Marketing Secrets with Russell Brunson - The Power of Pricing, Pamphlets & Polarization with Taylor Welch | #Marketing - Ep. 19

Episode Date: March 19, 2025

In this episode of The Russell Brunson Show, I sit down with Taylor Welch, the founder of The Wealthy Consultant. Taylor has built and scaled multiple businesses, and in our conversation, we go deep into some of the unconventional strategies that have fueled his success! Taylor shares what he calls the Revolving Pricing Method, a pricing strategy that breaks away from the typical high-ticket model by combining an upfront onboarding fee with ongoing monthly payments - ensuring profitability while increasing client retention. If you've ever struggled with recurring revenue, this concept will change how you structure your offers. We also discuss why traditional book funnels are broken and how Taylor is leveraging pamphlets… I.E. small, hyper-specific digital products that quickly establish authority, create desire, and seamlessly lead to high-value offers. This "lost marketing strategy" dates back to the 1700’s, and Taylor reveals how he’s using it to drive massive engagement and sales. Lastly, we dive into his YouTube strategy, which has exploded in the past year. Taylor explains how incorporating faith, business, and money into a single content ecosystem has helped him create deeper connections, drive engagement, and dominate the algorithm. We also talk about why controversy and polarization are essential for building an audience that’s not just engaged, but obsessed! Key Highlights: The Revolving Pricing Method: How to make time itself a profit center you Why most book funnels fail and how pamphlets are creating better conversions The psychology of pricing: How small tweaks can significantly impact retention How controversy fuels audience growth (and why avoiding it keeps you invisible) Taylor’s YouTube strategy: How he went from slow growth to 30K+ new subscribers per month This episode is packed with game-changing insights you won’t want to miss. Listen now and take notes! Resources & Links Mentioned in This Episode: Get Taylor’s Revolving Pricing Method pamphlet 👉 wealthyconsultant.com/russell Subscribe to Taylor’s YouTube channel 👉 youtube.com/TaylorAWelch 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/marketingsecrets 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

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And right now, get 0% APR purchase financing for up to 60 months on the 2025 Escape plug in hybrid. For details, visit your Toronto area Ford store or Ford.ca. This is the Russell Brunson show. What's up, everybody? This is Russell. Welcome back to the podcast excited to be hanging out today with one of my newer friends, someone who really fascinates me. In fact, it's interesting. In my high end, like inner circle Atlas programs, everyone comes back to the meetings and it's fascinating

because they all start sharing information, ideas from this guy. And we had never actually met in person and everyone's like, yeah, like everyone, everyone in my world at the high end also is in his high end programs and there's this weird crossover. And so finally, like, I don't know,

six or seven months ago, I told Eileen, I was like, Eileen, I need to meet Taylor Welch. Like I keep hearing about him. You guys talk about him. Everyone's dropping his ideas and my ideas in the groups. And so we had a chance to meet virtually for a little bit. And then at Funnel Hacking Live internationally, I had a chance to come out and speak. We had a chance to actually hang out for a little bit and a great time.

And now we're doing a podcast because he's got some really cool ideas that I'm excited to share with you guys and excited to hang out. So Taylor, how are you doing today, man? Doing great. That was a bold move, bro. Gave it to me 45 minutes when we had never met before. I was like, Russell is brave. I was like, I have to do a good job

or else he's not gonna be my friend anymore. Yeah, you're never coming back. That was your... Exactly. No, it's fascinating. After we kept talking, I started going and started, and it's funny, cause Eileen told me later, she's like, yeah, Taylor said like right now you're buying everything it's fascinating. After we kept talking, I started going and started and it's funny because Eileen told me later, she's like, yeah, Taylor said like right now you're buying everything he's got.

And I'm like, yeah, I'm funnel hacking everything he's doing. I want to understand like how your mind works and what your ideas are and stuff like that. And so it was a very fun rabbit hole to go down and have a chance to meet you and actually talk with you, which is, which is, you know, obviously made a lot of fun. So I'm excited. It was so much fun. Okay, so we got a million different directions. So I'm excited. It was so much fun. So much fun. Okay, so we got a million different directions we can go and we probably will go.

But I want to start, I want to start initially just because a lot of people in my world, I think a lot of people obviously know who you are, but some may not. Like, how did you get into this whole world of marketing, consulting, all that kind of stuff? Yeah, fascinating story. So I was on staff at a church in Memphis, Tennessee. And I mean, most people don't go into the ministry to get rich and stuff. It's just a mission.

But we were struggling so bad. My wife and I, we had just got married. And I was 22. And the church was growing fast and it was awesome. But I started sort of feeling like maybe I wasn't born for vocational ministry and then I had to figure out what to do with that because you know like your whole life you train for one thing and then you get that thing and you're like, I have no skills. I don't know what to do with anything.

All I knew how to do is play music and like lead worship. So I transitioned because of a friend of mine and to just volunteering at the church. We had a joke at the time where like they were going to promote you to volunteer because it was so many hours, 100 hours, 90 hours a week. And so I went into this real estate organization and I started learning real estate. It was my first full-time non-ministry job. And because I was trained, a little bit like you, where it's like, man, we'll just work constantly. I took off because I was this kid who could work 80 hours a week, didn't get tired. I just love to work.

And so I grew there for a little bit. And then one day, my wife bought a course online about how to get like salon clients from direct mail. And I was like, what is direct mail? How do you how does that work? So I started going through this course. And then I think it was like an ad an advert or something from John Carlton. Okay.

And it's the copywriting master when the original copywriters. Yeah, the OG. Okay. And it's the copywriting master. When the original copywriters. Yeah. The OG. Yeah. And I bought it. And I just put it on a credit card. And my wife was like, what are you doing? Like we can't even afford groceries. I was like, I can figure this out. Like, I don't know what copywriting is. I think that copywriting was like protecting your songs with the US government. But I think this is a different kind of copywriting. It's spelled different. So it sounds very similar. Spelled different. It's like how are you making millions of dollars copywriting with the government?

I don't understand that. And so I started going through it and learning that everything we see online is written in a specific way. It's not just random. And I started practicing with my wife's salon so I was like watch this, let's buy a direct mail list on a Discover credit card. So she's like losing her mind. She's like, we're gonna go broke. I'm like, no, John Carlton said that you could write letters and send them and people will

pay you money. So we bought this list. I wrote this letter. And if we're being honest, I like more copied a letter. I didn't really write it. I didn being honest, I like more copied a letter. I didn't really write it. I didn't know how to do that at the time. And we sent it out in the mail.

And the longest three days of my life went by after we sent these letters. Waiting. And then she, yeah, I was like, this didn't work. This is a scam. And she got a phone call. Then she got another one. And she got another, she got like six clients

from 50 letters that we sent out. And I was blown away. I was just completely obsessed at that point. You know, when you just train on something and then it works, it just makes you obsessed with it. And then I bought dude, everything. Todd Brown was buying his stuff. I hopped into Dan Kennedy's, which you own now, which is crazy. Like the DKIC, I got into that. And I just became, I turned to the same work ethic I had in ministry, kind of on for learning

this new skill set. And I was only at the real estate company for 13 months before I was making about three times what I was making in yearly salary from working weekends. And so I had a conversation with the CEO and I said, look, I'm going to go do this thing and transition out and started taking copyrighted clients. And that lasted for eight months.

And then we started trafficking in files back in the day, which grew ridiculously fast. And then we started in the other one and then that was started. And then about four or five years after that, we were like, you know, doing three million dollars a month. And it kind of grew out of control. And then we had a lot of issues from learning how to hire people because copywriting and management, nowhere in here, the same skill set. So I had to learn all of those issues, but it was really organic and it just came because

I got really lucky to be born on the cusp of people like you and Frank Curb and people who were presenting information. You couldn't find this stuff 50 years ago, 30 years ago. It was ridiculously hard to do. And so I think I got lucky in that I could go to Google, find Russell Brunson, you know, I read all of your books, they came later, a lot of your stuff, and just learn from these people who had done it already. And then started tweaking. So what is I think what is maybe Picasso is like, you have to learn how you have to learn

all the rules, you can break the rules. So I went through that learned all the rules and then started experimenting. And here we are, like 11 years later. That's crazy. And what's cool about you, like the way your mind works, a lot of people get in this marketing world and they just like, they hear they hear me talk about funnel hacking, like I'm just gonna copy everybody. It's like, no, it's like, funnel hacking helps you understand, like you said,

like the rules and how things work. And then like growth comes from like breaking the rules and figuring out different ways and different angles and just thinking through things differently. And I think that's what most people don't get to. And that's why they never get to the next levels because they're not focusing on like mastering the marketing of the thing.

They're just like trying to copy something to make money, you know? And I think what's cool about your mind that I really enjoy looking at from the outside is just how you take in ideas and principles and like, and morph them into something new that's like, you know, in fact, I want to lead with one of the more interesting ones that I think it's the first thing I funnel hacked buying from you kind of going through the process, but which again, it's taking a concept that was structured in a way and

you broke it and changed it, right? So the revolving pricing method, this is one of the first things, I bought a $3, what did you call them, a pamphlet or a brochure? Pamphlet, like a pamphlet, we call them pamphlet. A pre-flush shipping pamphlet. But we used to talk about just that concept

because they're just taking this like something that a lot of people are doing this and you looked at it from a different angle and it changed the whole industry. In fact, this is the very first time I started going deep is because like Brian and Rad, Ryan and Brad came back to my inner circle and they're like, this is stuff Taylor's doing and then Eileen's and then we're talking about this revolving pricing method. I'm like, what are you guys talking about?

So I'd love you to kind of explain a little about what that is because it's just such a unique way to look at something that changes all the back end of your business after you do it. Yeah, 100%. So this hit me when when traffic and funnels was getting big. It was all like the high ticket model, which which I think at the time was like you have something that's like eight weeks or 12 weeks or a 12 month mastermind. So people kind of had two different program tiers.

They had a one and they would ascend. So they would do would ascension model. But the the thing that started stressing me out is every month, I really kind of had to backfill the the the number of clients we did the previous month just to keep the wheel going. Which to an extent is every business. But I wanted to figure out a way to break that. I wanted to figure out a way to like,. I wanted to figure out a way to like, I wanted the passage of time just to be profitable for me. And I was like, I know that you can do this.

You can think there's a way to think this through and design it differently. And then my wife actually one day bought a new car. And it sort of struck me that you buy the vehicle, but then you are responsible for the premium cost of operating that vehicle. Like you wouldn't buy a brand new car and then call the dealership and be like, I'm out of gas, send me a gas cart. They'd be like, what is wrong with you?

Like you're responsible for the ongoing utilization of that vehicle. You look through nature and nature is the same way. Things that are unhealthy die and things that are healthy grow. And so it's like, I think we can split this apart into almost modeling what insurance companies and car companies and pretty much everything else uses to price good services and et cetera. And so we created a hybrid system.

So when somebody comes in, and I'm sure you guys are the same way, the bulk of the work on the company is usually in the first engagement, like the first three months, the first one month or six months. And so, we charge more for that. So that's like the previous high ticket thing. And then we put a residual on the backend that is tied to the experience included in the product. So for us right now, Chamber is one of our masterminds

and we started it really low. We just were doing like 15K to onboard and process you and get your data and get your team's data and pull you in. It's kind of like a doctor's office. You know, you go to a doctor, you've got to pay for them to like diagnose everything and look at it. But then the solution is a different thing. You've got to pay for that separately. And so we ended up pioneering a model where people pay us to get in and get access to our tools, our models, our diagnostic tools. We have eight different things that we go through when a

business owner joins in the first 30 days. And then from there, them utilizing that on an ongoing basis has a fee attached to that. And then I also wanted to do like no contracts. So we don't do any contracts either because I wanted the issues that come to a head with clientele to be brought to the surface immediately. So this the moment that somebody churns whether it's month three, month 11, month 15, I want to see that issue. And our data was really dirty with with TF because people would have a 12 month thing, they would get bored with it in six months, but they would never say anything because they had access for a year,

so they would just kind of stick in. I wanted to pull that data back up further so we could optimize. So it's super risky to do this because you can have people come in and leave in two months or people come in and leave in three months. But what happens to a machine is like a garden. Like as soon as you see like a plant that's not looking so hot, you like go outside, it's

like the plant doesn't look, one plant is not like the others. That was like wilting. It doesn't look very good. You fix it immediately because the feedback is very up into the optics. And then there was a secondary benefit in that I realized six months in that I had no fixed burn anymore. All my burn was covered from just the membership fees. And I think it's like Brad, Brad got all lit up about this.

I remember him standing up in London at an event. It was like the 30th of September into like the 1st of October. And the second day he came in and he stood up and he's like, look at this! And he's got his phone out and his stripe and he's like, my whole burn for the month of October is covered. I was like, bro, that feels really good, doesn't it? He's like, it's incredible. Because you don't have to sell anything this month to pay for a fixed cost structure. And so if you do it right, you end up building your client services around this monthly fee to ensure that people want to be engaged.

And we just find it really easily. Our churn right now is like seven and a half percent. Average client retention is 18 months, which I think is going higher. The business is only two and a half years old. Still a really new business. What's the, with years, is 15 grand upfront, what's the monthly roll into? Eight to twelve percent of the onboarding. So we've raised the prices since like once we tested it. Yeah. So if you going to do 30k onboarding, then you know, 2500 to 3500 a month. Interesting.

Yeah. Huh. What other industries have you guys helped implement that in besides just like what you're doing? Like some of your clients, I'm curious, are there other interesting ways that people are using it? Chiropractic, it works well in chiropractic, which for them, they're just now getting to that point of like, you can pay a monthly fee

and get like unlimited adjustments. So you have to price it right, or else you're just underwater. Somebody comes every day for an adjustment, you're gonna lose money. But yeah, we have chiropractors who are using it. Obviously consulting is easy because you can build the tools.

We have a couple of gyms that are starting to use this. So like when you come in and sign up for the gym, it's like we're going to do these tests and you know, you're we're going to basically help you set up a plan. But gyms are already on monthly. So the only thing that's different with gyms is you put an onboarding on the front of it. But most gyms are already doing it. So I think it's less of a revolutionary idea for all industries because those industries are already doing a lot of this. It's super revolutionary for a consulting program to have both the high ticket

structure and the monthly recurring structure at the same time. That's where people are not doing it as much. So I'm curious because I actually tried after, after going through it, I tried to pitch it on a thing, and it was a little hard for me to pitch, because I'm like, there's this thing up front, then there's this other thing, and for me, anyway, I'm curious how you pitch that, either on a phone or at an event, or something like that, how do you structure that when you're actually explaining it?

You know what I mean? Yeah, at events, we typically comp the price of the event, so we discount it down, and then at events, too, the only difference with the event. So we discounted discounted down. And then at events too, the only difference with the pitch is like at an event, we'll typically take the onboarding and break it into chunks. So let's say it's, you know, 20K onboarding and 1500 a month.

So it'll be, let's say somebody paid 5K to come to the event, we'll comp that. And so that's discounted out of it. And then it's 5k for three months for the onboarding but the re the recurring starts month to so we 5k then 6500 then 6500 and 1500 and then when people end up sometimes they'll pause like they'll leave for a second but then they can come back in and they'd never have to pay their onboarding again because we already have

their data so there's reason for us to re-onboard them and charge them. So we have a lot of people who will say, hey I'm really busy right now I can't come to any of the events so I'm gonna take a break I'll come back and then four months later they'll they'll come back in because it's like it's $1,500 a month for this to compare to like 50, 60, 70k everywhere else and so it almost creates this asset like there's $1,500 a month for this to compare it to like 50, 60, 70K everywhere else. And so it almost creates this asset. Like there's an asset that I've paid for.

I already have my onboarding covered in this community. So super easy for people to come back in. That helps retention too, because reactivation just plays against your turn. Yeah. You know? Interesting. Hey, funnel hackers, let me paint you a picture. You're running a business,

your funnel's finally converting like crazy, and suddenly it hits you. You need to hire someone like yesterday. Maybe it's a copywriter to help you crank out more sales pages or a designer to refresh your landing pages or someone to do customer support to help you to handle your growing audience. The problem is you're swamped and you don't have weeks

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I remember back when I was in college, I was first getting this game, there was a guy that had a membership site. I still remember, it was $97 a month, or no sorry, $97 to join, and it was 20 bucks a month. And so I remember I went and I saved my money because 100 bucks was a lot of money for me back then. I paid the 97, a world of $20 a've kept, I stayed on that membership for like four years

because I knew if I canceled and I wanted to come back, I had to pay the 97 again. You know what I mean? It's like, it kept me, it kept me so long and it was just interesting like the psychology behind how it shifted things. But it sounds like you just keep them, you let them pause. Anyway, so when someone loses. We let them pause just because I'm like, I feel like 97 to like 30 grand is a big, it's unfortunately a big jump. So some of them are like, okay, well,

if you need to take a break, like you're having a baby or something, like. Go to your baby and come back, yeah. Yeah, exactly. People more likely to come back, we're a lot of times in a coaching program, if you're in there for three months, it's not successful. You're leaving, you're not coming back versus what you've got now. Now it's like they've already prepaid for the first part.

They still fill a part of it. Yeah, it's really cool. Because they lose all the curriculum. The older model is if you paid, I think our first high-tech program was a thing called ClientKit back in the day. And ClientKit, we ended up getting it to like 12K. And it was 12K for eight weeks. And if you left, you sought access to all the material because you paid 12K for it.

But with this, it's different because you're not really just paying for the curriculum. You're paying for the onboarding, the audits, you're paying for us to look at someone's business. Like you're paying a lot to get us to like peel back the layers. And then the curriculum, which there's right now there's 1100 hours of curriculum. So nobody's going through 1100 hours. It's way too much. It's just exhausting. So we actually go on a QBR system, which is part of the revolving price method, which is every quarter we're auditing somebody again and then pointing them in different directions

based on what their business needs, which keeps the wheel going. And then if somebody is like, I need to take a break for a couple of months, they don't get access to all of the curriculum because they didn't pay for that. You know, that's not, it's just part of being in the community and so some people even are like, some people get upset with that. They're like, how, I paid 30 grand, how am I not going to have this? So you can have it for 1500 bucks a month. It's yours. It's a membership. Like you can't,

Netflix, you can't join Netflix and cancel and be like, where are all my movies? They're like, I haven't paid for us through much. Yeah. It doesn't work that way, you know't join Netflix and cancel and be like, where are all my movies? They're like, what? I haven't paid for the last three months. Yeah. It doesn't work that way, you know? That's cool. So it's working really well. We like it. That's cool.

Okay, so I want to, I'm gonna ask you a question because I want people to see this and I'm gonna go deeper on this topic. So the brochure for somebody to go and buy to learn more of the revolving pricing method, you know, link or check in the show notes or where can they go to go see this funnel and then we'll talk about that funnel next. If you go to wealthyconsultant.com and then go to products, the link is it's right on the page. So it's wealthy, I think wealthyconsultant.com slash revolve, but it's also on the site.

Cool. And it's three dollars. Yeah. Cool. And it's three dollars. Yeah. Nothing. So it's three dollars. Okay, so now I wanna talk about that now. So before we started recording, you started telling me, I'm like, stop, I wanna talk about this later.

So this is not a free book funnel. This is not a free, this is like, you said it's more like a brochure and you talked about this concept. Explain to us like this concept of brochures, how you're using them, like I understand the whole psychology behind it all. It's really cool.

Okay, cool. We looked into this and then I started studying it. And when I started studying it, I was like, oh my gosh, bro, this is going to change the world. So, we call them pamphlets because it's not a full book. It's like revolving price, I think it's 50 pages. And then we have five or six others. They're 40 to 80 pages each,

so it's not a full length book, which is why it's cheaper. But one of my marketing guys was like, we need to do a course on how to scale your business with pamphlets. I said, that sounds great, let's do it. So we started writing the copy, and I started researching it, and I was like, bro, you know what's crazy is pamphlets were

the way that you got messages out in like the 1700s. They didn't write books, their books were way smaller. And the book industry actually started changing what they would put in the bookstores, because if they were going to go through the labor of putting it on a shelf, they wanted it to be a full length book

that they could charge $20, $12. But like the American Revolution, like it's all pamphlets, these newsletter things. They're like 20 to 30 pages at a time, just chunks of material that are sent out on different topics. And as somebody who's a book hoarder of the old times, I literally have thousands and thousands of pamphlets from the early 1900s, late 1800s on all my favorite topics. And you're 100% right. They're really cool, they're small,

they're usually very topic based where it's like, I wanna learn this one cool thing versus a book that's got like 12 chapters. It's like a hardcore chapter on one thing and that's like both like from the gospel standpoint, people are using them as tracks to get people in but then also on the business side and so yes, I can confirm that's true because I collected

them as well. That is epic. I didn't think of it to ask you. I should have asked you. It's like, what's, do you have pamphlets in your library? I got some. They're so fun. Dude, it's almost like when you look at history, you see what civilizations and cultures get used to and then technology will advance and economics is a piece of technology. So we have to look at economics as a technology in and of itself, like the financial systems of the world and a lot of cool stuff that we used to do, we don't do anymore because it wasn't beneficial to the profit centers. And so I started writing this page and I was like, dude, Benjamin Franklin used to write

pamphlets. And he lived like what, 300 years ago. So we're going to basically position this as like a lost 300 year old technology for getting messages into the world and scaling movements. So how do you, how do you build a movement? Look at the American Revolution. They were all pamphlets. That's what built the movement of the United States.

Pamphlets. And that's being forgotten because now when people think about publishing information, they think about writing a book. But back then they didn't. It was more rare. They would just write a theme, put it in a pamphlet. And so that's gonna be our big idea for it, is bringing back this forgotten technology of disseminating information and how to create a movement with a pamphlet. So was the revolving pricing method, was that the first pamphlet technically you guys, you did it? Yeah. Yeah.

You have more of them right now or is that still the core one you're using? We have a lot of them. We have a revolving price, we have offer design toolkit, we have automated upgrades, which is really cool. That's our biggest pamphlet. It's like 80 pages. Um, and I'll send it to you cause it's awesome. It's our CS director who's a data analyst.

And so he, he has figured out in the last year and a half, how to basically take a, a community and run data analytics through it. And so we like know how many times people log in, how many times they send messages on platform, how many times they come to an event. And there's a correlation between, the most fascinating piece of this is, the number one data that contributes to retention

is messages sent on platform. That's it. Which makes sense if you think about it, because it's community, it's engagement, it's relationship, it's all of these things. And so if we can get somebody to start sending messages and connecting with people inside of our ecosystem, they stay way longer than if we can just get people to events.

So that book goes through all of the five human emotions that we program into onboarding and the four different styles of connection that we have to make with clients so that they stay longer and get what they want. And it's just a bunch of data. He's like a big nerd. So it's super cool. But that's $3 too. And then we have a pamphlet coming out in March called Quantum

Growth Track, which is about a value design. So everyone is focused right now on how do I how do I 10x you know, like how do I scale to the moon. But then you see a lot of people who can't do it, but they're really smart. Like they're brilliant, but they can't get themselves to do what they need to do. And I started studying values. And what I realized is that self-sabotage is the brain trying to protect itself from a value that if you scale a business, that's one value. And then if you're a bad parent, if scaling a business means you're a bad parent, that's this conflicting value. And these values just fight to the point where you get so like unhappy and so unmotivated.

And so it's got a lot of neurochemistry in it as well around like, do what happens to a person when they have no neuropnephrine, no serotonin, and no dopamine? That person just falls asleep, like they can't do anything. And so people get hurrah and they get all excited, that person just falls asleep like they can't do anything. And so people get hurrah and they get all excited but if they don't find the values, no discipline will help a person self-cannibalize for self-harm.

You know, you can't do it. Like you can't lay down in front of a train coming on a train tracks. Your body will force you to get up off of that out of self-preservation. And if we view something that we've set as a goal as a train running at our head we will turn it off like and then we're like what's wrong with me why I can't I scale anything it's like it has nothing to do with with with your skill it has

everything to do with two values that are fighting each other and so that's gonna be 65 pages and when's that one coming out? I wanna read that one. End of this month I'll just see. Are you doing all digital or are you doing physical or both? They're all digital no physical no but maybe we should after hearing you talk about collecting the pamphlets maybe we should do physical ones I'm changing my mind on that. You know you just like three bucks the digital or five bucks for the physical or something like just a you know. Yeah we still do people love the newsletter too. Do you send the the success secret? Do you send a physical newsletter or just digital? No the Dan

Kennedy business we still have physical print newsletter we do monthly and then the secret success is all digital. Yeah. Yeah, okay. Yeah, we do, we get a lot of people who, a couple thousand people who still get the physical newsletter and they kind of love it. It's just a different, it's a different thing. I'll get pictures of people who have it like on their kitchen table and coffee, you know,

but I think the pamphlets, you've changed, you've changed my psychology. I think I'm gonna do that. I think it's cool. I still like when we first launched, I mean this is pre-click for my very first free plus shipping book we put together. I was like I want something that sits on someone's desk so every day when they're at the computer they see me.

So our first physical book we did was called 108 Split Tests and just split test results. I mean that's the kind of book you leave on your desk to always like flip through and like as you're making stuff. And I had people years later like I see pictures of them like talking and you see it still sitting on their desk to always flip through as you're making stuff. And I had people years later, I see pictures of them talking and you see it still sitting on their desk. And I think the pamphlets is the same thing. Digital you forget about, but if it's physical, it's like they're just stacking them up and they keep seeing you and every day I want them reminded like, oh Russell, oh Russell.

And so. Yeah. And then in a hundred years, it's still a special edition. It's like me should buy one even. Bro. Like that's the thing I'm like, man, you know, there's no physical copies of this stuff. So I'm screwed. So we need to get that out into the world.

That's pretty cool. Are you revealing this injury, like there's this back end thing you want to sell. So you're creating a pamphlet on the front end that's going to create desire for that thing. Is that how everything is being created? Yeah, I think about it like a automobile. I was talking with Gare White about this

like a year and a half, maybe two years ago. With Stud, seeing him speak at your event, I was like, bro, this is a full grown grizzly bear in the wilds. Stud is just a force, But it's like a automobile. So you have your vehicle that is your core premium. Like it's everything that you want for people. It will take someone anywhere they want to go, which is quite difficult to sell mass market because like not everyone's going to buy a Ferrari. There's not enough of them and it just won't work. But then you take pieces of this vehicle,

pieces, parts, and you can offer this to the market. So if they don't need, if somebody just needs to repair a car, they can get on and they can buy the part that they need and do it themselves. But there's a lot of risk, and we're very upfront about this. If you want to go into your Tesla

and just buy a piece and get under there There's a lot of risk to that like first of all you could blow up You could also break the car like you don't know what you're doing And if you weren't like licensed and certified and trained on how to do it There's risk involved and so it's the same concept like revolving price is my method of pricing psychology How do we how do we build the psychology of pricing for an entire business and a little bit of client services?

Then Offer Design Toolkit is my philosophy on how to build something that people are like they need but now they don't just need it, they want it. So aligning need and want together. Then Quantum Growth Track is when people know that they're not moving fast enough and it has something to do with their brain. Well, all of these pieces by themselves only fix like that one thing and there's risk in the improper application of that thing just like fixing a vehicle. So what people will do is this has happened last week. Somebody came in brand new client, I think they're like two weeks vehicle. So what people will do is, this has happened last week,

somebody came in, brand new client, I think they're like two weeks old, they bought revolving price like 30 months ago, they started implementing it, but they missed the piece. So the way that the pricing was set up on the back, it wasn't correct. And so they sort of have it, but they sort of don't. And they're like, I should have just hopped in

to like implement it. And they're like, that's the point. Like, you can buy the piece online, but unless you have the mechanic who can actually install it. So that's like e-bread that is in the first chapter of every pamphlet. It's just like, look, this is awesome. This will work. It'll do what it's designed to do. But if you aren't trained on how to actually build it have a conversation with us and we'll tell you if it's if you don't need us we'll just

be like do it on your own and if you do we'll we'll tell you because we have a we have a pretty limited cap on our main crew because I don't really want 5,000 clients again and maybe that's like my values that I need to fix like maybe you could de-program me but when we had had that many clients, it was so exhausting. So now I have the caps where it's like, I can only really work with like 200 people at a time. So there's like a legit waiting list. So people get on the call, maybe we can't help them,

but they have to wait a little bit. And that's kind of a different piece of revolving price too is like pricing psychology. People always want what they can't have right now. And you have to play with this line because if they can if they want it but can never have it, it will hurt your business. But I like the waiting list concept in the middle. And that's in the very beginning of the book.

So we get a lot of calls that people are just like, I want to make sure I'm implementing this right. And then we're like, well, your whole business is screwed. Don't even worry about revolving price. Like you have nothing. And then sometimes they'll become bro, your whole business is screwed. Don't even worry about revolving price. Like, you have nothing. And then sometimes they'll become clients, sometimes they don't. But it's fascinating how fast these pamphlets move.

And they're just liquidated at 100%, 150%. For a lot of different reasons. I think it's the price, like $3 is instinct buy. You don't really have to think about it. But also, it's so specific that people don't spend a lot of time thinking about whether they need it or not. They just kind of know because we're not trying to sell nine things at once. Do you need help with your brain? One thing, like they know they're self-qualifying quickly. And then with the way the ad platforms

work, they're only like, you know, then looking for people that are like that, you know. All right, Final Hackers, let me ask you something. How much of your life is online? Think about it. You're running ads, managing funnels, buying domains, logging into your bank account apps, and probably even watching your favorite streaming platform while working on your next funnel. Am I right? But here's the problem. Every time you connect to the Internet, you're exposed. Your data, your passwords, your browsing habits, and even your business strategies could be at risk. That's why I use NordVPN, the ultimate secret weapon for online security.

One click and boom, all my internet traffic is encrypted. No hackers, no snooping ISPs, no data leaks, and it's fast. NordVPN is one of the fastest VPNs in the world, so there's no buffering, no lag, just seamless browsing, whether I'm working, streaming, or traveling. And here's where it gets even better. NordVPN has over 7100 servers in 118 countries. So if I need to check out content that's geo-blocked, like a UFC match when I'm traveling or any

kind of sporting event, or a sales page in another country, no problem. One click and my location switches instantly. Funnel hackers, don't take chances with your data. To get the best discounts off your NordVPN plan, go to NordVPN.com slash Russell. That's NordVPN.com slash R-U-S-S-E-L-L. Our link gives you four free extra months on the two-year plan and there's no risk with Nord's 30-day money back guarantee. The link is in the podcast description box. Stay protected and stay ahead. What's up everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool

concept 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, JP Morgan 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 has 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, 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. So in the funnel, someone buys that for three bucks. Is that it, or do you have upsells and downsells,

or is it from there to a phone call, or what's that part of the business look like? We do, we have upsells. I think you bought them all. Sure I did. When you went through it, it was like, yeah, Russell just brought nine things. There's a one click.

We're using ClickFunnels for it. So there's a one click on it. I think that that is a full length book and I think it's $10. So it goes from three to 10. Then the first upsell is 65, 60 to 65. And then the second upsell is 297. That's revolving price. And they all float in that same type of like plus or minus $10. They float around there. I think revolving price the last time I checked, which was probably January, I need new data, but the CPA on it was in the mid 30s and the AOV on it was low 40s.

So people will buy stuff that's in the campaign, that's in the funnel. Once they buy though, we don't have any, we don't have any funnels that are hitting them, which is because I'm just using salespeople. We just call them and then they get put into, this is really cool. We're doing, we're pioneering a little bit of AI with our SDR conversations. So I've been training in LLM. TF, we have like 700,000 phone calls from that business. So I have so

much data on like how our market sounds. So we're training this language model on how to just like text people. And we're testing it really slowly. Like every week, we're finally to the point where we'll put 100 people in once a week, which is like nothing. And we put 100 people in last Friday and have four book calls Sunday afternoon.

And so that's gonna be crazy when, as soon as somebody buys something, they're getting a text from us. And so that's gonna be crazy when, as soon as somebody buys something, they're getting a text from us, and then that person, that LLM is selling them other stuff and qualifying them and putting on an A's calendar. So that's gonna be a big piece of what we do with the pamphlets so we can scale.

You know what's funny? I think I must get out segments. I did get a text from you last week. And I was like, You did? It's been a little while, that's interesting, yeah. So. Unpredictably sell, dude's been a little while. That's interesting. Yeah. So I'm gonna be so dude, just play with it.

That's so cool. Be like, I don't know how I feel about business. It'll be like, interesting. I totally get where you're coming from. Let's talk about that. Okay, next thing we talk about, we talked about this before we started recording, I think be fascinating for people and even I wanna dig in a little more. So in last year, you shifted your YouTube strategy. It's blowing up right now.

And as I watched it, what I noticed, I was like, you're not just talking about business, you're talking about business and your faith. And I wanna know about what you're doing, the thought process behind it, what kicked it off, and any ideas for people who are struggling. Like our YouTube's been doing well but not great. Like it's kind of struggling and I'm wondering

if this is my problem and we're gonna solve it all right now for me. So what do you think? So here's the story. We get a YouTube for about three years. In three years we got to like 10,000 subscribers. So it was brutal. It was just a slog trying to figure out what people relate to like 10,000 subscribers. So it was brutal. It was just a slog, trying to figure out

what people relate to and what they don't. Last February, one of my video guys was like, what would you talk about if you were just hanging out with a friend? I was like, well, what friends? Like, you gotta qualify me. He's like, just somebody from like, you know, business. And so he was like, we won't release it.

I just wanna capture something from you that's like more real. And we can go for 30 minutes to an hour and a half. And so he hit record and I just started talking about like, what's really important to me, which is the same as you like our faith is going to come up in a conversation. And so I did and I started talking about God and poverty and how I think poverty is not the goal and like God has a plan for how to equip people with resources and being a good steward. And then the dude releases it publicly. Didn't tell you, you didn't know it was happening?

I didn't know. Yeah. But he had been trying to get me to talk about spiritual things for a while, at least a year. So I called him and I was like, dude, I feel a little betrayed. You told me that we were just gonna talk, what could have possessed you? I'm thinking this was maybe a mistake or something. And he said, have you looked at the comments?

I said, no, I haven't looked at the comments. And I started getting messages about this video, which is how I found out that it was released. I started getting messages bro that episode about God was incredible. I was like what episode about God? I was so frustrated and I saw dude like the realest comments on that video. People who are just like I didn't even know that you know you talked about this stuff but this is exactly where I've been and so so I just was like, we'll try this for a couple of months. And we'll see what happens. Because I was sort of under the, the idea

that I just didn't want to talk about something that was that important to me to enrich myself. Like, I didn't want to talk about my faith just to build a platform, you know. And so we just went with it for three months and I was blown away by how much people needed the both ends. Like it was almost like the intersection between business and God was grabbing people that didn't realize that the two worlds could be together at the same time. And so we just kept going with it. And we didn't pioneer like what was happening until afterwards, like a year after.

In fact, I sat down last month for the first time to try to codify it. Like what are the playbooks, how does it work? And what I found is any of our clients who have an intersection always do better than the clients who take content to the market that are singular. I don't know why, but I think that it has to do with there's a layering of lenses. So like how Russell talks about business, bro, it's already coming from your faith, but the market doesn't

always make that connection. And then when they do make the connection, it's like, well, look at the huge podcasts. And most of them, you'll see they're interdisciplinary. They talk about multiple things and connect them in the middle. I was just listening to, you know, Cal Newport, Deep Work, and he's got this thing called Deep Questions. He's like super interdisciplinary, and then Dispensa, and then Tony and I was

like, bro, I think that this is a secret because when somebody just comes talking about business or when somebody just comes talking about like physical health, there's always a gap in the market that is preventing people from seeing themselves in your story. But when we layered them together, so now we have three buckets, God, business, and money. And those three things. So you usually have, from our study, you have a big macro principle type of category. So for us to be like God, every time we talk about God, we're talking about it from a big principle standpoint. Spirituality would be like a big one. And then you have something in the middle that is like mass market.

You only really have three mass markets. You've got health, wealth, and relationship. And so you pick one of those three that's kind of like mass market. And then the third one is the rapid changing that keep you really fresh. So it's where the keep you really fresh. So it's where the market changes really quick.

So like AI, business changes really quick, but these buckets are interchangeable. So you have some people who can talk about business. Like for me, business is on like the right end of the spectrum. Whenever I talk about business, I'm talking about something that happened like right now. So I'm never talking about like principles.

I'm talking about like, this is an example that just happened. And it's very quick just for relevance purposes. But then you have some people that talk about business that business is the macro principle thing. And they're like really relevant thing to the right is like crypto, you know, because that changes all the time. So the categories are more of a layering. Every time I talk about God, I'm at this level. Every time I talk about business, business, I'm at the bottom level. And every time I talk about money, I'm in the middle, which is like the mass market.

And YouTube super, super touchy because people come to expect the same thing the same way every time. So we're building it like a TV show. So you all see like event recordings on YouTube from us. I know Myron crushes that with events, but he does a lot of live streams. You don't see like behind the scenes. You don't see, you only see one thing.

And it's because like when people get, imagine if you're like watching Yellowstone or something, and then episode two, season two is like behind the scenes. People will be so confused, like, I want to watch the episode. So they get into these episodic rhythms. And as long as you don't disturb that episodic rotation, they'll just keep coming back and coming back and

we do long forms, this is really long form so people will watch it on like their TVs, they'll put it in theaters and watch it there. But that was a big, that was hard for me because I wanted to do like one time it's like this, it's like a podcast and then one is a behind the scenes, you know, it's like me on a trip and then one is like an event recording and our video guys were like, no, we studied this, this is not going to work because people will get so confused and overwhelmed. They never know what they're going to get. And so when we changed that plus the layering, it started blowing up and it's like, you know,

30,000 subscribers a month, 30 to 40. We haven't spent any ads on it, and it's just weird. Like as a marketer, like a paid marketer, I'm like, what is happening? It doesn't make sense. I was like, it doesn't compute, like, yeah, and so it's kind of fascinating once you get it. Yeah, when you're preparing for those,

and you do a lot of prep ahead of time, or is it more like you start the camera, you kind of know the direction you're going? How do you start? I know the direction I'm going, and I have some bullet points. And if I'm talking about something that I'm not really comfortable with,

I have more notes, because I haven't thought about it. But if it's like, you know, we're gonna have an episode on like what God thinks about money. I don't have any notes, because I'm just like, I know what God says about money and how it works.

And I have a guy in the room too, that this is another interesting piece, it's the producer, which we just sort of accidentally did. Like it's not me talking to a camera, he's the producer. And so it's gonna be really interesting even with you because there's so much in our heads all the time that like if we just go and just start talking, it's making a lot of sense, but it's over the head of most of your audience. They're not actually at Russell Brunson level. They're not fully understanding, especially if you're in flow.

So what the producer does is he just slows us down. Can you explain that for people? Like, what does that mean? Like, what is, when you say a funnel, what are you even talking about? What's the CPA? Whatever it is, and that makes the episodes long, but dude, our average view duration went from like two and a half minutes to like channel wide, it's like 35 minutes an episode Which is really really really high. We're in the top. I think we're the top 2% of YouTube channels in the world based on you duration Just crazy. It's like

1400 or 1.4 million hours a month And if you were just watching two hour videos sometimes I've got a comment a couple weeks ago they're like I've been all of your YouTube episodes in the last week I'm like dude how like to exceed times did you get fired like that's crazy but do they're there just to get into this like it's the episode then that goes to the next episode they just get really comfortable like watching a TV series. And that's how we binge, like people will binge Game of Thrones in a weekend, which is ridiculous.

Like you just literally sit on your couch the whole weekend and watch Game of Thrones. They're doing that on YouTube. Yeah, that's so cool. Man, this has been fun. So I got three big takeaways for me and hopefully for everyone from the episode like revolving pricing method, looking at pricing structure. Number two, removing the pamphlets, topic based, very simple front ends to bring people into the world.

And number three, looking at YouTube through a different lens of like, how do you find the different modalities or different things and layer them? I'm sure with that too, it's interesting, we were kind of talking about this before, but it's like when you're doing that in YouTube, there's a section of your audience now who loves you more because it's like you're talking about and there's a section who probably doesn't like you, but either way, they're both commenting more, which then feeds the algorithm, everything starts happening versus when you're just talking about a business principle, for example, and it's like, yeah, it's really good.

No one's commenting, but no one's excited. Like weaving in the second thing either brings in controversy, positive or negative, but either way it's good for the algorithm, right? Which makes it 100% And then you have like these haters that are on your videos and then you've got your fans that are arguing with the haters.

And dude, there's chains of like 200 comments of just a threat and it's like my crew fighting with some new person. Yes, it's weird. You like almost learn to talk about the things you're afraid to talk about because other people are afraid too and then they just like resonate with it hardcore. Yeah, that's really cool. Okay, well my next YouTube video I'm gonna spend some time and I'm gonna bring in a second

thing and see if I can if I can have similar results man. I'm excited to actually try second thing and see if I can, if I can have similar results, man. I'm excited to actually try that out. It'll be, it'll be fun. Well, awesome, man. I'll bring it to comfort with you. Okay. Dude, this is really fun. I appreciate you jumping on.

So for those people, I think the first thing everyone should do is go, is go get the revolving pricing pamphlet, cause they're gonna first off get that, but they're also gonna see the pamphlet funnel and number two, then they shall go subscribe to your YouTube channel. Is the YouTube channel just Taylor Welch

or is there a name on it? It's youtube.com slash Taylor A Welch and the TWC book, we do have a link for you. It's wealthyconsultant.com slash Russell. Yes. So there. Just a little thing. We'll think so.com slash Russell. Put it in the show notes down

below as well. But that's awesome. Yeah. So they have a chance to go through that process and see I think from a couple things. Number one, like learning the model better is really cool. But number two, I think seeing your your your pamphlet funnels are really unique. It's funny because like I mean, you know this in the consultant world, but a lot of people come in my world and they're like, I want to launch a book funnel. And then they spend two years trying to write a book, you know, or they have AI write a book. It's like, this is such a more powerful, simple way to do something.

And it's more topic based. So it's easier for someone to say, yes, I want that or no versus let me explain why you need these 19 chapters of whatever. Right? It's less overwhelming for you and the audience. Like it's less overwhelmed on both and the audience. Like it's less overwhelming on both sides. Yeah so fascinating. I'm gonna go through all my old pamphlets now and yeah it's gonna be awesome. So well thanks man. I appreciate

you. You're awesome. Anything left for my anything else my people they should go to connect with you besides YouTube and the the funnel? That's it. Thanks for being you man. I look up to you. So a lot of people do. Well, thank you, man. It was really fun at FHL to sit there and, you know, for those, you know, off camera before you got on stage, we sat and talked about religion stuff. And it was cool because you were asking about my beliefs that I asked about yours and it's

kind of fun to the first time hanging out, that's what we talked about. So I think it's really cool, man. I appreciate it. And it's fun. So love what you're doing and thanks for hanging out, man. I appreciate it. It's fun. So love what you're doing and thanks for hanging out, dude. I appreciate it. Go man.