The Russell Brunson Show - Scaling Online Q&A: Funnels, High Ticket, Ads & More - Part 1 | #Marketing - Ep. 114

Episode Date: February 16, 2026

Most entrepreneurs don’t struggle because their offer is bad. They struggle because they’re trying to scale without understanding the real leverage points. In this episode, I’m sharing Part One of a live Q&A I did at Scaling Online - where real entrepreneurs brought me their biggest growth bottlenecks, and we broke them down in real time. We talked about certifications, continuity, high-ticket vs. memberships, regulated industries, health offers, and how to generate cash fast without burning money on ads. This isn’t theory. These are tactical, practical shifts that can completely change how you look at scaling - especially if you’re mission-driven and trying to grow without losing your identity. Key Highlights: ◼️Why getting someone to pay is often the most powerful way to actually serve them - and how commitment changes everything ◼️How to structure high-ticket + continuity together to reduce churn and create compounding revenue ◼️What to sell first when you already have an audience (and why you should grab the pile of cash in front of you before trying to scale) ◼️How to create a powerful “myth” or lead-in offer - even in industries where you don’t control the core product ◼️The smartest way to generate $10 - 20K in 30 days without relying on ads ◼️How to separate lead generation from regulated services while still building authority and desire ◼️The real KPI you should track daily if you want predictable long-term growth This episode is about understanding leverage. It’s about realizing that scaling isn’t always about more complexity - it’s about making and keeping commitments, increasing volume strategically, and structuring your offers so your business compounds instead of resets every month. In part two, we’ll go deeper into additional Q&A, more advanced scaling questions, and the next layer of strategic decisions that separate businesses that plateau from businesses that truly take off. ◼️If you’ve got a product, offer, service… or idea… I’ll show you how to sell it (the RIGHT way) Register for my next event →⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ https://sellingonline.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ◼️Still don’t have a funnel? ClickFunnels gives you the exact tools (and templates) to launch TODAY → ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://clickfunnels.com/podcast Learn more about your ad choices. Visit megaphone.fm/adchoices

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 want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to selling online.com slash podcast. That's selling online.com slash podcast. What's up, everybody? This is Russell. I hope you're doing amazing. I'm having so much fun building funnels, launch new challenges, learning so much cool stuff.

It's been a really fun season of my business for me last couple months. And anyway, having some fun. We just recently did a new event called Scaling Online. A lot of you guys were there for it. I hope you enjoyed it. And then at the end, I did some Q&A. And it was really fun, some unique questions for some really cool people. And so I thought it'd be fun to share some of those Q&As with you guys here during the podcast.

We're building out a new podcast studio. We have a lot of fun things happening. We'll be relaunched this here soon. I've been talking about for the last little while, but we're getting closer and closer to be able to do some really cool things here. And so just in the interim, while we're getting it all finalized and figured out, just going to share a couple more cool things. So we're going to do right now and share the days of the Q&A's from the Scaling Online event. And I hope you love it.

It was about 90 minutes long, so we're going to break it into two episodes. So it's episode number one of my scaling online question and answers. This is the Russell Brunson Show. Well, we have about a dozen of you guys who submitted questions. And so that's my plan for the next, I don't know, hour. or so is to kind of go through Q&As. We had people pre-submit him because what happens a lot of times is we'll go live on this stuff with the questions and then sometimes people freeze and it kind of stress out.

And so is that game plan? Do you want to try pulling them up to? Yeah, that is the game plan. So what we're going to do is they provided a little context about their business and then I'm going to ask you the question once the context is provided if that works for you. So our first question is from Sarah Jay. She said, I run a business helping educators, entrepreneurs, serve atypical kids who don't fit traditional school. I sell certification plus coaching and want to scale an impact fast.

So the question is, I am a mission-driven solo solopreneur scaling an education certification, possibly joining a mentor's mastermind's team. How do I scale the opportunity without losing my mission and identity? Okay. mission-driven solo entrepreneur, going to an online education certification program, possibly joining a big quay. Cool. Well, what I would do is,

I mean, if you look at the one Common Club challenge, we are selling a certification program. By the way, I think certification is one of the easiest things to sell. I told you guys, MIFGY, or continuity is the hardest thing to sell, and live events are the hardest thing to sell. Certification is the easiest thing to sell.

So I love certifications. So if you look at the One Comic Club Challenge, it was a dramatic demonstration that sold a $5,500 certification program at the end of it. And so the key is like, it was interesting because of the question without losing my mission and my identity. I think the biggest thing is like, I think sometimes people get this confusion of like, if I am selling something, then I'm not helping people, right? But it's just the mindset shift of understanding. It's just like the way you sell people, sorry, the way you actually serve people is you have to get them to make commitment.

right? I served a mission for my church, man, 20 something, 25 years ago, crazy. And one thing that I learned on the mission was like, is that there's two types of people. There's people that will make commitments and people that will keep commitments, right? And so for me to change someone's life, I'd find people who will both make and keep commitments. So this is the process. We would knock on someone's door, we would talk to them, we share with them some scriptures, and I would ask them to make a commitment. I'm like, hey, will you read this thing, right? And I'm going to come back in two days from now and see if you read it. And what's interesting is most everyone are like, oh yeah, yeah, I'll read it. Like, most people will make the commitment. Like, oh yeah, I'll do it.

I'll totally do it. Okay. Now I come back to you days later and 99% people didn't keep the commitment. They made the commitment. Okay. Now there's the 2%, 1% who actually made the commitment and kept the commitment. Okay. And people who make and they keep commitments are people who progress. Okay. So that's interesting. So it's like they make and they keep commitments. Okay. And so this is true in a lot of different levels. And one for you guys who are listening. a lot of you guys will make commitments, but you don't keep them. That's why you're struggling, okay? In any area of your life, it could be your health, could be your business, could be, like,

everyone's like, oh, yeah, I'm going to do it. Like, I think about this event, like how many people registered for this event? They made the commitment. I'm going to come to this event, and then how many kept the commitment that actually showed up and showed up for all the days and did all the things, right? The number is very small. It's like the bottom of the funnel, okay? And so first off, if you want to be successful in life, you have to be someone who makes

and keeps commitments, okay? This comes back to your certification and, like, your mission driven. you want to change somebody's life. So I'm guessing, based on the question, Sarah, I'm guessing that you're probably saying who's very mission-driven. Like, you love people who want to change their lives and you feel guilty selling them

because you're like, I don't want to lose my mission or my identity because I don't want to sell these people, but I want to change their lives. It's like, if you don't get them to do something, they will not change. Okay? Again, you have to get them to make and keep commitments. It's the only way to progress somebody in any area of life

is beginning to make them and keeping commitments. Okay? One of the best ways to do that, one of my mentors, somebody, like people who don't pay, don't pay attention. Like, we have to get people to make a commitment. And the best way to make commitment is with somebody's wallet, with their credit card.

They pull it out, they make a financial commitment. Okay? Because me making a commitment to opt into a challenge, low barrier of entry, easy for me that I blow off the commitment, right? But for me, if I pull out a credit card and put in, you know, what I asked you guys do two days ago, $2,500 a month? Oh, that's a commitment, right? But what's going to happen?

By you pull your credit card out and actually putting the money in, what's going to happen? You're either going to, like, freak out and cancel it, like, two days later, or even, like, I made a commitment. I'm in a financial commitment. It hurts a little bit, right? I could have sold two CCX or a hundred bucks, right? But then, like, you're less likely to show up, right?

The more expensive than these is the more likely you ought to actually do something, right? The people pay me 50 grand in your inner circle, guess what? They show up and they do the thing. People pay me 150 grand for category kings, they show up a new thing. People 250 grand for Alice, they show up and they do things so they've made a financial commitment. So the best way you can serve something like getting them to actually make a financial commitment. Okay, because where you put your money is where your heart's at, right? You see this people all the time.

This is like scriptural, like where our money is where our hearts are, right? Like, where do you spend your money at? Where do people spend their money at? If they're not willing to spend money for the thing you're trying to get them to do, they're not actually bought and they're not actually invested in this, right? And so the best way you can do is by getting them to come over that loop and actually invest money, right? And so how to scale this out losing your mission and your identity is understanding that the way that you actually fulfill your mission, you actually fulfill your identity,

is by getting them to take the steps. to make commitments and keep commitments. If you look at the selling online, or sorry, not selling online, the One Comic Cup challenge, right? I'm asked him to make him, register and show up, okay?

And then I'm like, on Thank you page, I'm like, all right, become a VIP. It's free. You have a four-day trial, but you've got to go find your credit card.

Like, I may actually make another commitment. It's a little bit scarier. You'll go find your credit card and, like, actually put in the digits, right? Okay. Then they go through challenge. Each day I'm serving him,

serving them, then day through, make an offer for a certification program. Right? And so that'd be kind of the things I'd be looking at. Also, if you look at, you know, if you want to be a service-based person, doing a five-day challenge is a great way to serve something like crazy for five days before you ever asking for any money, too. So if I was you, I would go back through when the

one common club event goes live again, should be the next, I don't know, a couple days. We'll have the evergreen version live, is go and funnel hack that. Like, go through the process slowly. Take a, like, download the barn and pt.com Chrome extension. Take a screenshot of every single page. As you're going through and watching what we're doing, okay? Again, that funnel unless I'm insane, should make $100 million this year, right? Like, that's what I'm pushing towards. And so, and it's selling a certification program. So for you, model the whole thing, right?

We had people who went through this certification program and were getting results by that weekend. We did a thing two weeks later with everybody who went through. We had tons of results. So for me, it's like, man, I was able to do that. And like, we're having so much success in my results. Like, the community is fired up. I'm able to lead those people. Like, it'll shift everything.

So, anyway, I hope that works. Any other things from this question that I think we're missing? I don't think part of it was she's worried that she's going to lose her drive and mission as she joins another team. So she's got an offer to join a mastermind team. And part of it is she's worried she's going to lose her mission by joining the team as well. Gotcha. Oh, I see what you're saying. So you're going to be joining their team.

So it's their offer. Well, I think there's a couple things. It's like understanding it who you are at the core. Like, are you someone who can be an entrepreneur and be an entrepreneur inside of somebody else's business? If you can, you can thrive in that kind of thing. And I look at my team. I'd say half of my staff are very entrepreneurial. They're entrepreneurial people who are working inside of my company.

But each of them have their own departments, their own things, and they're able to create their own opportunities inside of what we're doing. I think for most of them are having a good time, hopefully. Have a great time. I tried to create an environment where they can be very entrepreneurial. They use their entrepreneur talents inside of our business. business. But there's other people who have come here that I love them and they came for a week, six weeks, a year, two years, but they couldn't, they couldn't handle it. They wanted their own thing. Like for me, it would be very difficult for me to go into another business where I'm an

entrepreneur. It would be very hard for me. Other people, they fit in that role great. So I'd be looking at yourself, like, are you someone who thinks they can be an entrepreneur inside of somebody else's business? If so, that can be an amazing opportunity. It takes away so much risk and so many fears, you know, but if you can't, and you know that, that's, that's, I would say they don't do that, right? Or maybe have a conversation with your mentor, like, this is my fear. Like, I'm very entrepreneurial. I want to be able to grow and scale.

There's not that opportunity or that structure here inside this. It's not going to be a good fit for me, right? And have that conversation now before you decide to take that team or not. And just even say, like, these are the things that are important to me. I want to make sure I'm still able to do these things with my mission, with my identity. I want to be able to do these things as well. And make sure they're in alignment with that. If they're not, like, figure that out right now.

Don't, you know, I'd rather, like, if it was me, I'd rather, I'd rather, I'd rather to make less money or take a lot longer, buy myself figuring things out, then plugging to some else if I'm not able to actually, you know, get to my end goal, my end values that I want to pursue. So, yeah, have those conversations ahead of time and that should help. Cool. Perfect. Great question.

All right. You ready to move on to the next one? Let's do it. Who do it? Who got next? All right. So the next one is from Alaric. And the context behind his question is, I do marketing, branding, and sales coaching.

I tried selling software in 2003 through 2024, but hated the techs, support side. So I'm focusing on coaching again and I've noticed a lot of coaching continuity programs seem to have high churn. So the question is, do I actually need a continuity offer to grow long term or is it smarter to stick with high ticket coaching? And if

continuity is needed, what's the best way to structure to avoid high churn? Cool. Great question. There's two guys that teach this really well. Daniel Priestley, he's got a book called Oversubscribed and he's got another one. I can't remember the name of it. I'll top of my head.

and then Taylor Welch also teaches us. He calls it, he's got a fancy name for it. It's basically a very similar thing, but it's about how to structure your coaching offers that have continuity. So I don't, again, I'm probably going to mess this up,

but the gist is very similar. Like the way they structure their high ticket coaching programs is someone will pay, let's say it's $10,000 for the initial onboarding. So $10,000, we onboard you. Da-da-da, here's what's going to happen. And then after that,

it rolls into a $697 month continuity or a 997 continuity, whatever the thing might be, right? And so what happens is a couple things. Number one is you get the high ticket revenue up front very, very quickly. But then within 30 days, you're rolled into continuity. But then the churn, it solves the churn problem because somebody's already invested the 10 grand for this onboarding stuff to be part of it, right?

Now they're paying them monthly. And if they cancel and they want to come back, they've got to repay the $10,000. So there's this whole like mental thing they have to go through of just like, man, I lose my $10,000 investment if I disassociate, if I unplug, if I unplug, plug from this. But if I stay in it, then we've got this thing and we have a long, like we just stick long term with it. Right. And so it's been really fascinating. A lot of the guys in my inner circle went to Taylor Welch's trading and then they started implemented out in their high ticket. And it's really fascinating watching it because it gets rid of most of the term problems.

It gets people where they're getting a bunch of money at front. So it's nice because it covers ads, it covers like all those, the fixed costs. But they get people plugged in this continuity. And that's kind of where it goes from there. So my recommendation would be, be looking at some of that. Again, Daniel Priest, the oversubscribed book, maybe the one that talks about this, but if not, there's another book he wrote that that goes deeper on it. And Taylor Welzer's got a bunch of stuff on it as well. But that's kind of the way I would structure it. I would always, like, I have so many friends that are all just high ticket people, and I love it, but I just look at their business because typically what happens is you close,

you crush a bunch of high ticket sales, and you're like, man, I got 200K in the bank. I'm going to go fly on a private jet, and you do that. And then within like six weeks, like, it's gone. like, ah, and you start to go do it again. And it's like, they're never building towards something, right? There's never, and for me, it's like, when I shift in my mindset from, like, high tickets, like compounding continuity, how can I do these things that, yes, will give me a high ticket. At the same time, it's also building more continuity into it, right?

Like, you look at the two CCX offer that I made to you guys ago that I make it right now, right? Like, for me, if there's a high ticket, $25,000 a year, but people pay $2,500 a month. And so for me, it's like, yes, I get the high ticket, $25,000 thing. And I get people on the continuity, $2,500 a month. And so I'm kind of getting the best of both worlds. And so I would just structure that way. And yes, there is churn.

People leave. But at the same time, it's like, it's like, that's better than someone paid me. I spent the money and now I've got to find more people all the time to keep pushing into it. Does that make sense? So hopefully it helps some of the kind of reframes that look at that. Look at how those guys are structured in the higher ticket programs. I haven't structured mine that way yet. I've looked at that or thought about that.

I may restructure inner circle in the future to be something more similar to that. That's haven't decided yet. So, yeah, hope that helps. Awesome. All right. Nice job, Russell. You kind of know what you're talking about. All right.

We're going to move to the next question. This is from Deborah. Debra. The context Deborah provided is I'm moving from one-to-one blood analysis, nutrition coaching, to a tiered membership, three to four tiers. Higher tiers include comprehensive blood draws plus custom supplement plans through a partner lab supplement provider. I'll sell via webinar and lead funnel and want to stop daily, one-on-one, go location independent, and scale across North America. So the question is,

what's a strong MIFI for this if I don't own the lab or supplements lines, so I can't give away tests or products? Cool. Well, first off, what's your name again? You scroll back. Deborah. Deborah. So first off, Optal Health and Doug, who I use, so you're selling an insanely good product. That's a, you know, we do our blood draws every 90 days. My wife and I, it's been in probably the, of all the biohacks, I'd done probably the best biohack. And I'd done mostly everything. So that's a great product yourself, which is great. So it's a good question. I did a promo with Doug as well where it's like we were selling the back end blood

and certification, you know, all that kind of stuff as well. We were selling a high ticket version of it. And so we did a webinar. We did a bunch of different things in front of it. The biggest thing is just understanding it's like, hey, when all said done, the end thing that you're selling is custom blood work, custom supplements, things like that, right? So when I'm creating a MIFCA, I'm thinking like, okay, what's something that my dream

client would go crazy for, right? Something that's useful but incomplete that will get that person to raise their hands, I know who they are, that then I can then push them into something later, right? And so a good example, this Perry Belcher back in the day, he had a suit company. I don't know if he bought her, he invested in it, but they did custom suits, right? And so he was thinking he's like, custom, I can't do a MIFKi, I can't do a free-plish, I can't do a free-plish, there's nothing I can do for like a suit company, but how do I get people who are likely to buy custom suits? He's like, hey, well, let me think about this, custom suit people. What do a custom suit? people like what are other things we know about them right well people who wear custom suits they

wear custom shirts they wear custom ties they were you know they do different things and it's like oh people that buy custom suits traditionally they're getting french cuff shirts right and they've got what they've got cuff links oh anybody who's going to buy a cuff link is likely the same person who's going to eventually buy a custom suit and so peri wet and he found these cufflings he called them cuff cuff I can't remember I have a picture of the funnel back in the day it was really cool but basically it was like free plus shipping cufflings. And there was these really cool sick cufflings. And so you buy that free plus shipping.

And then from there he knew like, okay, people who just bought this free plus shipping cufflings, they're likely. And then from there he would send them and upsell them into buying the suits. He didn't have continuity. All this things built into it. But that's the mindset what you're thinking about is like, what's something that my dream client who's going to be buying custom supplements is also going to buy, right, earlier in the journey.

And so it could be all sorts of things. It could be you go and you find five cool. biohackers and you interviewed them, you put it together a package, and it's like, all right, here's the biohacking super conference or summit or whatever, right? And you pull people together. So it could be that. It could be, you know, if you look at the way that Cardone blew up TEDx health, he just got, he created a MIFI for the blood test, right? Him and Breka put it together. It was like, it was a blood test for the gene test that Breca does, right? So it's like, it was an expense of Mifke, but it was like, I think, 500 bucks, 600 bucks for this Mifke

for the, and that was the test, right? And so they would just sell this test. And so they would just sell this test like crazy. He looked at Breck. He was on Joe Rogan. He was on everywhere selling this test, or I think it was a blood test for $600. But that gave them the data, and then from there they would do something.

It's like the blood test could be the MIFK. And I don't know what Doug and those guys charged for that, the initial one, but that could be what it could be, right? Or it could be, you could create an info product that's going through, like based on blood test results. Like, hey, if your blood test this and this,

it means you need more iron. You know, whatever. You can create an offer like that. And then it's like, now someone buys that. And like, this is amazing. But I, actually, my blood test to find out what mine actually is, right? And so then you could have to sell a blood test. And so those are the things I would be, I would be looking at, right?

It's like, just what are the things that someone who is eventually going to want to buy the supplements would be interested in, right? And creating something based on that. So like, for example, when we did ours initially, it wasn't for the blood test one, but it was for, we had a bone broth that we were doing, right? So I'm trying to sell bone broth to people. but I'm like, how do I get something that bone broth sexy? I'm like, well, it's not sexy by itself, but I'm like, if I can get them understand

the value of the protein that the bone broth gives them, then it could be really sexy. So we did a webinar where I basically taught this whole structure on protein, how it works, how do you eat the protein, how you lose weight on, and did that. And also it created desire now for protein. I was like, you can buy all sorts of protein that's going to give you gas because it's all way-based, or you get our collagen protein that's way better, right? And we push people into that, and it converted like crazy. So it's just thinking through those things, right?

It's just, like, we're always looking for like a dotted line, It's not that way. It's just thinking like, here's the end customer. What are things they would, that they would be excited for? They'd be, they'd get them to geek out. And then from there, then it's like, that's what you create. Like, you know, Mifki's again or something that's useful but incomplete. So it's like, what's this thing is very, very useful?

It's exciting. It's cool, but it's incomplete, right? And you put that together. That becomes the Mifki to bring somebody in. And maybe it's not going to be directly into, well, actually it's kind of interesting. So Doug and I did the deal back in the day. And then we stopped doing it just because we were selling $10,000, our thing. And anyway, it didn't work.

because a lot of people didn't see the value of custom supplements. If and when I do the deal with Doug again in the future, our MIFI will not be the custom supplements. It would be some sexy MIFC that puts them on the, what's it called? The natural supplements, the non-synthetic supplements, which he sells, right? It would be something to get similar on that because you can do the default supplements

that aren't customized for whatever it is, and that would be my MIFI, and then after they're on the MIFI getting the regular supplements in a box every single month, then my job, my goal would be to send them from regular supplements up into custom supplements. And so that's how I'd restructure the offer, if and when I do that again with Doug in the future. So hopefully that's helpful. Wonderful. We're going to move on to the next question. This one is from Ed. And here's the context. So since 1997, Ed's helped companies raise capital by matching early stage

investments up to three times and derisking investors via diversification and hedging. He's currently selling offline via networks and referrals, and he wants to go online, but he's cautious about regulatory boundaries. So the question, and I, I, I, I, I, I, I, I, I, I, I, I, I, I, I, it's, I, I, it's, work with regulated investment adjacent businesses and how can I use funnels to market ethically without crossing lines? Yes, good, good. Yeah, first off, I'm sorry. I, it's, it's, it's, it's like this weird, annoying loophole that like there's a dozen industries that have to do it. We've got people successfully on click funnels doing that. And so it comes down to like you've got to figure out how to create something on the front end that doesn't have the regulations, but your dream

client would want, right? A lot of times that's a book, right? I see people who, who like they have funds for accredited investors, right? And so it's like, how do you get those people, you know? And so like there's all sorts of rules you have to do. And so what they do is they're create a book or an offer, something on the front end that's teaching like the strategy behind the thing, but it's not selling the services, right? Because that has happened separately through regulations and stuff like that. So I use like, like what if it was me doing it, I'd be using, uh, funnels and stuff to get the, the potential dream clients to come into my world, to position myself as an authority, but then all of the regulative, regulatory, I don't know,

selling stuff would be happening separately externally from the online funnel. Does that make sense? because there's usually got to be that arms distance length because there are so many rules and so many things in so many different businesses, right? In insurance stuff, there's issues. In capital raising 100%, right? Credited versus unacredited versus like, there's all sorts of different things.

And so it's coming down to like, what can you create on the front end that's going to get someone who potentially want to do that in the future to raise their hand, you can bring them in, right? And a book is a great way. I've seen a lot of people do this with book offers where you can sell a book on information about how, like, investment strategies of the rich, right?

I watched Tony Robbins did this. Tony Robbins, he is so smart. So he did a thing where he interviewed, you know, the top 50 greatest investors in the history of all time. And he made the book, money master the game. And they launched this book. And he was on Today Show, CNN, everywhere, like pitching this book. And he sold, you know, we ran part of the funnel for it for a while.

But like, I mean, he sold, I don't know, millions of copies of this book, right? And Tony's not, he can't say any things. He can't do anything. But he had a partner on the back end who went somewhere read the book. and they're like, oh, I need somebody with fiduciary, blah, blah, whatever he talked about in this, in the big old fat book. And he just told people this is where they should go. And I think that, like, year one, he put like $8 billion in assets from the back end of the book.

Right? And so, like, very heavily regulated. But he didn't do. He was just interviewing people about the topic and the guy ever read the book. They're excited. And it's like, oh, like, what? He created a concern and a desire. And also, now he was like, well, I don't know who'd invest with that.

Oh, what do I do? And so I was like, oh, just talk to these guys over here. and then they put him over there, right? But Tony didn't have to have the regulations and the rules and all kinds of stuff because he wasn't asking people for money up front. He wasn't doing those kind of things. He was just sharing information, from the greatest traders in the world and brought people in, right?

That all happened here. And then separate transaction over here. But he had all the leads and you created, like, marketing, all marketing really is is like hooking somebody to get their attention. And then you're planting a seed of desire and you're watering that seed to make that desire grow, right? I mean, think about this. When I started a decade ago teaching funnels, Nobody had desire for funnels.

Nobody cared about funnels. So what was my job? My job was plant seeds of desire and then water that. Also, it's like, oh, I need a funnel. I need a book for. I have to have a funnel, right? And by me planting seeds for a decade, that's how my business has grown this huge thing.

So I'm planting seeds of desire. So think about that as like you're bringing somebody in, similar concept, but something is not regulated, planting seeds of desire, you're going to water them through podcasts, through YouTube videos, through trainings, through the education,

through the books, all this kind of thing. Right? It blossoms in something. Now they have this pain because you've created this desire. It's got bigger, bigger, bigger. And they're like, oh, over here, I run an investment firm. I run a thing over here or whatever that might be.

And then you can push them to something externally through the regulations. But it's just separating those two things and understanding, like, what can you say and not say over here that's separate? Or even creating a whole separate business that does, like Tony's business that sells the books. Robbins research is completely different from the investment fund that Tony's an investor in over here that then takes all the money. And does that make sense? So hopefully that kind of helps a little bit.

But yeah, in terms of regulation stuff, obviously there's a lot of rules you have to follow. But for most parts, understanding these are two separate businesses. One's for lead gen and bringing people in and like educating, creating desire. And then separately is where you push somebody over there. Hope that helps. Thank you, Ed Swain. Yeah, thank you, Ed Swain. I think that was very helpful.

And we have a handful of folks in Inner Circle who deal with that same stuff, do investments. I won't list off a bunch of names, but there's a ton of people who have found how to do those types of things without crossing boundaries. So, all right, next question we have is from Leah. And the context is that she helps burned out homeschool mom and kids love learning again. She keeps hearing start high ticket, but Lynchpin seems to place high ticket later. So she's stuck and hasn't launched. So the question is, should she start with a $47 a month membership or a $2997 high ticket offer? And how do I decide so I can finally move forward?

All right. Leah, do you say name? Leah? I think so. I would say yes. We're going to get you unstuck right now and you're going to be in it and we're going to start playing and it's time to party, okay? All right.

It comes back down to levels of continuity, right? Level one, level two, level three. So you've got $47 a month is your level one continuity, right? Traditionally, level two is like a year access to that, right? So you're looking at $47 a month times 12 minus two months for free. So usually we do, so usually we're moving someone from level one to level two. We're going from $97 a month. to $9.97. So they get two months for free, right? So if you're going $47 a month,

here you're at $400, like basically $500. So $500 is this. And then $2997 is your high ticket offer. Okay? So boom, boom, boom. You got all three of them. Okay. So this is simple because level one, level two, they're just pre-paying for a year. Right? The click funnels is off to build click funnels. And then we just pre-paid for a year and then moved into level two. And then back here is now two CCX, probably move, like, all the other things happen to level three, right? So these are your first two things. So what I would say is right now just get unstuck. Like go and launch your 47-monthing immediately.

That's your MIFI. The upsell becomes, hey, when you upgrade, you get two months for free, and it's 500 bucks, and that gives you level one, level two. Like, that's what I would get that done today.

Go get that done, get a launch, get it out there, set emails to your existing list and your people, and get them into motion, right? And that's what's going to happen. And I would spend a little while doing this. I would keep doing this until you're like, man, I can't,

like, I'm assuming you said, you have an audience. I've burned out help moms, right? So you have an existing audience, I'm assuming. So I would say, existing audience is great. It says you're warm traffic and to start hitting their fast, okay?

Typically, you'll say start high ticket because high ticket, it's going to be harder for you to run profitable ads to a $47 month continuity, right? It's just the math, the math is harder to make work. But in the short term, it's like, I always tell this is one of the, my, the conversations I have literally every three months with the inner circle where they come here to Boise, and I've been doing it for a decade or more now, is that everyone's like, okay, I want, to scale this business. And so I have this idea. And so what's happening is there's a big pile of cash right here. And they're like, they see it, but they're like, okay, but I want to scale it.

So they step over the big pile of cash, oh, and they walk over here and they're trying to figure out these other things. Okay. I'm so sorry, Brad. And friends got to like follow me on the stage as I'm running around. Okay. So what I do first, I come down here, I'm like, okay, there's a big pile of cash right here. I'm going to grab that pile of cash first and then I'll go get the other cash. But we always step over this pile of cash to go get the other cash, right? Why would you do that? If you look at every single funnel we've ever launched, including this one right now,

depending when you're watching this, right? Moshe has watched this live, but eventually will be an evergreen thing, right? But the live version, guess what I did? I just emailed my own existing audience. I'm just grabbing the pile of cash. I don't buy any ads. None.

Like we just bought, like just grab the pile of cash now, and then we'll go and we'll figure out how to scale it. So for you, it's like, yes, a $2.97 dollar is going to be the thing you're going to want to be able to scale in the future because you need that profit margin for you to be able to grow and scale. But if you've got an existing audience right now

and they love you and they know you, like make the $47 thing, upsell, $500 thing, and email, post on social, tweet, spam, like everything you got to your warm audience and get them to come in here and grab that pile of cash in down and pull all that cash off the table. And now you got some reserves like, hey, I was able pull off $1,000, $10,000, I don't know how big your audience is, $50,000 of money, right? You pull that cash off, and now this plug in your level three continuity, your 2997, and now you can take the money, you get your betting house money.

Like, you already pulled, your warm market is going to finance now. you coming back and doing an offer that sells your 297, you've got to go buy ads for. Does that make sense? Like we did the One Comic Club Challenge. Everyone's like, why aren't you buying ads on this? I'm like, I play the game where I have the lowest amount of risk possible. Okay. So the first thing I do, we launched One Comic Club Challenge, email our existing list, okay?

We do the challenge. We got 1,200 people on MIFK. We made, again, we had a $5,500 offer, 600 sales for that. So I grabbed a pile of cash, right? So what happens? If you look at the math on what 600 times 5500, it's like $3 million, right? So we got $3 million in cash. Okay.

Now I'm playing with house money. Okay? I'm not investing money to buy ads. I've got $3 million in cash we collected. Now I go out and say, okay, let's start spending money here. Does that make sense? So my warm audience funds the growth for everything else. Okay?

Too many you guys are risking and trying and hoping and praying for stuff. It's like if you have an audience right now, get them to finance it all. So again, I would launch a $47 a month thing immediately with a $500 upsell for yearly. That gives the two things and then spend the next month, two months, three months, however long it works profit. We keep promoting. He keeps pushing it. He keeps getting stuff. He's pull that money, pull out money off.

And then you've got a pile of money. Don't go spend on your new car. Don't go spend it on whatever the thing is. The Lundraper is the worst of that. We got excited and go buy a new watch. We buy something that we don't need. Keep that money and I'm using house money. So my audience is financing this for me.

now I'm taking this money and now we're going to sell my $2,000 offer. I'm going to evergreen, or I'm starting buying ads. And that money then goes back into ads. Does that make sense, you guys? All right. Cool, cool, cool. Awesome. Dave said, that's amazing.

Okay, that's how we start growing things and scaling things without risking our own money, right? My warm, my hot audience, my existing audience right here, they are funding and financing this for me. Okay? I get the money off the table and I reinvest now to get the warm audience. We start scaling and going from there. Now, most of you guys are never, get the spot where you have to get the cold audience, okay?

Most of you guys can build good, you know, eight figure of your businesses off going hot and warm, okay? Cold is we're trying to get to $100 million a year. So a lot of you guys will never worry about this. So hot, hot, again, every new offer put it out there, get the hot audience, pull the money out of it. Then you'd reinvest that into the warm audience, start buying ads and be able to go to the next level.

So that would be my recommendation for you, okay? Again, the reason why everyone's saying lead high ticket is because most people say that they don't have an audience yet. So like, I have no audience. I got to sell $10,000 or things I can pay for ads, but if you, but if you, You've already got homeschool moms who know who you are, who are paying there, grab the pile of cash in front of you, and then go to the next phase. That help?

Cool, cool, cool. All right. Who's up next? All right. Up next is Nisha or Nisha. I apologize for mispronouncing it. The context is Nisha helps small businesses and wedding pros with strategy marketing systems. She has a goal of 10 new paying customers per month.

the question is, if you need to generate 10 to 20,000 in 30 days with minimal ad spend, what acquisition strategy would you prioritize first? Cool. All right, Nisha. I'm going to give you some good news. If I had to make 10 to 20K in the next 30 days, I would not use any ads, not even one. A lot of you guys may not know this. We didn't buy our first ad for ClickFunnels for two years.

Because ads, as much as we love them for scaling, they suck for profit initials. And we didn't have money to buy ads initially, number one. But number two, it's like there's so many ways to get free traffic that are way better. Right. So again, if you have your own hot audience, right, this is your best. Your hot audience loves you. They're going to forgive you. They're going to sign for stuff if your funnel doesn't convert very well.

So that's the best. If you have your audience, like, I would just market to my own audience. If I'd pull 10 to 20K out, like that's what I do. If you don't have your own audience, that's okay. My next phase would like, hey, like, I'm going to go down to my warm audience and I could go buy ads and get Zuckerberg money or, or what if instead I find people who already have a list, that list is hot for them, right?

They're warm to me, but they're hot to them. So I'm going to leverage that relationship and get them to promote something, that then I can sell, okay? So that's kind of the strategy. So conceptually how it would work. What I would do is I would figure out what is the thing I'm trying to sell.

Let's say if it's going to be a, again, I'm not sure a price point you're selling. So you're probably selling some $1,000, $2,000 or so that's what it is. So what I do is I would go and I would create a way to, some funnel to sell now, right? It could be a webinar, could be a coaching application, whatever that is.

Like, we figure out what it is, right? And then I would say, okay, if you're helping business, like wedding pros, I would say, okay,

who are, who are 100 people that have a podcast speaking to wedding pros? Okay? Maybe you find 100. Maybe you'll find two podcasts. I find a little about,

what are the YouTube channels they're speaking to wedding pros? And I'm thinking, what are the email list speaking to wedding pros? Okay? This is like out of my book, Traffic Secrets,

okay? Step in one is building Dream 100. I figure out, who are the people that are already speaking to my audience. Who has a warm audience speaking to my dream customer or a hot audience? Okay. They're warm to me, but it's hot to them. And I would go to those people and say, hey, I love your podcast. You're speaking to wedding pros all the time. I have a really unique way

that I help wedding pros. I help them do it by blah, blah, blah, blah. It's completely different. Would you be, like, could I come on your podcast and share the strategy with your audience? They were going to love it. The person to say, yeah, right? As long as you pitch it and present it correctly. Okay. And I would go to YouTube channel. It's like, hey, you got this YouTube channel. I love you're doing it. I have a unique way that I help wedding pros that's different than what you're talking about now. Can I come on and do an interview and share this way? Like, yeah. And I started getting on other people's lists, other people's audiences to go and do that. Does that make sense? So that's what I would do. And I would focus 100% on that. If you look at like when movies come out,

right? And nowadays, movies are kind of lame. But you remember back in the day when Marvel was still awesome? And you look at this cycle, like each of the Marvel movies would come out, right? I used to love watching this because Iron Man, Iron Man Part 2, Thor, like did all other movies come out? before the movie had come out, the very first thing that they would do is they'd send all the actors out on a tour, right, a TV tour. They'd be on Today Show, Tonight Show, Good Morning America, seeing it, like they'd hit all the different talk shows. And they come and they talk about the movie and they show a clip from the movie and go, this weekend, we're going live. And they would just blitz the media for two weeks leading to a movie and then they would go and get everyone live, right?

And that's how they were, they would promote it. I was like, in a perfect world, if I was launching a book or a coaching program and webinar, I'd be on Today's Show, tonight, show, I can't get on those things, right? But I can do the same thing. I can do a virtual book tour. So for me, I'm looking at this. If I have an offer, I need to make somebody. I'm going to go on a virtual bookstore. I'm going to try to get every podcast, every YouTube channel, everyone's email list, and get that way.

and then they have me on there. I provide content to their audience for free. And then from there, at the end of it, it normally happens at the end of every interview. It's like, hey, if you want more information, where do they go? I'm like, oh, cool. There's actually an application. If you want me to help you implement your business, go to rustlebrunson.com. Goh.com, whatever is, you know?

And then, and then now you're getting all this audience, warm audience for someone else to hear your message. now they become hot, sorry, hot audience, someone else. Now they become hot to you and you push them to a thing. But that's what I would do. I think for most of you guys, you shouldn't buy ads for the first two or three years of your business. You should be just doing that strategy.

If you want to understand it, go read traffic secrets and then go listen. Like that's the whole thing. I'm like, dream 100. Focus on that. Do that first. Anyway, so that's what I'd focus. So that would be what I was going to do. If you're like, I need 10K or I need it quick, what's the best way to spend ads?

I would then go, if the people say no, but like, cool, can I pay you a, a thousand bucks to be on your, on your podcast instead. And they're like, sure. I have podcasts like, well, now I have YouTube channels. We had a guy there day. He's got a huge YouTube channel. And I was like, hey, put him out for free. He's like, no.

I'm like, cool. How much would you charge? And they're like, uh, I think it was like 10 grand. I'm like, done. And so for 10 grand, he flew out here, film me, posted up. We got like, I don't know, a million views on it. I was like, that's the cheapest ads ever, right? So asking him for free to say, no, ask me how much cost to be on it.

And then just pay them. That's way cheaper ads and way better ads because you're going directly to the hot audience to somebody else. They're giving you a personal recommendation versus you buying ads on Facebook and hoping find somebody. It's like, yeah. So that'd be my recommendation.

Good luck, Nisha. I hope that helps for you. Yeah. You mind if I add one thing, Russell? Yeah, please do. Oh, really? Cool. LinkedIn.

She said she helps like wedding pros and, you know, business planners, events planners, like they're on LinkedIn trying to get insights from other people in the industry all the time. And we're posting our wins or our struggles. And you'd be surprised

how many connections or people will come to you for help. So, I mean, that's while you're trying to get on those podcasts or YouTube channels, just to post on LinkedIn could probably do the trick. Make sure you use the right hashtags and utilize that. Very cool. Yeah. There you go from Miles and Self. I love LinkedIn.

Love LinkedIn. All right. So our next question is from Preeti. And again, I apologize. I am not good at pronouncing names. But here's the context. So Preeti sells an eight-week live cohort strength longevity program for women 40 years and over.

She has 4,000 email subscribers, but most buyers come from local Facebook groups. I want to scale reach. So the question is, how do I diagnose whether my bottleneck is top funnel, not enough leads, or midf funnel, leads not converting? And what metrics should I check?

So they have a 4,000 person list, but their sales is coming from Facebook groups. So they're saying the list isn't buying? Is that they're saying, I think? I guess trying to find the diagnosis is the bottleneck not enough leads coming in or the leads that she's getting are they not converting? Okay. Oh, they just posted. Yes, the list isn't buying. Okay, cool. So, list isn't buying. So a couple of things I would say is number one is it's like, if you think about

lists, like the list is lifeblood of every single business. Okay. And so for me, it's like, I have to continue to be adding people to the list because the lists wear out. They don't last forever, right? I think if I was to look back the last 10 years, we probably had, I don't know, 10, 15 million people that have opted my list at one time or the other. And there's like, they're flowing through. They stay for a while. They follow off and like new people. So like, there's always there be new things coming. And so a lot of it's like, okay, you have 4,000 person lists. But it's like, you've got to stimulate growth. That's why dramatic demonstrations we talk about are so great. Because dramatic demonstration is like, I've got to give them something exciting. Because if I'm just like, buy this thing, buy this thing. It's not, it's hard. Right. If I'm like, I'm going to dangit in his basement. It's going to be amazing. Like they'll reengage a cold dead list, right? So it's like reengaging them to be excited. So that's, number one, but number two, it's like, when we do a dramatic demonstration, one of the reasons why we do that is because it's the best list building tool we have, right? The dramatic demonstration is a lead magnet, right? If you look at the Dan Kennedy business, right, like Dan Challenge, that challenge is the lead magnet. And so like we're promoting it, they're registering, and that's how the list is growing, okay, for the one common club challenge. My goal, when we get

Evergreen is get 10,000 people a day to opt in. Okay, like that's the number, that's the metric. That's really we're sprinting towards, right? So that's adding 10,000 people a day to the list. So you have 4,000 person lists. Cool. Do something like that to try to reengage them, number one. But then number two, it's like, okay, now you have the drag demonstration. Now start putting new leads in there and have them start coming in. Now, if you're saying that the conversions are all coming from Facebook groups, it's like, hey, for us, it's very similar. Like we, like when we do challenges, we did the Lone Comic Club challenge, we put them all into a backstage pass group, right? Which is kind of like a Facebook group. Put them in there.

And so that, like, in the community, like we're dropping things. Like, it's the, It's the social proof. It's the networking that gets people to buy eventually. So it's like using these strategies in tandem. So it's like with a Facebook group or so we have an email list and a Facebook group to post a dramatic demonstration. They register that and put them into a Facebook group if they have the conversation and get them excited about what's happening like we're communicating with there, right?

And we keep going back and back and forth from there. Okay, they're posting out here. So the list is from Facebook ads. Could it not be my ideal audience? I don't know. I mean, people are people. There's so many, there's so many things be hard to know unless, you know, like if that list was a hundred percent of Facebook ads,

they're not buying it all? So maybe it's tell us that, is nobody buying it all from that list and they never have? And did you gather that list from just all Facebook ads? I mean, there is definitely, um,

um, there definitely is, you know, you could have a list that's just dead or it's not working or they came in under a different, you know, they signed it for one thing and then we were trying to sell something different so it's disconnects.

They're not going to buy from that. Those things are all possible. But I think my initial thing, if I had that, I'd be like, okay, um, how do we revive that list? In fact, oh, Yana Golden has a training called their a subscriber-reviver that she teaches to how to subscribe and get people back, right?

And so that's like an option is like following that. But, okay, my program's eight weeks, is two grand. Three people have bought it. Three people from 4,000 person lists or three people from the local Facebook groups. I think the biggest thing is just like, okay, three people from left. Okay, so that's not bad. Four thousand person lists. Three people paid you two grand, two, four, four.

I mean, that's, that's not bad. Now it's just like, hey, how do we, how do we keep selling that list and how we build the list bigger, right? I mean, I think about this, like, you know, yeah, I mean, it's all a math in a numbers game, right? So if you, if you brought the 4,000 person list, like, do a webinar, do a challenge, keep doing things. But it's like, hey, just know, like, that's a stagnant number that's going to, it's atrophing over time. What's, what's Einstein's law of thermodynamics? Like, uh, things deterioration. over time. I don't know. I'm acting smart. I don't know what I'm talking about. But it's true. Like you put an apple outside in the sun, it just deteriorates and it disintegrates over time, right? The chaos theory. Everything goes to chaos over time. Same new list. You have 4,000 versus in list today.

Tomorrow it's less and it's less and it goes to chaos and gets worse and worse and worse over time, right? So dramatic demonstrations reinvigorate a list, but also understand that that list is stagnant. It's always going to be shrinking and growing. So the question I'd be asking is, how do I add 4,000 people a week to that list? because if I got 4,000 people a week to the list, right? And you come back to there and it's like, hey, you got three people to buy from the list so far. It's like, okay, if I had 4,000 more people, so that's $6,000, right? Wait, see, 2,000, yeah, three people bought $2,000 offer, 246. You made $6,000 off 4,000 person list, okay?

So it's like, how do we keep replicate? How do we get more people in the list, keep selling them? So I would like, if you have a webinar that's selling your $2,000 offer, okay, you've got the webinar, demonstration, buy ads, keep buying ads, keep buying ads and keep doing that. Like it's, you got the things in place that it just feels like you're not putting more people into the, into the process, into the funnel. I think you're thinking nobody bought it for 4,000 person lists except for three people. Three people bought you made six grand.

Like, that's great. There's probably the three people you could get from that. If you just keep following up, keep doing stuff, keep doing stuff. Now you're at, you know, six grand, you're 12 grand. You made 12 grand, a 4,000 person list. Cool. Now it's going like, let's get another 4,000 people on our list. How do we add another 4,000 people today or this week or this month, right?

So yeah, I hope that's helpful. It's just, it's just understanding. It's just like, this is the numbers game. So you got to keep putting more people in. I see people all the time. This is one of the, I see some inner circle lot, actually, is where people will spend a period of their business growing a list. The list grows to be whatever, 5,000, 10,000 people big.

And then they stop the activity that built the list, right? So they have 10,000 people on the list and they sell something. They're making money, making money. What happens is that that list now, it starts deteriorating and deteriorating. And so they come in their circle and they're like, man, I made way more last year. this year and I can't figure out why. And like, I've still been the same webinar, same challenge, like, but less people

are buying. It's like, it's because you stop growing. So the list is shrinking, atrophing over time. A lot of chaos gets smaller and smaller and smaller, right? And then they can't figure it out. And then, like, we're trying to figure out, like, let me have the presentation on it. Hook's not right.

And we keep looking at stuff. And eventually, like, oh, it's because you stop getting new leads in. Like, new leads are the lifeblood of your business. Like that's why it's holding structure that way. Everything's pushing into a dramatic demonstration they have to register. Dramatic demonstration they have to register for. MIFkey, that there's low ticket, free plus shipping. they're coming in to get, you know, we're just trying to always be bringing new blood in.

So the question that I'd be asking yourself every single day is how many people join my list today? That should be your KPI you're looking at every single day. Because as that grows, the rest of your business will grow with it. It's figuring out how to get that 4,000 people a list to like, how do I add 4,000 people a month to my list? That's the mindset shift. And if you start focusing on getting new leads into the funnel, into the thing, that's the game plan. I hope that helps. but it's just volume, increase in the volume

people come into your world.