The Russell Brunson Show - FunnelHacker Evolution (FHL International Keynote)

Episode Date: September 9, 2024

Funnel Hacking LIVE just ended where I spoke multiple times, but I wanted to get my Keynote presentation out to you, titled "FunnelHacker Evolution." This keynote is one of my favorite moments of the event because it gives me a chance to reflect on the journey we've all been on together as FunnelHackers. Over the past decade, we've seen so much growth, both personally and professionally, and I want to do a review of where we've been, where we're going, and how to keep evolving as entrepreneurs in today's marketing landscape. Throughout the presentation, I share some insights into the power of entrepreneurship - how I believe that entrepreneurs, not politicians or big institutions, are the ones who truly change the world. I also discuss the concept of resistance—how it shows up in our lives every day and how overcoming it is key to fulfilling our higher calling. Lastly, I walk the audience through finding their "ikigai," the Japanese term for your reason for being, and how to use that clarity to drive your business forward. Key highlights include: Entrepreneurs On The Hero’s Journey: Why the world needs us to step up and lead through innovation and creation. Overcoming Resistance: How to recognize and defeat resistance, the force that stops you from fulfilling your dreams. Finding Your Ikigai: Understanding the intersection of what you love, what you’re good at, what the world needs, and what you can be paid for. This episode is all about mindset, strategy, and purpose as an entrepreneur and as a #funnelhacker. And if you have any FOMO, here’s a quick taste of everything that was revealed! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

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This is Russell Brunson. And, man, as you guys know, it's been Funnel Hacking Live week. I'm at Funnel Hacking Live right now. I just got off the stage and I did my keynote presentation, which is always my favorite one. And this one we talked about. I call it the funnel hacker evolution. Like the evolution of being a favorite one. And, uh, this one we talked about, uh, I call it the funnel hacker evolution, like the evolution of being a funnel hacker. And, and,

um, it was fun. I weaved some personal developments and business, a bunch of things together, and it was awesome. So I thought, man, my faithful podcast listeners need to hear this. Most of you guys hopefully attended it or you're there. But if you did, you probably want to hear it again. Uh, just help, help reinforce these principles inside your mind. So, um, I thought, you know, right now we're, by the time you listen to this, I'll be flying home from the event. We'll be regrouping, getting ready for the next party. And so I thought I'd share you guys this year's keynote presentation from Funnel Hacking Live called Funnel Hacker Evolution. Hope you enjoy this one. And hopefully later on this week, I'll be back to my normally scheduled programming now that Funnel Hacking Live is done and we survived it. Anyway, I appreciate you guys all and I will talk to you soon.

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. I'm calling this one Funnel Hacker Evolution. Obviously, we've been doing this game now for 10 years as funnel hackers, talking, hanging out, going on this journey together. And I thought about that a lot. I was like, what's the evolution? Where have we come from?

Where are we going? What's been happening? And to kind of kick off this presentation, I want to start it showing you guys a really quick video. And this, obviously, yesterday we did the longer kind of State of the Union video. This was in here as part of it. But I want to take just this video. It's like two and a half minutes long. And it's going to show you kind of what's been happening over the last decade here inside the Funnel Hacker community.

And I just wanted to lead with this to get us in the right state to go deep and talk about some really cool things to help you on your journey as a Funnel Hacker. So with that said, let's watch this video really quick. I'm showing you guys the last 10 years inside the funnel hacking community. So we had this idea. We're working on this thing right now. It's amazing. It allows us to actually create marketing funnels. Most entrepreneurs, we have so many stresses. The last thing we want to worry about is our sales funnel. I felt trapped and exhausted by my life. I went through probably 12 business tries and they were all failures. We literally were selling furniture out of our home.

That's why we created ClickFunnels. The office that we just moved in. We wanted to focus on impact and on legacy. I have a calling. Yesterday I realized I have to do this. Well, today, today is the day that you change the world. Finding ClickFunnels is like finding a flashlight in the woods. It's brought us home. I can help people in ways that I hadn't previously thought were possible.

I found my people. I found people that actually think like me. I found my people. I found people that actually think like me. I discovered my purpose. It changed not only my life, but my family's life. And actually brought us closer. I'm getting goosebumps talking about it. The world's beginning to take notice. 6,000 coaching clubs.

771 members. 25,000 students. Amazing mastermind. I'm like, we gotta come to Mastermind in Paradise. FHL. Unlock the secrets. 100,000 grand. Anyone can help.

Yes, you guys. It's beautiful. If you could get there on your own, then we wouldn't need each other. If we don't need each other, then we would ultimately have no purpose in life. And we're there for each other through all the ups and downs, the good times and the bad. You guys were born as entrepreneurs, but you're here today because of a choice you made.

So while you're an entrepreneur at birth, you are a federal hacker by choice. For the first time ever, Federal Hacker Live is going virtual. This has been quite a journey. Let's get out there. Let's change the world. Let's get out there. Let's change the world. Let's help people out. Let's go football family. Together, we're building a whole new

world. We funneled you guys to launch out there. We actually donate money. This couldn't have happened without ClickFunnels. Everyone here believes in us. There's heart. There's family. And we all advance. It's just fire. we have amazing god-given talent when we lean into them we can do incredible things we're nothing without you, the funnel hackers. The people who are crazy enough to take risks, to go all in and impact the world in a way that we never could. And the gift of that, the gift of that,

that's everything. I saw Diane's comment. She said, great, I'm crying again now. And so am I. So that's how we're going to start today off. Very emotional. But man, the last 10 years have been the journey of a lifetime for me, for our team. And just looking back, it is crazy how fast it's gone, but also like just all the things that have happened, all the connections, all the people. And it's just been, like I said, the ride of a lifetime, the honor to be able to

serve you guys for so long. And we're just getting started though, which is fun. So today again, I want to talk about Funnel Hacker Evolution. And I've got a couple of things I want to share. Some things are very much like the mindset side of things. Some things are going to be more focused on actual tactical, like how to get things done in your business. And I just had kind of a bunch of things I want to share that I thought would be fun to talk about today, this morning to kind of kick off today. So the first thing I want to talk about, especially right now here in the United States, I know we're streaming this all around the world, but we're in the middle of a whole bunch of like just crazy times, right? Specifically here in America, it's related to

the elections, right? All the chaos and things that are happening. And it's tough. And it's funny because I'm not very political. I don't get involved. I don't watch that kind of stuff. But what's interesting is that as I keep seeing these candidates coming up and promising this and that, all this stuff, I'm like, I don't think that that is what's actually going to change the world. Like, it's not going to be political candidates. It's not going to be the schooling system. Like, these things are not the things that actually change things, right? The people that are going to change the world are us. It's the entrepreneurs. It's the people who are actually out there creating things that they love, that they believe in, that they want to do. And so my very first thing I want to share,

secret number one here, is that you guys are the hero of the story. And I want to do. And so my very first thing I want to share, secret number one here, is that you guys are the hero of the story. And I want to show it because it's interesting. You look at entrepreneurship as a whole, like it's vilified in the mass media. I heard Myron talk about this one time. Myron said, have you noticed that like every single time, if you watch any movie, any TV show, like who's the villain of every single show? It's always the evil billionaire who's got this plotting scheme to kill all the people and like ruin the world, right? It's always like the rich entrepreneur is the bad guy. Even Disney movies, like we were watching the Lorax with the kids and I'm like, man, they make the entrepreneurs look like the worst people on the planet. Like every single thing, like the world makes us look like the bad guys. And it's crazy

to me because like we're literally the ones that are trying to change things. We're the ones trying to help people. We're the ones who are the only ones actually out there getting our hands dirty, doing things in each of our individual spheres. And I wanted to kind of read, like, to begin today just thinking about that. Like, I don't want you guys thinking, like, you know, entrepreneurship, these things that we're doing, the things we're trying to create, that this is bad or anything. Like, you guys literally are the heroes of the story. And if it wasn't for you guys, like, the world would never change. And I have a chance to see it at this level, which is so fun, you know, looking at literally at this point,

you know, hundreds of thousands, if not millions of people that have come into our ecosystem at one point or the other, all of them with different missions, different messages, and then taking it inside of their sphere and changing the world.

I'm just looking right here in this room, this is all my inner circle members. And like, I can tell every single person's story. Every one of you guys in here has a group of people that you've been called to serve and you've changed their lives. And just the impact of this room alone is insane. Like I would say, if we were to like take each of your guys' impacts and then

look at that, how far it rolls out, it's in the tens, if not hundreds of millions of people, just in this room right here, not counting the over 10,000 people virtually all around the world right now who are participating in this event. Right. And so like, this is the first thing I want to talk about is just understanding that you guys are the heroes of the story. And to lean into that and be excited about that, because when you look at that, it's like, okay, I'm the hero. This is not just me trying to figure out how to make

some money, I'm literally changing people's lives, and if I'm willing to step up and step into my calling and do things that I'm supposed to do, I can change the world for this group of people that I've been called to serve, right? That's number one. As I was putting these slides together, I was just thinking about the last 10 years of, you know, going to Funnel Hacking Live

every single year and spending time with everybody. And this is a quote from Alex Sharfman, who spoke a couple times at Funnel Hacking Live, and it's one of my favorites, talking specifically about us as the entrepreneurs. He talked about, like, what is, like, where do we fit in this whole ecosystem of the world, right? We're different. He calls us evolutionary hunters. But this is my favorite quote from Alex. He said, we are the small percentage of the population that goes into the future, imagines a new reality, and then comes back and insists it becomes real. Like, that's what's different about us. Most people are not doing that.

Most people wake up every single day and they're bumping into whatever's happening. They're bumping into things and just, like, they're reactionary based on whatever's happening in the world every single day, right? And that's not us. Like, we see visions, right? And the Bible talks about like seeing visions and dreaming dreams. Like there's such a big important thing that we as entrepreneurs do, right? Every one of us, like when you get into this world, you don't start with this huge vision. You don't know what you're going to do. All you know is that like you see something. It's like, I feel like I'm supposed to do this. I'm supposed to do these things. And it's like

this weird feeling. I don't know if other people don't feel it or if they just don't act upon it, but the entrepreneurs are the ones who feel that feeling and then they go and they act upon it. Right. Another one of my favorite quotes, this is from Ryan Moran. I heard him say this on a podcast one time and it stuck with me as such a powerful thing. He said, aren't an entrepreneur or someone who took responsibility for a problem that wasn't their own. Right. Most people in the world, like 98% of the world is not trying to take on responsibility. They're trying to like back away from responsibility. That's not my problem. That's not my problem. You see it every single day over and over and over again. I do not want to step into the responsibility where entrepreneurs are different, right? There's

a problem. I think I can solve that. Who does that? That's not normal. You guys understand that, right? We're weird. Everyone else is trying to shirk responsibility, hide from responsibility, hide behind somebody else, try to blame somebody else, not taking extreme ownership, where we're stepping into things that have nothing to do with us. We're like, I think I can solve this problem. I'm going to do this thing. This is the thing I want to focus on. And we spend our lives giving and serving, trying to figure this thing out.

And it's tough at first, right? This is not something where you step into this calling. You're like, hey, I'm going to take responsibility for that. How much money am I going to make? Well, you're going to make $0 an hour for a couple years. Like, what? And it's probably going to cost you money because you've got to invest money and time and energy and team and all these different ideas. So you're going to lose a bunch of money

for a long, long time. But if you stick with it long enough, eventually you'll make a little bit of money and a little bit more money. It'll change all over people's lives. And the more people's lives you can change, the more money you're going to make. But it's like, we have to believe in this mission long enough to get to that point. And most people don't. Most people stop. Right? And so think about how interesting that is. I look at, again, everyone in this mission long enough to get to that point and most people don't most people stop right and so think about how interesting that is i look at again everyone in this room right now

but all you guys at home like what is it that you guys are looking into like what is the thing the problem in the world that you're trying to solve like if you look at entrepreneurship that's all it actually is it's like there's a problem and for some reason i feel called to try to figure out how to solve that that's what ryan is talking about here right and that's what's weird and unique of entrepreneurship is we see these problems and say I'm going to figure out how to do this, right? I think about just me in the ClickFunnels world. Like for a decade, I was building funnels and launching and building funnels and launching. And then for some reason, I'm like, you know what? There's a problem here. I'm going to figure out how to solve it, right? And that's when Todd and

I sit down and we invested entire life or two and a half, three years to build this platform. Every penny we had, everything we had, we're putting in this thing because it's like, I believe this is going to change the world. I believe it's going to be, I believe it's going to be, and then we launched it. Okay. It's interesting. I even look at a decision Todd and I had four years ago. It was during the last political election. So it was four years ago.

I remember it was the night of the election. We were sitting in Georgia at his penthouse or his lake house talking about ClickFunnels. And we had two options. Number one is like, we could sell the company, walk away rich as ever and never have to worry about working again. Or we could double down and build something amazing. And like, this is this thing. And it's like, and it's a hard decision. Looking back sometimes, you're like, man, we're crazy. We could have been done forever. But instead, we decided like, no, this is the problem we're going to solve. If we want to get to the spot we're trying to be and change fields, life's going to have to do, like, we have to take this responsibility on ourselves.

And that was not an easy thing, right? Like we literally in the last four or five years, the money that's gone into development process alone for ClickFunnels 2.0, like it's in the tens, twenties, 30 million dollars plus just to develop this platform to the spot it is today. And it's insane. I don't know if you guys have had a chance to play with it or use it. Like it is so good. Like anyway, but it was like, we're risking so much time and energy and money to do this thing because we saw a problem that we wanted to solve and we decided to jump into it. And same thing's true for all of you guys. So again, I want you guys to lean into that.

Understand you're the hero of the story. If you're not willing to do that, then nobody will. Okay. Number two, after you decide, like, I'm the hero, I'm going to step into this. The next thing that always happens is resistance. And this is something for last year I've been geeking out on. I study this. I talk about it. I try to figure out how to solve this in my life. But resistance is the thing that is trying to stop you, okay? Anytime you have a calling, anytime you have something you want to go after, you start pursuing it, and immediately resistance

hits, okay? If you study the hero's journey, which obviously is something I'm obsessed with, in the hero's journey, the hero always hears the call to adventure. They leave on this journey, and as soon as they hear the call to adventure, the first thing that happens is called the refusal of the call, where the hero's like, I don't want to do that. That sounds awesome. That's going to be a lot of work, and the refusal of the call. You look at every movie that's ever happened that follows the hero journey's framework. That's what happens. Hero hears the call to adventure. They're about to leave on the journey, and then the refusal of the call, like, I don't want to do that. It's going to be too hard, okay? And that's when this big, huge, overarching storyline.

But if you learn about resistance and study, you understand the resistance hits us every single day, every single morning, every time we're going to wake up. Now, I learned resistance from this guy right here, Steven Pressfield. How many of you guys like Steven Pressfield? If you don't, you're going to love this guy. Every time I speak, people make a list of like all the books I recommend, but this is one of the best books ever. You should all read.

It's called The War of Art. It's like an hour long read. You can read it really, really, really, really quickly. But the whole premise of this is like us as artists, as creators, we're going out there to war every single day to go and take our dreams, our visions and make them a reality. We're going out there to do that. And as soon as we go out there, it's a war, right? And the war is not so much with the market or external things. The war is inside ourselves. It's our own brain. Okay. You see in Pressfield inside his book, he said, resistance is a negative force in the world that keeps you from fulfilling your dreams, okay? And you feel it a lot. For me, it's every single morning. As soon as the alarm clock goes off, guess what I feel? Resistance. Like, I don't want

to get up right now. I am so tired. Snooze, right? Resistance. Snooze, resistance. You're like, I gotta go to the gym to work out. Resistance hits you. to do that okay um i gotta go work on the next thing like whatever thing might be in fact i think in my next quote this is my favorite things he said as well in the book he said there's a secret the real writers know that wannabe writers don't the secret is this it's not the writing part that's hard what's hard is sitting down to write what keeps us from sitting down is resistance how many authors we have in the room okay Okay. Is he right? The hardest part literally is like, ah, I sit down to write. That's the hard, like the resistance, like don't do it. Do it tomorrow. It's going to be hard, like, like wait. Okay. Now maybe you're not an author, but it's the same thing if you're doing anything else in life,

right? For me, it's like the hardest part about getting in shape is not lifting the weights. It's getting to the gym, right? The hardest thing about being healthy is not eating the food. It's like deciding to order that food, right? The hardest thing about being healthy is not eating the food. It's like deciding to order that food, right? The hardest thing about being successful in entrepreneurship is not doing the actual work. It's in the morning, wake up like, I'm tired. I don't want to do this. I'm not going to go and do that thing, right? Resistance hits over and over and over again every single day as we're going through this process. Now, I had a chance a little while ago to actually interview Steven Pressfield. It was crazy. I just read this book. I was geeking out about it. And then I went to go follow him on Instagram and I opened it up and he was following me. Have you ever had that before? I was like,

Steven Pressfield's following. I was like freaking out. I was like melting down. And then I messaged him like, hey man, just read your book. Mildly obsessed with you. I keep talking about with everyone. And he wrote back. He's like, I'm a huge fan too. I was like, this is crazy. It's impressive. He knows who I am. And anyway, I was like, can I interview you on my podcast? I actually asked him if he'd speak. I'm like, can you come to Fun Hockey Live and speak? He's like, I don't speak at things. I'm like, can I interview you then? He's like, sure. So we jumped on a podcast and we were talking about resistance. And I asked him some questions specifically, because for me, it's like, there are times when resistance feels like too much. How many of you ever feel that? We're just

like, this is too much. This burden is way too heavy. I can't do this. And then part of me is like, is that a sign that I shouldn't be doing this? I get in this thing back and forth. And I asked him that question in an interview because I was just like, man, is there times when like resistance is the thing that I should not be doing this because it's just, I'm doing the wrong thing.

Maybe that's why it's so hard. And he's never felt that way. It's like, this is so hard. Like maybe I'm just on the wrong path. And so I asked's so hard and he's never felt that way it's like this is so hard that maybe i'm just in the wrong path and so i asked him this question and his his um his response was was amazing so watch this really quick what he said imagine a tree in the middle of a sunny meadow the minute the tree appears a shadow appears and the shadow is equal to the tree right if it's a big tree it's a big shadow so in the terms of resistance the tree is the dream that you have the book you want to write the venture you want to do whatever and resistance is the shadow so there would never there would not what i want

to say is resistance always comes second there would be no resistance if there wasn't a dream, if there wasn't a calling that was inside you. So the good news of that is when you're feeling big resistance, that big shadow, that shows that there's a big tree there or something. There's a big dream because resistance always comes like Newton's third law of motion, equal and opposite reaction. It's a reaction to an aspiration, to a book you want to write or a movie you want, whatever it is. So don't be freaked out, I would say to anybody, by that dark cloud, that dark shadow is an indication that the dream is for real and it's big.

All right. You guys getting that? The bigger the dream, the bigger the resistance. So if you're feeling that resistance, like this is so hard, this is too much. I can't handle this. I'm not going to be able to do this. Like understanding is because the calling God's given you is big, right? And because it's big, because it's hard, doesn't mean you should stop, right? Like that's a sign that you should's hard, doesn't mean you should stop, right? Like, that's a sign that you should be pursuing forward. You should be doing the things. Now, resistance is interesting because the goal of resistance is to create what's called, what Steven Pressfield calls the unlived life, right? The unlived life, this is the athlete who

doesn't compete. It's the writer who doesn't write, the painter who doesn't paint, the entrepreneur who's never actually started a business. Like, that's the goal. It's to give you guys the spot where it's like, I don't want to actually live this life, right? And you look at resistance, like the way it shows up is different for everybody. There's a couple of things. The first lie of resistance is called procrastination. Well, procrastination is interesting. It's not like, oh, I'm not going to do that thing. I'm not going to follow that dream. It's like, I'm going to do it tomorrow. Right. That's one of the sneakiest things that resistance does, because it gives you that thing where you're like, you're pacified. Oh, cool. This is not that big a deal, I can just do it tomorrow.

Manana, manana will be great, right? So the first line of resistance is always procrastination. So anytime you're in a spot and you're like, oh this seems so heavy, oh I can just do it tomorrow. I'm just gonna go to a movie real quick. I'm just gonna do whatever that thing is. Like that is resistance hitting you in the face, trying to pursue, like trying to push off

the thing you're actually called to do just a little bit longer, just a little bit longer. But all of us know that like today becomes tomorrow, then mañana is the next day's mañana. It keeps moving, keeps moving. And like for most people, like the lie of procrastination, what keeps most people from actually having success. So it's understanding that I do not allow this first lie to happen. Okay, procrastination.

Next lie is what's called the shadow calling. And this is interesting. When Steven Preston was talking about this with me, he said, he said, if you look at a lot of people in life who aren't, like, they're not achieving the dreams they want, they're not actually following their calling. Typically dudes, they have what's called a shadow calling, which is, for him, it was interesting because like, he always wanted to write books, books and movies and screenplays, right? In fact, have you guys ever seen Bagger Vance? Bagger Vance was like his most famous book that became a movie and all sorts of stuff like that. But he spent, I think it was like 20 or 30 years before he wrote his very first actual book or screenplay that became something

big. And he said during that time, he's like, I was a writer and I was writing, but I was not writing my work. He's like, I was doing copywriting. He's like, I hate advertising. I was writing copy for the people. He's like, that's like what the shadow calling is. You're almost doing what you're supposed to do, but it's like, it's a version of it that there's no risk. Right. And he said that, he said for him as a copywriter, he's like, I was writing every single day for other people, writing these different, writing copy, writing advertising. I was, I was writing like I wanted to be, but wasn't doing that. Actually, I wasn't leaning into my thing. And so many times, like we have the calling we're supposed to do, but we settle for a shadow calling instead because it's

easier. There's no risk. If I mess up here, it's a client work. Doesn't really matter. Versus like, if I mess up, this is my life. This is my mission, right? And so resistance is going to try to get you to default to something that doesn't actually put you into your true calling. It's kind of interesting. 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.

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That's rocketmoney.com slash Russell. Okay, and the lie number three is it tries to give you pleasure without fulfillment. How can it give you the reward without the work? Okay, and this is the world today. The world today is always trying to give us cheap versions of the thing that we're seeking, right? I think about any part in life. I think the thing that human beings crave the most is love, love and connection, right? It's the biggest thing we have, right?

And for us to go work for love and connection, it's hard. Like putting yourself out there, putting your heart out there for for somebody i get scary it's hard there's all this fear and anxiety right and so but if you do it like that's fulfillment but then the resistance like how can i give them the reward without the actual work so it takes something beautiful like love and it's like there's a there's a another version of it it's dirty it's nasty it's not good it's pornography and you. And you can get that. You can get the same feelings, right? You can get the reward without the actual work. And it's true in anything in life, right? Anything you want to accomplish in life, there's always like different versions, right? There's the version where it's like,

you can go out there and be an entrepreneur and go crazy and like work your butt off, or you can just watch it on TV. You can listen to more podcasts about other people doing it. You can watch what's happening over here and you kind of experience a little bit through that. You get the reward without the actual work, Okay. But if you want true fulfillment, it's like letting, it's turning off resistance, not doing the easy version and going for the harder version. Okay. True fulfillment always comes through the harder option. Okay. So anytime there's something where you're like, and I think, especially with kids, I think about this all the time, like with their phones, right? You can get dopamine hits every five seconds just by going like this, right? So you've gotten pleasure, but not

fulfillment, right? You're getting the reward without the actual work versus after you go out there and creating and doing and building and becoming something different, all right? Okay. This is one of my favorite quotes from C.S. Lewis talking about this fact that right now, every single day, there's us trying to pursue our goals and our dreams. There's resistance fighting against us. We're going back and forth and back and forth and c.s lewis lewis said our leisure even our play is a matter of serious concern that's because there's no neutral ground in the universe every square inch every split second is claimed by god and counterclaimed by satan so you have these things like you with your calling and then

resistance hitting you like every single second of the day like one of those things is going to claim that time and so we're in this battle constantly every single time. Like I'm going to be given resistance or am I going to focus on my calling? Resistance or my calling, right? And it's hard. What I started doing is I started actually tracking this. In fact, in Secrets to Success, I had everybody inside the membership site start doing this. I said, okay, I want you to start tracking your calling. So you start tracking resistance. Like everyone got these notepads and they wake up in the morning. Like every time resistance hits you, write it down. And at first you're like, wow, alarm clock went off, resistance hit.

I need to go work out, resistance hit. I'm trying to pick what I'm going to eat today. Resistance, and it's like, you start seeing, it's like, man, resistance hits me every single time I have a choice. It's not a one-time thing like in the hero's journey where you have this one time where you, you know, you refuse the call and then after that you're good to go. It's like every single step of the way, day after day, hour after hour, resistance is hitting over and over and over and over again.

And so for us, it's like we have to get good at beating resistance to be able to actually fill our calling. It's a constant, every single day battle. All right. So that's the second thing we're going to talk about is reason. Or, uh, uh, is resistance. The third thing we're going to talk about is your reason for being. What does this actually mean? Um, I know we talked a lot about like our

purpose like what's our purpose like why am I here in this world why am I doing this thing why am in this room why am I live watching a whole bunch of speakers around the world like what is your reason for being and I remember a couple years ago inner circle we had one of our members gone stage and he shared this cool framework I had never heard about before and I sure some of you guys have heard about this but it was brand new to me at the time. And ever since then, it's been this really, really powerful thing to help me understand, what is my reason? What's my reason for being? And so I'm going to walk you through this process. So if you look at this,

there are a couple of different quadrants. First thing I think about is, what is the thing that you love the most? We all have something we love or a couple of things we love. That's the first thing. What do you love? Next thing you think about is, what are you really, really good at? Here's what I love. Here's what I'm really good at. And the cross section between, oh sorry, number three is what does the world actually need? And number four is what can you get paid for? So these four different quadrants. If you look at this, you look at the intersection. So if the intersection between what you're really good at and what you love, if you look at the intersection between those two things, this right here is called our passion. This is my passion.

I'm so passionate about this. This is like what I want to do for the rest of my life. This is our passion, right? Between what you love and what you're good at. Okay? So that's the first thing to think about. Okay? Now the cross-section between what you love and what the world needs, cross-section right there, this is called your mission.

Okay? This is my mission. So I get out of the world. This is what I love. This is what the world needs. This is my mission to change the world. Right? Number three, the cross-section between what you're good at and what you get paid for. This is called your profession or your job.

And the cross-section between what the world needs and what you get paid for, this is called your vocation. Okay, so if you look at this whole thing as a whole, there's these four different quadrants, and inside the intersections, there's passion, mission, profession, and vocation. Now, if you take all these, there's one spot in the middle where all four of these things actually cross-sect, okay? And that thing right there, in the Japanese culture, they call this ikigai. I had to learn how to say that. You ever heard that word before? Ikigai. I kept calling it ikigai on a video one time, and people made fun of me. It's called ikigai. Hopefully I said that right. Did I get that right? Yes, Ben told me. Okay, Ben's the one coaching me through

it. It's called ikigai. Ikigai in Japanese means your reason for being. This is your reason for being. It's the cross-section between all these things. It's not just one thing or the other. It's like, what do you love? What are you good at? What can you get paid for? And what does the world need? When you can find that cross-section between all of those, like that is your reason for being. That is the thing. It's why you're here on this earth. It's why you're doing the things you're supposed to be doing. Okay. And so for me, when I saw that, I was like, oh my gosh, let me look at my life. I was like, I love this. I'm good at that, but I can't really get paid for it, right? Like wrestling. I love wrestling. I'm good at wrestling. My favorite thing in the entire world. If I could, like right

now, if it's like, hey, Russell, I keep speaking for Hiking Live. There's a wrestling tournament over here. You can wrestle, and I would go to wrestle. Like my favorite thing in the world, right? I love it. I'm good at it, right? It's my passion. But guess what? The world doesn't need it. I can't get paid for it. Like, it's a passion, but that's it, right? So it's not my reason for being. I look at what I love. What does the world need? A lot of things like that as well, right? The world loves this. They need this, right? That's my mission. And then you keep looking at different cross-sections. But as soon as you find all of those things in the middle, like that middle section right now, that is your reason for being. So I want you guys to look into that lens. The thing that you're pursuing right now

inside your business, right? Is the thing you are pursuing, the thing you're trying to create, the dream you're trying to fulfill, is it fit in the cross section? Is it your ikigai? If it is, then you know you're on the right spot. If you're only hitting two of the things

or three of the things, it's like, man, I love this thing, I'm good at it, the world needs it, but I'm not gonna make any money with it. It's like, man, that's hard to like, it's hard to do, right? Or I can make money with this, I'm good at it, the world needs it, but I'm not going to make any money with it. It's like, man, that's hard to like, it's hard to do, right? Or I can make money with this. I'm good at it. The world needs it, but I hate this. I never want to do this again, right? You're not going to be happy. You're not going to be fulfilled. When you can figure out exactly what your reason for being is,

then we have something we can work with, okay? And I wish we had time. We could do a workshop. Everyone could have notebooks and like spend time figuring that out. But I'd recommend, especially as a home, everyone like spend some time thinking through this. like what is your reason for being, what does that look like? Because if you can figure that out and you can identify it and really understand it, it's going to make the calling that you're trying to do, that you're trying to pursue actually something you can grow and you can pursue and you can make a lot of money with it. Okay. And you can change the world. All right. And then after you figure out your reason for being your ikigai, I got that word now. I said it wrong every single day for the last two weeks prepping for this. Icky guy, we got it. When you have that, then you can take that reason for

being, plug it into a funnel, and that's how you grow, how you blow up the thing you're trying to do. Okay? It's hard to blow up the thing you're trying to do without all those things cross-sectioning. I've got a friend recently who came to me. They've got something that they're good at. They love the world needs, but they can't get paid for it. And they came to me like, hey, Russell, how do we fundraise for this? How do we build a funnel for this? And I'm like, you can't get paid for that. It's not something people pay money for. Like, as much as I wish, like, that's like, the cross section is not there. It's gonna be very, very difficult, very hard to turn this into something you can grow and you can scale.

As you can figure out all four of those things, then it becomes really, really easy. So that is your purpose, your reason for being. Okay, secret number four. Now, I want to get into like, you can figure out all four of those things, then it becomes really, really easy. So that is your reason for being. Okay, secret number four. Now I want to get into like the how do you make money side of this, right? So next thing is called the art of money getting. Now I titled this section the art of money getting for a couple reasons. Number one, P.T. Barnum back in the day wrote a book called The Art of Money Getting, which is one of the coolest book titles ever. I thought he invented that.

And then as you guys know, I buy a lot of old books. I kind of nerd out. And I found a book written in like 1820 called The Art of Money Getting that was written like 40, 50 years before P.D. Barnum wrote his. P.D. Barnum literally saw that title, I think, funnel hacked it, and then copied it for his book. So The Art of Money Getting, that was kind of a cool concept. That's where I got it from. So how do we actually make money? So after we know this is our reason for being this thing we're supposed to do the next step is we have to create an offer to give to the people if we don't create an offer like we can't like nothing else starts until there's an offer actually made to the audience right that's how things start happening that's how motion starts happening in the marketplace in the world

and i want to share some stories because a lot of times, I think less so in the funnel hacker community, but the world as a whole, when they hear about offers and hear about selling stuff, like it's this icky, weird thing, it's hard, right? But I want you to understand that offers are the way that you change somebody's life. And I'm not just saying that for me. It's like, I make offers. I change people's lives. I want to look at it from the other side.

Like, because other people were willing to make offers, it changed my life. And up here on this slide, these are my first two mentors. Left-hand side is Mark Joyner and the right-hand side is Dan Kennedy. These are my first two big mentors when I got into this world. And it's interesting because my wife and I just got married. We got married. We lived in this little duplex for the first year of our life. And I remember during that time, my dad bought me the book, Rich Dad, Poor Dad.

I read Rich Dad, Poor Dad. I was like, this is amazing. And so immediately, I'm like, we need to go buy a house. And so we bought our own duplex. We moved into it. And we're there. And I'm trying to figure out how to make money in real estate. And I just couldn't figure it out.

The house we bought with the, anyway, long story. But we had a duplex. And we couldn't get a renter in there. And we were losing money every single month. And we finally got a renter. And they were horrible. were like smoking in the basement lying about it they were it was just it was so bad i was like i hate real estate who where my real estate gurus in here by the way okay like it's the worst business i'm just kidding i love it

uh it's great no but for me i was like i don't like this is really hard for me and i was like i cannot figure this out this guy is smoking your house my wife's upset like everything's falling apart i don't think you're supposed to live with your renters typically. That's probably the biggest issue. Anyway, that's probably step one of your course. Don't live in the house that you're renting. Yeah. I didn't learn that one. Anyway, so I was like, I want to figure out the internet thing. I started jumping online. I remember I was, for 18 months, I was studying. I was learning. I was reading. I was listening. We didn't have podcasts back then, but I was buying CDs, listening to the audios and all sorts of stuff. And I wasn't willing to invest. I wasn't willing

to buy anything. And I was in this like circular motion where I just, I wasn't progressing. I was trying to figure out how to like have success, but I was kind of in this motion. I remember about that time there was this guy and I didn't know who he was at the time. But all of a sudden, like 50 people sent emails the same day talking about this guy named Mark Joyner and Mark Joyner. He's retiring from the internet and all this stuff. And I was like, who's Mark Joyner? Anyone here remember Mark Joyner's farewell package? Anyone here been around that long?

Two of you. This is amazing. I love it. Anyway, so I was a college kid. I'm getting these emails from Mark Joyner. I go to the page. I remember reading this long, long, long, like 4,500 page sales letter about this thing called the farewell package. It's like, I'm retiring from internet marketing. I'm putting everything

I know into this package, plus all my source code, plus everything. And for a thousand dollars, you can get it. You have to understand at the time, a thousand dollars was, that was, that could be a billion dollars for, for like, like that's how much money it was. A thousand dollars was for us at the time. I was, I didn't have a job. My wife was working, supporting us. We did not have a thousand dollars. We didn't, we had no disposable income. Like we've just gotten married. Like it was the worst possible time. I remember watching this campaign and Mark was selling these things. Everyone's buying it. They're talking about how great it was. Like this huge thing. And I remember like, I wanted to buy it, but I couldn't afford it. I wanted to buy it. I couldn't

afford it. I was so stressed out because I was like, I figured like, this is the thing that would change my life. I could just afford this thing, but I can't afford it. And I watched this campaign for like three or four months as everyone's selling it. It got to the point where like they started selling out. They were going to close it down. You know, they had like the urgency of scarcity happening. And it was like two or three days before, like they were closing the offer down forever. And I was like, this is the thing I need. And I remember this guy named Mike Chen was one of the affiliates. He launched this like this audio you could buy for 20 bucks or something that talked about the farewell package. I bought this audio. It was like six hours. It was a six hour sales pitch, basically, of Mike Chen and Mark Joyner talking about this farewell package.

So I go and I listen to this six hour thing all night. I'm listening to it, knowing that they're about to close the cart. I'm going to miss out on everything. And I was like, I need this offer. I want this offer so bad. And I remember the next morning, I didn't sleep the whole night. I woke up the next morning laying there. Colette woke up next to me and I was like, I feel like I need to buy Mark Jordan's farewell package. She's like, how much does it cost? I'm like, it's a thousand dollars. I'm like, whoa, I know. We don't have a thousand dollars. She's like, do you think this is the thing that'll help you? I say, I really do. I think it is. She's like, okay, I trust you then. I'm like, what? Are you serious? She's like, yeah. I'm like, cool. We still have $1,000. I'm like, okay, pick up your phone,

call the bank. So we call the bank, like, hey, can we extend our credit limit to $1,000? I think we have like a $500 a month credit card or whatever. Can we bump it to $1,500? They said, yes. I had more credit. I bought the farewell package. It showed up at my house like a week later. And it was the first time I had actually invested in myself to buy something. And I remember going through like every single CD five or six times. I looked at the source card. I got in the community. I went all in.

I played full out. Went through the whole entire process. And because Mark Joyner made an offer, he put it out in the world, and I stretched to buy this thing I couldn't afford. I bought it. It literally changed my life forever. In fact, here's some pictures. This is like how poor we were.

This is me and cutting our credit cards after we got married because we didn't have any money. But because I made that decision to step into the unknown, that offer changed my life forever. Offers are how you change somebody's life forever. You have to be creating offers. The next time I took an offer, a couple years later, I've been following Mark Joyner. I launched an internet business, started making a little bit of money. Not a to be creating offers. Okay. The next time I took an offer a couple of years later, I've been following Mark Joyner. I launched an internet business, started making a little bit of money. Not a lot at this point. I think at the time I was probably making 25 to $30,000 a year.

I was still going to college. I was still going to school at the time, but it was like, it was real money. It was insane. And all of a sudden I heard about this guy, Dan Kennedy. And everyone kept talking about Dan Kennedy. Like he's the guy that you want to learn marketing with Dan Kennedy. He's the greatest. And so I remember I got a copy on eBay copy on eBay of this course called the $272,000 Platinum Meeting or something from Dan Kennedy. And it was basically a mastermind room and they recorded them all talking about stuff. So I remember I bought it, I was listening to it and in the CD said it was like all the gurus I'd seen online like Ron the Grand and like all the gurus from all different spaces

were all in this room with Dan Kennedy. And Dan Kennedy is doing this mastermind and they're all sharing ideas. I was like, all the people that I want to look like, I see out there doing the big things. They're all in this room. Dan Kennedy's in charge of it. They're all in there listening to him, true learning from him. Like I need to get in that room. I got to be in the room where it happens. Like, how do I get into that room? So I called, uh, at the time it was called GKSC. I called GKSC up. I'm like, Hey, I want to join the mastermind group. Like, sorry, it's sold out, we have a waiting list for like three years, but we'll put your name on the waiting list.

I'm like, no, I have to be in this group. Like, no, we don't have room in the waiting list. And I'm like, I need to be in this group. I kept messaging them and calling them. They had, they, if you know Dan Kennedy, they don't use email, so I had to like fax them. So I'm faxing them all these things, I'm doing, like I'm the annoying customer who's like, will, like relentlessly is like, won't take no for an answer. Right. I keep messaging, keep messaging. And finally, after, I don't know, three or four months of me annoying them, I get a message back like, fine,

you can join. Here's the link. And they sent me the link. I went to the page and it was like $25,000 to join. I was like, what? Never asked the price. Didn't know what, like $25,000. Like I've made $25,000 total in my entire life up to this point. And now you, and I already spent that. I didn't have that money. And I was like, huh. But at the same time, I talked a big game to Dan Kennedy and his team. I was like, I can't not do this now. So I was like, I'm in. And so I told them I'm in. I sent them some money that we didn't really have. And then a week later, I'm in a plane flying to Baltimore, Maryland, because I didn't know why, but Baltimore is apparently where this party is happening.

Flight to Baltimore, Maryland. I get in this room. It's a little hotel room. There's 18 people in the room and some guy with white hair who I'd never seen before. I get in there. I'm looking around. And I told everybody, I'm going to meet Dan Kennedy. We're going to hang out.

He's going to blow my business up. I get in there, and there's no Dan Kennedy in the room. I'm like, where's Dan Kennedy at? And then, like, everyone sits down, and this old guy with white hair starts talking. I'm like, who's that guy? And they're like, that's Bill Glazer. I'm like, who's Bill Glazer? It's like, that's Dan Kennedy's business partner.

Like, where's Dan Kennedy? Like, he doesn't come to these. I'm like, oh, crap. I just spent every penny I have to beat Dan Kennedy, and he doesn't come to these. What do I do now? And I was so freaked out. I was so scared. I'm sitting in this room and all of a sudden, I remember the very first, and then it was weird because if you haven't been in a mastermind before, it was the first time I've ever been there, right? Like Bill's like, all right,

you, you're up first. The first guy gets up in this little room and he like talked about his business for like an hour, shared some ideas and he sat down. Next guy gets up and talks and I'm like, what did I sign up for? Like, this is the weirdest thing. They're not teaching me anything. Like, everyone's just talking about their business. It was the weirdest thing, and I remember after five or six hours of it, I was like, oh my gosh, I get it, and I started understanding this and how it worked, this mastermind group, and I remember taking notes on every single speaker that went through, and I remember like, there's one guy, he had built a huge call center, so he had a big call center, so I'm going to take notes, build a call center, hire sales guys done.

And then someone else was doing these live events. Like they run these events and it's how it works. I'm like, okay. So I like, I worked on notes on how to do live events. And then the next guy got up and they were doing phone sales. I'm like, cool. This is awesome. So I went through every single speaker, 18 other people. So 17 plus me, the 18 people in the group, 17 other people took notes. So every single thing they did, we left, I flew back home and I was like, I'm going to implement everything I learned because I paid more money than I have to be in this group. And I went through and literally in the next like four or five months before our next meeting, we launched a call center. We did a live event. We did a direct mail. I learned direct mail. I did a direct mail campaign. We did radio ads. I did

everything I learned in that event. I came back six months later to show everybody. I'm like, hey, here's what I did. I went through every single thing, and they all looked at me in the room. They're like, you did everything? I'm like, yeah. Is that how it works? They're like, no. People usually take one idea, and they try to implement it. No one's ever done everything. I was like, oh. Nobody told me. I was like, okay, that's good to know. But that's how I am. I'm just like, I'm going to go do it, right? But because I invested more money than I had in Dan Kennedy in that offer, it changed my life forever. I was in that mastermind group for six years. It took me from having a business doing $25,000 a year to over eight figures a year in the time I was in that program because I was in a group of people over and over and over again. Okay?

Because Dan Kennedy made an offer, it changed my life. The way I understand it, like, the way you take your mission, your reason for being, and turn it into something amazing is you have to get good at creating offers and putting them out there. Okay. In every marketplace, the person who's willing to make the most offers wins. Okay. How many of you notice I make a lot of offers? Okay. Who thinks I make the most offers out of anybody in this marketplace? Yeah. That's how we're winning. That's the game. Some of you guys are sitting there for three, four, five years waiting to make an offer. I just got to be perfect. I got to focus on it. And they're like waiting and you're waiting. You're like, no, just put an offer out there. If nobody buys it, nobody knows. Like put another one, put another one, keep doing

it. Okay. I told you this yesterday. I'm like, we've been launching a lot of funnels in the last year. A lot of offers I put out there. Cause I don't know, I'm looking for my next one funnel way. What's my next funnel is going to take me to the next level. I don't know what it is, but I can't just wait in the laboratory of Russell trying to build something. Hopefully someday I'll finally figure out the perfect offer and put it out there. If I do that, I'm going to wait five, six, seven years

and it's never going to be done, right? It's putting out offers. The person in any marketplace who makes the most offers is the person who wins, okay? If I ask you guys, how many offers did you make this month? How many offers did you make this week? Like, if it's not more than one, like, what are you waiting for? Put out more offers. See what the marketplace wants. Only way to do that is by

putting out offers. The person in every marketplace who wins is the person who's putting out the most offers. Okay. All right. Final hackers, listen up. It's 2025. And let me ask you, are your B2B ads actually driving results or are they getting lost in the noise? You and I both know the pain of running campaigns that fall flat because they aren't seen by the right people. But here's the game changer, LinkedIn ads. LinkedIn isn't just another ad platform. It's the place where professionals live. I'm talking about the decision makers you dream about working with CEOs, VP, C-suite powerhouses, 130 million of them all in one place. And LinkedIn gives you the laser sharp targeting to reach them by job title, company, and even industry. Imagine how your business could scale if your message hits the

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Remember, when it comes to hiring, Indeed is all that you need. And last time we talked about offers, I learned this also from Myron. Myron said, you don't buy things with money, you buy them with offers. And then this is how it worked. Myron told me one day, he called me up, he's like, hey, man, this is the deal. I don't fly commercial anymore. I only fly private. I was like, that's going to be hard to maintain long term.

He's like, no. I'm like, did you buy a plane? He's like, no. He's like, I only fly private. I was like, that's going to be hard to maintain long-term. He's like, no, I got, I'm like, did you buy a plane? He's like, no, he's like, I only fly private from now on. I was like, how do you like, I fly private once in a while. It's expensive. He's like, yeah, I just buy it with offers. I'm like, what are you talking about? He's like, well, I decided I'm never going to fly commercial again. I'm going to fly private. So if I want to go somewhere, he's like, I make an offer to my audience. Like, Hey, who wants to come on a plane with me and fly for five hours to Russell's event? And, uh, it's going to be whatever, $50,000. He's like, I get three people. It covers the gas, the flights, hotels, and the offers paid for the plane. I was like, that's so smart. Myron's a genius, right? So we get better at making offers. Like

you don't have to buy things with money. You buy things with offers. I can't remember if I shared this on my next slide or not. Um, I don't. Anyway, I'll share this later on with you guys. But I just look at the things in my life that I want. Like ever since then, I start looking at things differently. Like, okay, what's the offers I need to create if I want to invest in this thing? I want to buy this thing. It's not like how much cash I have. It's like what the offers I need to put out there to be able to get people into my world. Okay. So I'm talking about offers. Offers, we can do like a five-day event just on offers. I want wanna go over the core things I think are the most important, okay?

So whenever you create an offer, these are the, there's four core things I think about when I'm creating an offer. And if you create the offer the right way, this is how you get offers to get people to give you money and get them really excited, okay? So first thing to think about when you are creating any kind of offer to the marketplace, right?

An offer, the very first thing is any offer I make, the thing I want, I think you have to understand is when you're making an offer to somebody, the thing that you are actually selling them is a result. This is where most people mess up. They think they're selling a product. You are not selling a product. You are not selling a service. You are always selling a result because that's the first thing you understand. So what is the result that you're actually selling somebody, right? You think about this. So here's the result. Here's you up top of a mountain. This is the result that you've gotten in the past. And what you are doing is you are coming down the mountain to figure out

who are the people down here who want to have this result. And that's what you're selling. Okay. They're typically for most of us, our dream customer, the person we were trying to sell is basically it's us five years ago, right? So five years ago, before you ever achieved this result, the result could be anything, right? This result could be how I lost weight, how I made money, how I invest in the stock markets, how I biohack, whatever your thing is, right? Everyone's got this result. So the first thing is like, what's the result that you are selling? Okay, the question is like, how did you figure out that result? Because five years ago, you probably didn't have that result, right? And your dream customer doesn't have it. If you look at the way that most

people's journeys work, right? If you think about before you ever figured out this result, you're probably down here just like anyone else. You're like, hey, I want to lose weight. I want to go and get six pack abs. I want to get whatever, right? Or I want to figure out how to make money on the internet. Or I want to sell stocks or whatever the result is you want, right? You probably started on this journey.

You're like, okay, how's it going to go? And you started going on this journey, trying to get that result. And you went this way and then it messed up and didn't work, right? So you went back to go and you started again. You went on this journey again, trying to get the result. And you messed up over here then it messed up and it didn't work, right? She went back to go and you started again. You went on this journey again, try and get the result and you messed up over here. Oh, didn't make it again. You started again. You went on this journey and then you messed up again. And you try this over and over and over again. Okay. That's what happens in most markets. When someone comes to you initially, the reality is for most people,

the first time they come to you is not the first time they've tried to get this result. They've been trying for a long, long time. In fact, when we, um, from Kaylin Poland, I remember having this conversation with her, and she said, you have to understand, Russell, that the average woman in America goes on eight diets a year. Eight. The result's the same. They all want the exact same thing, right? They start a diet, oh, they try keto diet, oh, it didn't work. I tried paleo, boom. Oh, I tried Atkins, I tried, you know, whatever. They keep trying thing after thing after thing, right? Eight diets a year. The same thing, choose whatever business you're in, right? Someone comes into my world. This isn't the first time I'm like, I can make money. It's not a novel idea, right? They've been trying a lot of different ways. They tried on

eBay. They tried Amazon. They tried flipping stocks. They tried this. They tried real estate. They tried a million different ways to get the result, right? They come into my world and I'm like, look, I tried real estate. That was hard hard i tried and all these things didn't work but then what happens is eventually you guys on your journey of trying these different things eventually you made it all the way up here and you got to the top and you got the result and when you got the result the thing you got that's the most valuable of anything is that you got a map okay you have a map that shows how to get from here to here. So when you come back to your dream customer, who's you five years ago, the biggest thing you're saying is like, look, I've got a map. The result you're looking for. I know exactly how to get there. I've done it.

I tried this. I tried this. I tried this. And tomorrow we're going to go deep into selling, which is my favorite day tomorrow. And so we're gonna talk about how to use this in the sales presentation. But if you guys understand when you're creating an offer, the very first thing you're giving people is a map to result. That's it. And if you're looking at what is the map, the map is basically a recipe. Here's the steps to go to get this result, right? Step number one, you do this. Step number two, you do this. Step number three, you do this. Step number four, you do this. Step number five, you do this. And that is the map to get you from where you are today to the result you want. Okay. How many of us thinking about the

product, the business, the thing that you're in? many guys know like okay this is my map my map like for me it's like my map is i help people to grow a company using sales funnels this is the map i have that's my map what do you guys all know your maps are hopefully you all have a map right a map is basically a step-by-step process or a recipe of how to get the result okay so that's the very first step in creating any good offer is understanding. Boom. Number one is you're creating a framework and your framework is just a map to the result. And it's a step-by-step recipe of how they go and get that result.

Okay, if you get any offer I create, this is the very first thing I always do. What's the result? I'm promising people. What is the map that I've created? What's the step-by-step framework? And that's the very first part of an offer. Okay, tomorrow we'll talk about offer stack slides and things like that when we get into selling. And you notice every single time I start with the offer.

The very first thing, the very first component of the offer is always the map to get them the result we promise. Okay, that's step number one. All right, step number two now, when I'm creating an offer, jump over here, is how we position the offer. This is probably of all the things

I learned from Dan Kennedy, probably the most important. People miss this all the time. We're putting together a product team right now called Selling Opportunity to help people understand this because for most people in the marketplace, they position their products wrong. And this is a positioning problem, not how you create the actual product. So this is a messaging thing. It's really simple. It means you can change something after you change your entire business. It's how you structure, means you can change something. I have to change your entire business. Okay, it's how you structure, how you reframe things. So what you want to do when you are framing something, the two different versions,

one is called an improvement offer and one's called a new opportunity. Now, improvement offers are the worst type of offers because for me to convince somebody that they, let me explain this better. Improvement offers anything that has an ER in it. that they that they're sure let me explain this better improvement offers anything that has an ER in it so this product if you buy this can help you have success faster better like in terms of ER is usually an improvement offer

right and the problem improvement is me coming back say okay look you've been trying this paleo diet for a long time and it hasn't worked for you I'm gonna show you a better way to do paleo the problem is the in the customers mindset like I tried to fail you know and you, I'm going to show you a better way to do paleo. The problem is that in the customer's mindset, they're like, I tried paleo and it failed. Like, I'm going to show you a better way to fail. Like, that's literally, you're coming back and you're making an improvement offer. Like, it's confusing to the end customer, right? And so instead we position it as a new opportunity, right? Like when I launched ClickFunnels, I think about this. There's like, we were helping people get a result, right? How to grow their company. And I could have come back and said, okay, we are a website building platform, but we do it a little bit better.

We do it different. We do it a little, like if I were to position as website building platform, we would not have had success, right? People already have website building platform. Oh, I already have a way to do that, right? Or if I were to position ourselves as an email autoresponder company, yeah, we have email autoresponders. I didn't position that way, right? Those are all improvement offers. Like we do this better than this better than those we do better than like you don't want to position something that's better you want to position yourself as a new opportunity okay so what i'm saying is in this path right if somebody's coming on this path as a customer they're trying to get this result i'm not saying oh yeah you're already in this right sometimes call it math sometimes in

expert secrets we call the vehicle so imagine right here this is the vehicle that they're in right they're in the keto they're in the keto vehicle to try to lose weight. And they're trying to go up here to get the result to lose weight, right? So in the keto, the keto vehicle, if I come back and say, you're in the keto vehicle, I'm gonna show you guys a way to do it better. It doesn't convert nearly as well as saying, look, keto sucks. This is the most painful diet. It's horrible. You've already experienced it. You know, it's no good. Don't want to do that. I'm going to give you guys something completely new. You've never heard of. And boom, I no good. Don't want to do that. I'm going to give you guys something completely new you've never heard of. And boom, I introduce a new opportunity.

Okay? I'm always positioning against everything else. I'm never saying this is the better way to do the thing you're trying to do. Like, that's one of the key things. It's a nuance that means everything. It'll change your conversions from 2% to 3% conversion on an offer to 18%, 20% conversion on an offer. Okay? Because people don't want to buy improvement.

That's not true. Most people don't want to buy improvement. That's not true. Most people don't want to buy improvement. Usually people with the highest echelon of your funnel, like the back of your funnel, like for example, everyone in this room right here, inner circle, like you guys are my improvement buyers. You guys are all trying to become better and faster and scale quicker. So you guys are my improvement offers. But the people that buy improvement are usually the bottom of your value ladder, the bottom of your funnel, right? The mass funnel, the masses we're trying to get when we bring a lot of people into our funnel, they're looking for something new. They've tried this, this, they've tried those other things and they are looking for a new way to have success to get the result. And so when you position it as a new opportunity as opposed to improvement,

that's when you get the most amount of people into your funnels so you can change their life. Okay, so step number one in the process again is understanding that that you are selling a framework number two is positioning is new opportunity Okay, third thing then is that we have this new opportunity We are positioning which figure out how to increase the value as high as possible now. There's a concept. We're basically There's two ways to make your product the cheapest in the world right one is to have the lowest price and The other is to increase the value both ways makes the product feel cheap now what most people do is they try to decrease price. They come into any kind of, in fact, you see this mostly like if someone's selling a commodity, you see this a lot, right? Where let's say it's an iPhone, like someone's selling an iPhone, right? iPhones cost $800.

Like it's a commodity, right? And the only way to be like, if you go to Best Buy or you go to Target or whatever, they're all still on the same phone, right? So it doesn't really matter, everyone's got the same price, but some also Best Buy is like, oh, it's $800 everywhere else, but also for $700, right? Oh, that seems cheaper. So the people go buy the $700 one, right?

And then it comes back like, oh, there's $700 there, we're still for $600. And then it gets cheaper, and so we start decreasing the price to make it feel cheaper, right? Eventually you lose all the margin, okay. And so for most people outside the funnel hacker community, what most people do is they try to decrease value to win in the game. And by decreasing, uh, or sorry, by decreasing the price, it's the worst way to build a business

because you lose all your margin. Dan Kennedy, who I showed you guys earlier, Dan taught me something that changed my life. He said, there's no strategic value in being the second lowest price leader in town. He's like, if you're the lowest price leader, if you're Walmart, cool. There's a strategic advantage of being the lowest price leader, but there's zero strategic advantage of being the second lowest price leader. So you can't be the lowest price leader. He said, then you want to be the most expensive. Okay. So there's a huge strategic advantage of being the most expensive because you can deliver, you can fulfill more. So we're creating offers. I'm not trying to figure out how to make this as cheap as possible instead i'm saying how can i increase the value what else can i add what can i do to make this offer even

better okay so for me what i'm thinking about to offer um again i'm always coming back to this this is the result right so the first thing that I'm selling somebody traditionally in my offer stack the very first thing like I said is is the map right now I'm gonna click the next phase this is gonna set up my last one can number four is that you're gonna build a complete offer stack and you're gonna note that each solution you create each solution creates a new problem let me explain that means so I just gave somebody map I map. I said, okay, here's where you are right now. This is the result you want. I'm going to show you how to do this, okay? So for me, it's like, let's just say

it's in the ClickFunnels world, right? You need a funnel to grow your company. So I'm going to give you guys a map. Here's the map to build the funnel. So as soon as I give them the map, it solves the problem, right? Cool. I know exactly how to build a funnel right now, right? So I solve that problem for them. But every time I create a solution if i give someone a solution it creates a new problem so i give somebody a map here's how you build a funnel for your business like sweet i know exactly how to build a phone for my business oh wait i need software to actually build a funnel right so the next part of my offer then is like okay cool now here's the next thing you need to be able to actually fulfill on it okay Okay. And then after they have that, it's like, cool. I know how to build a funnel. I have the software to build a funnel,

but then how do I write the copy for the page? And they didn't know they had a problem with copy until I, until they've gotten to this thing, right? So next thing, next step, like here, now you need copy. And then number four, it's like, I have copy. What's next thing? Now I need traffic, right? So every time I introduce something into the offer, it like, it solves the problem and it creates a new problem. Solves the problem, creates a new problem. If I come back to this analogy of the hiker hiking the thing, right? I give them the map to the top of the mountain.

It's like, cool, I'm going to go hike the mountain. It's like, wait, you're about to hike Mount Everest. If you just hike that, you're going to die. You're going to need some equipment and some gear. It's like, oh, I didn't know I needed gear. Cool. So by giving me a map to hike Mount Everest, now I need gear to be able to actually, I need gear. I need a guide. I need water. I need food. I need supplies. So I'll just open up all these other things I need. So I'm creating an offer. My goal though, is to look at what all the things the

customer actually needs. I want to create a complete offer stack where it gives them everything they need to actually be successful to get the result they're looking for. I see people all the time where they come back and their offer is coming back and they're like, hey, you're going to buy this thing right now. And we're going to give you guys the map to go and do it. And then that's all they give them. And then the person gets the map. They try to do it.

They fail. And then they leave. And they never come back. It's like when I'm creating an offer, I want the offer to feel complete. So it's like here's all the things you actually need to go and get the result. So you got the map. You got the Sherpa. You got the walking stick.

You got the food. You got all the things you need to be successful. OK? And so those are the core things I'm looking for when I'm creating an offer, okay? Again, number one, understanding the core part of the offer is the framework of the map. Number two is positioning as a new opportunity. Number three is figuring out how to increase the value by adding a bunch of things that are important to make it better. And number four is as I'm increasing the value, everything that I'm adding isn't just some random thing. I'm adding the next step that all the

things they need to actually be successful with the map I'm giving them. Okay. So those are the core things I'm looking at when I am creating an offer. Okay. Secret number five, we're still in good time. I'm about to give you guys a really cool gift here in a second. I was going to tease you guys earlier about it, but I forgot. We got something really cool we created for all of you, especially having a home. You guys are going to freak out when you see this, but a couple more things to share with you before I give you guys a gift. Okay. Secret number five. You're just one funnel away. Now, I have people all the time, the hardest question I get on podcast interviews is like, hey, Russell, I know that you talk about funnels more than anybody in the world. Like, can you explain what a funnel is to our audience? Every time I'm like, oh man. I'm like, well, a funnel is like the hardest thing in the

world for me to explain. Because for some people, a funnel is this. And there's a million things it could be, right? It's like the hardest thing for me to explain. And I started thinking about this. I was like, what is the goal of a funnel? What does a funnel actually do? And all that a funnel actually does, the goal of every single funnel is to help deliver a sales presentation. Like that's all it is when all is said and done. There's different ways to do different types of funnels, but the goal of a funnel is to deliver a sales presentation. And I started, we do a lot of looking through the data. We have a chance to see hundreds of thousands of people's businesses. And so a little while ago, I did this study, I was looking through. And so we looked through over 6.1 million funnels, over 130,000 split

tests you guys are running. And I started looking at all different stats and the trying to figure out, like, what are the commonalities? I'm always trying to figure out, like, what's the next thing for us, for the community to, like, to get to the next level, right? And what I found out was really, really interesting. The single biggest secret to selling more inside of your funnels without driving any extra traffic. Any of these there might be? It's really interesting. It's fascinating because it wasn't the type of funnel people used. That was not what was the number one thing. It was not what your design looked like. It was not even what you were selling.

The number one thing that showed how much money someone would make inside of a funnel was the person's ability to communicate their story with someone who entered into funnels. That's the most important skill set is understanding how do you deliver the message. People can ask me, what's the most important funnel? Like, what's the best funnel, Russell? Is it a webinar funnel? Is it a high ticket funnel? Is it a challenge funnel? Is it a book funnel? Is it like, what's the best funnel? Morality is it doesn't really matter. What matters is are you able to communicate your story in a way that gets people to move, gets people to go and buy something? Like, that is the most important thing, okay? I've seen people

with the ugliest funnels in the world who are really good at telling the story, and they win. I've seen people with the mostliest funnels in the world who are really good at telling the story and they win. I've seen people with the most beautifully designed funnels that look amazing. They pay tons of money designers and the story, the message wrong, whole thing flops. Okay. Your ability to make your story with people in your funnel is the number one thing to actually make the money you want, which is really fun. Okay. And again, I look at every single funnel goal of every single sales presentation is one thing. One thing only is to give you the ability to make your sales presentation so then you can make the offer.

That's all it really is when all is said and done. Over the next couple of days, I'm going to be going a lot deeper into all these different pieces. In fact, tomorrow, well, yeah. I'm going to go to the next slide. The three core things we talk a lot about is offers. Like, what is your level 10 offer? What's the offer you're going to be able to create?

Okay? Most of the speakers today are going to be talking about different types of offers. We've got a couple of speakers talking e-commerce offers, a couple of speakers talking expert offers. Like, you're going to be learning a bunch of different ways to figure out what offer you guys need to help grow your company. So, number one is figuring out your level 10 offer. The second step, then, is mastering what's called a one-to-many presentation. How do you create a presentation that you deliver one time, but many, many people can see it and they can convert and buy from that. In fact, the entire theme of tomorrow is this. I've got two 90-minute presentations I'm doing specifically about this, which is learning how to sell one-to-many.

I'm so excited for tomorrow. It's going to be insane. Okay. Because if you can master that, if you can master having a really good offer, master one to many selling. And the third step then is that's what gets you on the road. You get two comments worth of impact. So that's the process we're taking us through over the next couple of days. And my goal, obviously, when I talk about one to many selling, a lot of people think it's this. And it is.

It's talking to a whole bunch of people. But as you'll see tomorrow, one to many selling is more powerful because if you can learn the master skill set, you can plug in those presentations to any kind of sales funnel. And that's how you grow and how you scale outside of yourself. Okay. So that's what we talked about. Like I said, all day tomorrow.