The Russell Brunson Show - 2x Your Business Coaching Session with Ali Abdaal

Episode Date: September 25, 2024

When was the last time you got to be a fly on the wall for a live coaching session? Ali Abdaal recently interviewed me for his podcast & YouTube channel where I dive into a powerful business coaching session for his business! In this unique and public coaching session, we explore the complexities of scaling a $5 million business to $10 million while detaching the revenue stream from the founder's direct involvement. This conversation delves deep into the balance of leveraging personal branding for growth and making your business self-sustaining by building strong value ladders and evergreen strategies. Throughout the session, Ali and I tackle the challenge of turning sporadic launches into consistent revenue streams without losing personal freedom. We explore how to take successful live launches and transition them into evergreen funnels that can continuously bring in sales. You'll hear my take on solving "math problems" (like optimizing funnels and conversion rates) versus "drama problems" (psychological barriers that prevent scaling), and why getting clarity on these distinctions can unlock exponential growth. Key Highlights: Transitioning from live cohorts to evergreen courses: Best practices to maintain high engagement and profitability. The power of a well-structured value ladder: Offering high-value courses and coaching without burnout. Scaling from $5 million to $10 million: Strategies to double revenue while reducing direct involvement. Math vs. Drama: How solving psychological barriers can accelerate business growth. Creating effective ads and webinars: Tactics for converting organic and paid traffic. Tune in to gain insights on creating a scalable business that frees up your time while continuing to grow your revenue! 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 https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets And if you're interested in joining my Inner Circle, check it out here: https://innercircleforlife.com Learn more about your ad choices. Visit megaphone.fm/adchoices

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relaxation, and great Gulf Coast weather. Visit flyporter.com and actually enjoy economy. Hey, good morning, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope you guys are doing amazing today. I've got something really cool for you. So a couple, almost probably two months ago or so, there's a YouTuber who I follow, who I look up to, who I love his stuff. His name is Ali Abdaal, and he came to Boise, Idaho to speak at the ConvertKit event, which is kind of funny because you look at ConvertKit and ClickFunnels are both out of Boise, Idaho, two great tech companies doing amazing things. And anyway, Nathan Berry over at ConvertKit does his, and they just changed their name to Kit. I think it's Kit.com now. Anyway,

he does his big events here in Boise, Idaho and brings in amazing speakers. So once or twice a year, we get a handful of rock stars show up to Boise to come and speak. And I saw on his lineup that Ollie was coming to speak and I was like, oh my gosh, this is amazing. So we messaged him and asked if he'd be, if he wanted to hang out and get to know each other a little bit. And luckily for me, he knew who I was. He bought my stuff in the past. He'd been on my email list for like, he's like 20 years. He's like 14 years old or something crazy. And he also said he always thought I was a scammer, which was kind of funny. And then he read Dotcom Secrets and it changed his life. And he went from making very few dollars to making a very lot of dollars online. And it was really cool. And so we had a chance to hang out. And if you listen, a couple episodes

ago, probably two months ago now, I did a podcast episode where I was interviewing him about how he grew his YouTube channel and stuff like that. And it was really cool. In fact, it was an awesome episode. If you want to go deep on YouTube and understanding that world, I'd highly recommend going and, um, going back in the archives and finding the episode, him talking about that. But then, um, uh, after I got done doing the podcast interview with him, then he was like, Hey, can I do a podcast interview for you, uh, with you? And first I was like, sure. I'd love to. And he's like, I want to do like this. We're basically pretend like I just hired you for a hundred thousand dollars. And I want you to coach me through my business to show me what to grow. I was like, ah, you are very smart. So he flipped

it into a consult call where basically I had a chance to sit with him and just kind of consult him on his business, look what he was doing and, uh, show him how to grow and scale it beyond where he's at right now. I think he said, I can't remember top of my head now. I think it was five, five or $6 million a year and wanted to know how to get get to $10, $20, $30 million a year. That was the context of the conversation. It was awesome. We had a lot of fun. Anyway, that's what this episode is going to be. We're going to show you guys the behind the scenes of the consultation with Ali Abdaal, showing him how to take his info product business in a skillet.

I hope you enjoy it. It's a really fun one. Before I kick you guys into the episode, just one other note. As you guys know, I have my inner circle, which is my high end coaching and mastermind group. And that's one of my favorite things I do in this business. And we meet together a couple of times a year. We mastermind, we have a hundred entrepreneurs in any given time. And it's amazing. Now, one really cool thing about the inner circle is, um, when I first launched the inner circle back in the day, I facilitated all of the mastermind sessions over the last three years. I haven't, I've got facilitators who facilitate, but I miss

doing it. So this, um, this session, I'm actually personally facilitating all the inner circle mastermind groups, which are starting in like three weeks from now. And we have Inner Circle's almost sold out. There's a handful of spots left. And so if you are someone who has done over a million dollars in sales and you have interest in becoming part of my Inner Circle and having me literally facilitate your coaching, there's a lot of cool things happening in the Circle. There's one that happens next month. We come to Boise for two days and I will facilitate a mastermind group with you and about 25 other amazing entrepreneurs. It's number one. Number two is in the beginning of next year, we have a big group mastermind where

you can hang out with all hundred other inner circle members. And then number three, we have a thing called deck in a day where you come out and I even do one-on-one consult with you. So if you get value from all these consults, imagine me doing one-on-one with you specifically inside your business. The only way to get that done is number one, be Ollie and have a huge YouTube channel and ask me to be on it. Or number two is to be part of the inner circle. So if you're interested in potentially joining the inner circle, we do have a rigorous application process to make sure you're a good fit. But if you're interested, like now is the time I would need your applications in this week because our first mastermind meeting started the very first week in October. So yeah, if you're interested now is the time. And if you go to innercircleforlife.com,

that's all spelled out, innercircle, F-O-R-L-I-F-E.com. If you go there, that'll take you to the registration page where you can go and you can apply and be part of Inner Circle. It has more details. It shows you some of the cool people that are in it. And then you could be out here in Boise getting your own consult here in the next couple weeks. So anyways, check that out if it makes sense for you. InnerCircleForLife.com. And then outside of that, I hope you guys enjoyed this episode with my consultation with Ali Abdaal on how to grow his dental product business.

And I'm sure you'll get two or four or ten or a hundred things from this that help you in your journey as well. Thanks so much, and I hope you guys 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. Okay, Russell, so I was hoping we could pretend or act as if this is a business coaching session. You have people rocking up to your office for consults and stuff, people in your

mastermind. So if I rocked up as like a new client or something, how would a business coaching session with you, like what would that look like? How do we start? It depends if we're just met. If we just met, like I try to figure out what in the world do you do. So I kind of know what you do. It helps a lot. But I guess the biggest question is there's always a gap to where you are and where you want to be. What's that gap? What's it look like?

Because I know where you're at right now. Where are you trying to get to? And then we can kind of figure out what's missing. Okay. So last year we did about $5.5 million in revenue we're operating at about like 55 60 percent uh growth operating profit pre-tax whatever the EBITDA whatever the number that is um and that's cool and what percent was it like 55 60 something like that um and what I would love to do in the game of entrepreneurship is to go from 5 million to 10 million and also ideally try and dissociate the business revenue

from me having to show up and continuously film YouTube videos. So I guess those are our two main things. Grow revenue, but do it in a way that doesn't necessarily require, yeah, allows me to take a month off without the business then tanking. Yeah, for sure.

Where's the revenue breakdown? Like course sales versus other stuff versus where's the revenue of that 5 sales versus other stuff versus what's it where's the road that five million come from yep nice so about two million ish is from our content which is sort of adsense on youtube videos and sponsorships and the other three million ish is from course sales and so last year the only course we had was our part-time youtuber academy which is just a single product uh we were we were doing that as a live cohort for about three years and then last year we switched it to evergreen we did a final cohort did a big launch to two million for that launch which was nice and so we have that as a thousand dollar self-paced course now and we also

have a 5k a year kind of coaching e-program for youtubers our youtuber accelerator where um my team gives people one-on-one support for growing their channels. We think 5K for 12 months is probably way too cheap, given how much of a nightmare it is to fulfill on that. So we're now thinking of turning that into... And people charge for something similar. Yeah, because we were feeling like, oh, we need to give so much value. And then we're like, oh, crap, we've sort of signed ourselves up for this 12-month thing. So we're thinking of turning that into like 5K for three months,

which feels a bit more reasonable. We're thinking of turning our YouTuber self-paced course into a $1,000 a year community membership type thing. We're thinking of maybe adding in a $300 product. But then a month ago, we created a new value ladder for productivity, which is the thing that I'm known for. It was a bit accidental that we ended up making all this money from YouTube because I'm not known for the guy who teaches people how to grow on youtube that's not my shtick my shtick is how to

be more productive so we launched productivity lab which is a thousand dollar a year membership community and we sold 500 spots within 48 hours and we capped it at 500 um and that's been going for a month now and people love it and it's great and so we really want to scale that up but without like diluting the quality of the community by having too many people in it we're thinking maybe adding like a one-on-one productivity coaching offer on the back end and maybe a sort of 300 course above uh sort of at the top of the value ladder as a way of getting people in so i'm just through a lot of that i see if any of that makes sense 100 yeah now um right now so basically each of those you sold during a launch

right so you did a launch you guys say they say emails you're creating videos specifically for it and then anything else is happening when you're launching those yeah so we launched we we start by building a waitlist um by funneling traffic from socials and from youtube occasionally and from my newsletter into this waitlist we build up a waitlist and then we do like a launch sequence like 10 to 15 days worth of emails um to that waitlist and then that's how we do the launches when we were doing launches for our youtuber academy and when we did the launch for productivity lab but where i'd love to get to and i'd love to get your take on this is for me like launches are quite a stressful way to run a business and it when we were running live cohorts for our youtuber academy three times a year

it was a real like fingers crossed like this one week where we can get sales cohorts for a YouTuber Academy three times a year, it was a real like, fingers crossed, like this one week where we can get sales out of like a four-month period, like let's hope we make enough money. And that feels kind of stressful. So I'd love for the revenue to be a little bit more like chill, a little bit more recurring, which is why we like the idea of turning YouTuber Academy into evergreen self-paced course.

Yeah, the launch scheme, like people live or die by it because it's like sometimes they hit a launch, they get $3 million, $5 million in sales. Then a year later, they just launch again, and this time it hits $100,000 in sales. But they built up thinking it's going to be as big as the last, all that kind of stuff. We had exactly that. It stresses me out. During the pandemic, the course completely printed cash.

Straight after the pandemic, it stopped printing cash, and we were like, uh-oh. All of our projections were based on this continuing to print cash. Money does not grow in trees. This is kind of bad. So I want to avoid that kind of state of affairs. So right now, if you're not doing a launch, those sales aren't coming in. Is there evergreen kind of working now? Yeah.

So we have one evergreen product. Okay. So we have a – actually, if I draw it out, it might be easier. So we kind of have – nice. Oh, nice thick pens. So we have our sort of YouTube value. So we have our sort of YouTube value, and we have our sort of productivity stuff. So on the YouTube, we have a $1 self-paced course,

which upsells people into a 1K self-paced course, which in theory gets people to apply for the 5K 12-month program. You can say apply, so you can call them on the phone to sell it? Yeah, we had a sales guy. So they would apply, and then the sales guy would go and call with them and then if they were the right fit great um we've closed sales for this right now because we want to revamp the offer because it was a bit much so this is a dollar just for oh it's like a youtube for beginners course okay um so roughly we get like maybe i don't, 200 sales a week of this, 200 per week.

And roughly 4% of people take the upsell to the $1,000 product. And overall of the $1,000 product, we get like 20 to 30 sales per week. So this is doing like 20K a week. But I'd love... And this is just evergreen coming through? This is evergreen. And this is currently closed because we are trying to figure out what to do with it. And this is only...

Is this like they buy this and it's like an upsell in funnel, or is this happening? Is there some other mechanism that you're selling this out? Oh, yeah. So they could either buy this directly. There is a $27 order bump. Thank you for that idea, of which maybe 30% of people take that. And then also they could just buy this directly. So a handful of sales each week trickle in from the upsell,

but a bunch of sales come in directly from them just landing on the thing. Because this is really aimed at complete beginners. This is how to get your first two videos out there. Whereas this is more like the whole shebang, like everything about growing on YouTube. Yeah. Okay. And then do you sell this through a webinar or just a VSL?

A landing page. A really, really long landing page that really needs to be shorter. But that's the only way we sell this. Is it copy-based or video-based? What's on the landing page? There is a video at the top, but then there's shit tons of copy. Why do you want to make it shorter? I don't know.

I just feel like it's a bit too long. Actually, interestingly, our conversion rate on this landing page is about 0.4%. 0.4% conversion rate on this landing page is about 0.4%. 0.4% conversion rate on this landing page. So from person visiting landing page to sales by 0.4%, which feels a bit low because it's mostly organic. I mean, we started doing paid a couple of months ago. And I actually don't know what the conversion rate is of like paid versus organic. So that's actually something to think about. P versus O. And then are people like the organic side,

is it you have a video specifically promoting this or every video like in description you're pushing this or what's the stuff coming in? Yeah, good point. So we have every video promoting this thing. But also I have a handful of videos on my channel that are like how to grow on YouTube. Those get evergreen traffic.

And I casually mentioned, oh, by the way, I've got a a course and i think people are clicking on those although and we have utm tracking but i haven't looked at it in a while so that's a good point cool okay i understand that you understand this and then on this end we basically have this 1k per year kind of community membership type thing which we launched last month the idea behind this is that it's like peloton for productivity so every day there's like Zoom co-working sessions. Every week we're doing facilitated weekly planning. Every month there's a session. Every quarter I do a quarterly webinar to plan your next quarter. We want to do in-person events and everything. And all of this is 1K a year. And at the moment we've got 500 people in this. We've been doing it for a month.

They're all really happy. And we'd love to scale this value ladder and also this one to get us to this goal of 10 million in a way that doesn't require me to always be showing up in churning videos and the revenue from this versus this this is this did about 3 million last year okay and this so far has done well 500k oh yeah 500k cool uh which one you more passionate about this one really interesting i love talking about productivity i no longer love talking about youtube um this is our youtuber academy and so i'd kind of love to love to get to the point where like to be honest like my team is now more youtube experts than i am i just like it's so systemized i just rock up and do my thing yeah and so my youtube producer is like an actual expert on how to grow on YouTube.

And so I want him to be doing like mini courses and webinars and stuff within the YouTuber Academy because he's like boots on the ground. Our editors are freaking amazing. And so I want them to be doing stuff. I don't know anything about video editing anymore. So it's like, yeah. Whereas this productivity is kind of my jam. This is what I enjoy. Was it hard to sell the $1,000 a year thing?

Yeah, so we had a wait list of like 30 000 people this was so they signed up before they knew what the price point was and we did some post sign up segmentation and found like 70 of them were making under two grand a month so they wouldn't qualify for the product anyway um but no we sold 500 within two days and within the first 10 minutes, we got half the spot sold. So it seemed like there was a lot of demand for this offer. But also, my whole shtick is productivity. We've got 5.5 million subscribers for productivity. And this was the first time we've released a product other than my book, which is about productivity. So yeah.

Very cool. Did you close down signups for that? Yeah, this is not closed. Yeah. And we're building a waitlist. We've now got 50,000 on the waitlist for this. But again, our post-thingy segmentation is a bit dodged. So I don't exactly know how many of them would actually qualify to buy this product.

And you're making them qualify by how much money they make or by what? One of the questions is how much money do you make? And that's helpful. Do you only sell to people who qualify or do you sell to anybody? I don't sell to anyone, but it's, it's more like, cause it's,

it's a, it's a low friction sale. They can just sign up. Um, but I'm assuming that if someone makes less than 2K a month, they're not going to buy this. You'd be blown away. Really?

I'm also assuming that if like they're outside of the U S the UK and Europe, they're also not going to buy the thing. Um, which kind of broadly holds true. Like 70% of our customers are U.S. Average age is 38. So they all have jobs slash are entrepreneurs. Yeah.

I'm going to tell you a funny story about Hermosi. So when Hermosi shifted from going out and doing gym launches for people, he started selling the license to his product. The very first phone sale he did, he sold it for $6,000. And the guy was like, done. He's like, oh. So then the next call, he's like, it's $8,000. And the guy's like, done. He's like, oh. So the next guy is like, $10,000. He kept going up until eventually it landed, I think it was like $36,000 a year to sign up. But the crazy is the average gym owner only takes home $25,000 a year. So they were paying more than their yearly take home

for this thing because they believed it was going to help them to make more. So anyway, just from a pricing standpoint, people will buy what they want not what they necessarily can afford or need anyway but and and price elasticity is huge especially on something like this where if you have someone launch a youtube channel how much money a year could or should they be making off of youtube channel oh if it's big then stupid numbers yeah but for an average person like someone who's like, the person who's coming in here and starting, what do you think?

Year one? Like nothing. I think for beginners to YouTube, YouTube is not a make money scheme. It's only a make money scheme for a very small number of people. Is it positioned as a make money thing? No.

It's positioned as a we'll save you time on the journey of growing your YouTube channel. Maybe you'll make money, maybe you won't, but I guarantee in two years, if you do it every week, it'll change your life. That's our whole pitch. And our most common customer is the 38-year-old accountant who always wanted to start a YouTube channel because she has a passion for knitting and wants to share that and doesn't really care about making money from it. And, of course, if she made money from it, it's a bonus.

So that's about 70%. They just want to talk. Yeah about making money from it. And of course, if she made money from it, it's a bonus. So that's about 70%. They just want to talk. Yeah, they just love it. And 30% is like, I'm an entrepreneur. I've got an offer. I want leads. Help me out. Gotcha.

We also sort of, in the background, we're trying to do like a 10K a month thing, which is sort of done for you videos, where we have, I think, your friend Ryan Dice as our first client. Oh, cool. So we're working with him to try and do done for you for his youtube channel like he is filming edit you're just editing or so he's he's filming the stuff and then we're doing all the editing the titles the thumbnails the whole shebang so one of my team members is sort of leading on this

and trying to grow this as a mini agency yeah that's really cool that's a bit of an experimental one. You see if you like that business. Yeah. Yeah, we'll see how it goes. Okay. Awesome. So with any business, there's like a thousand things you could do. Yeah. Someone's looking at like, if this was mine and if I was to take, like, say, bought this company from you tomorrow, like, what would be the first thing I would do? And so, like, I think the, I mean, I think I would focus here first because there's bigger revenue. And I feel like also right here,

you're not ready to turn this into 5,000 people, right? Because you said you're nervous about just the fulfillment and keeping the community. Yeah. You have a thing. You want to make more money, but you want to keep the community small. It's like, it's weird.

I know. Yeah. So I want more people to come into this, but I don't want the experience to be diluted. We're trying to figure out ways to do this. Like do we do quarterly launches where I do a quarterly planning webinar and then we do like a 90-day cohort

so that then they're in a smaller group of people and so they feel as if they're part of a small group. We're thinking of spilling them in like Harry Potter houses within that so there's another smaller group. And so if we can nail how do we cut this community into smaller groups that they feel that that personal connection in then this can really scale we haven't nailed that yet so we're still in the site experimenting our next cohort for this is

launching like next month and so we're gonna let in a couple hundred more people and experiment with this 90-day model and just figure out how do we get this to scale without it is there progression over time inside of here like for your programs they programs, they're trying to get to this level and like even as a progression in it or is it more circular? It's, so the idea, the promises will help you double your productivity. And so they do a survey at the start

and a survey at the end. And actually we're actually pretty close to doubling people's productivity, doubling in just a month, which is kind of nice. But it's sort of like, it's not like it's going to take your business from 10k to 100k it's more like hey these are just generally useful habits where every day you rock up and do some deep work every week you do a weekly review and it's just a thing that keeps on going but is there stuff where like

the reason i'm asking is like i don't want to solve this problem if there's like a progression of like okay someone comes into this and they're going to go through this and then they're going to graduate or get a certificate or something right they they've accomplished this now they're going to move to the next step and like there's there's milestones is there milestones that someone can progress through is it more circular which is like you keep it's more circular it's more like uh crossfit like exercise classes yes you could go to the i mean ultimately fundamentally you keep showing up to the exercise classes yeah to stay in shape okay into that sort that sort of idea, but for productivity. Gotcha.

Okay. There's probably some reason. Because my biggest fear on this one for you is like, I've noticed with people, if there's subconscious blocks in growing something, they won't grow it. And so right now, you have a subconscious block because you don't want to mess up the community. And so for you to go from 500 to 5,000 members would not be hard technically. Subconsciously, you're going to fight it because you're like, you know what I mean?

Interesting. So yeah, usually it's almost always psychology that keeps people back. It's very rarely tactics. Okay. So that'd be the thing is like, I think if you can fix that problem, then that one will open up. Yep. So like the way, again, I don't know the answer, but like we're doing this right now in our

certification program because we had the same thing where people were coming in and all of a sudden, we're selling it throughout the year. So you come in and you have someone who's been going through the program. They're great funnel builder, doing all sorts of stuff. But then the problem is like brand new person comes in and they're asking questions. And the person who's been doing this for a year and a half is like annoyed by this whole thing. And so we were restructuring ours and it's really, really cool. But it's based on there's, there's, um, modules and milestones, right? So I look at a timeline here where it's like, you come in and then this is the first milestone.

So in our world, it's like you make your first 10K as a funnel builder. Then the next milestone is 50K and there's 100K and then there's a million, right? So there's these goals you're moving towards. And inside there, there's these little badges people have to do to get the next goal. Nice. And what's cool about this is we have a process where it's like when you first come in you have you have um you was like the you know or me who like the guru teaching but then internally there's there's mentors so people who are past the 10 000 mark they're like part of their role to get to here is like to become mentors so they're coming in and instead of being annoyed

like oh this person's a beginner they're like hey i'm a mentor so they help get somebody to this spot yeah and as soon as you get to this spot, then you get the new mentors who have been here, but then you also become a mentee for people who are behind you. So now there's like, they're always, they're moving towards, but also pulling back. And then what's cool is then you can keep dumping people in here and they're going through this.

And when someone's on a call or a question, you're like, oh, well, I'm on level three right now. I'm level four. Then they know exactly where they're at. And then you or the people know how to help them. Like, oh, I was stuck level three too. The biggest problem is you got to figure out how to do blah, you know, and help smooth the progression. So this gives you the ability where you can have 5,000 people and it doesn't get overwhelming to the community if you can figure out some version of this for years.

I don't know exactly what it would look like. Nice. Until you're pumped about getting 5,000 people in there, it's going to be hard for you to get more than that. You know what I mean? Yeah. Because if we 10x it overnight i'd be like oh my oh you're my you're subconscious mind will will definitely burn that to the ground before it lets you get there okay interesting yeah yeah so once we nail yeah nice something like this milestone small group experience something like that at the point where i feel like hell yeah we can scale this to 5 000 then it becomes a lot easier to do yeah because it's – yeah, there's always like – it's either a math problem or a drama problem.

A math problem or what? A math problem or a drama problem. A math problem we can solve with like, okay, we just create a funnel, drive some math. That's easy. The drama problem, it's not real, but it's in our heads. And that will sabotage us solving the math problem because we're like, ah, you know what I mean? So that would be like – solve that. then we can talk about the funnels there this one i feel like this seems like it's all in place where like if you went to 200 a week you wouldn't stress out no i would love that yeah

you'd be fine so this is the easier one to solve right now because it's just math problem versus this is a drama problem interesting that's fun i'm gonna label this this is great i have never heard of this framing of it before but that's cool so this is math and this is drama solve the drama we'll do the math that'll be yeah i got it from brooke castillo who's like the greatest life coach of all time she came to our audience and started talking about like see the math or drama and it's funny because we did a whole q a and people stuck and every time they come in it's okay before i answer this is math problem or drama problem like it's drama okay let's just solve that because it's not, it's not real. It's just, it's psychology versus like,

actually solving it. That's really, really good. So, okay, so then you go back, like, okay,

it's a math problem we gotta solve is just this because everything else is all, you know, you gotta raise this to like 15K

or something, but that's, the biggest thing is like, this is the bottleneck that if you fix that, if you get 20, 30 a week organically off of 0.4 conversion rate yeah um yeah you if you fix this piece that becomes 200 weeks not hard because

you're going to still get the organic and then it gives you ability to try on ads yeah um so i wish i could see this page so this page right now i'm assuming you're saying it's yeah it's like really yeah video sales letter of you selling it? Yep. And then long form. How long is the page, do you think? Like tens of thousands of words. 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 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 to shift through resumes. So what do you do? You turn to Indeed.

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and we're working with a CRO agency. We've installed Microsoft's Hotjar equivalent, whatever it's called. Found out what areas the heat map are like more. Okay, cool. Some of the testimonials are outdated and the growth graphs that we have are outdated. So there's basic things

that we can do to tweak that. Yeah. So the bigger thing is, I'm sure there's ways you optimize this. Usually optimization, you go from 0.4 to 0.6 or something. So it's not like a radical shift. The radical shift is like shifting the funnel the way you're actually selling it. Because selling a $1,000 offer through a video sells in a long four page is like a less um it's a tool but it's not the most effective tool oh okay what do you mean so shifting the tool is how you do like for me to sell a

thousand dollar course there's two tools that are like the best in the world to sell a thousand dollar course and one is a webinar one's a challenge and so it's shifting the tool because on a webinar if you get if you get people on a webinar and they watch the presentation, if you do a good webinar, 10% of people who come to the webinar will buy. So it changes the math of it all, right? And are we talking live or are we talking about fake live? The very first time is live. And I do it live a few times until you master the pitch.

And then you transition. So, for example, I launched ClickFunnels. The very first... We tried six example, I launched ClickFunnels. The very first, we tried six different times to launch ClickFunnels and I was trying sales letters, I was trying,

I was trying the wrong, the tools that work but not well and I was trying things and then like four or five months into ClickFunnels, I got asked to speak

at an event and all the older versions I was selling just like a trial, like sign up for a trial and it was costing us like two or three hundred bucks to get someone to sign up for a trial.

It was just like, it wasn't working, right? So my friend's like, hey, come speak at my event. I want you to speak. And then at the end of your presentation, I want you to sell ClickFunnels. I was like, nobody's buying ClickFunnels. He's like, well, make a $1,000 version that you can bundle it together and then make an offer. So I spoke at his event, did the webinar. And in a room of 300 people, we signed up like 100 and something people.

I was just like, oh, my gosh, this is amazing. So I did the webinar. So I did – it wasn't webinars. It was on stage. But I did the presentation, and it crushed. Yeah. And what was interesting is when I was leaving the hotel to go fly home, I was in the lobby, and there was this lady around to me. She's like, oh, your presentation was awesome.

She's like, the problem is like I'm a coach, and so I can't use ClickFunnels. I was like, what do you mean? And she's like, well, during your presentation, you showed how you use funnels to build supplement company, but I don't have a supplement company. I'm a coach and I can't use ClickFunnels. And I was like, I have coaching funnels too. Like you have no, like this works for coaches. And she's like, are you serious? And she had no idea. So she ran back into the event room. It was still going on another day. And she grabbed one of her friends. They grabbed order forms. They came out. Both of them handed me an order form. Like, we had no idea this would work for coaches. I thought it was just for supplement people. I was like, oh my gosh. Like,

I didn't, I need to mention the fact. So on the flight home, I take my, my, my presentation and I added in like a, like two or three slides. Like, hey, if you're a coach, this is how it works. And if you're a, you know, if you're, this is how it works. So I could tweak the webinar a little bit. So then when I got back home, I started lining up webinars to start doing more of these webinars. And I remember the very first day back, I had two webinars lined up. So I did a webinar in the morning.

I think I had like 600 people register for it. Did the webinar and we did like $30,000 in sales off the webinar, which is not bad. I was like, this is pretty good. But then before the next webinar happened, I had another webinar that night that had about the same amount of people registered. And my business partner, Todd, he went in and he exported all the questions from the first webinar.

And he was like, hey, just so you know, at minute 12, everyone's asking this question. They're confused. I was like, oh, I looked at my slides. I'm like, oh, I can. So I just resolved that. I added it, right? And then he's like, over here, they were confused. So we found all the sticking spots.

And so I found all those things. And the offer, they were confused about the offer.. We tweaked that a little bit. We changed some stuff. And then I did a webinar, same size audience. And that time we did over a hundred thousand dollars in sales. And I was like, dang. So then after that, then Todd exported the questions again. And we did that 70 times, 70, 70 webinars. And it over to the point where it got so good. Like I can do the webinar by memory now. Um, but like every concern before it came up, I was able to resolve it. Like if you watch it, it's just like you had to buy.

And so long-term, definitely evergreen it. But short-term, you got to do it at least three or four times to go through that process and just figure out what those things are.

Because the first time, you never know until, but the audience will tell you exactly like where they're confused. Like people are, yeah. So for me, that's what I would do first. I would like,

let's create a webinar. Let still in the styles in our course let's do a live one to your audience yep we test it in fact i literally see this right now to uh last week i didn't do i bought salesfunnels.com so we did a webinar there we had 10 000 people register did the webinar found the mistakes tweaked it all and then that was last thursday so today i'm doing it again uh we've got 4,500 people registered for today. I'm going to do it again. And then we're going to tweak it again. And I'm going to do that three or four times.

And then we'll have the evergreen version. Then we'll turn it on. And then we'll have 30,000, 40,000 people wanting to watch that webinar for the next two or three years. We just keep driving traffic. And it's just crushing thousands of sales. So the ads are getting people to the webinar. And then you're just sort of measuring the effectiveness of it. And that's figuring out your…

And you figure out, okay, it's going to cost me $10 to get someone to register for the webinar and then you're just sort of measuring the effectiveness of yep and that's figured out your and you figure out okay it's gonna cost me you know ten dollars to get some registered webinar from there we get 30 show up rate and 30 show up rate we attempt to buy and the follow-up sequence usually will double the sales and so you just look at the math on that it's like okay cool right now we spend ten thousand dollars a week we make thirty thousand dollars so then you start then go to ten thousand a hundred thousand a week make three thousand go to a a million a week it was just just ramping up the the equation just like a slot machine at that point you like put money in you get back out damn but that's the magic for this like that's the best way so this is creating a webinar and just doing it three or four times once you're an audience once it's cold ads it's traffic and you perfect it and then

now you evergreen it and then moving forward like that thing's just selling for you 24 hours a day seven days a week that Dude, that's sick. Can I do webinars on ClickFunnels? 100%. Sick. Yes. You better do them in ClickFunnels. They don't work anywhere else.

Okay. Talk to me about challenge. How does challenge work? So challenges are very similar to webinars. Webinars, traditionally, it's like a 90-minute presentation. So everything's coming. You register, 90-minute presentation. You make an offer.

You make the software at the end of it. And then there's the whole follow followup sequence and all this stuff. Challenge is like traditionally people would do a three day challenge or a five day challenge. It's the same script as the webinar, but it's broken instead of, um, like look at my webinar script is basically, this is the clock. So this is, this is an hour. So I'm going to do a break it down into four quarters. Like there's four things you teach during the webinar to break false beliefs to get them to want to buy.

And then the second half, you're going to do 30 minutes, which is like your pitch, right? And so it's a 90-minute presentation. With the challenge, it's the same structure, but it's broken up by day. So day number one, you do basically this part and this part. Day number two, you're doing this part. Day number three, you do this. And day number four is Day number two, you're doing this part. Day number three, you do this. And day number four is this. It's just kind of broken up longer for them.

So it's nice for educators because you get to teach. Here I'm 15 minutes talking about this. Here you got an hour or an hour and a half to get more teaching time. You get more time in front of people. The challenges were great. The only downside of challenges is like, I don't know, doing a five-day challenge five or six times to perfect it is a lot of work um and it's harder to ever green challenge just because

it's there's more break off points right like there's people register and people show up day one but not day two and then day two not day you know like there's more breakage points yeah whereas here i try to get i try to max so i'm a webinar guy i love webinars i can maximize some people showing up and selling it and i can i can control this and tweak this a lot easier than a challenge. But we have people in our community who just kill challenges. So they're both good tools. It just kind of depends on the style you like better. That's very interesting.

And if we turn this into a 1K for 12 months type offer where you get access to the community as well and events and stuff, I'd say the same thing. Like webinar is better to sell a 1k product. 100%. Yeah. At that price point, like, yeah.

Selling a thousand dollar offer off of, off of just a straight sales page is very hard. Like one of the hardest. So 0.4% is not bad on a thousand dollar offer. Like I'm not saying that's not bad at all. Okay, cool. That's useful.

Yeah. Cause the conversion rate on this one is like 20% because it's $1 product. I'm like 0.4%. I heard industry average was 1%. Surely we can double it. You know, that kind of thing. A thousand dollar offer though. Okay. But then the this one is like 20% because it's a $1 product. And I'm like, 0.4%? I heard industry average was 1%. Surely we can double it. I don't know. $1,000 offer, though. But then the other thing that's cool

is someone registers for webinar, and they go through. So if you look at my webinar sequence, so the way I do it is we start the sequence over every week. So there's Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, Sunday. And so this is the sequence, right?

So what we do is we buy ads Monday, Tuesday, Wednesday, and half a day Thursday. And then Thursday, I usually perform my webinar. It doesn't have to be Thursday. It can be Wednesday. For me, for my audience, my time, I figured I found that's been like the best time for me. And then that's done. And then what happens on Friday, then you give them a replay. Saturday, then what I try to do is I try to think about different modalities, right. Everyone consumes things different ways. Some people like to watch YouTube videos. Some people like podcasts.

Some people like to read. So I'm trying to give them different modalities. Because some people are going to show up live. Some people will never show up live. So you might get 20% to 30% who actually show up live. 70% didn't. So I'm targeting those other 70%. I give them to watch a replay because they just want it on their time schedule.

So then they have a day or so to kind of to go through and like watch it here on friday then saturday i start shifting okay what are the modalities i'm like oh um what the way we position is like uh those who didn't have time to actually watch the webinar i got a clip notes version webinar you can actually read the whole thing and i'll send them to this page right here so this becomes like this is the clip notes the webinar so they can watch the shorter video read it all And so what happens is you start picking up a lot of people here, but most of them already went through the sequence. So the conversions will go up no matter what, because there's so much pre-framing that happened here and here.

Then you get people to read us. And then there's different modality people who buy here. And then usually Saturday and Sunday, this is where we try to bring in urgency Sunday, then even Monday. And so what happens here is then we have urgency and scarcity. So basically it's like this campaign shuts down Monday at midnight. And so you got to Monday to decide to go all in. And so it goes down there.

And then Monday at midnight, the offer closes down for everyone in this cohort. And so if they click on the links after midnight, it redirects them back to the registration page. They can go re-register, but it starts the whole sequence over. But it does close down. They can't buy anymore and then monday we start back over new ads new funnel start driving traffic and then just keep going through bloody hell and so can people then buy this evergreen or oh okay so they can but also but but but it's it because people

always say like why do you close it on the card if they can still buy it? I'm like, they can – like it closes down like this – like the sequence closes down and the offer disappears. Like you can't buy it through this funnel. If they want to go – they can go find this page they can buy it. They can go re-register and go through the whole sequence again. But it's legitimate urgency and scarcity that we close this down at midnight where it's like you can't buy it. So this happened last week. We did the webinar. We people register as soon as as soon as thursday started we turned off uh we turned off the registration page for the next week boom and so

what's been happening is last week thursday friday saturday sunday monday too like people are still registering from the ad so we had 4 000 people that line up for today and then we'll hit that one and so today the flip to the registration page, it just keeps rolling and keeps rolling. Wow. That's so cool. Yeah. And then,

do you connect these up to your CRM through ClickFunnels and stuff as well? Yeah, ClickFunnels is a CRM, so it's all... Oh, it is?

Oh, fine. It's all... We're in everything with ClickFunnels, yeah. Nice. Yeah. That's so cool. And that's kind of it.

And then, like I said, you can still do YouTube videos and push to like, hey, go watch my web class about whatever, which is great. That's kind of a nice pitch because it's like a free thing.

Yeah. And they're getting more free value. And then from an ad standpoint, putting webinars on ads is the best way we do it. Of all the things we drive traffic to, the thing that's most profitable to paid ads are webinars because we're making more money back here, right? Yeah. But also, we get so many leads coming in. Yeah. Because, yeah. Damn.

And the other thing you can do is, that also is like this right here. So when someone registers for the webinar on the thank you page, you go, hey, by the way, Google my dollar thing. So you'll start selling tons of these too. Yeah.

Just by having it in the signup flow. Okay, question. Yeah. Should we have a $300 midpoint between these two things? Because we're thinking of making this making this thousand dollars a year as like a thingy with like all of the stuff or like a lighter version of like the youtuber operating system for 300 as a self-paced course yes if i if i say yes but where you position it in your sequence is key like you still want like this would be still be the thing i'd sell on the webinar because it's got

the highest price point, easiest for you to make money back and be profitable. And then what we typically do is after the campaign closes down for them and Monday, midnight closes down,

then Dean Gross, TLC, and Tony Robbins do this the best. They call it the no customer left behind campaign. So when Tony and Dean

do the big launches and they close it down, a week later, they message everyone like, hey, hope you enjoyed the challenge or the webinar. If you did enjoy it, if you signed up, congratulations, excited to work with you.

If you didn't, we don't want to leave anyone behind. We want everyone to leave with something. And so they have this other offer. So the offer they put out, it's TonyRobbinsInnerCircle.com. It's like a hundred bucks a month and you get a Tony Robbins lucky hat and you get whatever, it's a hundred bucks a month.

And they send everyone to that after the sequence is over. And they do like, I don't know, they do like 89 million dollars a year off of this this offer that's like on the back side of it so what i would do is after you've gone through this you're in your best case trying to get this then when the campaign ended i'd come back say hey for those who weren't able to get started with this really cool thing maybe you can afford it this is something that you started and get you yeah so that's where i would i would position that in the sequence so that's how i uh when it comes to ads but like let's say if someone if an organic lead from youtube were to go to youtuberacademy.com or whatever would you show that hey we've got 300 we've got thousand

we've got apply now like in your description you mean like no just like like on the on the page on the like if you go on youtuberacademy.com say hey welcome to youtube academy we have these three things for you we've got a 300 thing we've got a thousand thing we've got a 5k thing is that like i think that's fine for organic but in the paid world no one ever sees that you don't they always they only see the funnel they see what you're pointing to yeah yeah so yeah i wouldn't have any problem with that somewhere else but again i'm not as good organically so none of my people would ever see that yeah it'd be hard for them to find it like but yeah this is the thing so like even with Brendan's stuff,

I signed up for his Experts Academy through an ad, and I was trying to find it on Google. I was like, why does he make it so hard for me to pay money to him? Because I'm trying to recommend it to people. I'm like, I literally can't find the URL. But yeah. That's why. Yeah, that's the one.

We want to be able to control the buying situation, right? Because you think about it socially, of all this chaos, all these people. For me, it's like, hey, take chaos or ads or whatever. It's like, I need to move them to a spot where I'm controlling the conversation. And that's cool about funnels.

It gives you the ability to slow things down and take them through the logical sequence of events you need to be able to make the argument for why they need to buy your thing and all that kind of stuff. Okay, I always struggle with this. So Jakob, who's our head of marketing, will often, he's been pushing me to do webinars for ages

and he'll make the slides. And then when it comes to the sales bit at the end, I like blitz through it and I like my energy towards it. It's very like, oh yeah, but you don't need to buy the thing. It's all good. And he's like, he's like, bro, what are you doing? You're such a content developer.

You don't want to sell, like no. Yeah, any tips? Yeah, that's really funny. Yeah yeah a lot of people struggle with that um i mean there's two things there's the there's the math and the drama which one you want i think it's the drama here's the drama yeah the drama is people feel uncomfortable selling yeah because they feel like they're doing something wrong or they're they're like i'm doing this to you yeah which is like what keeps people late and so um especially people who are really good content developers like they've been giving so much content for free forever and they're asking specifically for you to do something it feels awkward yeah um it's the big thing is just i think really understanding that like

at least my my belief and what i've experienced like if people don't pay they don't pay attention like they get free stuff and they they feel. But then the people who actually do something, it's, you know, it's like a funnel. Like the number of people actually do something smaller, smaller. Like the people in my world have had the most success are also surprising as people who invested the most of my money because they pay, they pay attention, they keep showing up. And so I realized for me, it's like, I always be when I'm serving and I love these people. I care about them, want to be successful. If I actually want them to be successful, I have to convince them to make an investment

in themselves to get them off the sidelines and into the game. Right? So that's the thing. So when I believe that, and it's not just lip service, but I subconsciously believe if I don't convince this person to buy, then I can't actually help them, then it shifts everything. I'm speaking on stage, I'm selling. I literally pray before I go out there, please help me to have the ability to convince these people so i can get them it's

like actually successful like i can't do it just by giving them free stuff because they're not going to commit it's like i need to get them to do something so this is so for me it's like it it's no longer hard for me to sell because it's like as much as i love and care of these people the only way i'm actually going to be able to get them to do this shifts they need is I have to get them to invest themselves or they won't. So that's the biggest part. That's the drama. So you got to convince yourself of that. And then the math is just like, here's how we structure that.

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So you don't even have to think about it. So cancel all your unwanted subscriptions and reach your financial goals faster with Rocket Money. Go to rocketmoney.com slash Russell today. That's rocketmoney.com slash R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. Does your guy, does he do his pitch side similar to how I do mine, like stacking, stuff like that? So the biggest thing is the people I've seen have been uncomfortable with it is the ones who are trying to be me

or they're trying to... There's a way to make it your own. It's not me. I have my method. A lot of people try to do it my way and they're like, I feel so uncomfortable. Yeah, well, you're not me. The psychology is there. The psychology is like you're making them offers and you're making it off right and there's there's value each thing and um if if i show you like when i was like trying to learn how to speak

from stage i went to every i went for four or five years i was going to two or three events uh a month just like watch people speak and how they were selling and like what most people would do i think we've transitioned a lot in the last couple of years, but what most people would do is they would talk about what they had to offer. They're like, the first thing you're going to get is this, and then you're going to get this. And it's like, they share like, this is the thing that they have that's worth like $10,000. And then this is the bonus that's worth $1,000. This is my bonus worth $50.

And then this, and they get down to like, usually the last bonus is like the worst one, right? And then from there, like, so the last bonus is like the worst one, right? And then from there, like, so the price, you know, it's worth $5,000, but I'm only going to charge you $1,000, right? But the problem is the human mind, you probably know this better than I do, but the human mind only really remembers the last thing that it was told, right?

Especially in the moment. So right here, I'm telling you that there's a $5,000 offer and, but all you remember is like, that bonus you gave me is not worth $5,000. And also you have this internal conflict. I'm like,

but you get it for $1,000. You're like, but that's not even worth $1,000. Like they forget about the thing, right? So the way the stack works, and again, I do it more,

more salesman style because that's my style, but if you understand the psychology, the psychology is like, if you're making an offer, right, the first thing you got to do is like,

here's the first component of the offer and you explain it, you talk about it, you got to do is like here's here's the first component of the offer and you explain it you talk about you show us why it's why why it's awesome and then we do is create a stack slide to show like so the first thing you're gonna get is this and here's the value associated with it right so that's how much it's worth then you're gonna do the next thing right you talk about that and then you come back and then you have to stack it so you show the next thing it's like so what that means is you're gonna get this thing plus this thing if you add those two things together this is the value of it then you show the next thing. It's like, so what that means is you're going to get this thing plus this thing. If you add those two things together, this is the value of it. Then you introduce the third thing, so on and so forth. And then the end of it is you come back

and like, then you have all of the things are going to get in the offer. And this is where you introduce like whatever the value is. And then they associate with this, not this. So that's the psychologist. You can do it in a way that's less Russell Brunson, used car salesman, pitchman, whatever you want to call me, right? You can do like the Ollie version, which could be different. It could be as simple as like not even using slides. You could like print out a copy of the course. This is the first thing you're going to get. It's going to be amazing.

I'm going to put it right here. And this is the course I would sell for $1,000. Then this is the next thing. And you can figure out your version. It's just the psychology of helping them see so that when they see everything they're going to get, that the price differential makes sense. And that way way when you drop the price it's like oh this actually is a really good value you know i mean yes i've seen people do it i've seen people who have like

who've done it where they write out the things on a whiteboard and they cover the tape and they pull it off like oh that's what it's going to be i see other people who don't do slides at all they're just explaining it yeah they explain the parts and they show pictures of it or you know what it is so just figure out a way that you feel comfortable because you're just going to your friend and like saying like this is the cool like let me show you all the cool things i'm going to give you for a thousand bucks and then you think about that way hopefully yeah like if i had someone looking over my shoulder and being like hey what's in the course i'd be so i'd be like there's this and there's this and there's a camera confidence course

bundled in and also there's a creative course button there but for some reason when it's on a webinar with slides which I guess slides that someone else has made. So maybe, yeah, hearing you say... And you don't even have to do slides. I'm a slide guy so I do slides. Dean Graciosi, if you watch him, Dean's got one slide and it's this one. He does the entire

thing teaching, serving, doing it his way. He does stuff and at the very end he's like, here's my slide and so it doesn't have to be again, think of the psychology. It's like taking the structure and psychology of it and then making a version that's your own. Especially like your people are coming off YouTube, they're used to seeing you in a very certain light.

Like I would do it at your desk. I'd have, you know, make it look like a YouTube video. And just make it feel your style. Don't do my style, do your style. Yes, nice. Yeah, I think in my mind, I had to copy you because I've seen you do this on YouTube a bunch of times and i'm like that feels weird but you're saying that oh i can just do it my own way suddenly makes me oh yeah i can do it my own way like

yeah i think i'm more the dean style than the u style it's like great like i've seen his him do it as well and it comes across as very nice yeah it's like so friendly see for me it's like i i do it my way for a couple reasons it's like when you teach um when you teach you know it's like I do it my way for a couple reasons. It's like when you teach, you know, it's like if I'm teaching for whiteboard, I'm freestyle, I'm going. When I'm trying to sell, I don't freestyle because I have very certain things I need to do. So for me to remember where I'm going, it's all slide driven. So for me, it's like the slides help me to remember the story and the thing and where I'm going. So that's why I do it that way.

Some people don't need that or some people have their own style. You know, like we talked earlier about YouTube. You have your three things. You know, here's the things that I cover. Just follow that process and make it your own, you know. That is very cool. Okay, next question. This is absolutely sick, by the way.

Thank you. One thing that – so we had a great chat with ryan dice and one one thing we were talking about is you know i was saying this thing around you know we want to try and dissociate business revenue from me showing up to make youtube videos the problem is sort of right now our entire company is oh whoops it's sort of like um you know i'll give our company and they're sort of like the content team. And then there's sort of like the commercial team, which has these two courses, the YouTube course and the productivity course. And we're sort of doing some software stuff on the side, but we don't need to talk too much about that um what what ryan suggested was that think of sort of youtuber academy and

productivity lab as like almost separate entities with ali abdal media as like your content arm so that means the team for ali abdal media can just be focused on creating content and growing the email list and driving book sales great nice and easy youtuber academy team would have a head of growth and a head of product. And they can, you know, Ali Abdaal Media can drive leads to this and drive leads to Productivity Lab. But actually, these guys are now trying to get their own like paid ads and stuff. And having a dedicated head of growth for this thing, which is kind of two million a year, trying to grow it to five. And then this is probably going to do like one million this year.

And we're trying to grow it to five. This would also need a head of growth and a head of product. And so then Ali Abdaal becomes just one of the lead gen channels for each of these two different products. And by separating them out into their own mini businesses, mini companies with their own like ClickFunnels account, their own like CRM, their own like landing pages or whatever, it means that these then become more saleable assets, whereas no one's ever going to buy Ali Abdaal Media. I would buy it, but you know just kidding yeah what's your take on this approach of like separating out the different products into different as sort of websites assets i agree my structure is very

similar because i got i've got russell brunson i don't call russell's media but it's like there's me doing the stuff i'm doing right yeah and then we've got like the ClickFunnels company. We have the Russell Brunson, I call marketing secrets, which is all my info product businesses. Then I've got like Dan Kennedy's business we bought. I got Secrets to Success, which is my personal loan business. And each of those has their own team of like an integrator, operator who's running it, and things like that. Then we have like one, you know, it's just like you have like one content team. We have one ads team who are who are working across all of them though that would make sense it would make sense

for ads to be like a shared service across the business like media buying and stuff like other hr supplies all shared but as far as like you are correct it's like there's not someone focusing on the business the growth it'll just atrophy and die over time yeah because we have like one marketing guy who was previously trying to grow like all the things and it's just like split focus yeah similarly we found for social media when our social media person is trying to grow all the platforms they grow at a tiny rate when she focuses on just one thing it grows massively yeah sort of like yeah the focus thing yeah i keep on seeing this so many so often in business that i just i always forget it's a thing yeah for sure um speaking a little bit philosophically one drama thing i often run into is uh this is a

good distinction from math and drama a drama thing i often run into is do i even need to grow the business at 10 million like what's the point i've got enough money like uh am i just being like a capitalist pig greedy blah blah like and then part of it's like no like i enjoy the game of entrepreneurship this is fun i love talking about this that's so cool i'm looking forward to like diving in and like thinking about these funnels and things do you do you get this sort of drama with people that you coach and talk to yeah it's different cultures so you think about in america is probably different culture than europe right oh yeah i think you guys struggle with that more than here we're here it's like cutthroat like you know for capitalists like that's that's the american culture but overseas

other places we work for clients is definitely it's definitely harder i think sometimes yeah um but i think for me it all comes down to like the motives of it right like if this is your game like you're you know if you're an athlete like you want to be the best athlete in the world right that's you know you there's people who go on a team that are there but like they're not trying but like you think about this with, if, if your sport is entrepreneurship business and you're an athlete on the team, like what's the point if you're not trying to do something, you know, like, yes, I have enough money. Michael Jordan's like, yes, he won, he won championship.

But like, but, but what else are you going to do with your life? Right. It's like, I feel like we're on this, you know, the time we're here on the earth is it's a short period of time, obviously, but at the same time, it's like, there's a lot to do. It's like, I spent time with my wife, my kids, and there's like, there's still like eight hours a day to like do something. Like I can watch Netflix or I can like create something of value that doesn't, that like fuels me, but it also like changes people's lives. Like, yeah, I think when you, at least for me, when I started transitioning less to like,

I got to make $10 million to like, if I make $10 million, the amount of people I'm going to be able to affect is double. Like that, that fires me up even more. So just realizing that part of it. And then you start seeing the ripple effect of that, right? Like when we launched ClickFunnels, that was one of the coolest things is like, initially it was like a vehicle and tool for me and my business partner Todd to make money. And then we started seeing people having success. They're like, well, those guys are making money. It became more exciting. Like look how much money these guys are making. And then the obsession became like helping them.

And then what's cool is like, then these people who are all small entrepreneurs, they start hiring teams and people. And like, I remember one time we did an audit. We tried to figure out, uh, just a quick funnels, active users,

how many employees each person had. It was like on average, like 2.5. So like that's, that's 250,000 employees that have jobs because of the ClickFunnels ecosystem. Right. And then we start thinking about, I started looking at each individual entrepreneur, like, uh, like Caitlin Poland launched Lady Boss and they had like 1.5 million women on the email list who were following them. They had like a hundred thousand

active customers who bought their products, who lost weight. And I was like that one entrepreneur that affected, you know, a hundred thousand plus people. And you start looking at the ripple effect, how it starts going. And then for me, that's what fires me up more than the 10 million. It's like, how many lives are changed because you did this thing? That's the more exciting thing, right? And this actually, I'm going to caveat this because this comes back to a question you asked an hour ago. But the ads, how do you create ads long term? If you start looking at this differently, like the first

level of ads people have is like them telling the story like, hey, I'm Ali. I'm successful. I'm successful. Go watch my webinar, right? Which is good. But then what's better is when you come down and you talk about your customer stories. Like this is a much better story and it's a much better ad. Like having this person come on and be like, I went through Ali's course and blah, blah, blah.

And it changed my life. It was amazing. Like if you guys want to check it out too, boom. Like that ad will out convert you doing the ad, right? And you have tons of these people. Like every time you give someone a success story, you capture them telling the story. And that becomes the ad which fuels the thing. Like we talked about you have like 30 whatever Alex told you, 30 ads a month or whatever.

Like it doesn't have to be you doing 30 ads like get 30 people success stories and those people each create three ads now you got ads for next 90 days right so it's like looking at that like there's like the the first tier which is most entrepreneurs focus on themselves and then the second tier which most people never get to is like the focus of the customers and then that becomes the success stories that drive the business to the next level and beyond. So anyway, it gets more fun that way because then it's like we changed someone's life and we capture that.

So for us, when I started realizing this, when someone would have success and they went to a comic book award or something, we'd fly them to Boise, we'd fly to them. Dan Ashton, our team, he bought a camper trailer and he took like four months off and just drove around the country to people's houses to capture these stories we brought him back and they became

a little mini documentaries they became videos they came in ads they came like all the social assets and like hearing you know gabe schillinger in san francisco who was a musician the fact that he never won a grammy but he's got three two comic book awards on the wall he's selling his music beats that's way more fascinating than I sold a potato gun 25 years ago. Let me tell you my story. That's inspiring. That's fascinating. And it opens up a whole new world of people.

It's also tough because in our audiences, people who like me or they don't like me, or they relate to me or they don't. But when Caitlin Pullen came and she did her whole story, she's a female entrepreneur and all of a sudden that brought all these female entrepreneurs into our world

and I had somebody else tell a story like it brings different segments of the world in that may not relate with me or with you or whoever it is anyway so

that kind of maybe hopefully answers two questions yeah no that's great like what I'm getting from that is like actually you know in my mind I've been thinking

oh the goal is the goal is 10 million because various people have said oh it's useful to work back from a revenue goal yeah but just changing the way the changing the framing of it more towards um no the goal is to change more people's lives with these products yeah and like yeah sure the videos are good and sure the book is good but like really the people for example going through productivity lab and some of the people who've gone through youtuber academy have genuinely had their lives changed and are just like raving fans now yeah and if we could get like more like those are the people we're serving and shifting from that i want to get to 10 million revenue because it's fun and more towards i want to serve more people

because it's fun and just nice and just like it's what i do and i need something to do to pass the time that makes it feel a lot better and probably means that I'd be less subconsciously sabotaging myself on route to – yeah. And then I guess the revenue takes care of itself. If you start taking these people and you start putting them on a pedestal, then other people will aspire to that as well. It's like, oh, my gosh. Like, especially if you start bringing these people on your YouTube channel, they're telling their story on your YouTube channel. Other people are like, oh, my gosh. Like, if I'm successful, maybe they'll have me.

If they start working harder – like, we started doing two Comic Club awards. People started seeing it. Then they're like, I want that. And they became more aspirational and started working harder because they wanted that thing too. You know what I mean? Nice. Dude, thank you so much.

This has been absolutely wonderful. Any final parting advice? We've spent a couple of hours together, so you have a sense of what my stuff is. Any unsolicited feedback, any advice, anything you would say? Yeah, I think the biggest thing, like I said, we just need the right webinar, the right funnel to sell 1,000-hour course.

You have so much traffic and eyeballs on the front end for free that I'm so jealous of. And I think converting those people through a free web class will make you money. But then, again, the ability to turn on ads. I think scaling to an extra $5 million when you turn ads on is not going to be that difficult. The profit margins will shift.

I think you said earlier, 60% of the profit margin. When you're doing paid ads, you're close to probably 25%, 30%. So just realizing that as you're doing paid ads, the profits shrink a little bit. But I think getting to $10 million won't be... So you get the ads thing working, you'll be able to scale past that a lot quicker. Got it. That make sense? Remember when Hermosi first joined your the first the first call was like

my goal if i made 20 grand a month i've changed my life forever i was like dude i could tell by talking like that he was you know he was going to be insanely good um i was like if you really make you 20 grand a month like we're we did everything wrong like same thing like like to get extra five million dollars of sales right now you're doing what two product launches a year and you're at five million you know whatever it is like you turn on every group of people can buy every day instead of twice a year like you should at least double you should at least get 10 million yeah if you don't go aggressive with you aggressive with i think you get 20 30 million just by pushing it hard you know so i don't know that thank you oh final question

um any key hires that you think like important who's to help like facilitate this? Should we like at the moment we're working with an ads agency, but should we bring it in house? We've got about 20 people on the team, about 10 on the content side and about 10 on the courses side. I wonder, yeah, who are some key hires to think about? that's such a hard so specifically ad stuff in the short term obviously you don't want to shift your focus like let me learn how to build a paid ad scene but over the long term it's also tough like working through an agency because agency by definition is like you have a percentage of their focus and their time which makes it harder um because ideally if you had somebody who's in-house long term who's looking at all your so like all the content you're making right now yeah like how can i take that how can i turn turn that into paid ads, right? Because you're doing more content than anybody right now. You have so much out there.

Like every video you put out there could turn into four different ads. But you need someone who's able to see that. But an agency is not going to do that because they're going to come back and like, hey, we need, here's six scripts. You know, they're going to give you that versus like someone, so maybe you see me like somebody just an ads focused content person on your team whose only goal is like

watch what you're doing and then from there figure out what are the sound bites so we can turn into ads to push to the course, you know, and like, and pulling those things out for an agency

because the agency is just not going to give you the hands-on you need. But in the short term, you also don't want to build an ad agency. That sucks too. Yeah.

So maybe like having someone on your team just focusing on like, I'm pulling the, that kind of stuff out. I mean, honestly, I would have some... Maybe you already have this person, somebody who is in charge of the funnels, watching it, optimizing it, tweaking it, looking at stats, looking at numbers. It's funny.

I went to... I don't know if you know Andy Elliott, he's very sales driven. I went to his office and he's got 90 sales guys and two people running their funnels. I was like, so fascinating. He came to my office and we've got one salesperson and 30 people working on the funnels. Oh, wow. Because I'm funnel focused. We're optimizing conversion and numbers and stats and trying to figure those things out. So having someone who can do that because the difference in

getting your landing page conversion from 30% to 40% doesn't seem like that big of a deal. Other than that means you get 25% more people to show up to every single webinar, which is insane. Like over time, that's an extra $2 million a year by just having someone focusing on that, right? Or focusing on getting show up rates or focusing on the closed, like all those little pieces. It's just like that's like a little hinge that swings a huge door because so much traffic is coming in there and sells all those little pieces. It's just like, that's like a little, you know, a little hinge that swings a huge door because so much traffic is coming in there

and sells on the back end. Yeah. It's like having someone who's just focused on the funnel and the optimization of it would be probably the other one that I think would be

really helpful for you. Amazing. Great stuff. Thanks, man. Sweet, man. Good session. That was really fun.