The Russell Brunson Show - Dan Kennedy’s Blueprint for One-To-Many Selling | #Sales - Ep. 03

Episode Date: January 22, 2025

In this episode of The Russell Brunson Show, we dive deep into the powerful concept of one-to-many selling and marketing - how to scale your message and grow your business by presenting to groups rather than individuals. Dan’s insights are not only brilliant but also practical, especially for traditional and local businesses looking to leverage these strategies in their industries. Dan has been my go-to source of inspiration and knowledge on selling for nearly two decades, from attending his masterminds early in my career to listening to his courses daily as I built ClickFunnels. Now, as the owner of his company, I get the privilege of interviewing him regularly, and today’s “group sales” conversation is packed with actionable strategies and timeless wisdom. Key Highlights: The power of one-to-many selling: Why it’s the most efficient and profitable way to grow your business. Real-world examples: How traditional businesses like chiropractors, real estate agents, and financial advisors can use these strategies. Lessons from the past: How Tupperware parties, Botox demonstrations, and more pioneered one-to-many selling. Insights for any business: Why mastering this one to many selling skill is critical, no matter what kind of business you run. Whether you’re scaling your online business, running a brick-and-mortar store, or just getting started, this episode will equip you with the tools to think bigger, sell smarter, and create exponential growth. Tune in now to learn from the one and only Dan Kennedy, and discover how one-to-many selling can transform your business! https://sellingonline.com/podcast https://clickfunnels.com/podcast Special thanks to our sponsors: 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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Do you have a funnel but it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you wanna learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to sellingonline.com slash podcast. That's sellingonline.com slash podcast. That's sellingonline.com slash podcast.

This is the Russell Brunson Show. Hey everyone, this is Russell. Welcome back to the Russell Brunson Show. Pumped to be here with you guys and really excited because over the next 60 minutes, you guys are gonna have a chance to listen in on an interview with my mentor, Dan Kennedy. Dan is the person that I had a chance to learn marketing from, man, back, I don't know, 15, 16, 18 years ago maybe. It's crazy how I didn't realize I'd been in this game that long, but when I first got into this business, I was learning from different people

and I remember stumbling to Dan Kennedy. I bought his courses, bought his, I signed up for his newsletter, and then I started flying to Baltimore three times a year to learn from him and from Bill Glaser. And for six years I was in that mastermind meeting and that's where I really learned marketing and business and like the philosophy of success.

And it was one of the most transformational like periods of my entire life. It was amazing. And I've studied Dan forever. And when Dan and Bill sold the business, I stopped going to masterminds. I tried to find new masterminds to plug into and I really struggled finding one that was powerful.

So what I did instead is I went and I downloaded, I went and bought every single Dan Kennedy course, I downloaded and put them on my phone, and the next decade, I literally listened to Dan Kennedy every single day as I was building click phones and planning out strategies and everything. I would listen to Dan every day because I wanted his mindset, his ideas in my head

consistently over and over and over again. And Dan is who I've learned probably more about business and marketing than anybody else on this planet. And a couple of years ago, his company went up for sale again. And some of you guys may have heard this story, but I had a chance to buy Dan Kenney's company, I think two or three years ago now.

Which is cool for a couple reasons. Number one, come on now, how cool is that to buy your mentor's business? That's pretty cool. But number two is because of that, I have a chance to talk to Dan a lot. And once a month I have a chance to jump on a call and pick his brain, ask him questions.

And it's a lot of fun. We do that because one of the core products for that business is there's a print newsletter. In fact, it's called the No BS newsletter. If you're not subscribed yet, you should go get a subscription at NoBSletter.com. But it's a monthly newsletter with Dan just teaching marketing and business and sales and psychology and also anyway, it's fascinating. It's amazing. So every month I have a chance to interview Dan and we pull content out that we're going

to put into the newsletter. And today I just got done like 10-15 minutes ago, I interviewed Dan about one to many selling. And the reason why is because some of you guys know that's what I've been talking about pretty consistently with our audience for the last six months or so, right? Final Hacking Live last one was all about one to many selling. The selling online event is a three day event only teaching one to many selling. In fact, if you haven't got a ticket yet, you should make sure you go to the next one. I think the next one's coming up in a week or two.

But it's at sellingonline.com. We go deep for three days about how to do one to many selling. And it's one of the most, anyway, it's fun. But the number one question I get is people who come to that event and they don't have a traditional business that is used to doing one to many selling, right? Like chiropractors or dentists or doctors or, you know,

brick and mortar type businesses. And they come into my world like, I wanna learn how to sell online, but I don't understand this whole one to many selling, right? Like chiropractors or dentists or doctors or brick and mortar type businesses. And they come into my world like, I wanna learn how to sell online, but I don't understand this whole one to many presentation. How does this relate to me? I've never had a good way to answer that. I know in my head the answer, but again, I'm not a brick and mortar business.

I've never done it before. And Dan Kennedy for the last 40 or 50 years, that's primarily who he consults are brick and mortar businesses. And he does info product businesses and brick and mortars, and he teaches them the same strategies, right? And so this interview I wanted to ask Dan specifically, okay, for people with traditional businesses,

how can one to many selling work for them? And you'll find a couple of things. Number one, if you are a traditional business, you've been trying to figure out that missing piece on, how do you link all the Russell stuff with like your more traditional business? Like this piece that you learned from Dan will give give you like how to bridge that gap between, you know, the online world selling online

and brick and mortars by learning how to do one to many presentations for a local business, which is cool. But if you're not a local business, Dan still is gonna drop so much gold, so many ideas, so many things that, like the nuggets I learned from him 15 years ago that changed everything for me,

I really asked him those questions so he'd explain those things to you too. So this interview is gonna be a lot of fun. It's about an hour long and again, we cover a whole bunch of things about one to many selling from the brain of the great Dan Kennedy. So I hope you guys enjoy this episode. As you're going through it, I want you to think about that,

about yourself, like how you create a one to many presentation because it is the key. I look at how we grew ClickFunnels, right? I tried to grow ClickFunnels a lot of different ways and the way that finally works, I created one presentation and I did it on a live event and I did it on a webinar and then that webinar 70 to 80 times live, then we evergreened it.

And it's the key to everything, right? Every new business I create, the very first thing I do is I create a one-to-many presentation and that is the thing that launches the business, scales the business, grows the business. And so I don't care what kind of business you're in, you need to learn and understand and master the skill.

And so there's two ways you can, number one, listen to this interview with Dan Kennedys and give you some insanely cool insights about one to many selling. And number two, make sure if you haven't yet, get your ticket to selling online event. So that way you can come and spend three days with me, going deep into creating your actual one to many

presentation so you can sell more stuff to your people. So with that said, I hope you guys enjoyed this interview with my mentor, Mr. Dan Kennedys. With that said, I hope you guys enjoyed this interview with my mentor, Mr. Dan Kennedy. Well today, what I wanted to talk about, so in the click funnel side of the world, what I've been focusing on for the last like six months with everybody is one to many selling

and creating presentations and things like that. And obviously a lot of the people in the info world understand that, but whenever people coming from more traditional businesses come in, they don't see how any of it applies. And so I wanna spend time today talking about one to many selling, but specifically as it relates to more traditional or local businesses.

And so that's probably a kickoff is just, I'd love for you to maybe give your thoughts on one to many selling and how that works for somebody who's a more traditional business. Well, so first of all, the actress, Toti Fields, is generally credited with the quote, I've been rich and I've been poor and rich is better. I have made a living selling one-to-one, face-to-face, nose-to-nose, toes-to-toes.

My first job was selling that way, and I have made a living selling to ten from the front of the room, a hundred from the front of the room, a thousand from the front of the room, and ten thousand from the front of the room. And I will tell you, selling to the group is better. The financial efficiency of selling one to many rather than one to one is just undeniable. it actually comes from uh... to your question it it it it most of what you see that you're familiar with in fields like

hours in info marketing are really architecture presentation architecture and methods that came from what we might call normal ordinary businesses.

For example, 1950s into the 60s was the golden era in America of home party selling. Instead of selling one-to-one, companies taught salespeople how to get money in a living room and sell to them. and so companies like Tupperware and Staley Home Products and all of that arrived by this method and they were all selling ordinary products, if you will, that were also sold right down the street off the shelf in the drugstore or at Sears or at the mall, etc. The direct selling industry built around cookware and fire alarms and vacuum cleaners. A lot of that was one-to-one, but the really smart ones figured out how to do one-to-many. So like the cookware company that Zig Ziglar sold for before he became the Zig Ziglarler, most of the people on the call would know if they know him at all. Their top people figured out how to make a sale, which at the time

was about an $800 set of pots and pans, which today would be about $4,500 probably, and then get that happy, enthused customer to invite eight to ten of their friends and neighbors over for a dinner that the salesperson would cook and present with their new cookware. So the cookware was sold one to many. The many eight or ten, not a hundred, but still. Initially, we'll jump fast forward now. Initially, when Botox first came on the scene, a lot of Botox was sold by cosmetic surgeons and dermatologists and other professionals who could administer it doing upperware like home parties. Some of them, they booked people to come into the office. Some actually did the party, did the demo, and then set up shop in a spare bedroom and did the Botox injections for everybody that night.

And so it's been my contention all along that there's very few products or services that one duvetting celly can't be applied to. In some cases, it may not be able to be the entire selling approach, but it can be applied to itashioned his business to deal only with real estate investors and buy and hold investors, not flippers. So he would run seminars to educate people about why they should be buying and accumulating rental properties in order to quote, own their own pensions, unquote. But then, once a week, there was an evening for all the graduates to come to

where from the front of the room, he presented properties that were available, that they had listed of course, that the numbers worked right for investors. And he would show the property, explain the property, explain the math, and then sell the property with like 10 days to do the inspection, do diligence and stuff. But essentially sell the property and take a deposit for it at the back of the room, like you or I would sell horses. And then he would do the next one, and then he would do the next one, and then he would

do the next one, and then he would do the next one, and then he would do the next one. And this got so big that in Phoenix, a old Kinney's shoe store, great big giant Kinney's shoe store, which had great corner placement, big parking lot. In front of it was all glass, so it had great visibility. We bought that just to run these meetings,

because we would have 300, 400 people at what we call the Tupperware party on Wednesday nights selling real estate instead of Tupperware party on Wednesday nights, selling real estate instead of Tupperware. Second example where this is more common, but it is an ordinary business, is the financial advisor business. Danny run free evening workshops, free luncheons, free meetings of one kind or another. They obviously pitched to many at one time and then they switched to one-to-one closing by registering people to come in for consultations. Chiropractors for manipulation under anesthesia, which was big for a while in chiropractic, as a substitute for back surgery,

I took the real estate model and had chiropractors running evening seminars and signing people up right then and there for their sessions and running their credit cards, restaurants, club memberships. It's really hard to name a legal business, a local, main street, small business that can't devise a sell-to-many opportunity and use the same sell-todominant methods that all these others use and that you and I have used pretty much for our entire careers. I have a friend who's a chiropractor and when he came in, when I first met him, he was trying to figure out this, like how do I apply what you're doing Russell to my chiropractic? And it's funny, I watched him for years trying to struggle to figure things out and then he was like, I need to figure out how to gather a bunch of people.

What he started doing is he would rent out a movie theater and I remember Star Wars, the new Star Wars came out and he invited all his clinic and their friends and everyone. He ended up getting a movie theater of like 300 people to show up and then before the movie got done, he stood up and did a little presentation and had signed people up for adjustments and he crushed it with that. I thought it was fascinating because he asked me, how should I gather people together to do a presentation like this and I didn't really know other than what I do, which is Facebook ads and things like that.

I'm curious for more traditional businesses, what's the best way do you think or best ways for people to gather a group to be able to do a one-to-many presentation? Well, so there are four really good strategies. So one is leveraging the enthusiastic new customer and your own customer. Sometimes you could do it by force. For chiropractors, we taught and had many docs doing, and you should tell your doc this, the mandatory new patient orientation class, how to get well faster. And the patient had to come and had to bring a buddy or they were dismissed as a patient.

So it was a requirement. So if he got 10 new patients in a week, he was going to have 10 prospects brought to him at a presentation. It's a strategy that came from Weight Watchers of the 1950s. So often, by force or by excitement, like the cooking the dinner for them example I just gave, you can get the customer to gather the group for you or you can get the customers to gather the group for you. Second strategy is the one you described, the non-selling event where either lead generation or selling is actually done.

The movie theater tactic, the movie theater application of that is used a lot by martial arts school owners and other type of after school child education businesses, including music schools. In our world, Steven Oliver and Michael Hwang, who are both clients of mine and both in martial arts, use it. Ortha Dantas use it. Dr. Dustin Burleson, very successful with it. And now they don't go quite as far as you did, but they will rent the theater, often for a, they can have a somewhat related movie. The martial arts people, it's easiest for because there's a series of kung fu panda movies and there's other kind of martial arts related films that come out during the year for kids. And they'll rent it and they'll invite all the customer families and all

their friends and neighbors. And they will of course capture their information as they enter and either interrupt the movie with an intermission or at its start give a brief welcome message and here's what we do and there's literature at the back of the room and then they will offer them a free class or the chiropractor would offer the exam, et cetera, and sign people up for the next step. They wouldn't go all the way to making a sale. On a very small level, you have professionals doing this in their offices where about a particular thing, let's say in Visalign, they will invite patients with

teenagers to come and encourage them to bring friends, neighbors, and relatives. Maybe they'll only have 20 or 30 packed into their office for an evening, but four or five patients were into real money. So the denying event that is not quite a sales event is the second strategy. The third strategy is the big open house, that there are reasons for customers, clients or patients to bring folks to, where you get a meet and greet opportunity. Again, you may not create a true sell too many opportunity, but you will create a market to many opportunity. Alan Reed, a member of ours for many years at Reed's Dairy, does a fabulous job with this once a year with his farm days

and there's hundreds and hundreds of customers come and bring friends and neighbors and relatives. And they all have data captured in order to enter drogs. And they all meet and greet, and they're all moved through the dairy store, and they are all signed up if they can be for new, as new home delivery customers. So the big open house. And the last strategy is the typically non-paid speaking opportunity where you can sell to somebody else's many. And at the local level, there are still quite a few meetings. There are civic club

meetings, welcome club meetings. My wife belongs to a welcome club. They have a meeting every month and they have a guest speaker every month. Most of the guest speakers are too dumb to sell. There's no prohibition to it. Occasionally, one does sell and does well. If you were pretty aggressive about it and you were at a market all the size of yours or say one of my local markets if you were in the Akron Canton Ohio local market and you were a chiropractor or you were a financial advisor or you owned a restaurant etc, you could probably have a decent speaking engagement

every week. And at most of them, you could put together an offer and you could sell. So those are the four best strategies. Very cool. Hey, Funnel Hackers, I want to talk about building your business. You've got the idea, the passion, the drive, but here's the thing. strategy. Very cool. I'm talking about formation paperwork, a real business address, premium mail forwarding, and even a local phone number so you can keep your home address private and stay safe. And it doesn't stop there. Northwest is your one stop shop for business owners. They've been doing this for nearly 30 years and they've got the expertise to back it up.

From trademark registration to custom domains, Northwest does it all and they do it right. You get more when you start your business with Northwest Registered Agent. Don't wait. Protect your privacy, build your brand, and set up your business in just 10 clicks in 10 minutes. Head to Northwest Registered Agent today and start building something amazing. What's up, funnel hackers? Today I want to talk to you about something that's kind of like a funnel for your finances. There's an app called Rocket Money that my wife and I recently downloaded. We went and added our

bank accounts, added everything in there, and instantly started showing all the subscriptions we were paying monthly for. And what's crazy is most of these things we completely forgot about. Oftentimes my wife has signed for something and I also signed up for it and we're paying twice for the exact same service. It was crazy. So we started using Rocket Money and it changed everything for us. Rocket Money is a personal finance app that helps you to find and cancel your unwanted subscriptions, monitors your spending, and it helps lower your bills so you can grow

your savings. Now here's what Rocket Money did for me. It showed me all of the subscriptions in one spot. Our streaming services, our apps, our membership sites, some of which we literally had not seen in months and a couple in over a year. Now Rocket Money canceled the ones we didn't want anymore, saving us hundreds of dollars, in fact,

actually for my wife and I, it was over $1,000 per month, and they didn't stop there. Rocket Money even monitors my spending and sends alerts if bills increase or if I'm going close to my budgets. Now with their personalized dashboard, you can see exactly where your money's going. I've even created custom badges with categories

for everything from groceries to business expenses. Do you wanna save automatically for a new house or paying off some debt? Their goals feature makes it simple and hands-free. Rocket Money has over five million users, including my wife and I, and it saved over $500 million in canceled subscriptions, saving members up to $740 per year

when using all of the app's premium features. So if you wanna cancel all your unwanted subscriptions and reach your financial goals faster with Rocket Money, then go to rocketmoney.com slash Russell today. That's rocketmoney.com slash Russell, R-U-S-S-E-L-L. That's rocketmoney.com slash Russell, R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. I remember the very first time I got asked to speak at an event and sell, in my head I had this vision

of what it was gonna look like. I remember going and doing my presentation and then when it got done, nobody bought, nobody went to the back of the room and it was really embarrassing. I swore I was never gonna speak from stage again and then I went to another one of your events, I saw the embarrassing. I swear I was never going to speak from stage again. Then I went to another one of your events. I saw the process again.

I was like, I have to learn this. I remember buying, I can't remember the name of the course, it was like 50 CDs, it was huge stack and it was all about how to speak from stage and how to sell. I remember going through all the CDs and what I learned was how different it was to give a presentation than I thought. I thought I was supposed to teach people and wow them and show them all the information. Whereas what I learned from you was different about how to structure a presentation in a way to actually get somebody at the end of the presentation to buy the thing.

I love your thoughts just on an overview of how someone should be structuring a presentation for a one-to-m many event to actually get that person to go and buy at the end versus like, you know, that feeling where like, oh, that was really great, I learned a lot, thank you so much, they don't buy something at the end. How do you change that? Yeah, so, well first of all, your experience,

it was not my experience. The first example I saw was very, very successful. And my first attempt was nowhere near as successful as I later developed, but it was a success. However, your story is one that is quite common, and I've heard it a lot over the years i saw this i went and tried it and i got my butt kicked and i was humiliated

and i've decided you know i'm never i've i'm never going to do that again and common because your concept, your thought of how it worked is common. And that is I'm going to tell them all this great information. I'm going to give them great ideas, maybe I'm going to demonstrate something. And then either without a commercial or with a commercial packed on at the end, and by the way, always rushed and hurried and done as if embarrassed by it. A person's whole tone, body language, and physiology all tends to change

when they shift from the 45 minutes of stuff they wanted to talk about and that people seem to be happy hearing through the 15 minutes when they are now trying to sell something they are uncomfortable with and their discomfort oozes out of them like the stench of an alcoholic first thing in the morning. And the crowd, of course of course feels and senses it. But that concept simply doesn't work.

The big thing to discover and learn is that when you are selling one to many, and really by selling we can mean driving them to the back of the room to buy something or driving them to the back of the room to register for some specific next step. When you are doing that, being undetected by the audience, the entire presentation from the very first word out of your mouth is a sales presentation. And it is built and engineered to be a sales presentation with a start and a progressive movement forward of agreement with item A, which is necessary to agree to item B, which is necessary to agree to item C, using a typical selling structure within it just as you would use in a webinar or in a sales letter or in an ad. For example, you might use problem, agitate the problem, discredit all solutions to the problem, present your solution as the only one. Four steps, it's very common, it's very

basic, and it's pretty reliable. So your whole presentation is that. Now the audience still doesn't know that and when you shift into into what you have to offer that they should take home with them or that they should do into your call to action, there's a little bridge to it and it's seamless. It's not content, stop, slave on the brakes, turn on the commercial. Not like a TV show and a regular TV show, not an infomercial. And a TV show, you know, stops. And then there are commercials. That's not the way this works. This is seamless. They don't even really know you've bridged them into the call to action until they're there. And there's no change in the way you present.

I created a business for a guy at one time and I was speaking to a small group of chiropractors, and he was the speaker before me. There were two of us for the day. And he was, I don't know, late 60s, early 70s at this time, had been added for a while, was well known in the profession and beloved in the profession. I had one time he worked with Napoleon Hill. His name was Foster Hibbert. We currently have his nephew as a member, purely by accident.

So I got there early and sat and watched his presentation. And he was the most mesmerizing speaker I've ever seen and I have seen a lot of them. I have seen a lot of them and I would still rank him as such. His ability to captivate and hold an audience was second to none. Then he got to his offer. And it was the most pitiful, pitiable thing I'd ever seen in my life. He physically shrunk and probably aged 10 years instantly and stumbled and mumbled like a Biden and talked to said essentially his pitch was I have several of my courses on tape in the back of the room they're in that big suitcase on the table, and there's a box there next to it, and you

can take whatever courses you want and pay whatever you feel you should pay. Thank you very much. And I turned to my friend who owned the seminar, and I said, I know this guy's famous. Well, I came early. How in the hell is he making a living? Because I knew my friend wasn't paid.

These were no fee gigs. And Rodney said, I have no idea how he's making a living. I know he's not making a good one. Of course, this is somewhat speaking on prosperity. He stayed and watched me, and I no longer recall the exact numbers, but I don't know, there were 100 doctors there, and I did, I don't know, 50 grand left from the front of the room. And he chased me to the coffee shop afterwards and confessed that while famous and beloved and busy as a speaker, principally in the profession for many years, he was barely paying

his bills. And I said, I can't imagine you're paying any of your bills. I mean, that's the sickest thing I've ever seen. And we fixed him. I created a business for him and I fixed him. But it wasn't easy. So some of this is attitudinal. It is, and I don't mean in the sense of positive attitude, I mean in the sense of how you feel

about spelling from the front of the room. A lot of people have So that's kind of an unknown secret. And then the second thing is the presentation has to be structured and crafted from beginning all the way along to be a sales presentation. You don't get to throw in your favorite joke if that joke doesn't advance the sale. If you were selling the same product or service one-to-one, face-to-face, would you stop the presentation to tell that joke and if you wouldn't, you don't get to use the joke. So there's a discipline to this. We do have, of course, a lot of resources about this accessible to Diamond members, including a program called One to Many Selling. I have a book on it.

So it's a simple starter place. You can get the book at Amazon. The thing about this is once you get a presentation that works and you get a you that works delivering the presentation, you have a tremendous asset and you have a tremendous skill that can be applied to bigger and bigger numbers than where you start and be transferred to media. So what works selling from the front of the room typically will work selling via a webinar. There are slight differences and slight tweaks. It'll never work as well because you don't have the group dynamic.

You don't have the visible stampede effect, but it will often work well enough to make you a whale of a lot of money. And it can be evergreen. You may never need to change it again. God forbid, and I always like to go back on wood and say a prayer after I say something like this. But if every dollar I have was wiped out tomorrow and I had no better option, I could go to the file cabinet and I could get the presentation out and I used selling a marketing system to chiropractors in 1983 and I could dust it off and I could get 10 docs in a room somehow and I could

give that presentation and I could walk out of the room with 10,000 or 20,000 hours. These things, if you have a group presentation that works and you have the ability to deliver it in a way that works, you'll never ever, ever, ever, ever be broke. It's interesting when I look back on just the history of ClickFunnels, I don't know if you knew this, but when we first launched, I tried to launch using different websites and funnels and things that people were doing. And it wasn't until one of my friends asked me to speak at his event and give a presentation. And he's like, I want you to sell a thousand dollar version of ClickFunnels.

And I was like, I'm selling a free trial right now, nobody's signing up. And anyway, he made me go to the event, so we made a package and put it together and we sold it. And it was the first time for me I'd ever had a table rush. We were jumping over the tables and running and buying and I was like okay this presentation, this is how we sell ClickFunnels and then I went and did that presentation live like 70 or 80 times in a row over the next 12 months just over and any audience I can get in front of like virtual, in person, like just over and over and over again and that's what you

know built the whole ClickFunnels business was on the back of one really good presentation. And it's funny to this day, I got asked to speak in the UK last month, and I flew out there and just did the exact same presentation, and sure enough, closed half the room, same numbers, same percentages, a decade later, it just keeps on working.

Yeah, as a side point, what's interesting about that is when you go speak in the UK, the first time, you are almost always counseled by whoever is bringing you in that those customers are different and that they will respond negatively to American style very aggressive selling. And it's a complete lie, just ignorance because your experience is my experience and it's been the experience of others. The first time I sold there, I didn't change anything. I said, I'll be damned if I'm going to change a presentation that I know works and exchange it for a presentation I I don't know if it works, because you think the Brits are different and they're not.

I did a presentation for Frank Morenda, a member of ours, in Italy with the audience made up of people from four different countries. I had to speak through a translator, which if you've ever done that is not a lot of fun, because you have to slow down. When you speak to sell, by the way the title of my book is Speak to Sell, when you speak to sell, which you also know, you speed up. You don't slow down. You give it to them during for a fire hose speed, not slow pedantic teaching speed. You don't want them to get it all.

You want them to have a sense that they didn't get it all, so they got to get it in the box. And it's hard to do humor when it's being translated into four different languages. But still, other than that, I didn't change anything in presentation content or style or structure. And it didn't matter what country that they were from, they all bought. And so in the US, people will get in their heads, my customers are different. So they will get from you and me how to structure one of these presentations and deliver one of these presentations. And the financial advisor will tell you, well, no, my clients are more sophisticated and they all have PhDs and they're not going to respond to this.

My clients are doctors. You're never going to see doctors or lawyers stampede to the back of the room. Yes you will. And I've done it with all of them because it doesn't matter whether they're doctors or even if they're lawyers human nature is human nature and stimulus and response is stimulus and response behavioral site is behavioral site and so

you want the stampede effect you want them knocking people down and jumping over tables to get there, you can do it pretty much with any audience. I spoke once at the Excellence in Dentistry Conference, on I think either right before or right after the Smothers Brothers for some strange reason. We were in a separate conference building, small, not big like you're going to be in Vegas, but a separate thing, not part of the hotel. And so the product tables were actually outside the conference center. You had to make a pretty sharp right out the doors and they were on the

walkway between the Conference Center and the hotel. And there were like 300 dentists and I said this is no good because people are going to get hurt. I mean I'm going to send them all running. And it's like a four-lane highway squeezing down to a one-lane exit with a right turn in it. People are going to get hurt. And they're like laughing at me. You're not going to get these dentists to run anywhere, trust me. Okay, and we actually had one dental assistant, had two fingers broken as she got knocked

out and somebody stepped on her hand. People got slammed into the wall and were climbing over each other and waving credit cards. They said afterwards, the guys that own the Excellency's dentistry, they'd never seen anything like that before and couldn't believe it was possible. But human engineering, if you will, is human engineering, and it's an important thing for people to learn. Whether we're talking about speaking to sell and selling one to many or really doing any kind of marketing. Foundational stuff that drives it, your business is not different.

Your customers are not different. The customers are not different. I have a big poster, Dr. Tom Orent, who's a member of ours, made for me, letters on it that says, but my business is different because so many people say that. The fact that, and we fight it with new members all the time, the idea that my business is different, my customers are different, my clients are different. And no, they're not. Stripped down to stimulus and responsive behavioral psych, they're all the same, every single one of them. What's up, Funnel Hackers? I want to talk to you guys about a challenge that every business faces, including mine,

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That's LinkedIn.com slash clicks. Terms and conditions apply. LinkedIn, the place to be, to be. We talk about one of the things I learned from you and it's interesting because I see people who have a chance to speak in front of people and sometimes they get on stage and they nail other times they get on stage

and they bomb and a lot of times they don't understand why. And one of the things I learned about you is just how important it was when you create a presentation that's structured to sell that you follow it to the T. I think I'm very good at that because of what you taught me about that. I love you, Shucks. I think sometimes when we're teaching other things, we're going live on Facebook or doing other types of teaching, we can go down different rabbit holes and tangents. When you're speaking to sell, when you structure something, you don't want to deviate from that at all.

I'd love for you to talk about that. So, a pet peeve of mine is a lot of what I see put up and done online, not adhering to this at all. People winging it. They get an audience together, which is a dollars or time or reputation expensive thing to do. And then they sort of jump on and operate with obviously little or no preparation. And to your point, they'll do a webinar for example and they'll do it let's say once every three weeks, drive an audience to it. And it's not the same. They say different things.

They do different things, which means they don't really know what works and what doesn't work. And this is asinine. When you go see a Broadway play, it doesn't even resemble the first script. If it's successful, a bunch of really smart people spent an enormous amount of time getting to the first script. Then they started to try it out and found the dead spots and the spots they thought people would react to that they don't react to and then they fixed it and they fixed it and then they Then they typically go do it off Broadway with small audiences. And then finally, they have a play that works.

Nobody is going to deviate from that forevermore. If you see The Wicked That Worked, you're going to see The Wicked That Works. And from night to night, nobody gets to improvise. That's not the deal. And we can say that about anything that is a performance meant to get a response. Leno, almost every week, went to a small comedy club in LA on open mic night in order to test a bunch of the monologue material that he and his writers had prepared for use in the coming week. And if any of it killed, it would migrate into his Vegas act. He didn't just walk out when the curtains opened on The Tonight Show and wing it. Once he had an act for Vegas, he flew up almost every Friday night and did Vegas, he didn't change that act for months, maybe even years. So a lot of selling success is about discipline and figuring

out what works and then having the discipline to perform it and to perform it the same way every time. Even people who are speaking to persuade but not actually making a sale, so they have more flexibility, but what you will find is they are all modular, meaning they all have pieces of material that work for them that they pull out maybe in different order, in different situations, and deliver then that same way, the same time. I, as you might imagine, took a mental bath in the inauguration yesterday. I watched pretty much from beginning to the end and Trump has what we call Trump's greatest hits. He's got pieces of material that he has honed to perfection and he trots out and delivers them exactly the same way every single time.

Music entertainers sometimes get really grumpy about audiences not wanting to hear their new stuff. Mike Nesbitt of the Monkeys who was disaffected and came back Mike said he couldn't go into a restroom without performing Last Train to Clarksville, because people want the greatest hits. And so like Trump has a piece of material about windmills, ultimately its end is gladdest. I know you want to watch your favorite

president tonight on TV, sometimes he will substitute, I know you want to watch Wheel of Fortune tonight on TV, but we can't because there's no wind. And so he does this whole bit about windmills, he does it almost verbatim every time he does it. And he gets laughs at exactly the same places every single time. Well, that's how you perform when you speak to cell, which will include getting laughs, by the way. Once you get it, and you get it right, the version of my magnetic marketing selling speech that I gave at all the big success events, the AV crew said that they could set their watches by how many minutes in I was going to hit X piece of material every single time.

I did that presentation, that version of that presentation over 800 times and I'll bet you if you had transcripts of all 800 you would find three words of variance. If you had them all on video you wouldn't find any physical movement differences, gesture differences either. So it's one thing if you build the one and done and you're going to go give a presentation, and you're never going to give it again, and so it's not a big opportunity. Still, there's reputation issues in a marketplace that have to be considered. So, you shouldn't take it casually. What happens a lot online is there's the idea that it doesn't cost anything. So we'll just jump on there and do something. An awful lot of bad sets, you know, where they're in front of a flat bookcase, a wall

with an unrelated painting on it, you're supposed to be a financial expert and she's doing it in her kitchen. You see some really stupid stuff that if people had to spend money to do it, it wouldn't happen. But just because you're not writing a check to a conference center or a TV studio, you are spending time, you are spending audience, you're spending word of mouth, you're spending reputation. And if you're doing it online, and you have any size audience at all, you can be certain

that people are going to yak about it in social media after you do it. And if you're crappy at it or it looks lousy, people, that's what they're going to focus on. So again, you can have the best script in the world, but you haven't got the other elements right. Just as you have to be concerned with a room if you're speaking live in a room. I can't tell you the number of times I've arrived somewhere and they have the room set up 100% wrong. I have to make them redo the room. So these details matter and once you figure out what works best in your situation, you want to lock that in so that it's like automatic for you. You know, Patrick Mahomes, he looks like he's running around playing backyard football with Kelsey out there, but that ain't the truth. Those two guys do extra practice and they rehearse all those goofy scramble plays.

And Mahomes knows exactly where Kelsey's going to be when a play breaks down because they've scripted it. And he certainly isn't changing his throwing motion randomly every game. Oh, I think, oh, this week I think I'll throw it with my left hand. No! People lock in what works for them. They figure out what works and they put a lock on it. Yeah.

That was one of the most powerful things I've ever heard you teach that first time. And so for me it's like, I'm probably not quite as clockwork as you, but same thing, like same jokes, same thing, same story, same. And it's crazy just how simple that is. And then what's cool, at least for me, it's like, especially when you're first doing a new presentation, it's like you feel the, you feel the lulls, you feel the parts that aren't working.

And so you go back and just tweak that and change that. And what we did that worked really well was we were doing webinars. You fill the lulls, you fill the parts that aren't working, and so you go back and just tweak that and change that. What we did that worked really well was we were doing webinars, we'd do the webinar, and then afterwards we'd export all of the comments and see like, oh, at minute 15 people are getting confused, or over here people are asking questions. It's like, it gave me the ability to know

what to tweak and to change. Kind of like you talked about with Wicked, right? The first time you're doing the show, to the point where it's like, we had a presentation that was flawless, now it's like, now let's just do this as many times over and over and over again word for word. And it was funny because I spoke at this one big event and when there's 9,000 people I

did the presentation. The next year they invited me back and it was a bigger stadium with like 35,000 people and I gave the same presentation and people were like, I can't believe you gave the same presentation twice. I was like, you guys don't understand, there are 9,000 people this one, and now there's three times as many people and probably, you know, the 9,000, maybe 2,000 of those actually showed up. So it's a new audience, even though some of you guys have heard it before. And I also found that people would register for the webinar and watch it three, four, or five times before

they'd be willing to buy. And so it was like, it was a lot of discipline for me to not want to change it or tweak it, but by just being consistent with it over and over and over again, that was the secret that built our home. Yeah, and by the way, that is a big secret. So we can close on that. People ought to hear it. A lot of the purchases for booking an appointment to an advisor or a doctor, a lot of response

happens after four or five exposures to the same pitch. So people will get same direct mail piece again and again and again. In financial services let's take Fisher. If they fit a particular demographic profile, they're going to get that saying that fisher piece five times a year and eight significant number of them will say anecdotally they have all put that

they have read it uh... they almost responded and then finally the fourth time or the fifth time they did with TV infomercials, which you could click in and out of, so they have some similarity to web presentation. We knew statistically from surveys, from talking to customers, that a great many of them watched the entire program, 28 and a half minutes, about a mop, four times before they ordered. And so that's how media works and that's one disadvantage of selling from the stage or selling one-to-one in person is you don't get to gather them all up again two weeks later and lay it on them again.

You don't get to go to the home or the office, make the presentation, not make the sale and come back next week, sit the guy down and do the same presentation. You don't have that opportunity. But with almost all media, you do. And with web media, that is on demand access, people can come back on their own, just as you described, and watch it again. And watch it again. They will. Not everybody, of course, but a significant number of the buyers do. They are getting to a point of belief through repetition. And you want to take full advantage of that repetition. And your media strategies, whether mail or email or webinar, et cetera, your media strategy should provide this repetition opportunity whenever you can.

He had a titanium member, a film member for a long time, his name is Rod Ipec. And his info business at the time sold to auto repair shop owners. And he had a little direct mail booklet that worked. A list of independent auto repair shop owners is not big. It's not a big niche market, which was one of its problems. But that booklet worked. Gee, if only we could get them to read the booklet again and again, they buy. And so for almost two years, we mailed the same booklet to the same list every month.

The only thing we changed was the outside page. We changed the color of the paper and got almost the same response month after month after month after month. I'll give you one more. Speaker years ago his name was Chris Haggerty, leadership guy, and Chris had gotten a big article written about him. One of the airline magazines, Beltas, I think. And we were on a flight together, and he was telling me that he didn't think he was ever going to have to market for months because when the article came out, he actually was

buried in inquiries from the kind of corporate executives that he needed to book him. He said, geez, if I could just make that repeat. And I said, well, why not? He said, well, they're not going to publish the exact same article about me every six months. I said, no, but they'll sell you four pages, and you could republish the same article every six months. Since you're buying it, you can tweak it if you want and you can strengthen the call to action at the end. But if I were you, I would just buy four pages and make a deal with the writer, and pay her a little fee, and run the article.

And he did it at least three times. And he got basically the same kind of response each time that he did it. So, repetition in advertising, marketing, and selling is an important factor. Obviously, as direct marketers, we believe in getting it paid for each time, not like brand advertisers do it, but it is important. Yeah.

That's awesome. Well, thank you, Dan. That was a lot of cool stuff for people switching to one-to-many selling, and I think that was amazing. Now, obviously, if you want to sell stuff online, you're going to need a good funnel. and I think that was amazing. Now, obviously if you want to sell stuff online, you're gonna need a good funnel. But if you want a great funnel, then you're gonna need to use ClickFunnels.

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