge. And then in 30 days, celebrate with your first $20,000, $30,000, $40,000 online, which really does a massive thing to your own identity as a coach, as an entrepreneur. Yeah. And you can just start a capital and start buying ads.

Like, right? That's always a hard thing. I want to buy ads, but I can't afford it. Like, cool. Go do 10 challenges. Close three. One of those people take that money into ads and do the next one, you know, and you start growing and scaling it over time, which is cool. Dude, that is a really cool bonus.

And I'm excited to actually see that personally myself. So selfishly, I can, I can use this now for my new a hundred thousand dollar challenge offer that you also helped me to figure out, which is awesome, man. So anyway, dude, Richmond, I appreciate you. I'm pumped that you're speaking and pumped that you're the first person that we're announcing as our first speaker for hockey live this year. Uh, we're going to throw your picture on the, on the homepage now, and then we'll start, uh, over the next couple of weeks, we'll keep introducing new speakers. on the, on the homepage now, and then we'll start, uh, over the next couple of weeks when we keep introducing new speakers. And after all the speakers have been introduced, we'll be raising the price of tickets. So this is kind of your shot.

You guys are going to get the lowest possible time. Now is the time to do it. If you want Richmond's bonus, which was insane, uh, you got to go and get your tickets right now at funnelhackinglive.com. Go lock in your tickets. And then, uh, me and Richmond will see you guys live in like what? Three months, three months from now, 90, I think it's 95 days. We'll be going live and sharing all of our best ideas with you guys. You can really take them

and plug them into your business and help take you next level. So Richmond, appreciate you, man. Thanks for getting up so early to hang out with all of all the funnel hackers today. And super grateful for you and proud of you, man. I love what you're doing and excited to share with our whole, our whole audience. So thanks for all you do, dude. Appreciate you, Russell. What's up, everybody? I'm here in Arizona. Which part of Arizona are we at right now? We're in Scottsdale, Arizona. We're in Scottsdale.

When you come to this resort, does it feel like Arizona? It does. It's 110 degrees. The pilot when landing was like, it's 110 degrees outside. I was like, holy cow. Yeah, like at nighttime, it's 110 degrees. Yeah. I don't know how you guys survive it, but I'm excited to be here.

I flew in and out. We're like less than 24 hours in and out, but I came because I'm speaking at my friend Pace Morby's event. But what's more exciting for me is the fact that in like less than three months, Pace is going to be speaking at Funnel Hacking Live this year for our event. So I'm pumped, man. I'm pumped. I'm super pumped. Everything that you have done has changed our lives, and it's allowed us to make a lot

of money for a lot of other people. And I was thinking about you this morning, somebody had this question they asked to John D. Rockefeller. They said, how do you become a billionaire? And he said, well, you create a thousand millionaires and you've created way more than a thousand millionaires, like way more than a thousand millionaires. And you've done that for our company. And so being able to speak on your stage is an honor. And I'm so grateful when you text me, I was like, oh my gosh, I would love to talk about my experience. I'd love to talk about our business and everything that we've done. We did a hundred million last year in revenue because of you. And you're like year three in the business, right? Or four?

Well, how many years? Three. Yeah. Yeah. We hit a hundred million in revenue in our third year in the business, not knowing anything, but using your tools and using what you teach. It's crazy. So those who don't know you yet in our world, obviously the real estate world, everybody knows who you are, but in my world, a lot may not know. You tell them a little bit of your backstory, how you shift from being a contractor, right? Into Pace Morby. Yeah. I grew up in a family, a big family, 12 kids up in Utah. And I was a contractor's son. So I learned how to be a contractor. So when I went on a mission for my church, I came home, and the first thing I did was, I'm going to be a contractor. And so all the way through my 20s, I built a really great company.

I worked for Opendoor, Offerpad, Zillow. Like Zillow, when they were buying houses, I was their biggest contractor. Oh, wow. And so that's what I was doing for a long time. And then somebody came along to me, and they said, dude, you're trading your time for work, or you're trading your time for money. And that's not what you should be doing. And, um, seems obvious when somebody says it to you, but you're like, I'm, I was caught in the moment. So this is about 11 years ago. And I said, well, what should I do? And she says, you should get into real estate. And I go, I am in real estate. Like, look, look at all these houses I'm doing. I'm flipping all these houses. And she's like, no, no, no,

you're not flipping houses. You are doing renovation for people who are flipping the house. You work for them and you need to work for yourself and you need to get into real estate. And, um, she showed me how to get into real estate right there in the back of my truck bed. She literally pulls out my phone. She says, we're going to send out mailers. This is just old school marketing, which we don't use mailers anymore. But she said, here, we're going to buy $5,000 in mailers and you're going to get your phone ringing. I'm like, it can't be that easy. It cannot be that easy. She goes, it's that easy, dude. And it's funny that I realized back then, I thought that was the easiest thing in the world, but now I would never do it because there's way easier ways to do stuff now. But I got my first deal in real estate two weeks later, I made 50

grand that month. And for those of you guys thinking real estate as an agent, I am not an agent. I'm not licensed. And my niche and what I started focusing on was how to take over people's existing mortgages. And so I've become the creative finance guy where like right now, everybody's really struggling to go to the bank and buy a house. I have half a billion dollars in real estate in my portfolio, and I've never used a bank and I've never used credit and I've never had to use any of my own money. And so that's my claim to fame and what I've taught 50,000 people in the country. That's what sub two means, right? Sub two. Yeah. Like our logo. It's funny. Cause like I'm not a real estate guy. So like literally I was like Googling, uh, what is sub two? Cause I'm trying to remember. So I seem intelligent today when I talk to your audience, but yeah, I don't know. So sub two means I'm taking over the existing mortgage. So let's say a seller

has a house and they're in foreclosure, they're going through a divorce or they're going through some sort of situation. They have a good rate on their house. And so why would, why should they sell the house and get rid of the rate? There's a lot of people right now that don't have equity too. So we'll go to them and go, Hey, don't sell the house. Let me take over the payments and I'll give you $5,000 to walk away. And so we're basically buying like 2%, 3%, 4% rates while everybody else has to go to the bank. So subject to means I'm buying your house subject to the existing mortgage. So sub two. And the reason we have this as the logo is because of course you think it means sub two, but really what it means is bunnies. It's so weird. Like

bunny ears. A lot of people don't realize that. Our community knows. The first deal I ever did was a lady. Her name is Janie Munson. I went to the appointment. I had no idea what I was doing. I came off one of those mailers off my first campaign. Janie calls me. I go, I don't know what to do. And my seller, Janie, is like coaching me along on how to buy her house.

Like that's how stupid I was. And very long story short, how to buy her house. Like that's how stupid I was. And, um, very long story short, I went to her house. I needed to buy the house at 150 grand, but she already had an offer at 165. So there's no way I'm buying that house. And I, I, as I'm leaving, I'm like, is there anything you need help with? And she's like, no, you said you don't want to buy my house. I said, it's not that I don't want to buy your house. I can't buy your house, but can I help you? I have, I have a construction house. I said, it's not that I don't want to buy your house. I can't buy your house, but can I help you? I have a construction company.

I have guys. We can load your truck. We can do whatever you need. Like, I'll box stuff up for you. I'll clean your house. I'll even clean up your landscape and get it ready to sell if you need. She's like, you would do that? And I go, yeah, I would do that.

And she says, what are you, a freaking Eagle Scout? I go, yes, I am an Eagle Scout. Actually, yes. I am an Eagle Scout. My parents wouldn't let me get my driver's license without my Eagle Scout. Mine too. Yeah. So like two good old Mormon boys, I couldn't drive without my Eagle Scout.

And my mom would always tell me, she'd say, Pace, when you grow up, somebody's going to ask you, are you an Eagle Scout? And you're going to be able to proudly say yes. I'm like, Mom, that's never going to happen. And then it happened. And then it happened. So anyway, she goes, okay, if you really want to help me, I have this problem. I have this really big problem. And at this point, I'm already like convinced I'm not buying her house. She knows I'm not buying her house, but she takes me to her

backyard and she shows me these bunnies. They're literally Flemish bunnies. They're this size. They're big. They're like the size of a mini donkey, literally Flemish bunnies. You guys can look them up. And, um, she goes, I don't know what to do with these. And I can't sell the house until I get rid of these bunnies, but they're like a family pet and I don't want somebody just killing them. And so I call my mom and my mom drives up there, brings a truck, takes the bunnies, re-homes them to somebody in the, in the church. And, um, Janie is like, I can't believe you just did this and you still don't want to buy my house. I'm like, Janie, I can't. I can't get that low. And anyway, two weeks later, Janie calls me up, and she goes, hey, I've met with 15 people before you and 15 people after you, and you were the

only person that actually asked me if you could help, and you didn't even give me an offer on the house, and you did things without asking for anything in return, and I want you to come and buy my house. And I said, I can't pay you 165. I have to be at 150. And she goes, no problem. Bring the contract. And that was how I got my first deal. And when I tell people that story, they're like, oh, it's because you found her bunnies. You found her bunnies, her problem. You found her actual problem of what was going on and nobody ever asked her. So the logo is bunny ears. That's crazy. I had no idea. Yeah. Nobody outside of our community knows it.

They just think it's sub two. Yeah. And I just let them have that because the story takes seven minutes to tell. You're welcome. Now you have the story. But I made $25,000 on that first transaction, and it took me three hours worth of work, and it was all just helping somebody else in a situation. And so what we do in our business is we are not real estate agents. We are real estate investors, and we just look for people to have pain that can't solve that pain

without us. With Smartwater's pure crisp taste, there's nothing to overthink. So while you may be spiraling over double texting your crush, whether your skincare routine is working because you look the same or is doing nothing because you look the same and whatever the heck red light therapy is. It's definitely not that. Don't overthink how you hydrate. Life's full of choices. Smart water is a simple one. So money is a thing, but it's not everything. I think you really look at the importance of what are you doing with your time. The conversations that we've had with our financial advisor is very much building what that framework looks like that helps support those important things.

The places where you're investing your time and your resources, your family clearly, and those closest to you. Edward Jones. We do money differently. Visit edwardjones.ca slash different. Now, if I'm like in life, obviously you're not coming to speak about real estate because that's not my world, my audience. But in the last three, four years, you've transitioned to be a coach inside of real estate and you've built one of the most amazing communities probably on the planet. Yeah.

And let me talk about that transition, how you got into that part of it. That part's pretty fascinating. Yeah. This is an interesting story. Just a two minute story, but you start doing a lot of transactions. And if you're a helpful person, you talk about it on social media and I would talk about like, hey, I just did this deal. I helped the seller out of foreclosure. Hey, here's this lady. I just stopped her foreclosure and saved her family. And people start asking you questions, right? And start following you and going, wow, this guy's doing something. And I would get so many questions that I go, you know what? Hey guys, like if you want me to just help you, um, meet me at circle K literally meet me at circle K, the gas station, Saturday morning. And I have three open spots in my Prius and I would take people around for 12

hours. I'd take them on appointments, meet my attorney, go on my Prius. And I would take people around for 12 hours. I'd take them on appointments, meet my attorney, go on my construction projects. And I would just show them the business raw and real. And it got so big that one morning at Circle K, like 60 people showed up. And I'm like, I can't freak it out. I'm like, there's a gang out there. That's what Circle K freaked out. They're like, who are you guys? What are you doing? I'm like, oh, it's just a real estate meetup. And he's like, bro, this is circle K it's six o'clock in the morning. Like there's better places to do this. So I took, I started doing a meetup at my office every Friday and it got big and big and big and big. And I knew it was a big deal when one day somebody was waiting in line. I didn't have a YouTube channel. I didn't have like any real big audience outside

of my local state. Like everybody in Arizona knew who I was just because I was helping so many people. And, um, I was like anti-guru. I was like, I'm not going to do that. I'm a blue collar guy. We figure it out. Blah, blah, blah, blah, blah. Right. So this one, one day, this guy waits in line to take a picture with me. That was really foreign to me too. Like people wanting to take a picture with me. I'm like, that's weird. Now it's normal, right? Like you'll walk through the hallway today and everybody would be like, that's Russell Brunson. Oh my gosh. Even me, when I see you all the time, I was hanging out with you and Tony and Dean, you know, last summer. I'm like, that's Russell Brunson. So, um, this guy waits in line for like two hours to take a photo with me. And I'm like, Hey man, where are you from? He's like, Oh, I'm from, um, Portugal.

I'm like, that's freaking cool. Where do you live in the United States? He's like, no, no, no. I flew from Portugal to meet you today. I'm like, this is an Arizona meetup. What are you talking? I don't understand the language you're speaking. He's like, I have been watching what you've been doing the last four or five months and I need you to change my life. And I'm like, wow, this is like, people are talking about this. This is getting like worldwide. And so I created, I decided at that point it was getting so big that I'm like, I have to have a place to answer people's questions. And I created a free Facebook group and I created a free Facebook group and I would sit in my garage. My wife was pregnant at the time, so I didn't want her to hear me working. And I would crank away at three o'clock to six o'clock in the morning and

just answer everybody's questions on the Facebook group. And I would make a video to every answer. And I did that for probably a year. And it just got so big that there was just a big demand and people were like, please come out with a coaching product. I'm like, I will never do that. And then Josiah, my partner, who you went to dinner with last night, Josiah says, no Pace, you need to create something.

And we created a product called Sub2 or Community. I said, I never want to have a mentorship and I never want to have a product. I want to have or community. I said, I never want to have a mentorship and I never want to have a product. I want to have a community. And I was the first, I was the pioneer of community and everybody now calls their stuff a community. It's just basically, and I'm glad they have, they've stolen or emulated what we've, what we've created. And we did 400 sales our first week at $10,000. I think we did $4 million in a week, something like that. Like out of the gate. Right out of the gate. No ad spend, no cold traffic, nothing. I didn't even know what

cold traffic was. It was just pent up demand from just helping people so much. And so we've taken that spirit and just compounded and compounded. And now we have a combined total of about 25,000 people and the strongest community in real estate. I would argue one of the only communities in real estate and our people did $10 billion in transactions last year doing real estate, non-agent real estate, like buying and holding rentals and apartment complexes and buying businesses with creative finance and buying airplanes and planes, trains, automobiles, like everything you can imagine we're buying with creative finance. What's cool, like the first time I met Pace, like you said, was Dean and Tony Singh.

And we had met with Tony, a big thing. And then that night, or maybe the next day, everyone was out doing something and you weren't there. I was like, where's Pace at? And I found out later that you would basically message your community like, hey, we're in Florida. We're gonna meet up. And there's like six or 700 people showed up

just spur of the moment to hang out with you. And you did that all night, like hanging out with your audience. And then I found out later, you do that every week, every month, like you're all over the place. That year, the year I met you, I did 110 of those. So all around the country.

Over two a week. Yeah. All over the country. Over like a hundred cities, some cities, a couple of times, you know, depending on, but yeah, that was, um, it was funny cause you know, Dean and I have been good friends for probably four years and Dean goes, hey, we have a day off and I'm just going to let you know, like during this mastermind, we're going to do two days and two days and there's a day off in between and everybody's going to go out and have fun. I just

want to let you know that you're probably not going to get invited from me because I already know you're going to say no. I go, what do you mean? He goes, because I know you're probably going to do a meetup. I go, oh yeah, it's already planned. We're already doing the thing. And people think of like a meetup as like, I'm going to some nice hotel ballroom. I'm literally just going to a parking lot and ordering a taco truck. And I just hang out till one o'clock in the morning and we just eat tacos and get to know each other. And Eric right here, my videographer, um, and my good friend, Eric has traveled with me and we've met last year. I think I met 9,000 of my people in person. And so that was always a big goal of mine.

I'm like, if you pay me, I want to make sure you've met me in person. And the community now does their own meetups. We have 150 meetups a week without me being there all over the country. And I just kind of pick and choose which ones I'm going to go to depending on where I'm at. I saw your website. It's like whereispace.com. Yeah, it's like here in the world, whereispace.com. Yeah, it's like, here in the world, where's Pace at? Yeah, I was traveling somewhere.

And I saw it there at Spinal Hacking Live in September. I was like, there you are. Yeah, yeah. And what'll happen is I'll do, like, you have one of the coolest events. Your event is one of the coolest events of all time. And I'm really grateful because it's going to be in Vegas, at least where we're speaking.

And I know it's virtual and everything else too. But I'll do a big meetup the night before, the night after there for my Vegas community. Yeah. So cool. I love it. I mean, there's nothing like being able to create traffic, send them through something.

People pay you. It's magical. But then what's magical is the, I call it the helper's heroin that I get. And I know you get it too. I've never done drugs, but I can imagine what it feels. I've never done drugs, but I can imagine what it feels like when you have somebody goes, I went from not making money to making a

ton of money because of what you taught me. And they went through your, a funnel that was like optimized really, really well. Then you get to watch their life transform because of what you're delivering to them. It's so fun for me to see people in person. It's the best. Yeah. Yeah. I'm pumped. Uh, I think it's really cool because the fact we started this way for those who just jumped on right now but like he started this three and a half four years ago did 100 million dollars last year which is insane and it's based on this community you build i think in our in our world like no one's building good communities and like i'm excited to have you come and talk about that so people understand like here's like actually service they actually show up here's how you uh take your service a different level and then by

that you know the ripple effect. I mean, the number of people I know in this world doing over $100 million in info products, like, you can count them on two hands. In fact, you did it that fast based on this community stuff is insane. It's like your secret sauce. And what's interesting is, like, you know, a lot of people come to me and go, what's the tactical, like, every little scientific way that it worked? I'm like, guys, you lead with your heart. You care about people. What happens is people talk about you. And the best thing that you could ever do is just forget about the money and really figure out how can I serve my audience as much

as I, as possible. What's also great is that, um, some of the stuff I'll talk about at funnel hacking, hacking live is I will tell you all my secret sauce of like, how do I make the a hundred million dollars is cool in terms of generating revenue. But I will tell you where it really makes significant money. And you're like, how do you make more money than that? I make way more money on the backend. And I, I'm going to talk about that. Like, why should you build a community is not just because it feels good and you love people, but there's other ways to make money after people come through the funnel that I'm going to talk about as well.

And why community is the future of everything, because you look at AI, you look at everything that's changing. Human beings are going to gravitate to people that actually build community. Right. And we remember what it was like when COVID hit and everybody, after COVID went away, everybody wanted to get back out and get back into the world. People need community. We're built for community.

So I'll tell you guys what community is, how to build it. And then more importantly, at the end, I'll talk about how I make way more money with my community than I do on the front end. Way more, like way, way, way more. Yeah. So exciting, man.

Well, I don't want to ruin the surprise for everybody, but yeah, I'm pumped. And so Funnel Hacking Live this year is international we're streaming this to like I don't know a dozen different countries have you ever been translated to a dozen countries at once?

I have not this will be a first for me first time I did it was in I was speaking at a Tony event in Amsterdam or Rotterdam or something and they had a whole row of translators in the back

and I talked really fast and on the monitor kept popping up like please slow down the translators can't keep up so I feel bad for the translators. But yeah, it's going to be amazing, man. I appreciate you being part of it.

For those of you that don't have your tickets yet, you've got to go to FunnelHackingLive.com. Get your tickets to come hang out with me and Pace in, I don't know how many days. It's like 70-something days away, which is great. I'm super excited. And I turned down 80% of my speaking gigs this year. Last year, I spoke 110 times. This year I'll probably speak 20. And when I got the text, it was like,

I will move heaven and earth to make sure I speak there. Guys, I'm so excited. Get a ticket. Come hang out with us. I can't wait to share all the secrets. Awesome. Thanks, man. I appreciate it.

And FunnelHackingLive.com. That's where you get tickets, you guys. Appreciate you all, and we'll see you in a couple months at the big event. Cool. Thanks, man. All right, everyone. i hope you enjoyed the episode with richmond and with pace if you are on fire now and you know you want to get your tickets funnel hacking live all you got to do is go to funnelhackinglive.com go and get your tickets

and don't forget we have a special offer right now where basically you go put your credit card in i'm not going to bill you anything you have a chance to go through the entire three and a half day event and when that's over if it's worth it then you pay and if it's not worth it you pay nothing this is insane. We've never done this Funnel Hacking Live in the past. We wanted something special because I want to make sure

you guys have a chance to experience international this year. I promise you it's going to change your life. So go get your tickets at FunnelHackingLive.com. Again, it will literally cost you $0.

Go through the event, experience it, and afterwards let me know if it's worth it. If it is, let me know. You'll pay for the ticket. If not, that's cool. No harm, no foul.

Thanks, guys. Hope you enjoy it. And go get your tickets at FunnelHackingLive.com.